September 26, 2016
Much to admire in Apple’s new TVC for their latest iPhone 7. The plot is simple as all good commercials are. Despite a hellacious storm brewing, a serious bicyclist suits up to ride, including on his bike the water resistant iPhone, shown depicting his route with mapping technology. That’s essentially it.
Yet, the details are what make this 30-second film spectacular.
Let’s start with the production. The dark and ominous tone, impressive. The CGI storm impeccably rendered. The gray, black and brown color palette, accentuated by flashes of lightning, make a bold statement.
Speaking of bold color, one has to comment on the brilliant casting of an African American. In Marin County, serious bikers are ubiquitous and in the 4 years I’ve been here I can count the black riders I’ve seen on one hand. The stereotype of a lean Caucasian bedecked in colorful skintight gear is completely accurate. I don’t think it’s controversial to say, like swimming, biking just isn’t a black thing.
So we notice the man here. And pay attention. He is perfect for the role. Steely-eyed and stoic, this dude is hardcore in the best sense of the word. If anyone can handle the impending storm it’s this guy. Even his dog looks more worried than him. Kudos to the creators for casting against type. It makes this commercial.
Another counter-intuitive aspect that raises the commercial up is the lunacy of riding a bike on a mountain road during a raging storm. Normal people don’t do that. But intense people do. Instead of thinking what a nut, we think what a badass. If the commercial weren’t made so well, the narrative might’ve come off as preposterous. It doesn’t. The result: Like his other gear, the iPhone feels like serious equipment for a man on a mission. We want what this guy has: his reckless courage, his boldness, his phone. In other words, the ad works.
Finally, again surprising and delighting, is the unexpected use of AC/DC’s iconic anthem, Thunderstruck. Slowing potting up the song’s alluring guitar riff builds excitement and tension, placing us directly in the rider’s mindset. Thrilling. Long a bastion of white stoners (now sober dads like me), the AC/DC song, like everything else in this commercial, totally disrupts expectations – forcing us to pay attention.
Watch the spot. That last image says it all. To hell with the weather, let’s ride. We can handle it and so can the iPhone.
Creative leadership, copy & content: https://steffanwork.wordpress.com/
September 20, 2016
Bono has a great line from a lesser known U2 song: “Some days have bouncers that won’t let you in.” Well, today was one of those days.
In big ways and small I was vexed by unmet expectations. A rejection here. A late coming change order there. Computer problems. Trouble at the bank. Scheduling issues. Just a myriad of stuff. The day would not let me in.
Undoubtedly you have had such days. God forbid worse. God forbid lasting longer. For these are the vicissitudes of life. Said another way, shit happens. And no one is immune.
Yet, I did not succumb to it. When one crummy thing led to another per Murphy’s Law I did not rage against him. I paused before each fallen hurdle. Took stock. Thought about the many blessings in my life. When I picked up my youngest from school I asked about her day, giving a smile and looking for one back. It was received. Despite feeling hurt, my attitude spared loved ones. I did not make things worse.
Later, in the car with my middle child, a daughter of 15, I told her that this was a difficult day for me – the truth. She asked for details and I explained some of it. She put her phone away and we had a meaningful conversation. She worried and wondered and asked good questions. By the time we got home, we were both laughing. I came to realize my bad day enabled a rare moment with my daughter, something precious.
Silver lining? A door shuts another opens? There are many proverbs about our challenges teaching us but when we are in them they are easy to forget. For me, anyway. The old me would have added to my difficulties by creating ten more. Maybe I would have lashed out to those that were vexing me and to those that were not, making everyone feel bad, effecting consequences.
But today I did not falter. I remembered to pause when agitated. Take stock. I even asked a confidant for help. These are things many of you do intuitively. For me it’s a daily reprieve, this grace under pressure.
Maybe these words will help one of you. Writing them down is another tool for helping me. Like saying thank you for this day and all of its blessings.
(Author’s note: above mentioned lyric from Some Days are Better than Others, off U2’s 1993 album, Zooropa )
Let me write for you, all content: https://steffanwork.wordpress.com/
September 14, 2016
Freelancing be dancing…
Forgive the delayed post.
In absence of full time employment, I’ve been working my ass off. If this sounds contradictory it is not. As any freelance writer will tell you, the hustle is as crucial as the creation. Unlike fat and happy FTE’s the freelancer must work to get work before he can work.
Ah, the hustle. It’s like the fisherman who has to both catch fish and sell them. Two jobs. Both with distinct roles and responsibilities. He rises early to fish. Stays up late to sell.
Same for me. Work the phones in the AM. Write into the wee hours. Get up and do it again. Call it hustle and flow. I’m not complaining. Just saying.
Though I am also dutifully searching for full time work (there are many birds in my nest!), I do find rogue satisfaction in being a grinder. The hustle keeps one alert. My sonar is on. Even the glimpse of silver beneath the waves and I turn to it. Lowering my bait. Jigging for a nibble.
The writing part I know well. Am good at it. Adore it. But after composing a manifesto for this client and writing content for that website, I’m just too fatigued to tend to my blog.
I trust you understand. And if you’re so inclined, hit me up. I will most certainly deliver. Spoken like a true hustler, right?
My portfolio: https://steffanwork.wordpress.com/
September 6, 2016
While reading the “newspaper” online I came across a couple stories that captured my attention. I clicked on them both not because they were newsworthy (they weren’t) but because they appealed to my socially & digitally trained brain. The same brain that grew up reading long form magazine pieces in The New Yorker and Field & Stream; not to mention spending hours slowly devouring the Sunday paper, digesting sections like a python moving rodents down its throat.
That was then.
These stories are classic examples of the sort of content we feed on now. Both are fairly meaningless by old-school journalism definitions. Nobody died or got hurt. Nothing really is at stake.
The story about vandals knocking over a sandstone goads us into clicking its link, pushing our buttons to judge and to vilify. In this way it is like those “news” stories about drunken beachgoers tormenting a baby dolphin. We have to see these cretins and pillory them. Seeing for ourselves is made possible by amateur video or photography.
The other story functions in the same way but by pushing completely different buttons. The author beseeches us to try and find the “mystery couple” from this “Instagram-worthy…magical photograph.” The picture is of a bride and groom posing on a pretty spot in Yosemite. They are not famous. The photographer is not important. The location is unquestionably on infinite tourist-y photo albums. The chance discovery and the chance to discover are what makes this story click-bait.
Not long ago neither piece would be considered news. Now they probably get more clicks aka readers aka viewers than headlines about bombs falling in Syria.
Back when I started in this business, at Leo Burnett, the agency had its share of iconic clients and for the most part did iconic work for them. None more so than it’s fabled “Fly The Friendly Skies” campaign for United Airlines. At the time, the agency had just procured rights to the quintessential American anthem, Rhapsody in Blue and in my opinion there was no finer way to advertise an airline. While United has since changed agencies and themes many times over, if you fly the airline they still welcome you to the “friendly skies of United.” They can’t let it go. And why should they? It’s better than anything they’ve done since.
Regarding technology, there are three critical plot points in the 20th century: The automobile. The airplane. And computing. For many years, nothing defined an agency better than a big car or an airline client. And Burnett was cock of the walk in that regard. Then Apple turned everything upside down.
But planes are still a big deal. And when a new campaign for one as big as American Airlines comes out, we take notice. Not like in the eighties and nineties, but still.
“The World’s Greatest Fliers Fly American,” is AA’s new theme, introduced by agency CP&B. The first thing you notice is how serene it all is. No voiceover. Just idealistic, lovely images with superimposed copy. The intent is to idealize the best in fliers, even if the reality of airline travel is anything but. Forget that today’s “fliers” wear ill-fitting sweatpants and eat stinky Whoppers from a paper bag. This campaign is a romantic myth, which, while understandable, is admittedly a push.
Still, I do like its audacious simplicity. Like a soaring eagle, the AA logo casts a shadow over the gorgeous images – the poetic titles a polite interruption. Another word that comes to mind is glossy. On gossamer wings, right?
For the most part the aviation industry has recovered from its lengthy post 9/11 slump. Many are now turning big profits. So we are not talking about saving American Airlines. But I wonder: Is this campaign enough? Will it make a difference? Will consumers change their flying behaviors or even notice at all? I’m not being coy. I really do wonder.
View the rest of the campaign in this story from Adweek.