I spotted the above ad on the tube just over a week ago…
You may have seen one like it yourself.

I knew exactly what it was for, instantly. But that’s me; I read film blogs, subscribe to Total Film magazine, I write about the films I’ve seen – basically, I’m into my film.

The other 2.6m people using the London Underground every day however might not all be self-confessed movie geeks and may not have jumped to the same immediate conclusion, and that’s no bad thing. Allow me to explain:

If you are one of those people then let’s quickly get this out of the way; that there above – believe it or not – is a rather awesome advert for the new Bradley Cooper film, LIMITLESS. The film is about what happens to a guy when he’s given the chance to become more than who he is. To become the best he could ever be. All achieved simply by using the full potential of his brain. A potential that’s unlocked thanks to the swallowing of a daily pill.

A clear pill.

It looks good right?

I thought so too when I first saw the trailer. However, what they’re doing with their marketing campaign is fantastic. This film could’ve easily just slipped out without anyone noticing and before you know it, it would’ve come and gone by Easter. But with this whole ‘NZT‘ drive, they [the studio, the agency behind the campaign, everyone involved etc] are onto a winner.

Reasons why this works:

• Bradley Cooper’s most recent ‘hit’ was The A-Team, however he’s probably known to most for his leading turn in the epic post-bachelor party comedy, The Hangover. Those films aside, he’s only ever really played supporting roles which means for a very short time – to the public at least – he has one of those faces.
  You know he’s famous but you can’t quite place him. Just the sort of celebrity face you’d see adorned on a piece of two-bit above the line advertising. A point proven just yesterday when someone in my office held up the equivalent advertisement in her copy of Metro and asked “Hey, wasn’t he in The Hangover? He can’t be doing too well [if he's doing ads like this].”
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• The advert itself is brilliantly written. It is just like one of those shoddy medical ads that you would see on the tube. The call to action, while completely nullified as it asks you to SEND AN SMS WHILE YOU ARE UNDER THE GROUND is AWESOME as it ASKS YOU TO TAKE A PHOTO OF THE AD TO REMEMBER and, that itself is actually quite compelling because the copy and the thought behind it keep you thinking long after you are outside and above ground – your interest is piqued enough to genuinely follow through on it.
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• It’s a word of mouth, dare I say it – ‘viral’ marketing campaign, that genuinely inspires conversation. How? By offering up a point of entry to a story that you don’t know exists yet. This is not your average movie poster, oh no. In fact the only clue that this might not actually be what you think it is is the URL ‘showfilmfirst‘ which is a site set up to offer early screening tickets to [from the looks of things] films that don’t have the traditionally large studio backing. However, what you take away is THE CLEAR PILL.
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  Google that and what you get?

That URL (or that call to action for that matter) isn’t anywhere on the ad, but still people are sharing it -

In fact, if I was writing the wrap up document for this campaign say in about a month or so from now (after the film has hit and the numbers have come in), I’d include that very screen grab.

Bam! Sale! Job done! Cheque please!

Go spend some time poking around the clear pill website, my favourite part so far is the epic ‘we don’t give a stuff about you’ small print.
I’m off to buy my ticket for Limitless. Like I said, it looks pretty good.

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Minor addendum; the plot reminds me of the short story Flowers for Algernon, by Daniel Keyes. That’s worth a look too.

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^ Turn it up to 720p

Three months must be a new record and, although admittedly I’ve been less protective over this Molekskine this time ’round, it’s still quite impressive.

Perhaps there’s something in scouring back through and seeing what (if anything) has resulted in real world change. Perhaps. Words are real after all.

Incidentally. This tube is packed. My handwriting is suffering. It’s too early…

This ancient subterranean transport system has been a part of my psyche from the first time my Mum brought me up to the big smoke to see the pigeons of Trafalgar Square – remember them?
Since then the colourful, maze-like map and simple iconography have been a clear and constant theme throughout my life.

Recently, after moving to London, travelling on the Tube (as it is more commonly known), has become a daily routine. Having spent a good couple of years working out of town, it really is good to be back.

Back on the underground.

Another pleasant by-product of enjoying my favourite form of public transport is the fantastic photography of it all.

Over the course of last year I caught myself snapping here and there more often than not, when there is an absence of occupance. This in turn led to the creation of a Flickr group -  Empty Underground.

A collection of photos taken of London’s underground rail system all in that rarest of moments; emptiness.

There’s a whole bunch of amazing images from many different photographers. If you have some time, go check it out – and if you have any of your own, why not add them to the group?

See you around… on the empty underground.

Two different shots, cut together to make something quite lovely and quite seamless.. Ha!

The first person who can tell what the two main differences are between shot one and shot two wins a prize.

Ready, steady… GO!

PS. This kind of serves as a nice introduction to the post I have lined up for later in the week. Good times.

I love it, I really do.

There’s so much interesting architecture to photograph and shoot that one can easily get quite carried away. Originally I intended just to make this video a bit like a scrap book; it’s ‘pages’ made up of all the out-takes and un-used footage that I’ve taken so far this month. But when I found the stuff with my old friend Basti, I had to whack it on the end.

Yes the audio is out of sync. It’s supposed to be. If you ever meet Basti, you will know that he operates on his own planet, in his own dimension, running by his own rules.

Time and space and all that jazz work around him, not the other way ’round.

Morning all – I am shattered.
Didn’t get much sleep last night and this morning I managed to oversleep.
Brilliant.
Then I get to the tube station only to discover that the travelcard on my Oyster has run out.
Brilliant.
Not only that but I also don’t get paid until tomorrow.
Excellent.
So I queue up to try and get it topped-up, half an hour later, my debit card fails.
Why? See previous point.
Fantastic.

What am I to do?

Well – at this point I had a good mind to turn around, go home, back to bed and sod the rest of the day off.
But no – I persevered – I managed to get through the barriers (just). Sneaky I know but I called my friend Alex to have a good moan and she insisted that I had no choice but to get myself to work (cheers Bongo, if you’re reading this).
So fifteen more mins later (when the tube finally turned up) I climb aboard a sardine tin-esque tube carriage…

..and off to work I went.

[EDIT: Just noticed the gormless looking dude over my right shoulder, on the bottom-left of the pic - brilliant - hahaha]

Note – my tube is NEVER that busy in the mornings.
What an absolute pain in the arse. GRRR!

Anywhoo – I’m at work now.
Ranting coming to an end.
Dunno what I’m gonna do about getting home yet – should be interesting.
Maybe I’ll work really late and sleep under my desk – that’s not a bad idea….

Oh – and on top of that – I’m moving house this weekend apparently.
Must start packing soon!

..Hehe..

This isn’t my massive update…
I was going to do it last night, but I blatantly fell asleep…
…at HALF NINE!

Jeezus.. I must’ve been knackered:

But please – don’t be concerned…
After all:

Big Blog coming real soon…