th-1.jpg

Have you noticed news publishers rapidly escalating their reporting of Tweets by anyone and everyone in the public eye? Be it a C-list celebrity or the President of the United States (the same thing by the way) everyone from CNN to your local online paper feverishly love to tell us about Joe Blow’s random Tweets.

It’s a new level of scrutiny on a very low type of communication. Tweets, especially those without links to something important, are really nothing more than brain farts. Such missives would normally smell for a few seconds then dissipate into the cosmos. Which, for the most part, is what should happen to these bits of unpleasant emissions.

But not anymore. Now a goof’s drunken reflection on current events has become a current event. When twitter blows up (at the drop of a hat) the “news” slavishly tells us about it. Call it Tweet Reporting, kissing cousin of “Fake News.” It’s not unlike telling your BFF at Starbucks, “Did you hear what so and so said the other night?” Titillating in the moment but hardly worth documenting.

In the age of social media it is completely understandable but it’s also ridiculous. Obviously, the lesson here is that folks, especially prominent ones, should be more careful before spewing their opinions into cyberspace. But Twitter, Snapchat and the rest are mostly “in the moment” phenomenon and people tend not to be at their best in the moment. Hence, the adage, count to ten before reacting to a trigger. Be it anger, fear, lust or countless other base emotions, we are always better off showing restraint. Feelings aren’t facts.

Alas, social media isn’t built for contemplation. Today’s “truths” are a narrative based on first reactions, which seldom are accurate. But once a dumbass Tweet is picked up by the media it becomes a fact. This creates a domino effect of yet more facts aka hasty reactions. And the world spins out of control. @twitter #whogivesashit

For content that matters, hit me up: https://steffanwork.wordpress.com/

The high degree of craft demonstrated by the Coen Brothers is obvious in this new “film” for Mercedes AMG. The casting, wardrobe, acting, editing: it’s all first rate. Seeing Fonda at the end is wonderful – the cocky peace sign he flashes. Yet, everyone in the commercial shines, transcending the biker stereotype. You’ve got to love the two brutes getting stuck in the silver chains adorning their leathers. Or the grizzled biker chick wearing her lines like so many badges. Good stuff, which is what we’d expect from a Super Bowl commercial directed by the Coen Brothers.

Beyond the obvious, however, a thing I really dig (60’s verb intentional) about this film is how damn analog it is, on both sides of the camera. No smartphones. No CGI. Nobody’s tweeting. Instead we see a jukebox. Playing Steppenwolf. Dude holds up a cigarette lighter not an iPhone. Gloriously absent is all evidence of the modern world.

That is until we see the sleek new AMG roadster at the end.

Lots of commercials riff on previous decades but we can often sense the phoniness, kind of like viewing an off-Broadway production of Hair. Something about the cast or wardrobe gives it away. And we’re like: Oh, here’s a commercial making fun of the 60’s, 70’s or 80’s.

But not here. The righteousness of this commercial lifts it above mere advertising content. Rich in detail, fun to watch and just plain good the Coen Brothers remind us of why quality filmmaking still matters. Even in advertising. Especially in advertising.

Agency credit (and kudos) to Antoni, Germany and Merkley + Partners, USA

Falling on deaf ears?

Like Hollywood and all its stars, the vast majority of Adland despised the idea of a Donald Trump presidency. Which is why for many months so many of us rallied for a different outcome. The best and brightest from our tribe, hired by the DNC, or of their own volition, created films and microsites and social programs in a righteous effort to see the one time First Lady become the first lady President of theses United States and, with perhaps even more ardor, to make certain one very strange and polarizing man didn’t. Emulating the luminaries in La La Land we had our Goodby and Droga and all their get doing everything imaginable so that America voted one way and not another.

Funny or Die presented an entire movie mocking Donald Trump. Baldwin killed with his impersonation of DT on SNL. Poignant commercials told us “our children are watching” as clips of The Donald ran before their innocent eyes. The Tonite Show. The Daily Show. All the shows – ranted and raved. We made memes and anthems. Jay Z and Beyonce’ stood by Mrs. Clinton swearing a blue streak for blue states. The sitting POTUS boldly stated that Donald Trump was “not fit for the office” and we made endless propaganda to support that claim. Oh, those ripping hashtags. So many followers. So many Likes. So many shares.

And yet.

All the Kings horses and all the King’s men couldn’t put Hillary Clinton back together again. Donald Trump won. And he did it with a clown car for support and a fraction of the money.

In Washington the autopsies are well under way. Blaming the FBI. Blaming racist America. Blaming men. And, with eyes to the floor, blaming their candidate as well as themselves. How could we let this happen? They rightfully ask. Were we so wrong? That wildfire will rage for months to come.

And so I must ask the same questions of our industry. Was our strategy and creative so wrong? How did we bungle a pitch we thought so certain we’d won?

I did not create any content for this election but I am available to do so for you: https://steffanwork.wordpress.com/

screen-shot-2016-10-20-at-3-51-03-pm

Link courtesy of Bart Smith…

Bart Smith is an old friend from back in my Chicago days. Well before I moved west Bart trekked to Seattle, where he continued his audio production company, Bart Radio. (now bartplus) Anyway, he and I collaborated on some radio scripts I wrote for Art.com, including the one linked here about Vincent Van Gogh. Inspired by a popular biography series on TV, the spots featured the indelible voice of the now departed, Peter Graves.

I’m on the record as saying 90% of all radio sucks. But of that rarefied 10% Bart produced a great many. In 25 years in this business, so far I have written only a handful of radio commercials. The Art.com stuff was a highlight. Not only did I get to tell true stories about interesting people I got to tell them in a way that was uninhibited and fun, inviting people “to bring the art world into their world.”

They say radio is the true test of a copywriter and hopefully I aced it. I’m currently doing various freelance projects (content creation and creative leadership) and would love to hear from you. This is my portfolio. And if you’re looking for great audio production and a truly supreme collaborator, look up Bart. He’ll take good care of you.

is-1.jpg

Heel to Hero…

Going from Heel to Hero and visa-versa has not only become predictable but is occurring at dizzying speeds. I think this phenomenon is grossly underappreciated. Not only is it changing how we view good news and bad news but it is shaping current events and enabling shocking new discourse in popular culture and marketing.

A perfect example is Colin Kaepernick. When he was first caught sitting in protest during the National Anthem at a pre-season football game, the world all but tore him a new asshole. Within two weeks he’s on the cover of Time magazine and high school athletes around the country are emulating his behavior. Last week his jersey outsold all others. Pretty remarkable given he’s not even the starting quarterback for the team. Colin Kaepernick went from a goat to a God. Just like that.

The confluence of social media, proliferate video, celebrity obsession, reality TV and other factors have created a perfect storm, enabling controversial behavior and in turn changing our perceptions of what constitutes good and bad, right and wrong, and it’s doing so in real time!

Look at what a sordid sex tape of Kim Kardashian started. Once vilified and humiliated, that negative take has long been forgotten. She and her get are some of the most famous people on Earth.

The camera loves errant behavior. And society loves cameras. Ergo anyone can be a “star.” Provided you punch through. Dropping your pants or taking a stance are two surefire ways of getting that attention.

Courting controversy is not the real news, however. Like many, I have been writing about this for years.

What’s especially fascinating is how predictable the pattern has become. And the subsequent opportunities this affords. Marketers can take more and bigger chances. So what if a campaign or Tweet creates a shit storm. Within hours, defenders will join the fray. Even turn the tide. One can game public opinion. Betting on the inevitable backlash should be considered strategy from the get-go. Whether we like it or not, this is happening. Certain groups will take advantage while others stand by gaping.

(Author’s note: I’m avail for copy, content creation & creative leadership: https://steffanwork.wordpress.com)