Limitless: The Clear Pill

Creative print advertising on the tube shocker…

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

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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].”
  • 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.
  • 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.

    Google that and what you get?

Google Clear Pill

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

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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.

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


Leaf

2011-03-03_2253autumn
——green
———-crisp
————-photography
———————teddington
——————————-home
———————————-falling
—————————————trees
——————————the smell
———————-the sound
————————–the colours
————————————so big
——————————————-oh
——————————————–sadness
————————————————-seasons
———————————————–life
————————————–changes
———————————————–new
————————————————-green
—————————————————–love
——————————————————-starting over
——————————————————————–bright
————————————————————————-fresh
———————————————————————————–Again

Travel & Tourism: Got Klout?

I’m an ardent supporter of all things Foursquare-related; be that through either [on a consumer level] meaningless badges acquired through a specific number of check ins or [on the brand side] a fairly robust off-the-shelf loyalty card system – I think the possibilities with the platform, should it hit critical mass, are endless. But that’s just me.

Something that is yet to measure Foursquare’s impact in social media [but yet shares a similar ‘is it any good or not’ debate] is KLOUT

The self-proclaimed ‘Standard for Influence’ uses over 35 different variables on Facebook and Twitter to measure ‘True Reach, Amplification Probability, and Network Score’. Influence, according to Klout, is the ability to drive people to action.

This is something I can on board with, certainly.

All right there is a healthy amount of well-deserved scepticism, but when big hotel chains start getting involved in this kind of thing then it’s time for the rest of the industry to sit up and take notice.

A few examples —

Since September last year the Palms Hotel & Casino in Las Vegas has been building out what it refers to as ‘The Klout Club’ – whereupon checking into the hotel in question (actual checking in, not foursquare checking in), you may well be asked ‘What’s your Twitter name?’ so that your Klout score can be measured there and then.

The Palms believe that this will allow high-ranking influencers to experience their ‘impressive set of amenities’ in hopes that these ‘influencers’ will want to communicate their positive experience to their followers.

You got a bajillion followers with an awesome Klout rating? You get the jacuzzi!

Foursquare mayorships this ain’t.

There’s more…

Earlier than that, in June last year, Virgin America was using Klout to pick and choose which influencers to reward with their free flights to Toronto program. OK it was a tie-up to a new route launch but, as adding a social media element to your PR goes, I’ve certainly seen worse.

Key takeaways?

As we move into a more open world and social media becomes much more widely accepted, these industry early adopters are laying the ground for other, larger influence campaigns in the future and yet, while folk will often try and game the system, it seem that building your online reputation may well be having some long term benefits.

I’m fairly sure that with all the good will aside, KLM definitely picked the more influential of their passengers to bestow their gifts upon [and don’t even get me started on which online voices the Old Spice guy started tweeting to], all of which begs the question:

Which is more important; the amount of people you make happy, or the amount of people that know you did it?

Answers, debate and commentary welcome below…

Me and St. Pete

a parable for the envious

There are times in my life when I love my job, there are times in my life when I hate my job, there are times in my life when my job opens my eyes to something so freakingly awesome but no matter what happens, I can never tell anyone.

Friends ask me often if I enjoy what I do, whether I’ve seen anything cool lately and/or if I can tell them of anything I’ve seen – “Y’know, blogger to blogger?”

More often than not, I respond with the following – “It’s like the old joke…”

A preacher who liked to play golf every Wednesday at a modest public golf course was standing on the elevated tee at the sixth hole of that course...

He took a few practice swings, and looked across the river to the immaculate private country club nearby.

“Just once I’d like to play at that gorgeous course,”
the preacher said to his foursome.

Another player spoke up:

“My company has a reserved tee time at that club for us every Sunday morning, and it’s all paid for, too. But all of a sudden yesterday the boss says we have to travel out of town for a week. It’s a shame to let that tee time go to waste. I could give you a guest pass and you could have it all to yourself. Would do you say?”

Of course this was a dream come true for the preacher, but it put him in a terrible predicament. If he accepted the gift, he would have to miss Sunday worship. He thought to himself,

“I haven’t missed a Sunday service in 17 years of preaching. A sin to be sure, but I am after all just a man trying to do my best like all the rest.”

He succumbed to temptation and accepted the invitation.

On Sunday, the preacher awoke, called his deacon, and said, “I’m terribly sick today, and will not be able to offer service.”

“Well, we surely hope you are feeling better soon,” said the deacon. “What matters most it that your health is blessed, and we shall all pray for you today.”

This made the preacher feel a little guilty, but it was a beautiful clear cool morning, and promised to be a beautiful day. He opened a box from under the bed that had a new folded golf shirt, his cleaned and polished golf shoes, and he put them on instead of his usual clothes.

Later, on the beautiful practice green, the preacher fit right in but couldn’t help feeling conspicuous. At that exact moment up in Heaven, Saint Peter was looking down. He said to God,

“Do you see what is happening down there? I’m very disappointed in this preacher. Surely you are going to do something?”

God replied, “Don’t worry Pete, I’ve got it all figured out.”

St. Pete knew it was best not to question any further, but to just wait patiently and watch for it all to play out. He watched the preacher walk confidently to the first tee, a short par-4. The preacher teed it up, and hit a pretty fair drive, low and straight.

But just then, God waived his hand and created the perfect little wind. The wind carried the ball as if in the hand of God and lifted it down the fairway. The ball took once bounce and landed on the green, kept rolling, swung to the right, barely crept up to the hole, and fell in. It was beautiful.

Up in heaven, St. Pete was very upset.

“An albatross! Are you kidding me? Here is one of our own preachers committing this sin, on a Sunday no less. Just when I’m certain that you are going to offer up the perfect punishment to befit the sin, you instead go and reward him with a once-in-a-lifetime shot?”

God says, “Yes, but calm down Pete. Who is he going to tell?”

I love my job.
I get to see the coolest things in the world before anyone ever will.
My eternal curse is that 99.99 times out of 100?
I’m never going to be able to tell anyone.
Damn.

.

.

.

Images via Paul Clarke

Parallels

I found this yesterday via one of my favourite blogs, Brandflakes for Breakfast.

It’s a great ad. Not because of the product it’s selling, or because of the star that features (although I doubt anyone else could pull it off quite like Dafoe) but ultimately, it’s a wonderful story – extremely well told.

Admittedly it’s arguable what the video is actually selling; it’s obviously Jim Beam, but it could quite easily be Greyhound too – especially given the language structure around choices and decisions etc.

Either way, it’s a stellar piece of film-making.
Good job.

1000heads: Alert: The ASA CAP code

This afternoon, at the IAB’s ‘How to be safe and social‘ event, Malcolm Phillips from the Committee for Advertising Practice (CAP) pointed out that if a brand retweets a message from a user, then that content will fall under the soon-to-be-enforced CAP code.

This tweet, from the awesome Tia Fisher, has been shared multiple times already and nails the reaction of the brands and agencies in the room perfectly –

And, as the industry steps back and wonders what shades of grey they stand in, when March 1st comes around, it’s going to make for some very interesting times indeed.

If you’re tuning in right now, you can follow the conversation by searching twitter for ‘#iabuk’ – failing that, with our employees holding memberships on the both the DMA and IAB social media councils, as well as the President for WOMMA UK under our roof, stay tuned how these interpretations play out over the coming months; both from a social media angle and also from a larger, more holistic, word of mouth perspective.

Finally, if you’re wondering what the hell we’re on about, this advert (from the ASA themselves) should give you a fair idea —
In Digital? Know about this yet?

For even more information, check out this post from our very own Molly Flatt from September last year

“How will the ASA’s extended remit affect word of mouth?”

Your comments, as ever, are welcome.

UPDATED: Audioboo for Symbian available; WP7 to follow

February; the shortest month of the year has, somehow been incredibly long this year. What with the Nokia/Microsoft announcement, Mobile World Congress and of course, NOT at Mobile World Congress, it’s a wonder the Really Mobile team have had any time to do anything!

However, we’re quite good at wonders here so, a short while ago, I sat down with Audioboo CEO and Founder Mark Rock to talk about his latest Audioboo client, this time – for Symbian.

Update: Audioboo for Symbian is now fully baked! Get it from the Ovi Store now!

Continue reading “UPDATED: Audioboo for Symbian available; WP7 to follow”

Travel & Tourism: KLM

We’ve been talking about running different themes here at the ‘heads of late and one that continually pops up over and over is that of Travel and Tourism; who’s engendering positive word of mouth and who isn’t.

Not one to focus on the negatives, I thought I’d kick this session off with a focus on my favourite social-airline; KLM.

KLM Royal Dutch Airlines (to it its full name) has been playing around in social for a few months now and their activities to date really are quite interesting. Rewind back to December last year and you’ll find this delightful ‘social (media) experiment’ around putting smiles back on the faces of KLM’s travellers.

I’ve talked about ‘Surprise and Delight‘ before and how brands (big and small) can reap success in this area; believe it or not, creating smiles and happiness is a fantastic way to build both customer loyalty and positive conversation.

The great thing about KLM is, they didn’t stop there. After testing the water with the above marketing campaign, they then added social to the care side of the business – with their ‘Extended Service on Social Media‘ initiative.
To quote:

“Want to get that seat by the window, rebook your ticket, or find out how to bring your surf board? Tell us on Facebook, or send us a ‘tweet’!

Ask your question on any day of the week, between 8:00 and 23:00 hours, and we will reply within the hour.

Requests such as rebooking your flight, we try to arrange for you within 24 hours. By using “instant messages” or private messages, your personal data remain protected.”

Good job guys.

Finally, to top it off, last week they launched this neat little viral video to demonstrate the new space available in their business class section.

Being charming, funny, informative and coming in at 1min 40s precisely, the video hits the sweet spot just right. So that’s Marketing, Care and now Comms; all covered off with smart use of social media.

And why? To create positive word of mouth, brand loyalty and of course, ultimately – an uplift in sales.

KLM – we salute you.

Facebook: State of the Union

Trawling through slideshare this morning, I stumbled across this Facebook deck from Ogilvy –

While some of the larger numbers within will be of no surprise to the more savvy social media practitioner, what’s interesting here is the idea that Facebook fan pages and ‘likes’ are the ‘new word of mouth’ [see slide 25] with stats like:

  • 160% lift in brand recall
  • 200% lift in message awareness
  • 400% life in purchase intent

The numbers speak for themselves. But personally, if brands really are ‘reorganizing themselves around people’ then:

  1. How does that manifest itself in an offline environment? It’s all well and good having a fantastically engaging fanpage, but if your member of staff at the point of sale is completely unplugged from your social media department, then your customer experience falls flat at the part that matters most.
  2. How long do you think the 3rd party platforms being used to support these efforts will continue to do so free of charge? Yes, they make money from advertising, but will that really and truly always be the case? What happens when the well runs dry?
  3. Finally, here at the ‘heads we manage some of the largest (and most vibrant) local and global Facebook groups in the world. If brands are continually seeing the success like that laid out above, then a larger education piece needs to be undertaken in pushing these wins out to the common man/brand. Here in London’s Soho, nearly all of the coffee shops and lunch houses can be found on Twitter, Facebook and Foursquare, but what I want to know is; how do you get your local corner shop involved? Where are the wins there?

We have a running, semi-serious joke in the office that our ideal client would be a toilet roll brand. Social media works well within the technology products space, FMCG sees many successes too… But if you can get people talking (and subsequently build communities) around say, the latest velvet-quilted roll of loo paper…

Then the future is here and literally, anything is possible.

Aronofsky, Aronofsky, Aronofsky

Present, Past and Future. In that order –

When Natalie Portman first appears on screen in Black Swan, delicate, fragile and introverted, you wonder how such a mouse-like creature will hold an entire film together. Her voice is a whisper, her presence and confidence could be measured in minus figures and, within minutes, Natalie Portman has already disappeared and you’re encapsulated in the gentle, yet brittle world of the ballerina, Nina Sayers.

If you’re new to the work of Darren Aronofsky then I recommend that you immediately seek out his relatively short back catalogue and get yourself up to speed. This man will be [and arguably already is] one of the great cinematic directors of our time. His other films — The Wrestler, Requiem for a Dream (RFaD) and Pi to name but three — deal with similar issues as Black Swan and present them in his now trademark emotional and agonising way.

When Nina first hears the ruffles of the Black Swan, your subconscious clock starts ticking – something is coming, something dark, something raw… something is coming. The sense of dread is almost overbearing and, like the films before, once events are set in motion your only remaining option is to sit back and watch while each subtle twist of fate creates an evermore spectacular train crash toward to the end.

Claustrophobic camera angles only serve to magnify the pressure and stress that Nina feels (similar to that of The King’s Speech – another modern great, and one that I’ll come back to another time) in the main, from close behind her head; as if the out of body experiences that she feels are yours to share with her and, as you constantly wish for the screen to show you more, you too feel her anxiety and her strain as the world closes in.

Black Swan is nothing short of brilliant.

Everything I’ve read about it to date focuses on one of two things; the first the fact that Natalie Portman put herself through such an arduous and intense training programme to truly appear like a ballerina and second, the lesbian love scene between the two main protagonists, Lily (Mila Kunis) and Nina. Both of these points are worthy of attention yes, but to focus solely on these two things would do the underlying currents of the film a genuine disservice.

I feel like I’m repeating myself somewhat [my last film-based post waxing lyrical about the hidden depths behind Tron: Legacy] however, Black Swan is yet another production of many depths and it interweaves different themes throughout. Here we have a story about the madness of obsession, duality and self-expression. But also – on a whole other level – a telling tale of oppression, belonging and pain that will be known too well to anyone who has ever danced with the devil that is self-harm; the self-imposed standards of perfection, the endless parental smothering and the brief, yet searing elation that comes from pushing yourself off the edge completely, only to smash, broken, on the daggers below… To be lost in oneself truly has never meant so much as it does to Nina Sayers, desperately trying to uncover the darkness and passion that’s required for her lead role(s) in Swan Lake.

Yes there is masturbation, yes there is lesbian love, but see this film for more than that. See it for a gut-wrenching trip through a world you may know nothing about. See it for a glimpse into the world of that of the professional ballerina. See if for Natalie Portman’s best performance since Leon and arguably, of her entire career.

More on Aronofsky

A few weeks back, before seeing Black Swan, a fellow film-loving friend and I held our very own Aronofsky weekend. Between us, we worked out that we hadn’t actually seen all of his films. We’d both apparently seen The Wrestler and Pi, but while my friend hadn’t seen The Fountain, I myself, shockingly, hadn’t seen Requiem for a Dream (although having actually owned it on DVD for several years, I’d never actually got ’round to watching it).

If you haven’t seen it, be warned: it does not make for comfortable viewing. However, if you’re strong of heart and mind, seek it out. In fact, I would argue that (like we did that weekend) it would be worth watching Aronofsky’s films in the order that he made them. The power and strength of RFaD, mixed up with his young, unrefined, ‘this is how I want to make film‘ mentality, truly shines through his earlier work and yet, as you move forward through the catalogue, you absolutely can see his art developing right before your eyes. If it’s his experimentation with existential love-storytelling through The Fountain, featuring Aronfsky’s first foray into the arena of special effects and also his first true “Hollywood” film, or his deep dive into the physical and emotional suffering that is The Wrestler; at each point, his work evolves.

Keeping with The Wrestler for a moment longer, Arnofsky has gone on record and stated that he considers it to be a companion piece to Black Swan. Brother and sister if you will. However, the latter is still very much his most accomplished work to date. The nuances, the subtleties… at each point throughout the film there’s a gentle nudge that Nina is slowly coming apart at the seams. With The Wrestler, Mickey Rourke’s Randy only has to face the very real demons that exist in his life; those of a broken family, an addiction to pain and a constant struggle for companionship. Portman’s Nina, by contrast, has demons both in her day to day life but also, crucially, those that manifest themselves in her head – Incredible. Inescapable. Indescribable.

Throughout all of Aronofsky’s films the same themes rear their ugly heads:

PAIN.
OBSESSION.
SELF-HARM.
ADDICTION.
LOSS.
ANGER.
STRAIN.
PRESSURE.

And, all of the above, seemingly SELF-INFLICTED.

And it’s this, that leads me to the third and final part of this post. That of The Wolverine.

In case you were unaware, Darren Aronofsky’s next film will be Wolverine 2, aka ‘The Wolverine’. Hugh Jackman is reprising his role as the healing factor-blessed mutant and, if you were patient enough to stick around after the credits for his first outing in X-Men: Origins, then you’ll know that the next installment promises to cover off Logan’s time in  Japan. But this is not what excites me.

Hugh Jackman was said to be thrilled when Aronofsky signed on to direct; having worked with each other previously, the pair are said to be good friends. This bodes well for a franchise that even though did well commercially, was widely panned by the critics. The ‘origin’ story of Wolverine is a much darker tale, one that encompasses family betrayal, adultery and patricide. Pencilled by the endlessly talented Adam Kubert and written by Paul Jenkins, the book itself – simply titled ‘ORIGIN‘ – is a moving attempt at telling a story that hitherto had never been told. Alas, in the first film, this source material was hardly touched. Wolverine’s exploits in Japan however (Claremont/Miller, 1982) are still widely recognised as being some of the greatest of Wolverine’s rich history and Aronofsky has promised to deliver.
But this is not what excites me.

As a character, Logan deals with many, many problems within; memory loss, heartache, blood lust, a constant battle with the feral side of his nature that he keeps locked up and away from the human race, a healing factor that, while keeping long term injury at bay, does not shield him from any pain he might endure…
This is what excites me.

These themes, these issues if you will, in the hands of Aronofsky are all ripe for his visceral style of film-making. In the very first X-Men film, Rogue asks Logan [about his claws]: “When they come out, does it hurt?” Logan’s response is almost muted through the pain he is so numbed to by now; “Every time.”

That one response. Those simple two words. They – to me at least – signify everything that could be great about an Aronofsky take on this flawed, yet supremely (anti-)heroic comic book character. The pain. The anguish. The day to day struggle with the ‘red mist’…

Black Swan was great, but The Wolverine has the potential to do something quite magnificent to a genre that has never encountered anything like Aronofsky before.

When the dust settles, I predict that as an audience member, you will leave the theatre knowing what it must be like to not only feel those sharp, metal claws slice their way out from under your own skin but also, the pain and agony of choosing to do so…

If you leave with that alone, then Aronofsky has done his job and, for the Marvel film-making industry as a whole, things will be very different indeed.

— Updated: as of March 17th 2011, Aronfsky has officially stepped down. Sad times. —