Tom Sanders says hi

Unless you see a thing, you cannot simplify it. And unless you can simplify it, it's a good sign you can't make it.

Henry Ford

Ads are not written to entertain. 

Claude Hopkins 1866-1932, author of the fantastic Scientific Advertising

The wisdom of crowds is a concept that’s been around for a while now. I’ve got to say, I’m totally sold on it having watched a (to be honest fairly woeful) BBC documentary the other day called The Code.

Most of the show was dumbed-down pseudo-science, but there was one very interesting part where they showed with uncanny accuracy how a group could predict the number of jellybeans in an jar with uncanny accuracy - within 0.1%.

 Even though many of the individual responses were woefully inaccurate by several orders of magnitude, the overall average was extremely close – because the crowd evened out these extremes to congregate very near the right answer.

Probably the most well known although least-appreciated application of this is the ‘Captcha’ box on many websites. Interesting fact, the name is a homonym of 'capture' and an acronym for 'Completely Automated Public Turing test to tell Computers and Humans Apart'.  

Filling in these forms only takes a few seconds, but millions of them are filled in every day. Nearly 300million everyday in fact. The great realisation was that the time spent proving your humanity could also serve some ulterior purpose. In the case of these Captchas it is helping translate texts and digitise books. Of the two words presented to us, we are only being tested on one. The other is currently ambiguous - a computer is not sure of what these symbols are supposed to represent - so they turn it over to the humans!

Never one to ignore a good idea, marketing has begun to jump on the bandwagon. Visiting synonym.com – a rather useful site for finding, well, synonyms, I was surprised to be asked, instead of some typical text translations, to complete some rather crude market research questions before begin given the answers to my queries.

The questions are pretty basic it has to be said.

I guess through the power of t'internet they can break these down by location and crude demographics, although how you are supposed to know whether you are collating data from people genuinely interested in the category I have no idea. 

Some brands are also getting involved, which might be good for some crude awareness data, but doesn't present a particularly prestigious face for the brand.

At first I thought this was a bit ludicrous but then I thought about the crowds phenomenon. I guess it makes sense, in a limited way. I think it probably works better with polarised either / or questions which its easier to have an opinion about. 

This seems a pretty recent phenomenon, or maybe I'm just behind the times. As well as releasing some pretty amazing music videos, bands and artists are now also putting out 'Lyric Videos'.

Essentially they are glorified powerpoint presentations that spell out the words so you can sing along. It seems slightly surreal to go onto YouTube to read, but that's what is happening. It's just another demonstration of the unexpected adaption and bastardisation of modern technology. 

It's interesting because it shows how musicians are on the pulse in terms of identifying and recognising their customers needs. Everyone wants to sing along, but who wants to give control of your content to one of the frankly tacky and cheap looking lyric search sites. 

Lyrics are an often overlooked part of the music industry I think; musicians talk about rythm, harmony, melody etc but as some bands have shown, sometimes all you need is a bloody catchy phrase. 

This is a great way of building the buzz and engagement with the brand. Often being released before the official music video, they get people singing along whilst building up to the big visual reveal. And, you get to keep your fans close to you and ensure they they spend more and more time with you. There's something quite admirable about wanting to learn all the words, so I guess this is appealing to a certain competitive edge in a young audience too. 

Here's a few examples. This one is a collaboration between today's DJ of the moment, David Guetta, and the it-girl of the hour, Nicki Minaj.

It's actually pretty good. There's some skill in making four minutes of written copy look interesting on a platform based on visual looks. 

That film has got 9million views, compared to 15million for the original. Not bad for a days work for a designer. 

That's a pretty quality video too. One thing I love about these musicians is that they're not afraid to experiment. I doubt they have an onion or any other cliched 'brand on a page' device (although some brands, I mean artists, seem so calculated I wouldn't put it past them. Gaga, I'm looking at you!), but they know exactly what they stand for, what their fans want, and how far they can (and have) to keep pushing to stay fresh. It's a tough market where they constantly need to stay in the public eye,

So popular have these Lyric Videos become in such a short space of time that they are even honoured at the MTV O Music Awards. The 'O' there standing for online. No, I hadn't heard of them previously.

Here's the winner. It's actually a much better film than the original music video which is so packed full of cliches it could be written by Mills and Boon. 

This one is hilarious too. Never heard of the artist before but it's a cute way of getting people to sing along. 

It's all another way the world is changing. And it means that adverts like this are now more out of date than ever.

First of all, whats a cassette? And secondly, what do you mean you don't know the words? Lyric videos; now your eyes and ears really are alight. 

Learning's for brands?

1. Don't neglect all the different channels customers might want to use to interact with your brand
2. Don't be afraid to give them more information than you think they might want - but make sure you do it in a brutally simple format
3. Do think about the importance of language and how the lyrics to your message can make a real difference
4. Do test the limits in terms of what content your fans will engage with - they're probably braver than you are

Where next? Bands can come to market with complete suite of accompanying collatoral to the songs themselves; the lyric video is just the start. Following this theory, the song can be seeded throughout the digital ecosystem, with variations on the content placed in the appropriate locations.

What about a version with guitar tabs or drum loops broken out for cover bands, or sample packs for bedroom remixers, or the behind-the-scenes make-up tips for blogging beauticians and girls in their bedroom?

It seems that writing the song, like any idea, is now really just the beginning.  

Today is John Lydon aka Johnny Rotten’s birthday. 31st January 1956. Little did the world know what was in store for it. 

I’m not sure Mr. Lydon will really appreciate being featured on an advertising blog for which I can only apologise and justify my behaviour by explaining that I think Johnny Rotten is the most intense, charismatic and opinionated front-man ever. A role model to planners around the world. 

Now, I’m not going to say he’s mellowed with age, I don’t believe that will ever happen, but I do think we can learn plenty from this frothing, spewing bag of bones.

If one word was needed to sum him up, I would chose uncompromising. His passion and determination to do his own thing has never faded. His ego remains unclouded.

Look at any photo and see the glint in his eye – pure genius at work.

I don’t want to get into an argument over whether The Sex Pistols were punk pioneers or simply copying the New York CBGB sound. The fact is, The Pistols were the face of punk and Johnny Rotten was the face of The Sex Pistols. Sid Vicious might live on as a disaffected poster-boy for wasted talent, but it was our John that had all the best lines. This was a man who understood the power of showmanship, of carving a clear positioning and being true to it.

The epic, absurd appearance on The Grundy Show just shows him mugging to camera and playing up to the image the media had already begun to create for him – the sick, deranged and dangerous maverick.

It’s a position he revelled in and one we should all aspire to. Every time we head for the safe path, lets remember his words of wisdom.

Do not stand in the middle, go to the right or to the left.

and

Don't accept the old order. Get rid of it.

Now, that sounds awfully familiar to one of the most famous sayings of one advertising most famous icons (and interestingly, another John) – when the world zigs, zag.

People were genuinely scared of the Pistols at first – watching in horror as drunken drugged up teenagers kicked their way into the public consciousness. What would happen to the kids? Well, the kids turned out alright as it happened.

Nothing like a little bit of honesty to get you through the day. Sometimes that sounds like negativity, sometimes that leads to awkward silences, but its good and healthy to ask the questions no-one else will.

It's a repressive society where you can't be horrible, I'm not horrible, they made me horrible, I'm just honest.

Another great trick he had was irreducible simplicity – breaking things down to the absolute quick. Here’s a classic expression of an incredibly complex problem:

Love is 2 minutes and 52 seconds of squelching noises. 

This is my favourite Sex Pistols song. Probably one of the top 10 songs ever. No Feelings. Yes its nihilism in its purest form. Yes it’s an empty, heartless, cruel vision of mankind. But that’s what makes it so beautiful.

I got no emotions for anybody else  

You better understand

I'm in love with myself 

Myself

My beautiful self.

Due diligence, I’m not such a massive PiL fan but I can’t ignore them if I’m going to talk about Johnny, especially since they're taking up so much of his time now, so here is probably their most famous effort with it’s awesome still-punk-despite-Jah-Wobbles’-best-efforts chorus.

Anger is an energy. Anger is an energy. Anger is an energy.

Some people say Johnny sold out. Appearances on rather ridiculous British TV shows somewhat support that point of view, but through all his absurd public appearances you’ll still find the same scruffy disregard for what normal people might think and a grainy gritty desire to make everyone understand just how particular point of view is. As he says so eloquently,

I'm not here for your amusement. You're here for mine.

This is a man who even manages to make butter adverts feel dangerous.

I’ll leave the final words for Johnny to snarl.

Ever get the feeling you've been cheated? Good night.

In this era of encroaching net totalitarianism, Wikipedia have stood firm as champion of freedom of information, speech and helping people cheat at pub quizzes. 

Their stand against SOPA and PIPA deservedly won plaudits and most significantly won the attention of the legislative body. 

Now they are back in the news for an even better reason - they are on course to become the world's first data free site. What does that mean?

Well, if you want to view a website via your mobile smartphone you will currently incur costs for the transmission of data. We know these as data roaming charges and they can be the an unexpected and outrageous cost

By teaming up with Orange, Wikipedia plan to make their site free to access. 

It's only going to be available in Africa and the Middle East to begin with, but those are also the areas where such an opportunity is so vital. Access to such a vast library of information can only help the communities living there continue to move forward. 

Any customer with an Orange SIM and mobile internet enabled phone will be able to access the Wikipedia site either through their browser or an Orange widget. They can access the Wikipedia encyclopaedia services for as many times as they like at no extra charge as long as they stay within Wikipedia’s pages.

From the press release.

This is a great win for Wikipedia who can reinforce their credentials as thought-leaders and champions of knowledge. Orange though, I'm not so sure. It's a brave move.

Data, and the cost of delivering it, is the single biggest cost to absorb 

By 2016 it's predicted global mobile phone penetration will reach 100% - but it's not just mobile phones! In the same period, around 50 billion connected devices could all jump on-board - the much vaunted 'internet of things' where fridges, cars and air conditioners are all wired up and talking to each other. Quite what they are supposed to say to each other I ahve no idea. 

That's going to mean alot of data flowing through the system - in fact, it's also predicted that by 2016 data delivery costs for mobile operators will rise to $370 billion.

Someone is going to have to pay for it, yet consumers are being ever conditioned to expect data for free. For example, in the UK, Vodafone has had to drop its price per megabyte 200-fold in just 3 years. Why? Because all the operators need to give data away to recruit new users.

Its an unsustainable business model, and whilst I applaud Orange's efforts, I wonder how they will recoup their costs. At some point the data value-chain needs to be spelt out for customers - and unfortunately, that means recognising you can't always get something for nothing.

That moment doesn't however seem to be today. Perhaps Orange envisage an intellectual business model where access to news, knowledge and fact-based sites is free - and funded by charging vistiors to sites that cater only to gossip, porn or cats! Now that's a contract I'd sign up for. 

Just a quick post to share this fascinating thesis I have just found from Bas Grasmayer.

It's called The Answer is the Ecosystem: Marketing Music Through Non-Linear Communication and is a rich, broad overview of how record companies and bands are adapting to the modern, mixed-up world of marketing. 

It's got alot of relevance to marketing and communications theory, so check it out!

Went to the cinema this week, something I've not done for a while. One advantage of living in the middle of nowhere is the cinema is always really quiet. Love the emptiness of a cinema on a slow day. 

Anyway, I saw Contagion, in which an all-star cast battles with a SARS / Bird Flu style virus that engulfs the planet. 

Here's the trailer. 

Contagion a slow, meticulous film, with none of the random-shouting, incredible-explosions or overwhelming-CGI of other end of the world pictures. Instead, it focuses on a few characters and how they cope, crash or die in the face of such adversity. It's happy to dwell on the science and the detail, teaching the audience whilst also horrifying them with the ease with which a problem like this can start.

This avoidance of the epic, popcorn cinema disaster movie cliches is Contagion's strength - and its major weakness. 

It's a strength because you get a real sense of the numbing, inescapable futility and suffering of what such a pandemic must be like to an individual. 

It's a weakness because since is all conveyed through the eyes of a select few stories, you never quite get the sense that this is a threat to the whole world. It's like reading about a famine in the newspaper. The words go in but the scale never quite sinks in. And in so Contagion people live or die, but the world, well, I guess the world keeps on turning. 

Nonetheless, a good effort. Four out of five!

Also interesting, this film used some great marketing tricks to capture people's attention. 

I first became aware of it when I read about this beautifully horrifying 'bacterial billboard'. Yes, this is an idea thats truly viral. I wonder how many times that was said during production?! Except of course this isn't viral, it's bacterial :)

Continuing the bacterial theme, my other half got given this the other day, and its this little gimmick that really reminded me of the films' launch and inspired me to see it. This is one time I can genuinely say that a sampling campaign really worked! It's an antiseptic wipe - a vital weapon in battle against disease - that also carries the movie's important information.

I love how they appropriated such a simple, familiar and cheap item and turned it into something deep, different and valuable. Suddenly the simple antiseptic wipe became something powerful, a protective amulet or a stark reminder of the dirt and danger that surrounds us. 

The film was a harsh reminder (especially especially to someone with personal hygiene habits as bad as mine!) that we should all follow everyday health precautions like regularly washing hands. As a character says,

The average person touches their face three to five times every waking minute. In between that we're touching door knobs, water fountains, and each other.

Scary stuff we never really think about. OK, I'm off to wash my hands - if you haven't seen it, off you go to watch Contagion. 

My two favourite ads since I've been in Australia are both for alcohol. Conincidnce, or the one thing Australians really know how to sell?

Both ads are about journeys, and the transformative effect alcohol can have on that journey, but there the resemblance ends. 

I love them both but for very different reasons. The first captures the insanity and excitement of turning a boring evening into the night of a lifetime. It's tacky, outrageous, indulgent. 

The second is much more real, holding a mirror to real behaviour and celebrating it's ups and downs, certainties and uncertainties. 

So. The first is for Bunderberg Rum – Australia's answer to drain-cleaner. It's a cheap, low-class tipple, think Lambrini for boys. But it looks like they are getting a makeover, moving on up the value chain, with the launch of this White rum.

No doubt intended as a smoother, softer beverage for the more discerning drinker – but how best to launch this new flavour?

With a trip to the weirdest, most wonderful bar ever, that's how. It starts promisingly, with our awkward hero entering an awful bar. It's a scenario we've all experienced – walking in somewhere thinking simultaneously, 'this is shit' and 'this could be the best night of my life!'.

To turn the hovel into a five-star hotel, you need an inspired drink, and Bunderberg seems to offer that. It's drawn from below the counter like some dodgy porn in Soho sex shop. It's not a drink, it's a drug. It's pop of Amyl Nitrate meets the crackle of Las Vegas.  Anyway, the appearance of the magical liquid turns things on it's head and we are serenaded with a frankly ridiculous aria to the rum's advantages. 

Beautiful lyrics we can all relate to!

 Ain’t no posers it's a players drink

Ain’t no boy-band drink it's a manly drink

Ain’t no dandy drink it's a maverick drink. 

It's a ridiculous fantasy, the Liberace of drinks, but somehow works brilliantly because of it. Like it or not it is clearly memorable, and single-minded in it's promise that this drink really will wash your pains away.  

Given that this drink is going up against Bacardi, it’s a great move. Rather than mimic the faux-celebration of a fake-Caribbean party, create a uniquely Australian, uniquely absurd vision of life. To the creators at Leo Burnett, I raise a glass!

The second ad is very different. It's for a beer - Tooheys Extra Dry. No people, no drinking shots, no typical boozing boys and girls at all.

Well, no typical lads or laddettes. Instead of people we see deer! These surrogate humans walk the late-night streets, eye each other up in laser-lit night clubs and trot home awkwardly after another late night dancing with their antlers in the air. 

Its an incredibly beautiful, incredibly evocative piece that really captures the feeling of a great night out. You really get the sense this was made by someone whose popped a few pills in their time and know what it feels like to walk home in that cold quiet dawn when the world is stirring and you are fading. 

I love the music, Breath by The Prodigy – some of my rave icons, so that's always going to work. Even better, they've lost the annoying lyrics from the original. The locations are great I think – a complete contrast to the hyper-reality of Bunderberg, these feel like real places, real parties. The club, the crashed house, the hi-rise flat, they all feel so familiar. And it even gets a kebab shot in at the end. Genius. 

It's all tied together with a very interesting line, 'the beer for the nocturnal migration'; positioning the product as the steady companion of the serious socializer, someone whose ready for whatever the world throws at them and can find excitement anywhere, anytime. 

This one’s by the guys at BMF. 

Right, I’m off the pub.