The Internet and The 2nd Creative Revolution

1. The Internet +
the 2nd Creative Revolution
(plus a shout-out to Lee Clow)
AD 216: Class 4, Lecture 5
Gina Collura, Creative Director

2. One of the
greatest
inventions
of our time
AKA:
The digital highway
The Web
The Interwebs
The ‘net
The Internet

3. Advertising
Channels/Medi
a
1950s –
1999-ish
Print
TV
Radio
Websites
Banners

4. We are thinkers
Copywriter Art Director

5. But what was
happening in
the ‘90’s that
influenced
the 2000’s?
You know how I like to
talk about Pop Culture

14. I had a similar blueberry iMac G3
at my 1st ad agency job in 1997.

15. Then this
happened
on 4/26/2001
BMW Films, "The Hire"

16. “It’s not a TV spot.
It’s not a Web site.
It’s bigger than the
“big ideas” we’ve
ever dreamt up.”
- Said everyone in advertising

17. ‘‘The Hire,’’ became one of the most
acclaimed campaigns in advertising history.
Ad Agency: Fallon McElliot, Minneapolis
Directors Guy Ritchie and John
Frankenheimer and actors Madonna,
Forrest Whittaker and Mickey Rourke—
helped create the five short films.
Between April 2001 - June 2003, more than
45 million people had viewed the films,
overshooting the original goal of reaching 2
million viewers. Awards: two Grand Clios,
Grand Prix Cyber Lion at Cannes, and Best
of Show at the One Show.

18. ‘‘The Hire,’’ was a tipping point
for agencies, creatives, + clients.
They were inspired to push the
limits of storytelling, create
different kinds of “brand ideas,”
and solve business problems for
brands in a new way—because
technology was now in
our toolkit.

19. We are thinkers + inventors
UX Copywriter Art Director Tech
*The team configuration depends on the agency

20. “I don’t need to
know how to
think/concept
digitally.
That’s what tech
people are for.”
- Said by Unemployed Creatives

21. The
business
has
changed
Pre-Digital Revolution Post-Digital Revolution
Interruption
Information
Messaging
Targeting markets
Perception
Big
Participation
Inspiration
Actions
Creating movements
Behavior
Long

22. 2007: Agency: CPB
CPB, "Whopper Freakout"
An
awesome,
inspiring
brief gets
you here

23. 2007: Agency: CPB
An
awesome,
inspiring
brief gets
you here
The campaign included TV spots and a three-minute
montage on the web where Burger King
consumers are told the Whopper has been
discontinued. Ranting and, of course, freakouts
ensue.
"'Whopper Freakout' was a compelling pop-culture
experiment. 'Whopper Freakout' proved that
Americans don't do well without their Whopper,"
said Russ Klein, president-global marketing,
strategy and innovation at Burger King Corp., in a
statement.
U.S. same-store-sales gains beat McDonald's for
most of the spring, and first-quarter Whopper sales
were up double digits.

24. 2008, Hotel 626: Doritos created an
interactive, virtual haunted house with
gameplay and tricks using your computers’
webcam and microphone to create a scary
experience.
In 2009, they created, Asylum 626.
Part of the strategy is that the sites only
are open during the night so if you don’t
want to wait you’ll need to change the local
hour of your computer.
http://digital-marketeer.com/2009/09/23/doritos-asylum-626/
2008/2009: Agency: BBDO + B-reel

25. An
awesome,
inspiring
brief gets
you here
Can making the world more fun
change behavior?
DDB Stockholm + VW, "The Fun Theory"
2009: Agency: DDB Stockholm

26. 2009: Agency: Wieden + Kennedy

27. 2010: Agency: Crispin, Porter, Bogusky (CPB)

28. Case Study,
"Dumb
Ways to
Die"
2013:
Agency:
McCann,
Melbourne

29. The drink that gives you wings
organized the biggest parachute jump
ever carried out under the name,
Strato.
More than 8 million people worldwide
watched YouTube's live stream on
Sunday as Felix Baumgartner became
the first person to break the sound
barrier, starting in a freefall 128,000
feet above the Earth.
2012

30. Advertising
2000s – today
Print
TV
Radio
Websites
Microsites
Banners
Video
Mobile
Social Media
Games
In-game
Apps
Interactive Outdoor
Text
Widgets
Memes
+
anything
you can
invent

31. Re-Cap
The Digital Revolution has given
agencies, creatives,
brand managers at companies,
CEOs, etc, a reason to:
Solve business problems
in more inventive, innovative,
+ engaging ways

33. Lee
Clow
(1943- )
- Born and raised in LA
- Currently, Chairman + Global Director of TBWAChiat Day
- Ad Age calls him “Advertising’s Art Director guru”
- His beard is on Twitter (@LeeClowsBeard)
- His ADC documentary is being shown at FIT on
Tuesday, 9/30 right after this class and we are all going!

34. Lee
Clow
(1943- )
- Drafted into the Army, served in Vietnam War
- Took Design classes after his tour of duty
- Worked as paste-up artist
- Spent a few years at NW Ayer, West…got bored
because…

35. Lee
Clow
(1943- )
There was someone doing
amazing things in Ad-land and he
was inspired and influenced by
this certain someone.
Guess who?

36. Lee
Clow
helped
make
Apple
famous
- For 30 years, he was a close friend of Steve Jobs
- He created one of the most famous TV ads of all time
at TBWA/Chiat/Day LA: “1984” for Apple Computers.
This spot launched the Apple Macintosh computer.
The BRIEF: The brief for “1984” was simple: Steve Jobs
said, “I want to stop the world in its tracks.”
- Directed by Ridley Scott
- The spot ran on TV once, during the 1984 SuperBowl
Chiat/Day + Apple, "1984"

37. Lee
Clow
helped
make
Apple
famous
Ironically, Jobs had questioned the SuperBowl TV buy in the
first place. He said, “I don’t know a single person who
watches the Super Bowl.”
“Most of the agency team were at Super Bowl parties to
witness the actual event. Since I’m not much of a sports
fan, I was at home alone, washing dishes. Suddenly the
phone rang. It was Jay Chiat himself.”
“How does it feel to be a fucking star?” he screamed.
– “Apple 1984” Copywriter, Steve Hayden
(now CCO of Ogilvy)

38. Chiat/Day + Apple: "Here's to the Crazy Ones"
Lee
Clow
helped
make
Apple
famous

39. Lee
Clow
helped
make
Apple
famous
Chiat/Day + Apple "Silhouette Campaign"

40. Lee
Clow
made
other
brands
famous To name a few…

41. Lee
Clow
said
"I think if it's good, it will make you
feel something.
It can make you laugh or cry,
it can surprise you or inform you,
it can cause curiosity
or inspire trust.
But you must want to watch it."

42. Lee
Clow
said
"Today everything can be considered
media. The Internet has changed the
way people interact with brands.
If you like a brand, you can seek it out.
If you don't like a brand, you can
criticize it publicly. So everything a
brand does must tell its story in a
disruptive and artful way. Then people
will decide whether they like your
brand or will ignore it."

43. Let’s
See,
Lee
- FREE Screening of ADC’s 1st InspirADCion Film
- Tuesday, 9/30, 12:15 – 2pm @ Katie Murphy Theatre
We are going as a group. Attendance is mandatory.
Special guests include:
Creative Director/Filmmaker, Rick Boyko + Ignacio Oreamuno,
ADC Executive Director

44. Due Next Week:
Class 5
Make it Better for The Elio:
- Is your creative brief good enough?
If not, revise.
- NEW! Create a print campaign (3 ads)
- Is your digital idea good enough?
If not, make it better and bring in revised
write-up.
Same teams. Wall critique.