Score One for MassMutual vs. Russian Trollbots

I’m an unabashed fan of films that feature people being nice to people. When all of Bedford Falls shows up to support George Bailey, I tear up. When the ground support team works around the clock to create a hack for the overburdened CO2 scrubbers in Apollo 13 because failure is not an option, I tear up. Heck, when H. I. and Ed McDunnough get caught returning Nathan Jr. to the home where they stole him, only to have Nathan Sr. free them both with a wave of his pistol and the admonishment “Before you go off and do another foolish thing like busting up, I suggest you sleep on it…at least one night“–yep, waterworks. I just like seeing people being nice to people. So you can guess how I reacted to this epic, affirming, inspirational ad on the Olympics last night…

The perfect song and amazing true life stories, all told with many of the people directly involved in them, this ad exemplifies genuine emotion powerfully realized. If you want to read more about all the individual stories, you’ll find them here.

At a time when broadcast networks, self-interested lobbies, and foreign operatives actively work to divide us, this spot serves as a wonderful reminder of America at its best and how we can all do and be better. Mass Mutual, their agency collaborators at Johannes Leonardo, and Radical Media should take great pride in this work.

Yep, I teared up a bit. And I don’t care who knows it.


Talking Super Bowl Stuff with Wendy & Bill

Every year, I look forward to this day and my annual Super Bowl commercial recap with WGN 720’s Bill Leff and Wendy Snyder. Aside from being pants-wettingly funny, Wendy and Bill always bring their own fascinating, non-advertising-centric perspectives and I walk away thinking about things a bit differently. Good conversations have that effect.


On a side note, if your city ever gets an opportunity to host a Super Bowl, do it. It’s a lot of fun and brings a ton of energy to the downtown that more than makes up for all the visitors and their unimaginative “but it’s so cold” whining. Even better, if your city planners can install special lighting around the venue, maybe you too can create something half as amazing as this…or you can do it in post, whatever.


Almost two years gone and Prince still owns this city. Remarkable.


Video: Evolving Beyond Selling

So yesterday, I was lucky enough to present for the West Michigan Content Strategy Meetup’s first-ever lunch and learn webinar.

Of course, being that it was ‘first ever’ and involved warring Apple and Google technology platforms, it was a bit of a car wreck; dropped signals, video blackouts, etc. But happily, like all things digital and video, you can fix it in post. So we did.

My thanks to my old friend Scott Smith and the charming and redoubtable Laura Bergells for making this a terrific experience, technical difficulties and all.


Today’s Example of How Creativity Pays

Ad agencies struggle to convince clients to pay for creativity, mostly because we gave it away for years, trusting television’s healthy margins to more than cover the cost of development. And so we inadvertently devalued our industry’s one core asset that spans medium and format: the idea.

Which is why it’s so fun to hear the story of Max Lanman, who recently decided to help his girlfriend sell her car online. Actually, he used her old Honda to produce his idea of making a luxury car commercial around a junky car. Her vehicle was one of a whopping 382,298 Accords produced in 1996, but now, twenty one years and 141,000 miles later, her “Greenie” shows its age…

The thing is, this spot’s fun but not especially hilarious. A similar used car ad spoof featured on this blog back in May used outsized visual effects to far more hysterical effect. Yet the simple fact that Max took the time, made the effort, and did something delightfully unexpected in a tired, uninspiring venues made his work shine.

It also paid off handsomely. Kelley’s Blue Book values the Honda at just over $1400. After posting the spot on YouTube last Thursday, Max and his girlfriend listed the Accord on eBay for $500.

By the weekend, the bidding hit $150,000, and eBay took the listing down, understandably concerned about “illegitimate bidding.”

Now it’s back up and bidding currently hovers around $4300: almost ten times their initial asking price and well above the Blue Book value. All because of Max’s creative idea and approach.


eBay also released this statement: “Mr. Lanman is a talented filmmaker and we’re pleased that the eBay platform brought us together. We’re hoping to work on some creative video projects with him in the future.

Wow. Nice work Max. Well played.


Why Video Content? It’s Simple Neuroscience.

Seriously. Our brains process video imagery differently than text.

While researching this piece, a number of remarkable statistics popped up repeatedly. A particularly amazing one claimed we process visuals 600,000x faster than text. The problem is, like so many things on the internet, this claim wasn’t corroborated by any credible sources. Actually, they were compellingly argued against here. Oh well, live and Google. And Google again. Repeatedly.’


A Nine Page Argument for Video Content

“He Shares His Slides On SlideShare.” Try saying that three times quickly…

Or just take a look at this short deck. It asserts the critical relevance of video content, as our marketplace continues moving away from text-based communications. It’s intentionally short because apparently, all these modern digital distractions have left us with the attention span of tree frogs.

For years, I loved making television commercials. Today, I’m genuinely excited to make all sorts of other video content for all sorts of other platforms and audiences. It is, in the words of the immortal Sammy Davis Jr., ‘a gas and a giggle.’


Photo credit: Ray Hennessy

Five Reasons Why Every Brand Should Be Using Video…Presented on Video

Okay, so it’s a wee bit longer than sixty seconds, but the points remain…

For anyone who prefers written lists, here they are:

  1. Four times as many people would rather watch a video about a product than read about it. Source: Animoto
  2. Viewers recall over 90% of a message after watching it on video, as opposed to 10% from reading text. Source: insivia
  3. Embedding video on landing pages can increase conversion by 80%. Source: Eyeview  (Self-imposed time constraints prevented me from sharing the other big number: video makes your site 53% more likely to show up on Google’s page one.)
  4. Visual content–particularly video–is forty times more likely to get shared.  Source: Buffer
  5. Marketers who use video grow revenue 49% faster than non-video users.  Source: Aberdeen Group

As you may have noticed, I’m particularly fond of number five. That’s basically a mic drop for video…


Photo credit: Jakob Owens

Shoulder to Shoulder with Mentors

Two weeks ago, Joe Sciarotta, the CCO of Ogilvy Chicago who was recently made co-CCO of Ogilvy US, asked me to film a video. Since I was in Chicago on business, I stopped by their office at the end of the day. Producer Mike Diedrich and CD/DP Peter Angus Medlock filmed my bit in under a half hour, most of which we spent laughing.

Candidly, I thought the project was to congratulate Joe on his big promotion. Instead, it was for the 4A’s 100th Anniversary celebration, held Wednesday night in Chicago.

When I saw the roughcut, I was knocked back. To be in the same video as Lee Clow, Shelly Lazarus, Jeff Goodby, Ari Helper, my old bosses Keith Reinhard and Bob Scarpelli, and a host of other cool people was the nicest compliment I’ve received in ages.

The clip also proved I can’t talk without using my hands.


PS: The commercial I reference is over twenty years old but remains a favorite. This marvelous spot for Black Currant Tango soda inspired me to go bigger and sillier whenever possible. It is, quite simply, flawless.

Why Vertical Formatting Matters for Social Video

It might have something to do with their primary audience’s age, but in a small bit of irony, I couldn’t maintain this video’s native vertical format when editing it in iMovie, or posting it to Vimeo, Youtube and LinkedIn.

Still, when it comes to the giants of social media platforms–Snapchat, Facebook, Twitter, and Instagram–vertical is the way to go.

By the way, if you need some expert social media strategic advice, connect with Kate Miller; she’s pretty amazing. IG & TW: @LetsReallyLive.