ADtempted

Sam, John and Chris attempt to do what they’ve never done before: shut up. Special guest Jess McEwan shares her journey into the ad world, and why “inclusive agency culture” isn’t always what it seems.

The post ADvice 02 – Identities in Advertising with Jess McEwan appeared first on ADtempted.

Listen to find out how the Adtempted crew creates a recruitment campaign for one of the world’s most awful corporations. Will they turn into corporate zombies, or come up with a killer campaign that recruits the maddest of scientists to join the Umbrella corp team?

Chris Hanna 0:00
Welcome to Adtempted where we attempt to create ads things that don’t need them. I’m Chris, the resident copywriter.

John Fish 0:05
I’m John and I write things.

Sam McKinney 0:07
And I’m Sam and I fight zombies.

Chris Hanna 0:16
As always, our plan for today is to share some initial ideas, choose a direction we like and then build out a campaign that answers our brief. And speaking of, Sam, what are we working on today?

Sam McKinney 0:25
Alright guys, today we’re working for the Umbrella Corporation from the Resident Rvil universe. Umbrella is a global conglomerate responsible for developing drugs and viruses, which SPOILER ALERT may turn humans into zombies. But in order to do that, they need to enlist the best and brightest scientists to develop these products in their pharmaceutical labs. And that’s where we come in.

John Fish 0:45
We are tasking ourselves to create a recruitment campaign for Umbrella’s pharma division, our idea needs to highlight the cutting edge work that’s supposed to make the world a better place — without giving away what exactly they’ll be working on.

Unknown Speaker 1:00
Another breakthrough from the Umbrella Corporation,

John Fish 1:03
I nominate Chris to go first with his insights today.

Chris Hanna 1:06
Alrighty, I’m coming in with two today. And here is the first one. The greatest work in human history is done by Hidden Figures, people who sacrificed their lives to better society, all in secret. Umbrella recognizes these heroes, we see their unseen potential, and hire them to do the life changing work for us.

And the second one, you know, to solve the toughest challenges facing our world, we need the brightest minds. And it’s nothing personal to you like middle mediocre talent. We just don’t want anything or anyone that’s not the absolute best. And we will do whatever it takes to find them.

Sam McKinney 1:45
Nice. They’re both very best and brightest. So it makes sense, even though they’re all evil.

John Fish 1:51
Evil geniuses!

Alright, guys, so I got a few today that I’ll share with you. The first one is one giant step. Take a leap, a leap into the future of humankind. Discover the potential of humans by protecting them from themselves, prevent them from spreading illness from killing each other leap into the unknown potential under the Umbrella Corp.

And then I have cure the world. With the world falling apart from pandemics, war, starvation, depressions and climate change, what the world really needs right now is a cure — a cure that will protect humankind from themselves and create a utopia free of disease. Cure the world with Umbrella.

And then I got we like brains, which I don’t know if if if the zombies in Resident Evil like brains, but we’re talking about zombies. Okay, so I had to go with a brain one. Good brains, Bad Brains, small brains, moods, brains, and especially the wrinkly ones. We like them all. We use these brains to find the cures that will rid the world of disease, both mental and physical. So do you have a wrinkled brain? Then join Umbrella.

Chris Hanna 2:58
I like this one a lot.

Sam McKinney 2:59
Yeah.

Chris Hanna 2:59
That one resonated with me.

Sam McKinney 3:01
Fun. It’s a lot of fun.

John Fish 3:03
All righty.

Sam McKinney 3:03
So my first one: some of the greatest mysteries of our time are solved by simply finding the missing puzzle piece and obscure acid that can manage pain, mold that fights bacteria, and so much more. At the Umbrella Corporation, we work on some of the biggest mysteries plaguing humanity, and mortality, world peace and the secret of life. So we are searching for the greatest puzzle solvers in the pharmacological world to find the solutions and push society forward into a new future. Are you the missing piece?

Chris Hanna 3:31
I like this one, it kind of has some vibes towards like, the missing link is immediately what I was kind of going towards here.

Sam McKinney 3:38
Yeah, this one actually stemmed out of an execution first, which Google does this a lot where they release secret puzzles that you have to solve to get the job offer, basically.

Chris Hanna 3:50
That’s what I was thinking for that only the brightest one. In my head. I was thinking of like, a Goodwill Hunting style like world’s hardest equation. You know, the answer is somehow leads you to like the job applications, something like that.

Sam McKinney 4:05
Yeah.

John Fish 4:05
How you like them apples?

Chris Hanna 4:07
Is that from the movie? It’s been so long…

Sam McKinney 4:11
Most famous line.

Chris Hanna 4:13
Clearly I wasn’t— Clearly I’m not the one up there solving the equation.

John Fish 4:17
Well, I got a number how you like them apples. There you go.

Sam McKinney 4:22
All right. My next one, wake up, go to work at a corporate job we hate, come home, rinse and repeat. This is the American dream, to drone on through life just trying to survive. That’s not us. We are free thinkers, risk takers and the shapers of a more advanced future. So if you’re tired of fighting your way through a world of corporate zombies, and dream of a better future, then we want you.

Chris Hanna 4:46
Ah zombies, we love them.

Sam McKinney 4:48
Yeah. And then my last one: when the Boots group synthesized ibuprofen for the first time they were the catalysts to a revolution in pain management. Alexander Fleming was the catalyst for turning the tide in the war against bacteria when he discovered penicillin. The umbrella company wants to revolutionize the future of humanity. But we’re looking for the catalyst who can initiate that change. Are you the catalyst of change?

John Fish 5:12
I like the catalyst of change just because it gets into science, but I think it would need to be, “be the catalyst for change.”

Sam McKinney 5:17
Yeah, probably.

John Fish 5:19
Yeah, that’s like, no, but that like, kind of like makes it really clean.

Be the catalyst of change.

??? 5:24
Commitment, honesty, integrity, these are the core values that create the foundation for Umbrella.

John Fish 5:32
I feel like this campaign is going to be very similar to the Apple’s and Amazon’s and Google’s recruiting. I kind of come to the, even though this wasn’t a recruitment campaign, but I kind of come to the tagline of, you know, the “be different.”

Sam McKinney 5:46
Yeah.

John Fish 5:47
But that’s just kind of what I’m thinking here. It’s almost like we want to make these people feel like they’re joining something special.

Sam McKinney 5:52
Yeah, I agree.

Chris Hanna 5:53
I think that’s definitely are, I can say. You know, John, it’s for that point that I am really gravitating towards, “we like brains.” It feels unexpected for something that would be like a high-end, pharmaceutical, like, only the brightest is what we’re looking for. And there’s something just kind of funny, and almost like disarming to we like brains. I don’t know if that’s the line. But I love the insight of, we want your brain, especially in a world that knows about zombies. And I’m assuming that even in the Resident Evil universe, people know the existence of zombies, too.

Sam McKinney 6:33
I think it should be we love brains personally. But I think that actually would be a good tagline. Because it’s like, whatever copy it is. It could be something really smart and like, irreverent or whatever. But then it’s like, we like brains. Join Umbrella Corp today or something like that. I think that’s a very interesting, catchy. It makes sense, it’s an easy get. And it’s fun.

John Fish 6:57
Awesome. I think it’s kind of cool. Because it also kind of like hints at zombies, but it doesn’t do it in a way where it’s like, nail you over the head with it. You know, it’s just kind of a wink to the audience.

Sam McKinney 7:07
Yeah, I agree.

Chris Hanna 7:08
And I think that’s what makes it, like to your point about like, the Amazons and the Apples of the world. That’s what makes it different than expected. When Sam was talking, one of the campaigns that popped up in my head was the Economist, if you remember those, it was the one where, like, a lot of their ads, as well as like the visual executions, and not just their copy, were very cerebral and very, like they made you think that whoever reads The Economist, like is smart, you know, and their ads like reflected that. And it wasn’t that it was pretentious, like snooty, high born sort of thing. It was: these are for, like, the thinkers, the intellects,

John Fish 7:47
yes.

Chris Hanna 7:47
type of thing.

John Fish 7:48
The famous, Be Sharp ad for anyone that’s interested, which had to be explained to me, unfortunately.

Chris Hanna 7:57
I might need to have it explained to me. I don’t know if I know that one.

John Fish 7:59
Oh, that’s the it’s the image where it has a B and it has a symbol for sharp and music.

Chris Hanna 8:06
That’s funny.

John Fish 8:07
Yeah, I’m not I’m not musically inclined.

Unknown Speaker 8:10
Umbrellas mission statement has always been preserving the health of the people. But the meet this bright statement, look the shadow of Spencer’s ambition,

Chris Hanna 8:23
Alrighty, Well, it sounds like you guys are both liking we like brains. I also like we like brands, and I do like brains, we can roll with that one for a little while. Where do we see this one showing up? What do we think that scientists are gonna see these ads?

Sam McKinney 8:38
Probably be magazines. It’d be Scientific American, or like the scientific journals that are like for peer review and stuff like that. That’s that would probably be the exclusive location.

John Fish 8:51
I think we’re missing a huge one, though, right off the bat with just LinkedIn since this is a recruitment campaign. Right?

Chris Hanna 8:58
That’s actually a question I have: are pharmaceutical scientists on LinkedIn the same way that we see marketing professionals on LinkedIn, spouting their kind of like, on their podium this thought leaders? I truly don’t know.

John Fish 9:13
I don’t know if they’re on their podium as thought leaders, but but they’re definitely on LinkedIn. So like, that is a place to go for people that are looking for a job.

Chris Hanna 9:20
I guess the thing that I wonder is, what kind of person or what kind of things do scientists gravitate towards? Because I feel like in the advertising community, it’s like really cutting edge, often controversial work that gets us all to like flock to it and talk about it like flies. And I’m curious what that would be for pharma scientists.

John Fish 9:40
Oh, it’s the same thing, Chris. I think it’s it’s revolutionary ideas. It’s like, think of how many overqualified scientists wanted to work with their analysis, even though it was a complete sham.

Sam McKinney 9:52
I think it’s based around those breakthroughs, which I think is the medical journals or whatever think LinkedIn, we could do something on LinkedIn to kind of, it translates better to our experiences. Since we don’t all read medical journals or Scientific American.

Chris Hanna 10:05
Yeah, I have a lot of questions around medical journals. I’m gonna go out on a limb and assume that advertising in a medical journal is not something that is done. And here’s another question: do the people who I’m assuming are talking about these findings in medical journals, Are they reading the full article? Are they going somewhere else to get the Cliff Notes?

Sam McKinney 10:30
Well, one, I think that there would be advertising in them because there’s still a publication and they have to make money somehow, they’re not going to be funded by anything. So there’s, it’s probably just a very specific business to business, I guess, technically. And I would assume these people at the level that they’re at, they would be reading, if not skimming the whole article, but I could be completely wrong. If we have any medical doctors or people who actually read these journals, please email us let us know how wrong we are.

Chris Hanna 11:00
Do we think that I’m assuming that these ads are not placed, like literally in the middle of like a study?

Sam McKinney 11:08
I think we should stop making assumptions like that. Because literally, we, in magazines, there are ads in the middle of articles. You mean, like in the middle of a page? Or in the middle? Like,

Chris Hanna 11:19
Yeah, like, either in the middle of like a page, or in the middle of an article. Like, if I’m three quarters of the way through is, am I going to see an ad on like the right hand side? And like a page from the study on the left hand side? Are they usually like in between? And I would assume it’s the former right?

Sam McKinney 11:35
From my experience, I laid out a newspaper, and they’re just like, just make it fucking fit.

John Fish 11:40
Yeah, and I think for the purposes of this, let’s not, let’s not get too in the weeds on that.

Chris Hanna 11:46
So where I was going with that is wondering if there’s a way to like derail a medical journal study with one of our ads, and only, like, the brightest person would be able to read that and be like, “this isn’t right, I have to email the publisher!” And at the bottom, there’s some information that would then lead them to the, like the job application, that was one idea.

Another idea was to create a, like a mini journal entry that is still kinda broad in my brain, an mini journal entry that is in some way, like either so far fetched or so dense that the only person who can get through it all is the type of person that we would want to hire.

Sam McKinney 12:29
I feel like that’s a little too, too torturous. Like at least if it was like a puzzle, then at least it would be fun to solve it. But like, if it’s just really dense article, like, I don’t know if there’s like fun in that. There might be, but I’m not sure.

Chris Hanna 12:47
There might be for some people. But you’re right.

Sam McKinney 12:49
You can do like an article in the middle of a journal that’s like, it starts off explaining the project like discovering immortality, you start reading through it, and it’s sort of ends halfway through with no answer, no result, but it says, Do you think you could solve immortality join us? We like brains. Or something like that?

Chris Hanna 13:08
Oh, that’s fun. I like that idea. Sam.

Sam McKinney 13:12
There’s also a way to like, the what if, on one side is the article explaining like the future of ibuprofen. And then the other page, the ad would be like, tired of reading the same boring shit? Or did you already know this or, like you want to read you want to find something more interesting? Then come work for the Umbrella Corporation. We like brains, that kind of thing.

Chris Hanna 13:33
I like that. I can even see that being interstitial ads, like within articles that you would see in like newspapers, for example. It would be kind of funny if it was also like contextual. So as like an article is talking about like ibuprofen, the ad sort of like picks up where that leaves off. Like within the actual article column.

John Fish 13:55
I mean, this will be a lot to do. But what if it was like the article on one side, and then a quiz on the other side, and the quiz kind of ends up making like an anagram? If you choose all the right answers, it has the anagram is like, we like brains.

Chris Hanna 14:07
I’m curious about quizzes, because what would a quiz for like a pharmacist look like?

Sam McKinney 14:12
you’re kind of thinking like a chemist or a biomedical engineer, that’s going to be messing with all that stuff. So it would be like chemical compositions, molecules, scientific, like I guess it’d be mostly chemistry stuff.

Chris Hanna 14:25
Coming back to our campaign platform, we like brains, I’m wondering if they’re like, maybe we should really focus more on something that has to do specifically with brains. Whether that’s like John like the question that we’re asking to people that has to do with super intense neuro-psychology or neuro, neurology, just so that it’s like a bit more anchored than like throwing out a quiz or throwing out like a big like Goodwill Hunting-esque problem.

Sam McKinney 14:57
No matter what we come up with, if it’s like a quiz or some thing that they have to try and figure out whatever the context or whatever the subject matter is. That solution coupled with the line we like brains is basically saying, We like people who are smart, no matter what. So if you think about that, if we weren’t doing a quiz, the line would be something talking down to people who aren’t using their brains, or aren’t as smart as the smartest people in the world kind of thing. If we’re doing like a quiz, and the quiz would be like, if you can figure this out, then you’re smart. We like you kind of thing. So that’s kind of the play.

We can’t focus in on what the subject matter is, I don’t know if it needs to be a brain specifically, because that might be just beating a dead horse, it could just be far more related. But again, that’s also going to be above our pay grade or our pay grade, not, because we’re not paid, our-

Chris Hanna 15:49
Our prowess, you might say.

Sam McKinney 15:50
Prowess, yes is what is a good word. I was trying to think of a polite way to say our intelligence.

Chris Hanna 15:56
Our own intelligence!

Sam McKinney 15:57
skills.

Chris Hanna 15:58
Yeah, you were talking a little bit about like talking down to people, like people, who are not like as as intelligent as we are looking to recruit. And John, you bring up LinkedIn, kind of made me think that’s probably the right place for something like that.

John Fish 16:13
Yeah, that’s perfect, because that’s what LinkedIn is now.

Chris Hanna 16:17
This is a terrible idea. But I just wanted to speak it out because it was making me chuckle. I love the idea of like, Umbrella, creating, like a fake thought leader to post on LinkedIn, all of these like super high brow claims. And the people who like DM this person to like, prove them wrong, get referred to work for the Umbrella Corporation.

Sam McKinney 16:41
I think it’s funny, but I to be honest, in a company like Umbrella, I think that that would be viewed as a waste of time. Why waste our time doing that? If they’re going to come, they’re going to come.

Chris Hanna 16:55
Because the most passionate people are going to be the ones who prove them wrong.

Sam McKinney 16:59
True.

Chris Hanna 16:59
Anyway, but I am down for some other form of LinkedIn talking-down-to I guess my first question would then be like, what sorts is this coming from? Is it coming from Umbrella?

John Fish 17:13
Yeah. Is it an ad? Or is it like a puppet that you’re talking about? Chris, I kinda, I kind of liked that idea.

Sam McKinney 17:18
Well, I mean, companies can post as well. So we can post as the company in the same sort of vein, like, without going through the whole creating influence, we just make the company be that shitty asshole guy.

Chris Hanna 17:32
I mean, that is kind of fascinating, though. I am not sure if any brands that we mentioned at the top of the podcast would ever be willing to do something like this. But there is something fascinating and kind of buzz worthy about a brand using their LinkedIn platform to become that guy, that thought leader that talks down to you.

John Fish 17:56
I kind of like it, I think it’s kind of funny. We gotta obviously nail the voice better, but-

Chris Hanna 17:59
Sam, if we were gonna do like a puzzle on LinkedIn, do you think that there would be a visual way to accomplish that that’s not some guy like writing this super long, boring post?

Sam McKinney 18:10
To be honest, this way- It’s been so long since I’ve been in any science or chemistry or anything like that. So it’s like, I went art for a reason. But I was trying to think of like, just visually showing molecules or just posting a molecule like a really complex molecule, but it being incorrect. Like there’s one thing wrong with it. And like that is a hint to a clue. Or there’s maybe we change certain molecules to spell out something or maybe a DNA strand, maybe there’s a series of molecules that spell out something from the periodic table of elements. And there’s a couple of different ways to go about it.

John Fish 18:45
And we’re kind of wondering if we’re like overthinking it, and trying to gamify this where I know that’s kind of like our unique in. When I think of like recruitment campaigns for companies like Apple, you know, the big ones, they’re playing on the elitists, but they’re not doing it in a gamified way, typically. So I’m wondering if there’s like, if you guys think there is a way to do it within the LinkedIn ad being just kind of elitist.

Chris Hanna 19:05
I’m assuming that most of these people would recognize a compound that it took like a genius to develop something, penicillin, for example, like, let’s say that penicillin is like a compound that most pharmaceutical scientists would probably recognize.

What I was thinking about, is, it would be kind of funny if the LinkedIn post was like, “level of experience required,” and we just post some groundbreaking compound that like literally took a genius to figure out. And it’s kind of inside baseball, because the only people who would know what that is are, is our target audience. And I think by seeing that they would be like, Oh, shit, they want like penicillin level of experience and prowess.

Sam McKinney 19:48
Yeah. I mean, yeah, that would get the, that would get the point across.

John Fish 19:52
I like that. I kind of like that.

Chris Hanna 19:54
I don’t know, but it it just feels like Economist-esuqe to me, you know?

John Fish 19:59
okay, I just Gotta talk this out real quick. What if, What if it was like a picture of like, this is maybe going a little bit of a different track. But what if it was a picture of like, before, terrible accident happens? Like before a stuntman crashes his motorcycle or something. And then it’s a kind of like, not all brains are great, but we sure do like ’em, however they come to us.

Chris Hanna 20:21
Wait is the, is the brain from the motorcycle, from the person who died in a motorcycle accident?

John Fish 20:21
Yeah, exactly. So like, but we like brains, no matter how they come to us. Whether you work for us, or we’re studying your brain, you know what I mean? Like it, that’s kind of a funny, like, little like, little way to do it and kind of what it will get your attention. Like, if you’re scrolling, you see that you kind of be like, Whoa, what?

Chris Hanna 20:46
It’s visceral, I can’t deny that. I think for the purposes of trying to recruit, like the best and the brightest, I think that we might want to stick a bit more to the scientific community. Yeah, what a what an image that would be: “however, they come to us.”

Sam McKinney 21:04
It feels more consumer selling something rather than recruiting me to be honest.

Chris Hanna 21:10
I mean, I really liked the simplicity of the LinkedIn ad. But I could see how that it’s a bit too inside baseball for the average viewer who would be seeing this. So let’s figure out the med journal ad. Sam, I really did like your idea of creating like a med journal post that then like ends and says, like, figure out the rest. I do like that, would it be insane to literally only have like the beginning paragraph, or like the abstract of like a med journal? Like the amount of empty space you would see would break up the denseness of everything that you’re seeing in this med journal. And it would also be kind of on brand for them, because really, what Umbrella is coming to the scientists with is we’re gonna give you our brief, so to speak. And we want you to like figure it out.

Sam McKinney 21:59
Yeah. And I think it’s, it could be fun, because it could throw in a lot of homage as to the games and stories and stuff. I think the line wouldn’t be, I think it’d be a challenge. Like “it’s up to you to figure out the rest.”

John Fish 22:10
or would it be like “figure out the rest of with us, figure out the rest of the Umbrella.”?

Sam McKinney 22:14
it’s better if it’s an act of like, challenge, instead of invitation, because we want someone who’s hungry and wants to solve this problem, rather than like, Hey, you can solve it here. Like we’re here for you. Because really, Umbrella doesn’t care if you work there or not. They want you to want to work there.

John Fish 22:31
I see your point there. But like, I think with recruiting, it’s always going to be kind of an invitation.

Chris Hanna 22:36
I think that the invitation can maybe be like the fact that it’s like sponsored by Umbrella could maybe be the invitation in and of itself.

Sam McKinney 22:44
Maybe there’s another part to the line. “It’s up to you to figure out the rest. Work for umbrella. We like brains.”

John Fish 22:50
Let’s do that. Do that. That’s the line.

Chris Hanna 22:52
Cool.

John Fish 22:53
That’s the line baby.

Chris Hanna 22:55
What would we say? It’s like the inside of this just like plainly spoken out? Is it only the brightest brains, or the best brains work at Umbrella? Is that it?

Sam McKinney 23:03
I think it’s, “only the best and brightest need apply.”

??? 23:06
Release of a biological weapon known as the T virus. My employer, the Umbrella Corporation engineered this virus. They don’t want the world to know what they’ve done.

Chris Hanna 23:16
So our insight is the only the best and brightest need apply to the pharma division of Umbrella. And so our tagline is We Like Brains. We’ve got two executions: The first is a contextual med journal ad. We open up our abstract about immortality, and then end it abruptly saying, “it’s up to you to figure out the rest. Work for Umbrella.” We’re also taking to LinkedIn” we’re going to post an ad that simply features the visual of a compound that took a genius or geniuses to figure out, like penicillin, COVID vaccine, polycarbonate, etc. Along with a simple caption that says, “level of experience required.” Umbrella, We Like Brains!

Sam McKinney 23:56
It’s been a good one. It’s been fun.

Chris Hanna 23:58
I’m glad that we could get back to our roots of working for evil companies in the most ridiculous ways possible.

John Fish 24:05
More evil!

Sam McKinney 24:07
Thanks so much for listening to Adtempted. If you like what you heard, please give us a review on Apple podcasts. And if you want to see the final form of our campaign, it’ll be on our website or on our Instagram at Adtempted. So Chris, what’s next?

Chris Hanna 24:21
We are going to be talking to one of my favorite people about her career, her identity and some other wild stories that I’m so excited to share with everyone.

Sam McKinney 24:31
Until next time!

Chris Hanna 24:32
See you everybody!

Transcribed by https://otter.ai

The post ADtempt 013 – Umbrella Corporation (Resident Evil) appeared first on ADtempted.

Millions of years of evolution have led to this: John, Chris and Sam are joined by special guest Patrick Que to concept a world peacekeeping campaign for the Indominous Rex.

John Fish 0:00
Welcome to add tempted where we attempt to create ads for things that don’t need them. I’m John and I write things.

Chris Hanna 0:05
I’m Chris and I’m just here for the archaeologists fashion.

Sam McKinney 0:08
And I’m Sam and I named my dog after our Raptor.

Chris Hanna 0:16
As always, our plan for today is to share some initial ideas, choose a direction we like, and then build out a campaign that answers our brief.

Sam McKinney 0:24
Today we’re joined by a special guest, the incomparable Patrick Q. Tell us a little bit about yourself.

Q 0:30
I’m Q, and I’m a freelance copywriter aka Scripto cephalops, but my spirit dyno is a lactose intolerance.

John Fish 0:39
Our product for this episode is the Indominus Rex, the Indominus Rex, which means untameable King is a genetically modified dinosaur taking the best traits of other various dinosaurs as well as non extinct creatures to create the ultimate apex predator. Not only is it super intelligent, strong, and agile, it has the ability to camouflage itself and mask its heat signature, rendering it practically untrackable

Chris Hanna 1:09
and our target audience for Today is World military leaders.

Movie Sound EFX 1:13
The base genome is a T Rex the rest is classified. You made a new dinosaur, but you don’t even know what it is.

Chris Hanna 1:21
With that cue. Why don’t you pick who’s gonna go first?

Q 1:27
Any meenie miney mo? No, I’m gonna I’m gonna go first.

Chris Hanna 1:31
Yeah, go for it.

John Fish 1:32
Okay, all right.

Q 1:33
So idea one. The future is midway. That’s not a but it doesn’t have a oh yeah, that’s a female, the future is definitely female. In Jurassic Park. All the dinosaurs were purposely engineered to be female, which of course includes Indominus Rex, she tore to the island making sure everyone there knew who she was that she had something to say and that she wasn’t going to back down. So this is a declaration to world leaders out there a call to action. Now a roar to actually Hell yeah, to stomp out the patriarchy and make way to a world evolved to say goodbye to the Dinos of the system and introduce a younger and fresher take on world rule 2024 We’re taking on the world and its authoritarian leaders with a fiercely strong presidential campaign led by women, beginning with the Indominus Rex mix in some support from Alexandria Ocasio Cortes, Stacey Abrams, Kamala Harris, maybe some international backing from Greta Thunberg, or prime minister Jacinda Ardern, from New Zealand, and you’ve got a future this world has been needing. Indominously aggressively progressive 2024

Sam McKinney 2:35
That is hilarious

Chris Hanna 2:39
right out of the gate with super strong wind. Oh my gosh, that’s awesome. Yeah.

Q 2:46
idea two fixus climate changus. Fossil fuels consists mainly of dead plants, coal from trees and natural gas and oil from algae. And it’s the emissions from fossil fuels that are the dominant cause of global warming and climate change one of the top issues challenging the world’s leaders today. Okay, so fossil fuels aren’t made from dead dinosaurs, but who better to represent the dead and fallen than our very own Indominus Rex, acting as a sort of spokesperson, our IREX will help to share out and humorous yet intimidating global campaign educating and advocating for the world’s leaders and society in general to leave the dead bee and move on to something more life sustaining, or be dead too some lines be like bury climate change or else Or make climate change extinct before we are.

Chris Hanna 3:25
I like this one a lot. It feels like it’s leaning into a lot of the conservation ads that we’ve seen that take a really sort of harsh approach to portraying the effects of global warming and really intense ways. I like it.

Q 3:38
Yeah, initially, it’s funny because I have always thought that fossil fuels were because we’re digging deep in the ground and we’re getting some of like, old dinos like dead dinos, I was completely wrong. But that may be just sort of laugh of that. If there was a dinosaur alive. That could like stand up for his dead friends, you know, be like Stop picking on him already.

Sam McKinney 4:01
Be hilarious, too.

Q 4:03
RIGHT.

Sam McKinney 4:03
Nice one.

Unknown Speaker 4:04
Okay, so idea three. Hey, bad, guys, you better watch your ass. We live in a world where certain people in groups terrorize with an authoritarian rule or violent extremism. Their domineering, merciless ways of using oppression and fear are a huge stain on the world. But now it’s time to dominate back and bring the world closer to peace with the force that will leave these awful people in the dust. This is IREX global security forces for the IGSF and independent secret global mercenary group made of flocks of genetically modified Indominus Rex assises that can be trained to hunt and destroy the world’s worst. These super prehistoric super terrifying super soldiers could be genetically created to assimilate to any terrain, environment and threat so as to make sure their efficiency on the world stage. Imagine that ITSF using their infrared ability to see the heat coming from terrorists hiding in caves, mele Team Six perhaps forget the President’s security detail replaced them with 18 foot tall bulletproof ITSF forces or how about splicing In some of the Indominus Rex DNA with Dwayne The Rock Johnson indominus, rock, dinos swells super soldiers. Okay. detector detects protects respects IREX global security forces.

John Fish 5:16
I like this one. I think the line actually could just be honestly watched Jurass.

Q 5:18
Yeah, right.

John Fish 5:18
Like, I love that. And it could, because we’re selling it we could be selling it to bad guys too. I mean, we’re in advertising, we have no soul. So.

Q 5:30
yes,

John Fish 5:31
We did say military leaders this could go to exactly bad military leaders

Chris Hanna 5:36
show me the money. That’s right. I will say though, what I cute. What I loved about yours was I totally overlooked the fact that military leaders include people who want to use the military for good purposes, especially in your first two ideas. And so I love that you brought that into this.

John Fish 5:55
That’s a good point, Chris. I also overlooked that fact. As we will see.

Chris Hanna 6:00
It’s okay, John, we can overlook it together. All right. Q who you handed off to

Q 6:05
all right, John.

John Fish 6:06
All right, primal force, the mercenaries from Blackwater did nothing to help the Iraq War. In fact, they fucked up and already fucked situation even more with lack of leadership and idiots among their ranks. So why rely on dumb humans that are related to Betsy DeVos when you can’t have primal force, but state of the art Indominus Rex that is smarter than the average mercenary, upgrade your Neanderthal strategies with primal force.

Q 6:32
I love that

Sam McKinney 6:33
I love the name. It makes me want them to be transformers.

Chris Hanna 6:35
I was gonna say, John, I thought this was going to end with Indominus Rex 2024.

John Fish 6:45
Well, if you thought that one was going to end with that, think of this one let the Dinos fight. Usually men as old as dinosaurs decide when they send their nations to war, Putin, who was nearly 70 and hopefully terminally ill attacked Ukraine. Dick Cheney, who has an artificial heart light his way into Iraq. And don’t forget Ronald Reagan, who was so old, he could not even remember his involvement in Iran Contra. With old dinos making decisions that send people to war. Doesn’t it make sense that we send the dinosaurs to fight it? Now we can with Indominus Rex the most sophisticated weapon ever made, let the Dinos fight.

Chris Hanna 7:24
I got this super clear visual of all of these dinosaurs being like, like visually covered in graphics that represent like each country, almost like a NASCAR. Like it would be like a televised Hunger Games dystopia.

Q 7:43
Oh my god other people betting on the side.

Chris Hanna 7:45
Oh, absolutely. Unfortunately an absolutely

Sam McKinney 7:49
10 bucks on the Little Caesars dinosaur

Unknown Speaker 7:53
Pizza Pizza saurs. I love the easy take on like old people which is so very true. We hate that these old guys are still making and calling the shots yet they don’t do anything but sit on their geriatric as inside of a bunker.

John Fish 8:05
All right. I’m gonna roll it on over to Sam.

Sam McKinney 8:09
All right, let chaos reign Indominus Rex the untameable King a creature at the very top of the animal kingdom. Imagine unleashing such a creature onto your greatest enemies and the chaos that would follow so live a little let the untameable murder King loose and let chaos reign

Chris Hanna 8:29
I love the some people want to set the world on fire you go for I woke

Sam McKinney 8:35
up with violence.

Q 8:37
Let me just hand you my list right now.

Sam McKinney 8:39
And then my next one don’t get wrecked get REXT some countries are not quite strong enough to stave off invasion relying on the power of others around them to keep them safe before they get completely wrecked. But what if instead of getting wrecked you got REXT for the low price of most of your annual GDP you can buy an army of indominus rex is to repel the invaders and become the military power you deserve to be

Chris Hanna 9:04
this is interesting. So this is if I’m understanding it correctly sort of like last resort we like our final stamp sort of thing.

Sam McKinney 9:13
Yeah, like if Russia invades your country and basically raises it to the ground let some indominus rex is out there to kind of make it uninhabitable

Chris Hanna 9:21
Yeah, it’s it’s the doomsday button so to speak.

Q 9:24
This made me think of ICBM like indominus continental ballistic missiles or something.

Chris Hanna 9:29
Oh my gosh imagine one of those in a missle.

Q 9:32
Yeah imagine one of those coming out.

Chris Hanna 9:39
Way more terrifying.

Sam McKinney 9:39
Speaking of the apocalyptic stories we’re telling here’s my last way. Keep extinction at bay. The world is on the brink of extinction. With each country pointing nuclear weapons at each other. There needs to be a less apocalyptic way to keep peace in the world. Enter Indominus Rex and untrained Single super intelligent Apex killer that you can release in the countries that are giving you trouble spreading terror and destruction in its wake lead with fear. But without the fear of an extinction event.

Chris Hanna 10:09
Yeah, this one I would say this one is the doomsday button for sure.

John Fish 10:13
I like this one a lot because I think when you’re trying to sell weapons you also have to like make it seem like you’re the good guy. Like I saw one of the big weapon companies just tweeted that their new ICBM missiles are now green. Great. Your green. Thank you. Thank you for being green while you blow up stuff. Appreciate that. But that kind of ties back to Q’s climate change insight to though with this keep extinction at bay because

Sam McKinney 10:40
yeah, I was thinking something similar.

John Fish 10:42
I do feel like this one actually is a good way of like framing it as like for good purposes. Right.

Sam McKinney 10:47
All right, Chris. Sounds like you’re up.

Chris Hanna 10:49
All right, first one, but your enemy doesn’t know can hurt them. Which is why our product is so stealthy and so deadly. It construct the heart and the mind without even needing to attack. It is the armed unknown, which is why we’ve hidden it in our tagline. Our Mattis ignotus or the armed unknown.

John Fish 11:09
I do like this because it’s kind of eerie, ominous. I’m kind of I’m interested my interest is peaked.

Chris Hanna 11:14
Yeah, that’s the goal here. That’s the goal. Alrighty. Second one. Whatever technological advantage you have today will be gone tomorrow. Warfare has zicht technology, which is why it’s time to zag to biology. nature’s perfect killing machine is manufactured against malfunctions and arm to teeth with biological advantages. Don’t let tech troubles trouble your forces, not when you can evolve beyond machines. This one I definitely was feeling a lot of matrix, so please forgive me. And third, but certainly not least, you know, guys, nobody fucks with the person who’s writing a goddamn dinosaur. And whether you plan on actually attempting to mount the Indominus Rex spoiler, please don’t. Or just green screening yourself a top from the comfort of your chateau. Your persona as the Dinosaur King speaks volumes on your behalf, lead your forces and taught your enemies while writing the most fearsome creature ever to walk out of a lab and onto God’s green earth writes dinosaurs.

Sam McKinney 12:14
This actually makes me think of Deadpool. I think there’s like, king of monsters is a series that he has, and I think he’s writing a T Rex or something at some point. But yeah, that I love the imagery of having someone on the back of dinosaurs.

Chris Hanna 12:33
I just thought like, you know, if if the tiger King can gain so much influence over just riding like a tiger. Imagine the amount of influence that a Dinosaur King slash influencer could get from writing a fucking Indominus Rex.

Sam McKinney 12:49
And now we have an execution, a documentary of Dinosaur King.

Chris Hanna 12:57
cackle laughter And I wonder, wonder which streaming service is going to skoop that one up?

Movie Sound EFX 13:03
Think it will scare the kids. Kid. There’s something that parents nightmares.

Chris Hanna 13:11
Alrighty guys, what are we feeling like we’ve got a lot of real wild stuff that takes very different directions.

Sam McKinney 13:18
If you really look at the insights we kind of came up with, it seems like it’s keeping the peace or intimidate, intimidate. Yeah, but I think keeping the peace is the strongest thing that kind of ties everything we’ve come together so we can kind of build around that. Or if there’s another insight that we kind of like.

Chris Hanna 13:36
I’m down with keeping the peace. I also Q for the future is definitely female. Are you imagining that we’re going to have like AOC onstage like, in front of screens featuring the Indominus Rex and she’s saying the future is female. The future is indominus the future is now?

Q 13:58
Yeah, absolutely.

Chris Hanna 14:01
That execution I feel like we could absolutely do like a peacekeeping summit as one of our executions and I think that would just be such a fun thing to make like the thing of the campaign.

Q 14:15
Yeah, like a big Yeah, okay. Yeah, I could see that. I mean, in this way, I think this direction is sort of a mix of intimidation obviously having the Indominus Rex there but also I think it’s just it’s time to champion like we need to champion that. Yeah, the future is female and I think that’s no the way to go so long to the to these guys always calling the shots. Maybe that’s a little bit of me putting myself out there like that’s what I want. Yeah, but yeah, I think just going off of the truth of the dyno being female and, and its stature.

Sam McKinney 14:49
I think it’s a really good idea to go like very progressive or woke as the other side calls it in these in this campaign because there’s a lot of countries out there that would love to support women in a way and brands are trying to support women all around right now anyways.

Chris Hanna 15:04
So I also feel though, and stop me if you disagree, I feel like your second idea Q could also have a foot in this direction that we’re potentially pursuing, where indominus rex is in essentially embodying kind of the extinction idea that Sam brought up of like, we are not going to go extinct. And instead, we are going to move into this future that is, like the future is female, the future that does not use like fossil fuels. And I feel like Sam your extinction platform could potentially be the way that we sort of wrap it all together. What do you think about that?

Q 15:40
Yeah, I think it’s a good combo has the dare I say, similar DNA.

Sam McKinney 15:47
Let’s splice that shit together and make something new.

Q 15:50
DINO DNA.

Movie Sound EFX 15:52
That things is part raptor.

Chris Hanna 15:59
Very cool. Okay, so it sounds like we are kind of taking a lot of the social progressive stances that cue has, like baked in, in such a hilarious way. And making extinctions sort of like the top line of it. Would you guys say that? That’s an accurate assumption so far?

Sam McKinney 16:20
Yeah, yeah. Yeah, stopping extinction. With all of this colorful support from the spokesperson, that will kill you, if you try to destroy the world.

Q 16:34
I was going back to the like, as I see indominus, Rex or AOC. On stage, you know, they usually have like a translator on the side, or, you know, sign language.

Chris Hanna 16:46
Yeah, I can totally see that. Where do we see this living? Do you guys like the idea of doing a summit like event? Do you think that maybe this should live more in a traditional sort of media space where we’re running like a spokesperson, like on the trail campaign, Indominus Rex is visiting all the all the hot spots? You know, making speeches? Is indominus. Rex, just like a tick tock influencer? Where do we see this existing?

Q 17:14
I feel like it’s like I envisioned it as, like a campaign like being out there on the streets, you know, being out there with its constituents, you know, with the people really getting a message. Yeah. Again, like just following, you know, progressive footsteps of like, just being out there and getting up the message that way?

Chris Hanna 17:34
Do we have a dyno march across a city? Everyone with

Q 17:37
dyno hats? Pink?

Sam McKinney 17:41
Wait, are we talking about the extinction thing?

Q 17:43
Yeah, I think the extinction thing would be like, one of the messages within the campaign, right? Like we’re trying to, we’re kind of putting that together,

Sam McKinney 17:50
making sure because the the campaign is the future is female. Are we combining that with the climate changes thing? And then adding the extinction thing? Are we separate? Like, we’re, I think we need to figure out our…

Chris Hanna 18:02
my thinking was that preventing extinction is like the big idea message of the campaign. And within that the things that we’re doing to prevent extinction is, like, you know, electing more like female leaders, you know, encouraging practices that are going to stave off climate change, which also includes like anti nuclear weapons. And that’s kind of the platform and the Indominus. Rex is our spokes Dino.

Sam McKinney 18:30
We can try that. I have a feeling that that will be saying too much to get across.

John Fish 18:36
I don’t really think I’m coming into your problem to like, I don’t think it is this is all like, going back to our target audience.

Sam McKinney 18:43
Yeah.

John Fish 18:43
Again, I think extinction prevention kind of does. But then throwing in everything else kind of makes it a little bit muddy. I don’t know if we have the bandwidth to be able to throw in all all the things.

Chris Hanna 18:54
Okay, then. Yeah, let’s take a step back. Is our sort of focus goal here with the Indominus. Rex is in the current state of the brief. With the idea that we’ve sort of chosen, is that to convince world military leaders that we need to stop practices that are going to create a mass extinction. Like is that what we’re saying?

John Fish 19:17
Yeah, Chris, because to that point, I don’t know if military leaders are very afraid of a mass extinction events.

Chris Hanna 19:24
But here’s the thing, though, like the brief states that we are targeting world military leaders, and maybe it’s more sort of what Sam and Q have been talking about where we are using the Indominus. Rex is as more of spokespersons to encourage world military leaders to stop doing what they’re doing, which is harming us.

Q 19:43
Yeah, like lay down your arms. You know, be wary of what you’re about to do to the world and making us all extinct because you don’t care. We have aI rexes that can destroy all of that. Don’t make us use that force that we have. Don’t make us use the science that we know. No.

Sam McKinney 19:57
I had an idea. That’s more are on brand with the brief and I think it might be a better twist. So the future is female as in the future of the military is female because females can do more destroy more do more psychological warfare. You want to buy this female military force to win everything we sell the Indominus Rex as female super soldiers.

Q 20:22
So we’re saying we open up the market for super sweet soldiers, super soldiers to everybody around the world so everyone can have this force?

Sam McKinney 20:31
Yes, or whoever buys it first or the first person to buy the

John Fish 20:36
Yeah, that the highest bidder because we’re in the war so we’re in the war game. Yeah.

Sam McKinney 20:42
Yeah.

Q 20:43
So it’s like the replacing the the nukes in a way as far as like, the amount of power that a country has, right? Or the amount of leeway that you know, or intimidation they have, but it’s with dinosaurs and ours with Rex’s instead.

Chris Hanna 20:56
I’m open to that idea, Sam, I will say that I kind of prefer the peacekeeping anti extinction angle a bit more.

Q 21:04
Yeah, the peacekeeping one or the let’s keep everybody wanting to fight against each other still, but with dinosaurs in the middle

Chris Hanna 21:11
do we want to destroy the world or do we want to keep it

Sam McKinney 21:15
let’s let’s do peace pieces is an interesting twist because it is not it’s less expected.

Chris Hanna 21:21
Let’s do peace. Sam McKinney 2022

John Fish 21:26
I can go for peace too. I’m all in, I’m all in.

Chris Hanna 21:30
I personally love the idea of like a summit and I feel like we could make like a full event out of it including the parade the Dinos idea potentially like maybe it’s like maybe it’s like a 48 hour thing where like the first day is like getting to the summit and we do like we blow out parade the Dinos you know like we have like world leaders there we have like invite people to like come out with the dinosaurs and maybe we marched around like very specific targeted buildings

John Fish 22:02
if we’re doing a march thing I want them in like weird like North Korean type uniforms and uniforms

Sam McKinney 22:07
I mean feel free to Photoshop that

John Fish 22:10
I honestly I do think that this is one of the executions that we’re rolling with then is the March

Sam McKinney 22:17
I actually think we could go bigger and just do the summit like we were talking about and just have the march be a part of it. We need the name of the summit and then like some taglines and stuff for it for the campaign.

Q 22:29
I had the line that was I mean the quick languages indominusly aggressively progressive

Chris Hanna 22:36
in my head I just got locked at the dinosaurs

Sam McKinney 22:40
the the Indominusly progressive summit might be an option

John Fish 22:44
The IPS… Can we do can we honestly could we think of something that’s like dyno

the dyno summit I like the acronym is dyno

john and sam 22:51
Yeah,

John Fish 22:52
Can we make a dyno acronym like that’d be like pretty awesome.

Chris Hanna 22:55
Dominant International.

Sam McKinney 22:58
That’s as far as I got a beat defending international neutrality. Something in opposition? I don’t know.

John Fish 23:05
No, I think you’re on the right track defending international neutrality

Chris Hanna 23:10
organization

John Fish 23:12
overall,

Sam McKinney 23:13
dominating international naughtiness.

Chris Hanna 23:20
I mean, I guess neutrality is kind of like what we’re what we’re speaking to

Sam McKinney 23:24
Yeah, maybe it’s not organization but it’s defending international neutrality operations.

Chris Hanna 23:29
I could roll with that. Yeah, cool. So we got a dyno summit Do you guys like that idea of starting with the march and then getting to like a specific location where maybe we have the second half of our summit unfold?

Sam McKinney 23:43
You’d have to be in DC I think because they’re not to be somewhere important can

Chris Hanna 23:47
Can indominus rex is cover a lot of ground

John Fish 23:49
Oh no, our genetically modified dinosaur is really slow.

Chris Hanna 23:55
Brain just had the visual of we are marching from New York City all the way down to like Washington DC and we’re gonna follow like every step of the way.

Sam McKinney 24:05
So the summit is going to be a place where we have speakers talk and like the talk about keeping all this stuff like the normal boring summit stuff, but the security force is indominus rex is around keeping the peace and then we can do a march and everything in the march them out there and show them off. But maybe there’s like a meet and greet

Chris Hanna 24:23
a meat and greet? heheh.

Sam McKinney 24:28
Where people hand meet or throw meat at the Indominus

John Fish 24:32
I’m just I’m just seeing them with aviators and little earpieces.

all 24:38
Laughter.

Chris Hanna 24:39
There’s the cop there’s the car.

John Fish 24:41
Obviously. I can’t get out of my head.

Sam McKinney 24:45
But I do think we would need to have at least a flier advertisement of some sort to portray the idea for our cops so like in the cop in the background would be like this symposium thing like people We’re sitting there, and then Dominus Rex on stage, but someone would have to be holding like a flyer to show like our tagline and explain what’s going on because we have to explain in like one sentence or two that what the hell this is

John Fish 25:12
you’re talking about, like having a flyer that advertises the summit. Right, Sam?

Sam McKinney 25:16
Think of it like a brochure of why these dinosaurs are important. So he gets the idea across to our listeners

Q 25:24
is watched Jurass. Is that the right tone still for something like this? Because defending international teleoperation? Like, I don’t know how aggressive that sounds?

Chris Hanna 25:33
Yeah, it has a totally different town. Yeah.

Sam McKinney 25:35
What is the tone for this then since we’re talking about that

Chris Hanna 25:38
indominusly progressive to me definitely leans more on the more traditional side, I would say, of political messaging, as opposed to watch your ass and I love watch your ass. And I wish that that was the tone that we could strike with this. I feel like the tone of a campaign that uses an incredibly destructive weapon for peacekeeping purposes has to be somewhat restrained. Because if it’s all over the place, or if it’s really you know, nonchalant about it, it could send the wrong message.

Sam McKinney 26:12
Yeah, I think it would be extremely confident because like, it’s a superpower basically. So it could be like a reverent dark humor kind of thing if he wanted to, but with like a serious tone, but in a joking kind of way.

Q 26:28
Watch jurass can find its way.

Sam McKinney 26:29
I think what we just need to do is figure out like, a headline, a paragraph explaining what it is, and a tagline. I think we’re kind of going or dancing around it. And like, what really needs to happen is we need to figure out how we’re actually selling this product,

Chris Hanna 26:44
The current tagline that we’ve got and dominantly progressive, I like it. But I wonder if our headline maybe should be a bit more of a CTA, just because we are trying to push like a platform and a message. This is like the bad version of the line. But I wonder if it’s something like march like March and ominously or go extinct that I think gets at some of the sentiment that we’re going for. And it also wraps in a bit of the execution that we’re trying to promote here.

Sam McKinney 27:13
Yeah, I agree. It should be a CTA, it should be more active

John Fish 27:16
marching indominously like, sounds good, but it doesn’t mean anything.

Sam McKinney 27:20
March untameable only March and chaos. That’s what indominus really means is March untameabley.

John Fish 27:27
Really?

Chris Hanna 27:28
Yeah. I mean, here’s, again, like I’m not trying to throw all my weight behind this bad line. Indominously to me is, it makes sense for the brands because this is a thing that is genetically modified. And in my mind, it makes sense to have a word that kind of doesn’t exist but still gets across the fact that these are like iron Rex’s that have been more together. And our tagline kind of reflects that in a way to

Sam McKinney 27:56
what about progress and ominously

John Fish 27:58
Oh,

Chris Hanna 27:59
I like that. It’s it’s the more active version of and dominantly progressive.

John Fish 28:03
I like that a lot. Because it kind of gets back to the original thought behind it, too.

Q 28:07
Yeah, like there has a little a little bit more punch to it too.

Sam McKinney 28:11
Cool. So that’s the tagline. What are we thinking for? Like, a couple of sentence write up, I guess, like a manifesto in a way, but like consumer facing, like selling this product?

John Fish 28:22
And by consumer facing? We’re talking about the military leaders?

Sam McKinney 28:25
Yes.

John Fish 28:26
Right.

Chris Hanna 28:26
Is this where watch your ass comes in?

Sam McKinney 28:28
It could be in there somewhere? Yeah, I think it should be very active, like aggressive tone, like terrorists better watch your ass kind of thing, because we want to be excited about it.

John Fish 28:40
Honestly, I feel like this almost needs to be kind of like bland and kind of more like statistical bait.

Sam McKinney 28:45
Dont think too much business to business because that is very boring. And we do have an audience that we want to excite as well.

Q 28:51
Can I Can I read this again, to maybe stir up some thoughts. We live in a world where certain people in groups terrorize with an authoritarian rule or violent extremism. Their domineering, merciless ways of using repression and fear are a huge stain on the world. But now it’s time to dominate back and bring the world closer to peace with the force that will leave these awful people in the dust. I think from there like I like that that thought of like dominate back you know, we’re tired of you people imposing your forces that just kill off people unnecessarily and blah, blah, blah, stop it. We don’t want to have to use our frickin dinos. But if we have to, we will, but we’re trying to really bring peace.

Chris Hanna 29:33
I don’t know. I feel like intimidation is like a core part of this though.

John Fish 29:38
Yeah, and if we’re advertising to the world leaders, it’s almost more of like a you want this or else kind of thing. Not to get too mobster on it.

Sam McKinney 29:46
Maybe we’re getting too preachy about things maybe it’s just like we talked about the IREX like an untraceable superintelligent Apex killer. Like maybe it’s just like a summary of the product how it will stomp jurass.

John Fish 29:59
No, I I think that’s a good idea, Sam. Like I think it does need to be a little bit informal and maybe washed jurass is like that. The last thing that ends on

Chris Hanna 30:07
Alrighty, so here is a whip manifesto that we can just start with and build off of it. Terrorists, dictators and violent mobs, you better watched jurass, we are marching against the oppressive practices leading our world to the brink of extinction. And we’ve got the untameable indominus. Rex on our side, join us at the dyno summit or be left in the prehistoric dust progress indominously.

Sam McKinney 30:31
This feels more like because it feels like a manifesto. It’s more like it’d be our write up for the slide that we’re selling to to a client. I’m just trying to think of like it would just be on a on a flyer that we’re handing out.

Chris Hanna 30:45
Yeah, so what I’m thinking Sam is I’m trying to think of them as one in the same were you reading like this manifesto as like a person who is listening, it makes sense of what the campaign is, but this could also serve as copy that could just be on the flyer that you’ve been talking about. So for example, it could be like, join us at the Dinos Summit. And then we also say like, end our march from the UN to DC to get there, or be left in the prehistoric dust. Like that kind of thing.

Sam McKinney 31:20
In my mind, the flyer would talk about the Indominus itself as a product, we’re trying to say the Indominus is the reason why you should watch jurass and less about the campaign in the summit, if that makes sense.

Chris Hanna 31:35
No, it does. So let’s let’s add this because this is just a jumping off point. So let’s say we’ve got the untameable Indominus Rex on our side, but genetically modified, untraceable, super intelligent Apex killer that can bring peace before the end. Rather than force peace or the end. Okay, Monster is a relative term. To a canary a cat is a monster, which is used to being the cat. So our insight is that indominus rex is the one thing that can stop the mutually assured destruction of our world. And so our big idea is to use them as our mascots or spokes dinos to push world military leaders to stop practices leading us to the brink of destruction. Our idea is to create a summit, which we will march to with our indominus rex is to raise awareness, all while campaigning, tagline progress and dominantly. Once we reach our summit, we’re going to have partnered world leaders to help us get out our message. And we’ll also have the indominus rex is there as a one of a kind, all eyes on the globe summit to promote world peace. To help promote the event. We’re going to be creating flyers with the following copy terrorists, dictators and violent mobs. You better watch your ass. We are marching against the oppressive practices leading our world to the brink of extinction. And we’ve got the untameable Indominus Rex on our side, a genetically modified, untraceable super intelligent Apex killer that can enforce peace or promote the end. Join us at the dyno summit and our march from the UN to DC to get there or be left in the prehistoric dust progress in dominantly. Very well done guys.

Sam McKinney 33:20
Yeah, lots of fun. Lots of progressive ideas.

Q 33:24
I love it guys. Dinosaurs, sir. roaring

Sam McKinney 33:28
Its a roaring good time.

Q 33:29
Oh, you took it from me. Yeah, this was fun, guys. This was awesome to be a part of. Bring me back.

Sam McKinney 33:36
Welcome back anytime.

absolutely.

Q 33:38
I’ll have more puns.

Chris Hanna 33:39
Do we know what our next episode is going to be? Do we want to leave a teaser? Yeah, it’s gonna be

Sam McKinney 33:44
a little viral.

John Fish 33:44
Thank you so much for listening to us. And if you like what you heard, please give us a review on Apple podcasts. And if you want to see the final form of our campaign, it’ll be on our website or Instagram ad tempted.com

Chris Hanna 33:58
And thanks again to Q Thank you.

Q 34:01
I know that guy

Transcribed by https://otter.ai

The post ADtempt 012 – Indominus Rex (Jurassic World) appeared first on ADtempted.

Join the Adtempted crew as they concept through the Upside Down, and ultimately find the upside.

Sam McKinney 0:00
Welcome to AdTempted where we attempt to create ads for things that don’t need them. I’m Sam and I like Dart.

Chris Hanna 0:06
I’m Chris and I can’t wait for Barb’s return.

John Fish 0:09
And I’m John and I write things.

Chris Hanna 0:17
As always, our plan for today is to share some initial ideas choose a direction we like them build out a campaign that hits our objective. Sam, take it away with our brief.

Sam McKinney 0:27
Today’s product is the Upside Down, from the show Stranger Things: an alternate dimension that’s an exact replica of our world except completely abandoned, save for a few evil creatures like the Demogorgon, Mind Flayer, and carnivorous plants, seeking to feed on humans that find themselves trapped there. Accessed through portals, you are transported to the exact same location the upside down dimension.

John Fish 0:48
Our goal today is to create a pro tourism campaign that would appeal to the demo of the show’s cast: middle aged parents and adventurous teenagers.

??? 0:56
This is where Will is, the Upside Down. Like the veil of shadows.

Chris Hanna 1:01
Okay, so here is my first idea. The best souvenir is the one that you take home with you and the Upside Down offers a one of a kind way to make lasting memories, and that is by exacting cold, hard revenge. This shadow realm shares a unique connection to our own, empowering you to manipulate electronics and haunt ex lovers, Horrible Bosses and your high school bullies. This is the ultimate experiential holiday, where you rendezvous with revenge.

Sam McKinney 1:31
Nice. That’s fun.

Chris Hanna 1:32
Continuing with negative emotions. If you’ve got sticky feelings about where you were born and raised, you definitely are not alone. You know, seeing the people who made life tough brings up a lot of what I like to call negative nostalgia. But there’s a place where you can revisit the happy geological spots while avoiding those who made you feel less than, because none of them will be there. The dark ether of the Upside Down offers a whole new kind of tourism, where guests can visit familiar destinations without worrying about awkward runs. Take your nostalgia back by visiting your upside hometown.

Sam McKinney 2:08
Introvert’s vacations.

Chris Hanna 2:10
Ooh, I like that angle too. And third, certainly not least, I mean, we’ve all experienced this: tourist traps just suck. They overcharge you and your family to see the sights of a destination that you’ve already spent tons of money getting to. But what if you could tour Disneyland, see Mount Rushmore and even explore the Vatican without paying an extra dime? In the Upside Down there’s no scalping for entry fees to any place on Earth and there’s no red tape. Here, You can explore the world freely as it was meant to be. This is travel unrestricted.

Sam McKinney 2:44
Nice good job.

Chris Hanna 2:44
Thank you, do I get a gold star, Sam?

Sam McKinney 2:46
you get multiple gold stars. I would say three to be exact.

Chris Hanna 2:51
John, let’s see how many gold stars you can earn today.

John Fish 2:53
Let’s kick it off with vacation where no one wants to: vacations are nice, but you will inevitably run into annoying tourists, so why not go where no one wants to? Get away for real where no one can reach you because quite frankly, no one wants to go there. Take it from Barb who loved it so much she stayed. So go vacation where no one wants to.

Chris Hanna 3:16
I love this, I could totally see us doing something where we target really high like demand locations and really high tourist seasons. This is cool.

John Fish 3:26
All right. Yeah, I think it has a similar thread to the one you have Chris about tourist traps suck, the travel unrestricted. I think has a very similar thread there so we weave them in. The other one I brought in today is discover the Upside Down: there Earth has been well-trekked. Everest has been hiked space has been reached. The oceans for the most part is just saltwater with fish and a couple of whales.

Chris Hanna 3:50
Just a couple, to be exact.

John Fish 3:52
Just a couple just a few. So why not go where only few have gone? Sure you could have hiked Denali. But wouldn’t you rather be the first to explore a new daunting land near beautiful Hawthorne, Indiana? Go explore. Discover the upside down.

Chris Hanna 4:11
This is a cool one. I didn’t think about the, “be the first person to do like X, Y or Z in the upside down” angle. This is this is cool.

John Fish 4:20
Yeah, I think I’m trying to channel like that North Face feeling. Alright Sam, let’s hear it baby.

Sam McKinney 4:26
All right. My first one is an alternate vacation home. We’ve all seen House Hunters. There’s no way you can afford that $1.5 million vacation home in the Bahamas. So what do you do when you want someplace familiar to escape to? You buy your place and the Upside Down. It’s super cheap, far away from any living being, and exactly like those mansions you’ve seen. Except more rundown. What else could you ask for?

Chris Hanna 4:50
I mean, as as people who are entering the age where we’re considering buying houses, I guess we couldn’t ask for much more, it seems.

Sam McKinney 4:59
It’s affordable. And you get a place to live. It’s all you need. And then my next one, get a new perspective on life. Sometimes we take our lives for granted our cushy, house luxury car, lazy Sundays by the pool. Well, it’s about time to turn your life Upside Down and get a new perspective. Because a weekend in the veil of shadows running from a Demogorgon, or hiding from the Mind Flayer, will help you reevaluate the important things in your life. And don’t we all need a little perspective?

Chris Hanna 5:26
It seems like- I mean, we all do need a little perspective – But it also seems like this is targeting a very specific group of people who want a vacation.

Sam McKinney 5:35
And then my last one and possibly my favorite one. Sure, you can explore the jungles of the Amazon, traverse the dunes of the Sahara Desert, or navigate the back streets of LA. But how about adding another dimension to the thrill? In the Upside Down, you can do all of those things with the added layer of danger, with vines darkness and giant faceless monster tracking you down while you do it. Visit the upside down and take your adventure to another dimension.

Chris Hanna 6:00
Nice. It feels like this one shares a little bit of DNA with your previous one.

Sam McKinney 6:05
Yeah, more broadly targeted, though, more for the adventurous type, REI types.

Chris Hanna 6:12
I was gonna say, this almost sounds like the type of thing where if you are just so frickin rich that you can do anything in the world, I guess one of the things you would do is put your life in danger in an alternate dimension.

Sam McKinney 6:25
Yeah. Or if you just want more fun,

??? 6:28
the veil of Shadows is a dimension and it’s a dark reflection or Echo, of our world.

John Fish 6:33
What are we thinking? I think we have two different directions. But they’re both really fun. We each kind of came with two very similar threads. So we have the adventure side. And we have the kind of like, get a little bit away from everything and everyone.

Chris Hanna 6:47
And don’t forget the vengeance side!

John Fish 6:49
Oh, and the vengeance side. Yes, yeah for Chris. But I wonder if there’s a way that we can loop those two together almost, because they do kind of go hand in hand. Because when you are adventuring, you kind of are typically more alone? I don’t know. It’s just a thought right now.

Chris Hanna 7:03
So one thing to keep in mind is that our target audience here is, like the target demo of like middle aged parents and adventurous teenagers. So they aren’t necessarily like families. But it is people within those those two groups who I don’t know, maybe- maybe middle aged parents or taking on the Upside Down by themselves. I’m not them. I don’t know what their lives are like or what they want.

Sam McKinney 7:28
I mean, Hopper did it. Why can’t parents?

Chris Hanna 7:32
This is true.

Sam McKinney 7:34
They need to get away from their monster kids, to go to another place with monsters.

Chris Hanna 7:39
From this psychic powered children. Yes, of course. This is a tough one. So here’s the case that I will make for like travel unrestricted is that, yes, there’s the part of it that is like, you know, stop being scalped by the tourism industry. But then there’s the other part of it, where it’s like, you can theoretically go anyplace on Earth. And I don’t know about you, gents, but when I’ve been, you know, studying abroad, or vacationing, there are a lot of places that are just off limits, you know, prohibited, you know, public can’t get in here, but in the upside down, you can go there, and you can see what they’ve been hiding from you.

Sam McKinney 8:19
A whole new way to see area 51.

John Fish 8:21
I enjoy this one you brought in Chris. And I think it really, I do think that this one kind of wraps into discover the Upside Down and Sam’s take your adventure to another dimension, which I like, I like that tag already. That’s a pretty sweet tag. So there’s that there’s that way of going about it. And then there’s the other way of getting away from everyone and everything. I think we can make the case that— Well, now that I might even talk myself out of it now just because of the last two years we’ve been having to isolate so much. We kind of like to see people too, a little bit right.

Chris Hanna 8:52
Yeah. It’s it’s a tough one. Because if you are, if you are an introvert and you want to go on a vacation to be by yourself, would you want to go on vacation where you would be in mortal danger? Not just because there are creatures out there trying to kill you, but because you’re also by yourself.

Sam McKinney 9:13
I mean, people go backpacking in the backwoods all the time. That’s where I was thinking the another dimension is more people who go camping or more like hiking. They like that danger, that thrill of maybe getting lost or having a bear show up or whatever. You just take that but upping it a level.

John Fish 9:28
I think I enjoy that lends to it. It can be really funny if we kind of make it like wonderlust campaign.

Chris Hanna 9:36
Yeah. I also feel like there’s an opportunity to play with that upside phrase. Because really what we’re talking about is the upside to travel and vacation, right?

John Fish 9:47
Yeah, that’s not that is funny. That’s a good point.

Chris Hanna 9:50
In terms of the insights that we have on the table, I am really feeling the idea that John has in his discover the upside down idea, where we are essentially putting forward the adventuring through to, like, the familiar unfamiliar places that you know on Earth, in totally different light. Or I guess, in this case in a totally different darkness. But how are you guys feeling?

Sam McKinney 10:15
Yeah, it’s, it’s interesting. It kind of makes me think of like, rediscover your world. Like, you get another layer of what it is. And maybe you find things that you didn’t expect to find before.

Chris Hanna 10:30
The world is an onion, and you’re just going to peel back layer after beautiful layer.

John Fish 10:36
That’s funny. I like that though. Like it could be. Yeah, sure. You’ve- You’ve been to the zoo. But have you been to the zoo?

Chris Hanna 10:44
Have you been to the upside Zoo?

John Fish 10:46
That’s funny to me, because then you could take really like mundane, not very interesting things. And advertise it like with, with those types of places, right, like your local park or, or the mall.

Chris Hanna 11:00
there is something kind of funny to advertising a location to go visit, in the location you’re already in. You know? like you’re in the Bahamas, but maybe you could rediscover the Bahamas.

Sam McKinney 11:15
There’s another idea that I had, that I didn’t think it was going to go the direction we were all thinking. But apparently it was the direction we were thinking. And it’s basically your life but thrilling. And the idea is, especially in the Midwest, or like when you’re in the family life nearly every day is the same thing. You’re cooking dinner, taking care of your kids doing all the boring stuff. What if you could do all that but make it exciting? And do it all in the upside down? I think it kind of lends itself to this, rediscover your life or rediscover your, your world.

Chris Hanna 11:50
Yeah, yeah, I like that. And, and you know that this does also relate to our target audience because, I would imagine that middle aged parents and teenagers are both at points in their life where the day in and day out is very repetitive. Teenagers with like school and middle aged parents with the demands of being a working adult supporting their children.

John Fish 12:14
Both groups, both groups are in crises, right? Like the middle aged parents are having a midlife crisis. And the teens are like, wondering if they will ever fit in. Yeah, you know, they’re both similar stages of life in a weird way. I guess.

Chris Hanna 12:30
Aren we telling people to flip their middle age crisis upside down?

John Fish 12:35
Yeah, take another look at it. It’s not that bad. You don’t really know how good you got it, until you’re being chased by a Demagorgon in the upside down. And the only way out is through a fucking tree in the middle of nowhere, that you may or may not find,

Sam McKinney 12:50
there is a big thing, especially growing up in the middle of nowhere, like in a small town, where teenagers are just like, I want to get out of here. Like I don’t want to stay here my whole life because there’s nothing to do, then you leave. And then you spend the rest of your life missing your hometown. It kind of plays on that theory as well- on that feeling like the nostalgia of being home, but and also when you’re home, you want to get out of it. But if you do, flip it upside down or take this trip to see it in a new, new way. Maybe it makes you realize what what you had all along.

John Fish 13:28
I was getting there to Sam, I don’t know if what you were just saying is what led me there. But that’s an interesting thought. It’s kind of like you don’t know what you got till it’s gone. Or you don’t know how good you have it until you’re being chased by a Demagorgon. It’s kind

Sam McKinney 13:40
It’s like that ,get a new perspective on life, but with less of the luxury house and the billionaire focus but more on like, maybe you’re in a rut, and you need to like get out of that rut to go to the upside down.

John Fish 13:52
That’s actually a really interesting way to frame a tourism campaign too. Just because tourism campaigns are always usually like, go here because forget your life. You know, and this is this will be more of like a rediscover your life, rediscover your life in the upside down, because you’re going there to kind of get more perspective on what is awesome, because I think we are maybe trying to frame that upside down initially as like a positive place to go or a place you’d want to go. But I kind of liked this way of like framing it as a place. You don’t want to go because it’s crappy. But then using it as a way to realize Oh, it’s, my life is pretty good. Or my hometown of middle of nowhere. Samville, USA is not that bad.

Sam McKinney 14:39
It’s not the vacation. You want it it’s the vacation you needed.

John Fish 14:42
Yeah.

Sam McKinney 14:45
Yeah, that’s that’s an interesting angle. I like the twist of a bad place with good results rather than taking a bad place and making it positive.

John Fish 14:56
What do you think Chris? Do you kind of like that new approach?

Chris Hanna 15:00
Yeah, it’s, it’s definitely— there’s a degree here of separation from just straight up tourism, I think, because tourism usually is about, I guess, like the destination. But in this case, the destination is actually getting back and rediscovering like your everyday in like a new lens, a new light. So it’s, it’s definitely unexpected. And I think there’s a lot to, a lot of nuance to maybe communicate here, especially in so much as the benefit here isn’t really the upside down the benefit is the thing you get when you come back. I’m interested to think about how we could can communicate that.

Sam McKinney 15:44
I would argue that because tourism campaigns are about not about the place. Usually it’s about the experience of the place. And we’re technically still selling the experience of the place. It’s just not a positive experience. It’s a positive result, but not a positive experience.

Chris Hanna 16:00
Right, right, the journey- the journey is not the upside here.

??? 16:06
We can’t Shadow Walk, but maybe she can.

Do you know how we get there to the upside down?

Sam McKinney 16:16
How would we state the idea so we have something to execute against? Specifically?

John Fish 16:20
It’d be something along the lines of, rediscover how good you have it by going to the upside down? That’s like the core of the idea. I would, I would say.

Sam McKinney 16:32
Rediscover your upside by going to the downside.

Chris Hanna 16:35
I have rediscover your upside here too. I’m not sure if that’s quite it, but I think it’s close. Could it be and maybe this is one layer too many, but could it be, Return to your upside?

Sam McKinney 16:50
Maybe it’s actually just like, in season two, when Hopper gets stuck in the tunnels and almost dies and he comes back out and he’s all apologetic to El. That’s kind of the feeling but we need to figure out a line for that. Really you’re rediscovering yourself. Again, with the perspective, it’s like rediscover your perspective on life kind of thing. Like flip your perspective.

John Fish 17:13
It’d be like, come back to you. Come back to you, discover the upside down today, is how I’m kind of seeing it now. Like a on a print campaign. What was the line you had Chris about? The upside? Because that kind of works.

Chris Hanna 17:29
Like rediscover your upside?

John Fish 17:30
Yeah. rediscover your upside in the upside down.

Chris Hanna 17:33
Well, it’s it’s not even necessarily like in the upside down because you might— actually no I think you’re right, I take it back. You are like in the upside down is where you’re probably going to have that epiphany.

John Fish 17:47
Yeah, I think that’s where you have it.

Sam McKinney 17:48
Yeah.

John Fish 17:48
What about this, find your upside, upside down?

Sam McKinney 17:52
Maybe we’re just trying too hard on the the upside down play on words,

Chris Hanna 17:56
I think something may be closer to the vein of like, “return with” or “rediscover” might be a bit closer. And this is tough we’re dealing in like double negatives. Something else I was thinking or trying to cobble together. It’s like, “leave down like return upside” or something like that.

John Fish 18:14
You really miss your creature comforts when you’re away from the creature comforts, right? So if you’re camping, for example, and you don’t have you’re unable to make a hot pot of coffee, for some reason, then you’re like, Oh, I really miss that hot pot of coffee. And if you’re in the upside down, you’re like, oh, man, I really wish I could be doing dishes right now instead of rotting here in the upside down. You kind of discover it when you’re when you’re in it, you know,

Sam McKinney 18:42
because the upside doesn’t actually change. It’s your perspective, or your view of the upside. So you’re you’re living your life that you have, which is generally a normal life, then you go down and you realize how good you had it when you were back. So you appreciate it more when you’re back. So your upside is there all along? You look at it differently.

Chris Hanna 19:04
Yeah. That’s kind of why I’m thinking though that rediscover your upside is maybe the closest so far.

John Fish 19:10
I would agree with you, Chris. That is what we’re saying happens when you go to the upside down is like you really rediscover your upside pretty quickly.

Chris Hanna 19:18
Cool. So it sounds like for now we’re going with rediscover your upside. So executions! I’ve been thinking about tourism too much in the vacation mindset. And John, I think your earlier point specifically for this campaign is the right way to go where we are taking mundane everyday locations that you are familiar with and turning that into the destination, as opposed to going somewhere else.

John Fish 19:49
Yeah, so the the image that I’m keep coming back to, for some reason, is a kitchen kind of like dirty dishes all piled up. It’s like one of my like, least favorite things to do. And it’s a pretty mundane, everyday type of a situation. I’d much rather do that than be in the upside down. It’s almost like it could be worse campaign. I guess. That’s how we’re looking at it now.

Chris Hanna 20:15
Sam, do you think that there’s anything out there where we could employ a black or dark mirror of some sort?

Sam McKinney 20:22
Like a reflection, like actual reflection? I, we could but I don’t see how the application of that would really come back to rediscover your upside. It wouldn’t speak to that, I don’t think.

John Fish 20:35
what if it’s, what if it’s an augmented Virtual Reality type app where you can take the location that you’re at, at that moment, flip it around, and you can see what the upside down is? So you have your phone and you’re looking around and you Oh, there’s a Demagorgon? Oh, that was scary to me. I guess it’s pretty good up here.

Chris Hanna 20:54
that that could be one way of giving people a taste of the experience. I think what I was trying to get at with the mirror question is meeting people where they’re at, and representing the upside down version of their world, in like their everyday spaces.

Sam McKinney 21:13
Yeah. It’s, it’s weird to me, because it’s we’re doing a travel campaign, if we really honestly show the reflection of what it would be like in the upside down or we did the AR thing, Like that’s basically saying, Don’t come here. You have it better already.

Chris Hanna 21:30
Yeah. It’s the it’s the result as opposed to the journey.

Sam McKinney 21:35
Yeah, I think it has to be imagery, like you were saying, John, maybe it’s like a picture of this mom who’s cooking dinner, and she physically looks exhausted. And there’s like kids going crazy around her. And then, like, appreciate the finer things in life, and then talk about going to the upside down or whatever.

John Fish 21:54
So let’s think about testimonial type things, then, maybe.

Susan 21:59
I’m Susan, and I really hated my little kids. But as soon as I discovered the upside down, I rediscovered my upside. And you can too. Visit the upside down today.

Chris Hanna 22:11
Susan, everyone, our special guest for today.

Sam McKinney 22:15
Yeah, thank you, Susan.

Susan 22:16
No problem. I’ll be here all week.

Sam McKinney 22:18
I think that fits what we’re trying to sell. Like, because we want people to go, we want people to actually go to the upside down, not not like avoid the hell out of it.

Chris Hanna 22:28
So then maybe it’s more about changing the perspective of what people are experiencing in this world.

John Fish 22:35
Yeah. And to get to that change, they go to the upside down.

Chris Hanna 22:40
In terms of executions, I mean, we always go for billboards. I’m wondering if there’s another placement, that’s a bit more out of our regular wheelhouse that we could pursue here. Especially since we’re thinking about targeting places where people are going through like everyday, mundane life. Like what is an activity that you have to do like routinely, that you just like loathe, but you have to do it. And there’s like a specific space where you have to go?

John Fish 23:12
Dishes, putting away the dishes.

Chris Hanna 23:14
For me it’s laundromat, like, I do not like going to the laundromat. To be honest, it doesn’t seem like anyone else really enjoys going there. But it’s it is a space you go because you have to do like a routine. And I’m wondering if spaces like that could be an opportunity for this. Also, the fact that in laundromats stuff is constantly being turned around and upside down and, I just thought that there’s some kind of fun to that.

John Fish 23:45
Ooh, something on the, something on the, on the window that you can look into when your clothes are getting dried.

Chris Hanna 23:53
There we go!

John Fish 23:55
I like that’s actually really fun. That’s kind of a cool. That’s a cool way to look at it.

Chris Hanna 23:59
Yeah. And I mean, like it’s a placement where, you see it when you are going through the mundane moments of life. Where else do you do you gents go? That feels like mundane, everyday life? Transportation, public transportation?

Sam McKinney 24:14
Yeah, the buses.

John Fish 24:15
The bus? Yeah, the bus is a good place. Yeah, like right by the windows. Yep. Or just a bus. We could just use a whole bus.

Chris Hanna 24:24
We could do- Yeah, you could do a bus wrap. You could do a train wrap.

John Fish 24:28
The bus or, a whole bus would be cool because it can be like half, half in the real world, and then the other half was kind of like looks like it’s like not looks like it’s in the upside down. And then the tag would be like discover your upside on the bus.

Sam McKinney 24:44
I for some reason in my head. Like the more we think about this, the more I think it’s just a copy driven campaign. Like in the laundromat on the doors of the dryers or whatever the washers it just says, Wouldn’t you love to love this again? That kind of thing. We don’t have to re illustrate shitty situations since the shitty situations are going to be there already. Like for an a laundromat, we don’t need to show the laundromat. We don’t need to show the upside down. We just need to say, wouldn’t do you just, Wouldn’t it be awesome if this was fun?

Chris Hanna 25:16
I could definitely see that too.

John Fish 25:18
I think that’s actually an easier way to get to it to then with the imagery we’re trying to think of I think it’s more, Oh! Enjoy the clean. Discover your upside. Enjoy the ride, discover your upside, something like that.

Sam McKinney 25:33
Yeah, suddenly, because it’s, it’s like when you move to a new place, and you’re like you’re getting on the bus for the first time, you’re like, Oh, this is a new, exciting experience. Like, I like I want to, like relive this like it was the first time. And if you’re in the upside down for weeks on end, and all of a sudden, you’re like, you don’t have a bus there, you have to walk everywhere. Or you have to be covered in mud all the time, or whatever. Like coming back. You’re like, Man, I really love this. Like I missed this.

Chris Hanna 26:03
Do you think that messaging “again” is an important part of that or no? Because for example, I don’t know if I ever actually liked going to the laundromat.

Sam McKinney 26:15
depends on the situation. Like no one loves doing the dishes, no one loves, like, having to go get pickup salt or something from the grocery store.

John Fish 26:25
do laundry, like as your first time, get married, like it’s your first time, ride the bus like it’s your first time. I think that kind of is a good point. Because it really is kind of those first times where it’s like the most exciting. So it’s like almost like live life like the first time again.

Chris Hanna 26:42
And you know what, I almost feel like we can then hearken or message the fact that you are doing this repetitively. And so it could be like getting married, like it’s the first time even if it’s after the sixth divorce. That’s like the bad version of that line. But there is something kind of interesting to being like, enjoy doing errands 3412 trips to the laundromat later, kind of thing.

Sam McKinney 27:11
So if we’re going with the theme of like the laundromat and the bus and things like that, like other situations that would suck like print ads: I would think the tired mom with the crazy toddlers, or the teenagers that are rebelling against their parents, like appreciate teenage rebellion, taking things that are normally really horrible, but then saying, wouldn’t it be nice to enjoy this?

Chris Hanna 27:32
So I do like the simplicity of that. But just to play devil’s advocate: it kind of feels like then we are just pushing people to try and appreciate those things without insinuating that they have to visit the upside down to get there.

Sam McKinney 27:47
But if it’s the tagline that ties it back to rediscover the upside, and it’s we’re selling this trip as a cure, that would be where it plays in.

John Fish 27:57
Okay, so we’ll do though that kind of for our print ads, then and then I think we could do I think there is room for a testimonial type thing. That’s just kind of like maybe for like a radio spot.

Chris Hanna 28:08
I don’t know. Do you think that we need testimonials here, John? Like us being able to message or I guess use things that lots and lots of people experience on like a daily basis might be the testimonial that we need, as opposed to someone saying how like their specific experience was changed. Does that make sense?

Sam McKinney 28:30
John just wants to write to testimonials. He just wants to have fun with that.

John Fish 28:33
No, no, no, that’s fine. I’m just I’m just wondering.

Chris Hanna 28:37
I don’t want to stop John from writing testimonials. To be clear. I I’d love to bring Susan.

Susan 28:43
Oh, thank you Chris.

Sam McKinney 28:45
And actually, I think a testimonial might be a fun like promotional post for the podcast.

John Fish 28:52
Okay. So I guess where I was going was like, what do we need to round it out? Or do we just want to do a strictly a copy campaign? In places that are kind of mundane?

Sam McKinney 29:03
Yeah, I think that—

Chris Hanna 29:04
That feels right to me. Yeah,

Sam McKinney 29:06
You can have fun with it. We can come up with some lines.

John Fish 29:08
just to get into some different spaces. So it’s not all doors. What about are there any like places on the internet that we can think of that are kind of mundane? Like maybe, maybe your bank, advertise on banking websites?

Sam McKinney 29:21
Maybe we have ads on our podcast apps.

Chris Hanna 29:25
I like that idea. Because, again, podcasts or at least the way that I use podcasts is often when I’m in like I’m doing chores around the house or I’m on like a really long commute.

John Fish 29:38
That’s a good spot. No, that is a good spot.

Sam McKinney 29:39
We could do a podcast, but in our podcast,

Chris Hanna 29:43
Maybe maybe Susan’s gonna come back at the end of the podcast to give us a testimonial.

Let’s Let’s nail down our copy and our placements. So for like the laundromat, I don’t know I kind of I love the idea of including, like a statistic that attests to the fact that you’ve been doing this over and over and over and over again. Like the bus. It could be like, like enjoy the commute like 12,561 rides later, for the laundromat. I have like enjoy running errands 3247 dry cycles later.

Sam McKinney 30:18
Maybe it’s like, enjoy the 3247th cycle like it was your first.

Chris Hanna 30:23
There we go.

John Fish 30:24
Yeah.

Chris Hanna 30:26
For your appreciate teenage rebellion, I really want to do something like appreciate teenage rebellion four teenagers later or something like that. And I’m trying to think of where that might be placed.

John Fish 30:40
Enjoy, enjoy their teenage rebellion, like it’s your own.

Sam McKinney 30:44
I want to say something like, instead of enjoy think it’s more like, appreciate—

John Fish 30:51
Oh, how about appreciate the growing pains.

Chris Hanna 30:54
I wonder, here’s an idea. I wonder if you could hit both teenagers and middle aged parents by saying something like, like appreciate the teenage years or like appreciate the preteen years or something like that.

John Fish 31:05
I kind of I honestly, I kind of like appreciate the growing pains. And that could work for both because as a kid they’re not it’s not the most fun thing or as a little young teen preteen, like the kids in the show, who definitely all have had growing pains because they’re all like tall now.

Chris Hanna 31:21
just for the sake of maybe having a little bit of consistency because we’ve already got two that use numbers: what is what is a very common frequent thing that you experience for growing pains? I think meltdowns could be it, but open to another suggestion.

Sam McKinney 31:39
I want to say the end should be like 400 slamming- doors slammed later.

Chris Hanna 31:46
I like that. And you know what: that could— could that work on the apartment wrap? No, probably not.

Sam McKinney 31:54
It wouldn’t I don’t think the apartment— I don’t know if we’re like we have I think the third one would just be a print ad and just be-

John Fish 32:03
in like a parenting magazine. Yeah, I like I like the I like the door slammed.

Chris Hanna 32:07
So are we feeling good with rediscover the upside?

Sam McKinney 32:10
It’d be rediscover the upside, in the upside down, wouldn’t it?

Chris Hanna 32:13
Um, yeah. I don’t think that like there are, especially if we’re not having any sort of like link or context to where you would rediscover the upside. We need something to tie it all together.

John Fish 32:28
Yeah, I think it’s rediscover the upside in the upside down.

Chris Hanna 32:31
Okay, I think it’s time to walk through our campaign. Our insight is that visiting the upside down gives visitors a more positive perspective on the real world lives. And so our tagline is rediscover the upside in the upside down. We’ve got two executions. The first is an out of home copy driven execution that targets everyday activities and puts a more positive spin on the everyday mundane. So for example, we’ve got placements in there. Let me reread that. And so our first execution is an out of home copy driven placement that targets everyday activities. For example, commuting on the bus, being in the laundromat, or reading through a parenting magazine. For the bus, our copy is, “relish the commute 12,561 rides later.” For the laundromat, “Enjoy the 3247th cycle like it’s your first.” And for the parenting magazine, “Appreciate the growing pains, 414 slam doors later.” Finally, our special guests Susan will give a personal podcast testimonial about how her life turned around after visiting the upside down. Well done, guys.

John Fish 33:44
I think that’s a wrap. That was a that was a long one.

Sam McKinney 33:47
That was. So much fun, though.

Chris Hanna 33:49
Yeah. Well, I for one am So excited to hear what Susan has to say. But before that, Sam do we want to tease what may be coming up next.

Sam McKinney 34:01
It’s going to be a roaring good time. Ooh.

Chris Hanna 34:04
And now a message from Susan.

Susan 34:07
If doing the dishes reminds you of your inevitable moral fate. You’re not alone. I always dreaded staring into the suburban abyss of my dirty sink after every Taco Tuesday. But then I visited the upside down and things just flipped. I saw my world, and my home, in a different light. Now the only flesh-eating monsters I have to worry about are the ones I drop off at school every day. So take the trick that’ll change your world. rediscover your upside in the upside down.

Transcribed by https://otter.ai

The post ADtempt 011 – The Upside Down (Stranger Things) appeared first on ADtempted.

Fantastic Beasts are endangered creatures with a dire perception issue amongst Muggles. To save the invisible from the inevitable, Sam, Chris and special guest Aurélie Diaz join forces to create a conservation campaign to magically change minds, win hearts, and free the fantastical.

Chris Hanna 0:00
Hello and welcome back to accepted where we make ads for things that don’t really need them.

Sam McKinney 0:05
I’m Sam and I love magical creatures.

Chris Hanna 0:07
I’m Chris most likely to be voted a muggle.

Sam McKinney 0:09
John, you couldn’t make it today. But don’t worry, we have a special guest filling in.

Chris Hanna 0:17
Our special guest is an award winning art director whom I’ve had the utmost pleasure of working with both in school and in the agency world or Lydia’s. Welcome to attented

aurelei 0:26
Hi, guys. Thanks for inviting me. Very excited to be here. Listen to all of the ideas, but mostly catching up with you guys.

Sam McKinney 0:33
Thanks for coming on. Can you tell our listeners a little about yourself?

aurelei 0:36
Yes. I’m an art director at independent agency guts in Miami. We’re working on ton of clients such as Activision Blizzard, Popeye Chicken, Philadelphia cream cheese, Michelobe Ultra. Yeah, most of my colleagues are like, very, very ad-nerd. But I’m just a nerd. So very happy to be here for this brief today.

Chris Hanna 0:59
Well, we’re so glad that you’re finally on with us. And with that, let’s dive in.

Sam McKinney 1:03
So our game plan today is to share ideas, choose one we like and then execute a campaign. As always, we’ll share our final executions on our Instagram and website. So please be sure to check those out. What is the product we’re tackling today? All right,

aurelei 1:15
so today we are working on fantastic beast from the wizarding world film series. So for those of you who do not know that there are rare creatures with magical abilities, like invisibility, infinite storage, pouch, and even lock picking. Unfortunately, many of these incredible animals are viewed as monsters because their powers don’t meld well with human society. As a result, they’re often attacked onsite, locked in crow constrained and sometimes hunted to extinction.

Chris Hanna 1:49
So for our goal today, just as the film’s main character new works to protect these creatures, our objective is to ideate a conservation campaign. Our approach needs to improve the negative muggle perception so that they’re not seen as monsters, but rather as the fantastic Beasts that they truly are.

Movie Sound EFX 2:05
You rescue these creatures, rescue, nurture and protect the jet he tried to educate my fellow wizards about them.

Chris Hanna 2:13
Sam, why dont you kick us off.

Sam McKinney 2:14
There is a sense of awestruck wonder that hits when a magical Thunderbird soars through the sky above you bringing rain, or when a bow truckle reveals itself amongst the branches of a tree, these amazing moments bring a new layer into the already magical world of nature. And if we don’t protect it, we could lose it all. So help save these fantastical creatures and don’t take the magic out of the magical.

Chris Hanna 2:34
I love the sentiment so much. I was thinking a lot around how like animals are one of the purest expressions of like Mother Nature’s magic, and I love how you’ve expressed it here.

Aurelei 2:45
Yes, very poetic. Lots of beautiful visuals that could live here.

Sam McKinney 2:50
Alright, and the next one, Ravello fantastical because it’s magical spells. Fantastic Beasts have long lived their lives in the shadow hiding from the eyes of ordinary people, so much so that their memories have become nothing more than fairy tales to us. Unfortunately, there isn’t a fairy tale conservation. So a few that do no of these creatures can poach without the worrying of prying eyes, we’re going to change that we’re going to ravelleo or reveal these fantastical creatures, bring them to the forefront of the modern world and share their plight. We’re going to reveal the fantastical

Aurelei 3:23
I love that you felt the need to say revello. It is a magical spell. (laughter)

Chris Hanna 3:29
Just for the muggles in the room. I think.

Sam McKinney 3:31
Yes.

Aurelei 3:32
Yes. Very important. I have actually something very similar to that one. Maybe we can do like some Frankenstein, like the clients love.

Chris Hanna 3:40
OOOHHH. Alrighty. Do you want to go next then?

aurelei 3:43
Yes, the perfect transition. Look at this. My first campaign is called reveal the beasts. Have you ever wonder why some people make it? Why them? How special are they? Why do… why do they stand out and live our dream? How does Usain Bolt get to be the fastest man on earth? And how does Elon Musk rich 223 billion worth net? In a few years only? Yeah. The answer is fantastic beasts. It is such a shame that nobody gives them credit. They live in the dark, invisible. Everybody’s trying to make a sing that they don’t exist. But maybe people will love them more if they realize that one, they do exist. And two, if you treat them as partners, they can make your muggle life way way more interesting. So here I really went full on like they exist and they’re rich people know that and they’re using them and the poor people don’t.

Sam McKinney 4:41
I love that.

Chris Hanna 4:42
A little iluminati.

aurelei 4:47
Oh my god. We just have all of the best transition with the Iluminati it goes perfectly on the second campaign. So it’s really fun. My first is reveal the beast second is remember the beast and my 3rd campaign will be love the beast.

Chris Hanna 5:01
I like. I like the path.

aurelei 5:03
Okay so, remember the beast. Fact, we must like we all got obliviated once or twice. It’s no conspiracy theory. It’s just the truth, astrology beast unicorn dragons and all of the Marvel movies didn’t came out of nowhere and is somewhere in our brain. A faint memory has resisted the spells and as muggles will live in an advanced society was technology and science. Psychiatrist neurosurgeons, Dream analyst and hypnosis specialist can help us remember, we will call the medical community to finally help and prove the existence of the beast so that we can stop this global denial.

Chris Hanna 5:44
I love how we’re making this like a global phenomenon, because they actually are it totally works for what they are.

Sam McKinney 5:53
Yeah, it’s a great, great insight. I love it.

aurelei 5:56
I mean, I did think that I was some type of sorceress when I was younger. I even tried to convince people that I was.

Chris Hanna 6:04
MMMM. You, have you tried to Obliviate someone once or twice?

aurelei 6:08
Yeah I would just literally just tell people like you cannot realize that I am magical because you’re a muggle and I am literally controling your brain. Okay, the third and last is gonna love the beast. I went a little far here, there is me. The chemistry between Newt Scamander and Tina Goldstein has shook the public as one of the most loved love story, right between Rihanna and ASAP Rocky, and Harry and Megan, Newt and Tina enchanted us by their magic and their love. And let’s take a moment to remember how their love was born. Nuit couldn’t stop himself from telling Tina at her I look like salamander eyes. And in mythology, the salamander is a fire animal. It is a symbol of passion between two beings and you know what else has fire and passion? Tinder? Let the fantastic beast help you in your quest of love.

Chris Hanna 7:14
Oh man If a, if niffler could help me find love, I’d be signing up right now. out there campaigning to save these guys.

Sam McKinney 7:25
I gotta say slipping in tender. John’s gonna be so upset. He’s not here

Chris Hanna 7:32
as he should be, honestly.

Sam McKinney 7:34
All right, Chris, what about your stuff?

Chris Hanna 7:36
Oh man, tough acts to follow guys tough acts. My first idea. You know, when it comes to magical creatures, beauty is really in the eye of the beholder. And the wizarding world is full of both dangerous and incredible things. And we, you know, you and I, the individual are the ones who get to make the distinction between those two things, we can decide to see the natural beauty around us for what it truly is. So with that in mind, let’s not just choose to live in a beautiful world. Let’s choose to live in a Beastiful world.

aurelei 8:07
The poet chris is out. I love it.

Sam McKinney 8:11
Beastiful is a wonderful word.

Chris Hanna 8:14
I’m glad you like to move in that allowing number two, you know humans were were quirky species. Some of us disappear from the action the moment that things get dicey. Well others of us have prohibitively expensive hobbies and impulses. And you know, magical creatures are in the same flawed boat. They make mistakes, misinterpret danger and have been known to pilfer what they probably shouldn’t. There’s a lot that separates these kind of humankind. But at the end of the day, we are all just fantastically flawed in the same way.

Aurelei 8:45
I honestly love that one. Like the Insight is so true. I feel like even among human we kind of push some on the side because they’re different or because of their flaw. And we’re just doing the same with this other species of Beast is really cool.

Sam McKinney 9:03
It does a really good job of like relating to the strange people of the world. Like me.

Chris Hanna 9:10
Yeah, I like this one. I feel like there’s just something so powerful about bringing inclusivity not just to to humans, but also linking it to, to our beats. And so I’m glad that we had a strong reaction to the first two which means that if the third one tanks I’m still in a good place. Now I do have one more. That is a bit of a route but I’m intrigued to hear what you guys think of this one. If hugging a combustible a rump, it doesn’t sound like your particular cup of tea. You are not alone. Frankly, magical creatures are not the biggest fans of people either. It’s okay to not like each other. But we do need to respect one another, or at the very least have a healthy fear of one another. So the next time that you see in a rumpet raging down your street, just know that you don’t have to be its best friend. Just fear it. Respectfully, of course. The tagline here being fear me respectfully,

aurelei 10:03
That is great. That is great. I feel like it applies to any animals even not like fantastical beasts, which I think is a very cool like, true insight. You know, it’s like you go snorkeling, but please respect the boundaries with you and the turtle that swimming with you, you know,

Movie Sound EFX 10:24
he was traffic because he couldn’t leave him there had to bring him back.

Aurelei 10:28
I love all of our ideas. How do you usually do to choose one?

Chris Hanna 10:33
We talk around in circles, until we finally get on one on the same page

Aurelei 10:39
can I throw something out there to help us choose?

Chris Hanna 10:41
Go for it?

aurelei 10:42
I would like to not fall into this dark hole. Because you know, the planet is dying and species are disappearing. And do we want and make a campaign that is dsomber and resemble or sad reality? Not sure.

Chris Hanna 10:58
Yeah, I think that’s that’s a fair point to bring up. I’ll also say that in some lectures, our goal is to like improve the perception. I think that folding in humor is is one thing but I also think that the wonder the both of you have brought up is definitely an area worth pursuing because animals are Mother Nature’s magic. In terms of execution early I have a question when you were writing up reveal the beast and you named after Elon Musk. Were you thinking that part of this campaign might have like a really intense like Apple Keynote style, like reveal of our piece as like part of the execution?

aurelei 11:40
Yes. So here’s the execution for reveal the beast. We remake all of the apple print Ad, the first one in 1993. But we add that fantastical beast on the background. Imagine is as if it’s a sorcerer. That’s an art director. And that cast the spell resilio on a print ad, and then all the beasts are revealed.

Sam McKinney 12:05
way that is so good. I do like pairing famous people with their magical counterparts that helped them get to that point.

aurelei 12:14
I felt like we could talk about like, you know, everybody asked the Kardashian. Oh my god, what is your night cream? Why does your face look so perfect? And they always are very evasive. You know, there is no real answer. Oh, sure. They have the best dermatologist on Earth. Ah ha. Sus. If you ask me.

Sam McKinney 12:33
It would be really funny to have like a video edit of all the times where someone dodges the question. And then we come in with this. This conspiracy voice.

Chris Hanna 12:44
What are they really hiding?

aurelei 12:46
Or like you stop the tape like, Ah ha, it’s at this moment we knew. And the thing that I love is that this is such a social campaign. A lot of people will like get involved and be like, Oh my god, actually, you know what? When I went to see like Beyonce at her concert, she like changed her outfit in like literally 0.03 seconds. How’s that possible? We can tweet like, ah, what else did you notice? That was weird. You know? What else do you think is fantastic beasts are doing?

Sam McKinney 13:17
Like Jeff Bezos hit there’s like an early interview of him. And then we pause the screen zoom in behind him and you see a niffler in the back. And it’s actually a bit stuffing its stomach with a bunch of money.

Chris Hanna 13:28
It would explain a lot man you guys you guys are rolling with some video ideas here I’m liking it.

aurelei 13:34
I always good when you can brainstorm on an idea and prove that it has legs. That’s always a good sign.

Sam McKinney 13:41
dAre there any other ideas that were standing out?

Chris Hanna 13:42
I kinda feel like there is something in like revealed to fantastical that could be linked to reveal the bIess not just in like the phrasing. But I really like how you’re bringing the lore of who these beasts are and what they can do into our world. And I’m kind of wondering if that’s something that we could build on to creating our own lore as we’re exploring the lore of these conspiracy theories with celebrities?

Aurelei 14:11
Yes. And please Can the tagline be very very small on the bottom right of the print and say reveeleo is a magic spell.

Chris Hanna 14:24
You have to use like a magnifying glass to see it.

Sam McKinney 14:27
It’ll be an asterick like legal copy.

Aurelei 14:30
Absolutely. Yes. I do agree. I feel like those two are like building on each other a lot. This issolid I think so. I think this is solid.

Chris Hanna 14:40
Yeah, I’m liking it too. I mean early I think you have a good point in trying to avoid something that’s more Dean state II although I will say I love the remember the beast conspiracy theory angle. I also think that fear me respectfully. could be it could be something but I think it’s a little more parochial and scope as opposed to reveal the beast. So if you guys are liking this direction I say we go for it.

aurelei 15:07
If Sam you’re down I am down to go with the revealing area and gain of diggin and see what magic we can do together.

Sam McKinney 15:16
Yeah, I’m down with that sounds good.

Movie Sound EFX 15:20
That is exactly why they accused me a favoritism.

Chris Hanna 15:23
Alrighty, so reveal the BS. Where do we see this living orally, you would throw out at one point that this could absolutely be social. I totally agree with you, Sam, you’re talking a little bit about out of home. But I really do think that we could push ourselves to do some some AV stuff here. And I I feel like it could be simple, but I’d like some more insight on it.

aurelei 15:46
When you were speaking it allow me to think of the power of motion design here. I do think that the reveal moment like this between the before and the after between the empty print and the print was the beast is very important. Like what if it’s banners, ad banners on the website that when you scroll over with your mouth, it reveals have a CTA like reveal the beast yourself? Like open your eyes? Look at the truth.

Sam McKinney 16:15
Chris hasn’t been to the wizarding world yet. Have you been Aurelei?

aurelei 16:18
Yes, actually, once in you’re talking about Universal Studio?

Sam McKinney 16:22
Yes. Have you done the magical wand stuff?

aurelei 16:25
I didn’t I wish I wanted to push those kids so I can get up at my husband stopped me.

Sam McKinney 16:31
you should have pushed them. For Chris’s sake. There’s parts of the park where you can actually stand. And if you buy a wand, you can actually do motions with the wand and make things happen. We could play with that, like you were saying like banner ads, where if you do a certain motion with your mouse, like a circle, or maybe like it’s an X or a Z or whatever, it could actually make the spell happen. And it would reveal what it is.

aurelei 16:56
I like this. Yes, absolutely.

Chris Hanna 16:58
Just making sure that everything we’re doing is laddering back to the fantastic beasts Sam are you thinking that those motions that you’re doing with the mouse is that maybe like how people get to our homepage, potentially.

Sam McKinney 17:11
Yeah, I mean, that could be something too. It’s just mostly the reveal magic to reveal the beasts that exist.

aurelei 17:18
Okay, I’m trying to think about very specific executions just to throw some nice advertising reference in there. You guys remember the stab below highlight print campaign where it was black and white pictures. One was a picture of like the NASA room and there’s only one woman in the crowd and then there’s this stripe of like neon yellow, stubby little color. And he was like, you know, stepping dup reveal. I don’t know the important moment of history. I feel like our print campaignd kind of leave within the same technique.

Sam McKinney 17:53
I remember that that was pretty cool. I think it was highlight the important

aurelei 17:56
I’m trying to think about a mechanic to reveal I mean obviously we can do is very quick like fading motion design very very easy like to comp where I’m wondering if there is some type of either printing technique or like the 3d glasses type of use where you can see it with your bare eye but then when you move it or when you put on the glasses and it reveals you know, like, you know the speaker that like

Chris Hanna 18:25
yeah, I don’t remember what they’re called but yeah, I have one let me go grab it really quick.

aurelei 18:31
I’m gonna describe the moment for all the people that listen and cannot see. Chris is running in just past the back door and we’re now waiting oh, its coming back oh yes, this is what you need.

Chris Hanna 18:46
I don’t know what this is called

Sam McKinney 18:47
Venticular

Chris Hanna 18:48
ventricular yes

aurelei 18:51
oh my god. Wow Sam 10 points.

Chris Hanna 18:54
Sam got the 20 points?!

aurelei 18:57
Okay, okay Chris you get the 10 points too.

Chris Hanna 19:00
Yeah,

aurelei 19:01
so a ventricular color guys is this picture. Wow, how am I going to explain that I do not know please someone that speaks English helped me

Sam McKinney 19:10
I’ve been ticular print is a print that actually contains multiple images that within one image so that you can view different things at different angles

aurelei 19:20
so our social will be animated or print or will be venticularsd and you know what will be super cool big freeway out of home so that you drive by it and you just It looks like a fucking Apple print ad but then when you keep driving Bow Wow, it’s a fantasy based print ad. And then you know what’s even cooler? It actually get people to think what just happened? You know this like magical moment.

Sam McKinney 19:49
I don’t know if that’s gonna be okay on a billboard. Because if someone’s like, what the hell just happen and I crash? Not so magical.

aurelei 19:57
Oh my god, you know what you sounds like? Sam, you sound like like an advertising teacher. Yeah,

Sam McKinney 20:03
Oh I thought it sounded like a client. But that’s fine,

Chris Hanna 20:05
Sam we’re surprising and delighting people. What happens after that?

Sam McKinney 20:12
That’s true.

aurelei 20:13
How can we do the opposite? So right now we’re asking people to reveal how all of the successful people made it. But how can we bring the special to the people? Like, hey, you cannot sleep? Here is magical beasts that, you know, help with sleep. Does that make sense?

Chris Hanna 20:34
I think so. It sounds a little bit like taking, like, first we see what the bees have done for famous people. And then like the second phase, as we move into what the bees can do, for for the rest of us

Sam McKinney 20:49
finding ways to get people to use magic beasts, actually makes me think like, should we should we pivot? Because really, we’re trying to conserve these animals, not market them? What if these famous people are actually abusing these creatures, because they’re using them? Like we should stop people using fantastic creatures and let them be on their own? That could be another direction that we can think

aurelei 21:13
maybe they’re not abusing, but they’re not giving credit. Like that’s the bad part of it, right, is that Kim is pretending that it’s her dermatologist and not her fantastic beast. And that’s not fair. Revolution. Free, the Fantastic Beasts,

Chris Hanna 21:29
Talking in phases has got me feeling like maybe Sam, to your point, the first part of this campaign is focused around the reveal. Maybe the second part is the sort of release stage where it’s like, now he revealed them, now we release them. I think what we need to kind of think around is like, how do we push people to then say like, okay, like, I know, beasts are like out there in the world. And they’ve had this influence, like, what now is gonna, like push me to change my perception to want them to like, be free?

aurelei 22:04
Yes, I think there’s two phases reveal release the beast. Okay. So

Chris Hanna 22:11
we’ve got a lot of great ideas for for revealing.

aurelei 22:15
Why would people want to release these that made them 223 Billions in few years? That’s my questions like, Is that a realistic ask?

Sam McKinney 22:26
I think the public would pressure them to release, like, we would have to, like call on or do a petition or like shame them for war crimes.

Chris Hanna 22:40
But again, I think that kind of comes back to why we really need to wield like pop culture here. Because that’s gonna help us basically, like get the wave of momentum we need in order to, to be able to get these guys free.

aurelei 22:54
Do we just I don’t know, if we need to tackle that second part. I feel like our part is the pressure. Our part is the reveal. And then society will do their thing. You know what, that’s how it always happens.

Chris Hanna 23:09
Even if we kind of have each thing live on its own. There needs to be a, I guess this is on me. Like there needs to be like a CTA that kind of pushes people to either learn more to join the cause. To basically like, become a part of the waveUh i that we want to inspire.

Sam McKinney 23:30
Uh this has been percolating in my brain for a little bit. So I think, if we’re doing reveal the fantastical as the campaign, the tagline should actually be free of the fantastical. Because all that we’re doing is revealing that these things are being used and abused, and we want to free them from being used, but also free them from having to hide from society and allow them to be accepted.

aurelei 23:57
Do you think one print ad can both say, Jeff Bezos is there thanks to a fantastic beast, and free the Fantastic Beasts in the same print ad? that that’s that’s what I’m trying to like.

Chris Hanna 24:14
Honestly, I think that if the visual is able to convey that the fantastic beast is doing two things. One is contributing to that person’s like success and to like, obviously does not belong there. I think that gets us the, This isn’t right angle, and then our messaging or a CTA rather that Sam has brought up free, the fantastical kind of gets us to that second phase that we’re trying to push people to believe in and advocate for.

Sam McKinney 24:43
Yeah, and even if it’s through copy, like Jeff Bezos has billions, were pilfered by a niffler. Kind of, I mean, that’s really bad. But like the generic ideas like, pilfered by niffler for the fantastical, where he’s abusing free them from that,

aurelei 24:55
and I get I think that summarized our goal very well.

Chris Hanna 25:02
Uhhh coole, so Bezos, Kim Kardashian. I’m trying to think of someone else that maybe hits like a slightly different, like targeted demographic because I feel like those, like those two are people that like the three of us know, but there’s someone who maybe hits like a slightly like younger audience

aurelei 25:20
Oh like a famous tick tocker or like, Have you ever wonder why this tick tock get eight millions of view when literally nothing is happening on screen

Chris Hanna 25:29
and it’s because there’s a fantastic beast in the background. Ugh. Alrighty. I mean, there’s there’s tons of tick tock stars.

aurelei 25:36
Oh, let’s take a Bella Porch. She’s like, one of the top I think Tik Tok is at one

Sam McKinney 25:43
point, Logan Paul, the UFC fighter who seems to win every fight. Yes, yes.

Unknown Speaker 25:47
Yes, that is Weird that is sus, suspicious. AF.

Chris Hanna 25:51
I just did a quick search. I think it’s actually Jake Paul, who does the UFC fights. Okay. So early for social where we’re kind of like calling out these celebs? Are you imagining that this is just like an organic thing that we are doing to drive awareness? Are you seeing us as being like partnered with these celebrities in some way?

aurelei 26:12
I, I see some like artificial intelligence that will just blast comments everywhere. And like all of the celebrities post, you know,

Sam McKinney 26:22
there are Twitter bots that do that my wife has set one up before

Chris Hanna 26:25
honing in on people who have like, almost unrealistic success or in unrealistic scenarios should probably be like the focus. But I think that’s I think that’s something to definitely consider.

Sam McKinney 26:36
I want to make sure that we have beasts that kind of match up off the podcast, unfortunately, sorry, listeners, but we’ll find the beasts that kind of have the abilities that help them that they can exploit, and then we’ll connect them to what they will end up doing. In the end,

aurelei 26:51
There is this invisible guy? I’m wondering, oh, I know for the invisible guy. Okay. Right now, Kim Kardashian is literally like, buzzing again. She’s literally saying, I don’t know why nobody wants to work. And if you don’t work hard, nothing is gonna come to you. And then in the background, we see this invisible beast just like working for her and doing all the work.

Chris Hanna 27:14
And a line that just like came to me for like the Kim Kardashian example. But I really liked the idea of that reveal mechanic with the venticular. And I’m wondering if like the copy could kind of like follow that as well. So when you walk up to the ad for Kim Kardashian, it starts with beauty, and then you change positions, and it says, And the beast who What about the Jeff Bezos it could be?

Aurelei 27:41
That’s good.

Chris Hanna 27:41
That’s maybe billionaire and then you sweat and it says penny pincher, maybe like Jake, Paul, you just kind of see the word fight, but then fix the fight.

Aurelei 27:51
Yes, approved

Chris Hanna 27:52
But yeah, quickly going back. I feel like we need like some activation moment for this. It could be like those videos that you’re talking about Sam, but I also want to, you know, give us space if we think of something else that we want to use to kick off this campaign.

Aurelei 28:07
Okay, what about after the credits of fintastic Three, if you stayed in the car to see what’s about to happen next. You see, boom, this awareness campaign, fantastic beats are actually being taken advantage of all over the world.

Chris Hanna 28:25
I love that movie partnership totally makes sense. But I want to take it a step further in the advertising world. Could we buy a trailer that play like before the movie? Or do we like the end a fantastic piece more

aurelei 28:39
before might waste the experience for all the fans going to see the movie and maybe they will give them a little bit for being there? Versus at the end is like you enjoyed the movie now go save them?

Sam McKinney 28:51
Yeah, it’d be like the No animals were harmed in the making of this movie. But no Fantastic Beasts are harmed.

Chris Hanna 28:57
Okay so, it sounds like that activation is going to be an credit scene that is about the beasts in the movie and like where they are and where they need to be

Movie Sound EFX 29:06
If I hadnt managed to rescue them. Could have been the end of Redbones forever.

Chris Hanna 29:11
Okay, so let me run through the campaign we’ve got. Our tagline is free the fantastical and we’re going to activate the campaign with an end credit scene on the upcoming fantastic piece film featuring people releasing bees into the wild and giving our audience a CTA to learn more about our cause. From there we’re going to future lenticular inspired executions across web banners tick tock AV Out Of Home in print, where we reveal Fantastic Beasts contributed to the success of celebrities like Kim Kardashian, Jeff Bezos, and Jake Paul. Each of these placements features contextual copy that hints at each piece power like looking ahead of the trend and billionaire penny pincher to drive home the conspiracies will take to social with spicy celebrity callouts stirring the pot for people to learn more about Beasts, and push them to help free the fantastical that is an awesome campaign guys. Awesome work!

aurelei 30:05
Exciting. So excited to see it live.

Sam McKinney 30:08
It’s gonna be a lot of fun.

Chris Hanna 30:09
Yeah, this is a fun one. i We have not had a tough time choosing insights like that for a while. So that was that was fun to fun to go through.

Sam McKinney 30:18
Thank you for bringing a different perspective

Chris Hanna 30:20
Thank you Aurelei for you orally for being here, ahhh.

aurelei 30:23
That was so fun! No that was so fun. I really think that this type of exercises are very important. As creative at work, we work on such like series sings, but at the end of the day, at the end of the day, we’re creative, you know, this was such a joy to do. Thank you.

Sam McKinney 30:42
You’re welcome back anytime,

Chris Hanna 30:43
Here, here. I will maybe all of the time honestly. With that thank you so much for listening to add tempted. If you liked what you heard, please give us a review on Apple podcasts. And if you want to see the final form of our campaign, it’ll be on our website and on our Instagram at add tempted. That’s ADTEMPTED and Sam, what are we going to be doing next?

Sam McKinney 31:10
Next week? We’re going to be turning your world upside down.

Everyone 31:19
Gasps.

The post ADtempt 010 – Fantastic Beasts appeared first on ADtempted.

Sam, Chris and John play fetch with a good boy who does bad things with this week’s product Data Dog from Cowboy Bebop. The Adtempted crew will find a way to get these dogos new homes where their cyber skills can be utilized by their new furever hoomans.

The post ADtempt 009 – DataDogs (Cowboy Bebop) appeared first on ADtempted.

Sam, Chris, and John tackle a product that is near and dear to their childhood hearts: Blue’s Clues. Steve and Blue are getting back together to start Blue’s Clues Detective Agency and the Adtempted crew must rebrand the famous duo for a more adult true crime audience with some Bow-ba-bow justice.

The post ADtempt 008 – Blue’s Clues appeared first on ADtempted.

In the Season 2 premiere, Sam, Chris and John bring the sensationally deadly Squid Games to the US. The rules: three creatives go in. One campaign comes out. Let the games begin.

The post ADtempt 007 – Squid Game appeared first on ADtempted.

Not every Adtempt is a masterpiece, and as our holiday gift to you were sharing our first AdFail: Anchor Arms. They couldn’t help us overcome audio issues, but can they help the wimps of the world find a little confidence?

The post ADFail – Anchor Arms appeared first on ADtempted.

When there’s something strange keeping you from sleeping in your bed peacefully, you don’t wanna call someone — you want to deal with these paranormal pests quickly and easily, so you can get back to resting in peace.

The post ADtempt 006 – Ghostbusters appeared first on ADtempted.