Idioms for idiots

Who the hell came up with the expression "missing the forest through the trees"?
It's an expression I've been hating on forever.
I'm around 2-people-telling-me-shy of loathing it.
I actually got told I wasn't a good sales person because of it...so maybe that's why...it made me realize I hated sales.

Thankfully, in my own world of digital strateegery, I see value in getting as many details as possible and moving up from there. I find having a solid base gives me a stronger grasp on something if I understand how to handle it from justabout any angle.

But here's the problem - SOME people get myopic.
They get obsessed with details, get into the weeds, and then...they miss the proverbial "forest"

Let's be clear here, not everyone can handle the foliage - it's overwhelming. An acquired taste.
To those people, I say BOO YOU.

"There are too many details" "Lets cut the fat" "what do they mean?" "Why are they telling me this?"
I get it....it's kindof like having a massive case of ADHD.
Having said that, I think it definitely depends on whether you're being GIVEN too many details or you're ASKING for too many. Some people do both - I usually do both but I'm trying to keeping it to asking for too many.

But back to the people who can't handle being given all the details:
I don't think you realized what you've done to people who live on asking for details.

For me, when I ask for details, I'm actually looking for angles on how to boil things down. And most people who understand me, know that. They know I don't really want to get all crazy and actually care about how their silk is spun from virgin caterpillars, or whatever. I'm picking up subtle cues, while listening for something totally different as they answer questions. Ways to organize thoughts and answers. I am my own Adderall.

Fair enough, sometimes the details aren't relevant, but I'd much rather they give me MORE info than I need rather than having me assume things along the way and then have to re-do all kinds of work I've gotten passionate about and driven 12 miles out.

But DONT assume I'm getting into the weeds when I ask questions.
Because that's the problem. You're assuming you actually know the motivation behind my questions, when sometimes, I'm still looking for motivation.
Yes, sometimes we do dance around - but that's part of the process.
I'm sure everyone has had moments/stories in their lives where they reveal brilliant insights in the otherwise "weedy" spots, and more often than not, it happens by accident. Because by explaining something in detail - you hear youeself, you realize something....talking it out works.
It's what therapists charge the crazies all that money for...

I say bring on the forest, or the trees, or whatever!!!
Those of us who can handle it are lumberjacks - we're gonna chop it down and turn it into somefin great.

Look at the time, looks like our hour is up.
See ya next week?

Super Bowl XLVI: The Year Of The Teaser?

Ah the Super Bowl. Football and possibly winter's most anticipated television event. The tight pants, the upsets, the delicious and high-calorie count food, and last but not least, the most exciting TV ads to grace the screen all year. Ok, perhaps not the best ads to grace the screen all year but definitely the biggest media buy you'll see. 2012 has brought the dawn of the newest addition to the Super Bowl family: the Super Bowl Ad Trailer.

With VW's recent launch of "The Bark Side", a continuation of their Star Wars themed spots that won everyone over in 2011, they've launched a teaser for their upcoming 2012 Super Bowl spot. It's release in early January had it buzzing all over Facebook within days and several other companies have followed suit.

Just recently, Bridgestone and Kia have launched celeb heavy spots that are bound to make the rounds in the weeks to come, just in time to create buzz for the main event.

Take your boots off: an idea on being prepared at the airport

It always surprises me when I get to the security line at the airport and see people that are not prepared.

The Classic example:
Slowly putting personal effects out on the conveyor.
Forgetting to take out electronics.
Keeping belt on.
Leaving change in pocket.
Not taking boots off.
Forgetting about that bottle of water in bag.
Asking if the security person can allow said bottle because it was just bought.

Seriously, don’t people read signs? Don’t they know by now that liquids and weapons sharp objects are not plane friendly?

Ok this post is not meant to be a rant. (although travel stories would make for a rather entertaining read).

Alternatively, I’d like to propose a solution: a Nexus-like program for security.

Nexus (or Global Entry for other countries) allows frequent travelers to bypass long passport/immigration control lines.
By simply signing up, paying a fee and satisfying certain requirements (one of which is an interview), users gain the added benefit and freedom of “skipping” the line.

Wouldn’t it follow suit that you would have a similar program for security lines?

Like a driver’s test, the program would seek to educate and enforce security protocols by rewarding compliance and efficiency.
The awarded badge would allow access to a different “express” security line where all travellers would be experts at being processed.

Result? Better experience, enhanced processing, new revenue stream: seems like a good idea to me.
I'd pay for that!

Thoughts?

Mr. Kringle, VP Creative Director?

Would you sit on your Creative Director's lap? He may not be as creative as some but he's definitely embodied the spirit of the holidays.



From http://adverveblog.com/

Happy Holidays everyone!

I've never visited a tampon site...

Until now.

OB Tampons recently experienced a supply shortage which has caused a frenzy of hoarding from consumers. As an apology to consumers, Johnson & Johnson Canada created a video to show consumers how very, triple sorry they are for the inconvenience.

Visitors to the site simply type in their name upon arrival and are then treated to a personalized apology from OB. I have never in my life visited a tampon website- making this a great driver for OB- turning this mishap into a beneficial situation for the brand.

Be sure to give it a try http://www.obtampons.ca/apology


Anna

Go Beyond the Product

In a recent online campaign for L'Oreal's Dermanblend Pro, Tuxedo Montreal has released some pretty incredible footage of one of Montreal's most recognized faces: Rick Genest...also known as "Zombie Boy" in a piece called "Go Beyond the Cover".

Rick's made headlines before - thanks the hours of artwork painstakingly tattooed onto his 25 year old skin, working as a model for the likes of Thierry Mugler and most recently with Lady Gaga for her "Born This Way" video. As all things Geek go on this blog - some of us are tattoo fans. I for one, am a huge tattoo fan...but have yet to ad to my collection (of 1 so far).

As far as products go - this one is intense: it's tat cover-up, and as you can (rather can't) see - it does the job insanely well. BUT - as far as agency executions go - I'm a little peeved Tuxedo and L'Oreal went the way they did - ESPECIALLY seeing as they also posted the behind the scenes footage as the highlight reel.

Here's the original video:



The purpose of this product is that if ever you'd need to cover up a tattoo, you could do so with Dermablend Pro. But they've missed out on WHY people get tats: often an expression, a modification, a drawing on canvas. Tattoos are many things, to many people. They are something personal and most importantly: permanent. If someone needed to cover up a tat - one might assume it's a function of conformity or of growth (from a past experience - requiring covering up).

The execution here, part of what Tuxedo is calling a VIRAL campaign does NOT go "beyond the cover": you've got a video of someone who LOVES tats so much, he's covered his skin in them. And now - he covers them up, and reveals them all over again. The shock portion of this video is attained by those who've never seen "Zombie Boy" when they freak out when he wipes away the product. But to those who KNOW Genest or have seen/heard of him before - they'd think it's strange to see Zombie Boy without his tats.

Here's the behind the scenes content:



One of the most compelling moments in the entire reel, is when Genest turns to the camera in the "behind the scenes footage" and explains "I'm used to my own skin" - BOOM - there's your piece! There's your insight. It's now time to re-write your campaign brief. Spin the hours of footage to celebrate people who are tattooed, and how they LOVE their tats. Knowing this tiny piece of intel, you can see how a target audience wouldn't want to cover them up all the time.
Ok, so the client won't buy that full-on. So find an angle about resurgence. Get the advertiser who's made a product to cover up tats, to spin a piece about loving tats (because, being a savvy agency  you tell them, the more ppl get tats, the more ppl might need to cover them up at certain points/occasions in their lives....and this makes business sense - and an awesome campaign for tattoo lovers).
Celebrate the reason for this product's existence - don't just shock consumers with someone's extreme love for tattooing their body. I'ma use your own words here....but "go beyond the cover".

Don't just give us a shock and awe piece.

Dammit! I wish I could work on isht like this. But alas, I work elsewhere.

On a positive note, what this campaign DOES do though, is makes me want another tattoo.
 So thanks L'Oreal...you'll be hearing from my mother.
^P

Great OOH For Fisherman's Friend.

What a cute concept from today's Marketing Mag

Tiny Talking British Dog?!

I enjoyed this from Saatchi & Saatchi London and so should you!

Earthquakepocalypse

Via Gizmodo

Yes. The ground shook in NYC and Toronto.
No, the MDGers did not feel it.

Apart from the serious emotional scars I (Paolo) have due to NOBODY coming into the conference room I was in to tell me THE BUILDING WAS BEING EVACUATED...it appears there are those, as with many natural disasters who have suffered far worse tragedy.

Happy Friday!!

Get your running man on folks!



xo Anna