Buggy - [Space May Be The Final Frontier But It's Made In A Hollywood Basement]

The right music can drive an important message through the noise to signal ratio.

ESSEL - The Edge

Uplifting gentle female vocals with a bouncy tech rhythm, and superb video casting only some of which I've screen grabbed so if the mood takes you, enjoy.

I haven't thought about advertising in ages but this has given me an idea that I will write up. If you're not using BBC Sounds App you're missing out on possibly the  most sophisticated technology I've encountered and if you're paying close attention it's indistinguishable from magic. It can be a little spooky at times, but mostly it's euphoria and cosmic level laughter.

Yeah that good. I use the website more than the app at present. though not exclusively and I will road test the app much more in the near future.

Don't make the mistake of thinking I'm using hyperbole when describing the experience provided by the technology. There is of course the synthetic reality layer paradox. TBC

Feelings

Some of you are probably familiar with my assertion that particularly with TV commercials it's most powerful when conveying feelings not messages or rather messages wrapped around feelings rather than the other way round. It's probably why Pipes taught me that 'tonality' was 'very important' among many other things. I'm a bit stuck where I swiped this german visual for dimensionalizing (is that a word?) 'feelings'. It's primarily in German but worth translating for those who need a model to work from. I speak prettty crap German so it kind of worked quite quickly for me.

Twitter Explained with Schweppervescence

I was in some old fashioned groups last week for Beijing University students and I learnt some pretty neat stuff. Best of all, again was really how nice the folk in Beijing are in general - innocent almost, if that doesn't sound patronizing (that excludes advertising folk and clients btw). I was describing this to a colleague and concluded that it's not the worst place in the world for the balance of power to shift from D.C. to Beijing.

As I believe it already has from a global psychological power-perspective.

Even more so in a few months when more people will be looking at China than at any time in the entire history of the country. But more practically I can share how most of the youngish respondents were pretty conversant with Lost, 24, Desperate housewives and Heroes through P2P file sharing.

I thought it was a brave and edgy way for the curious and young to find out a little more about the frankly amazing media culture of the U.S. but after a little bit of probing it seems that in China, content like this is seen as being from the outside world more so than the U.S. specifically. Which raises an interesting view that I haven't really thought of since I first learned German in the early 90's and discovered that foreigners are called 'Auslander'.

Anyway, completely unrelated to any of this is the Twitter explained video which is useful for those still scratching their heads over the whole thing. Unfortunately it doesn't even come close to explaining the Twitter Karate that Sam and I invented over the weekend (with a little subsequent Twitter Wrestling from Angus

Lastly I want to post about this Schweppes ad which is easily the best thing since Gorrilla although I'm loving Singing Dog and Moonwalking Gorrilla. It highlights what for me is a growing problem and one that can only deteriorate as clever brands move closer to achieving feelings and move further away from 20th century messaging model, which has it's place, but more in an Adsense/Google way than the last-years-of-TV as we know it should.

Incidentally I think this could be a Golden age for advertising because the clever brands will mark out territory for feelings while the clock ticks for interrupted attention media. It's just a matter of time. The difference between describing an ad using storyboards (or even using them in research) to seeing the final piece is too wide for me because it doesn't come anywhere near close to conveying the emotion that I feel when I see a fantastic piece of work like this. I did read about some of this brand talked about over at Rob's but I had no idea if the Cynic gang were involved with this piece while writing this post. Either way it stands for itself. Bravo!

Stubborn Loser

Shame about that patronising and cheesy email they sent me before I saw the clip. I'm keeping an eye an an ear open. Thanks to Amber