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Must…Have…Tweets!

In the highly entertaining Tobe Hooper film, Life Force the human population are turned into ravenous creatures that must suck the essence of life out of other human beings every few minutes or die. Without going into plot (in this case alien invasion), the streets of London are quickly turned into a maelstrom of carnage. Half dead zombies grab onto the living, draining them. The drained then come back to “life” looking for new victims to drain. And so on.

Typically, zombies do not dwell on one meal for long. Unthinking creatures, they rip into one victim after another, leaving the dead and dying in their relentless search for fresher meat. Of course, the bitten quickly “turn” and well you know the rest.

It’s pretty scary…the stuff of nightmares. Many observers have likened the popularity of zombies in our culture to not-so-latent fears about the economy or terrorism; that these ghouls symbolize a loss of control. It also has been suggested that we see ourselves in these mindless creatures, an even scarier thought -for how quickly our appetites run amok. Neither view is wrong. As one of the remaining mortals exclaims during George Romero’s remake of his own classic film, Night of the Living Dead: “We are them.”

Perhaps sadly, it’s also a metaphor for the effect social media is having on more and more of us every day. We have become “content zombies.” No longer able to process information, we rip through new media biting and chewing and spitting out content, barely digesting any of it. Ravenously, we move on to the next. Indeed, barely chewed facts, items and stories pass through us onto the web like offal. Our constant tweets, grams and snaps are mere bits and pieces, carrying links like so many worms, each containing the shred of something devoured earlier. Or something like that.

I myself am turning. Last night I tried reading an article in a magazine. I found myself jumping over paragraphs, skipping entire chunks, gluttonous. Unsatisfied, I started another article. Then another. Within minutes I was in front of my laptop lapping up more, more and more!

Already an addictive personality, once I taste blood I cannot stop gorging. The more I feast the less I retain. A vicious cycle if ever there was one. God help me for I am a content zombie. I am legend.

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Adios amigo.

Dos Equis’ “The Most Interesting Man in the World” is a thing of the past. For whatever reason (one provocative theory is here), last year its agency replaced the iconic character with a younger yet sadly cruder version of TMIMITW, who quickly bombed. Then Dos Equis replaced its agency with another agency, Droga 5. And that’s that. One of this centuries best advertising campaigns has almost certainly come to a close.

The new agency will do something sort of kind of good (like the beer itself) and it won’t really matter. Dos Equis will fade into the Mexican sunset becoming once again a beer we drink on vacation or at the occasional BBQ.

With TMIMITW, Dos Equis had its pop culture moment –a moment that lasted a decade. Few ad campaigns actually move the needle the way this one did. Explosive and sustainable growth is so freaking rare. (I had similar success with the “curiously strong mints” campaign for Altoids and consider myself VERY fortunate.)

Let’s face it, most campaigns, even the best ones, don’t blow up their respective categories. Advertising, whether we admit or not, is usually about not losing ground and maintaining the status quo. Beer number one advertises so beer number two doesn’t overtake it. We all think –or should think- that our work will make more than dents. But those overblown case study results aside, dents are what happen when we’re lucky. More than that and we’re blessed.

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She can’t stop looking at his nose…

A lot of us will blame the new guy for the campaign’s demise. But honestly TMIMITW had lost its interestingness some years ago. After many years of inspired copy the bit had grown stale. Nobody, not even the last copywriter, is to blame for that. When we see the joke coming and coming and coming we cross the street. Havas may have been foolishly chasing millennials by casting a younger hero but in my opinion they were just throwing up a Hail Mary. The public had already stopped being thirsty.

Adios amigo. It was fun while it lasted.

May I create some interesting copy for you? https://steffanwork.wordpress.com/

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Pepsi. United. Spicer.

Look at your feeds. Your friend’s and your family’s. Hell, look at mine. These three fails have dominated EVERYTHING the past few days, one following the other, aftershocks in a pop culture earthquake. I don’t even have to provide a summary. We’ve all seen the videos. Shared them on Facebook, Twitter, Instagram and Snapchat. If you turn on the news that’s all they are talking about.

And my o’ my, have we commented. Holy Hashtags! The shaming has been resounding. Pepsi is tone deaf! The “Friendly Skies” have gone berserk! Sean Spicer is a fool… or worse!

And you know what? In two weeks it won’t matter.

In some of these cases, maybe all of them, there will be a backlash of support, if for no other reason than to court controversy and/or create “click bait.” A second wave of folks will “rise up” and say what needs to be said. All ink is good ink, they will say about Pepsi’s idiotic commercial. “It became part of the conversation!” And that “doctor” who was bloodied while pulled from his plane seat? Well, it turns out he was nothing but a pill pusher anyway, convicted and defrocked. And Sean Spicer was only comparing one dictator to another. The righteous will quote Jesus: “Let him who is without sin… be the first to throw a stone…”

In the unlikely event that none of the above happens, this will: Pepsi shall throw support at various “urban” causes, proving they are not tone deaf to the needs of the “community.” Their PR will be all over it. United will codify its CEO’s janky apology with a full-page newspaper ad and a preachy commercial. They will give the mistreated passenger money to go away. Mr. Spicer will be muzzled and muted, more for embarrassing the President (that’s Trump’s job) than the content of his words.

In the end there is no end. More lunacy will occur, replacing the current noise with new louder noise. Shameful acts will occur and thusly be shamed. Then the shamers will be shamed. And so on and so forth. In the olden days of the 20th century any one of these scandals would have lasted for months. Not anymore. The modern content zombie constantly needs new flesh to tear apart. Why do you think they’re called “feeds?”

And yesterday’s chewed upon? You guessed it. They merely get up. People will still drink Pepsi. People will still fly United. And, if he’s not scapegoated into the private sector, Sean Spicer will still be the White House Press Secretary.

One final thought and it’s a dark one. We find this all terribly funny.
Maybe it’s true: “We are all Negan.”

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For copy & content creation that breaks through the noise, hit me up: https://steffanwork.wordpress.com/

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“I have a gun in my hand but all I really want to do is talk.”

Sometime during this season (7) of AMC’s hit series, The Walking Dead the show toppled over its own hubris and died. “Jumped the Shark” as it’s often called in popular culture. Though leaping over an apex predator would be more exciting than the demise of this once wonderful show.

Before getting into it, allow me to qualify. I loved The Walking Dead before it even came out. Devouring the source material comics and any and all related content. Without sounding like a preening fan boy, I was a zombie freak before the genre became a genre. The nihilism and terror of reanimated corpses feasting on a terrified and dwindling population spoke to me like no other type of story could, ever since I saw George Romero’s iconic Night of the Living Dead at a drive in movie theater(!) I was gutted. Something about people “turning” into their own worst enemy resonated, igniting my deepest fears: “They are us.” More than just ghoulish, the undead delivered the perfect allegory for our overpopulated, corrupt and polluted world.

Now zombies, like vampires before them, have become a tired trope, instead of rampaging into our nightmares they are lumbering on pub crawls and into low budget, straight-to-video oblivion. The “Dawn” has become a great yawn.

But because of its superior characters and production, The Walking Dead had largely avoided that fate. Until now.

The show has become a sequence of two-shots and medium close-ups comprising lesser characters talking endlessly to other lesser characters. In other words a soap opera. Might as well be called, “The Talking Head.” No doubt the producers feel that people are what drive the show, not zombies, that it is the living who are the real enemy -an understandable evolution but one that has, this season, gone too far. Look, we all know that in the last (or second-to-last) episode there will be a big battle with evil Negan and his Saviors. But must every episode prior be so damn talky? When I find myself trolling the Internet during the show, I know the magic is gone. Sadly, I went from riveted to mostly bored.

For copy, creative leadership and/or content that most assuredly is ALIVE: https://steffanwork.wordpress.com/

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One of my all-time favorite episodes of the Simpson’s is about St. Patrick’s Day. The whole town of Springfield gets drunk and stupid. More so than usual. Everyone is stumbling, puking and fighting. Even the police. Especially the police. And all of them are wearing that dumbass shade of green. Only when Bart accidentally gets drunk does Springfield’s citizenry show any concern.

When it comes to drinking, St. Patrick’s Day rivals New Year’s Eve for “amateur night.” I’d argue that given my hometown, Chicago’s ‘proud’ Irish heritage March 17th is actually bigger and dumber than Dec 31st. We dye the river green!

For me, the mandatory drinking that the “holiday” requires is annoying. As is the mob scene. By 7 PM, North Clark Street resembles Bourbon Street during Mardi Gras. Rush Street is even worse.

Before you take me for a Puritan, you should know for many years alcohol was one of my best friends. We went to high school together. In college, I graduated from beer to vodka. Like playing “Quarters,” beer just seemed silly. Plus it took too long to get drunk. I took drinking far too seriously to be caught dead in some Irish bar on St. Patrick’s Day. Granted, I took drinking far too seriously period but that’s another story.

Anyway, I’m not a fan. That said here’s a clever piece of outdoor advertising from McDonald’s and Leo Burnett. Cheers!

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If you want more than luck with your copy, hit me up. Skilled and sober, 24/7 https://steffanwork.wordpress.com/