R.M. Williams | Trump vs Biden | Apple
On today's episode, Hugh Jackman bares all in a new release from R.M. Williams. It's ELECTION DAY this week on Compare The Pair and we have Trump vs Biden's campaigns up against each other. Ending today's episode we go back to the first-ever commercial designed specifically for the Super Bowl with Apple's release of Macintosh.
***
The Science of Advertising Show
Welcome to The Science of Advertising Show. The show where Jonathan Rolley and Dr. Jared Cooney Horvath review the latest ads and the science behind why they influence and persuade human behaviour.
Subscribe to our channels and give us a follow on LinkedIn - we would love to connect!
YouTube: https://www.youtube.com/channel/UCH8KTFIhiPqSXv4oHlkqiHA
Spotify: https://open.spotify.com/show/75Mm0VlUpgZl3w6YyT1bwcsi=_7_vknwBSKWZX_UrufjMFQ
Apple: https://podcasts.apple.com/us/podcast/the-science-of-advertising-show/id1526254296?uo=4
Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5idXp6c3Byb3V0LmNvbS8xMjU2ODUyLnJzcw==
https://www.linkedin.com/in/jonathanrolley/
https://www.linkedin.com/in/jared-cooney-horvath-phd-med-730704b2/
***
If you want to know how we can help you with your advertising, contact Direct Response Media at https://www.directresponsemedia.com.au/
R.M. Williams | Trump vs Biden | Apple
On today's episode, Hugh Jackman bares all in a new release from R.M. Williams. It's ELECTION DAY this week on Compare The Pair and we have Trump vs Biden's campaigns up against each other. Ending today's episode we go back to the first-ever commercial designed specifically for the Super Bowl with Apple's release of Macintosh.
***
The Science of Advertising Show
Welcome to The Science of Advertising Show. The show where Jonathan Rolley and Dr. Jared Cooney Horvath review the latest ads and the science behind why they influence and persuade human behaviour.
Subscribe to our channels and give us a follow on LinkedIn - we would love to connect!
YouTube: https://www.youtube.com/channel/UCH8KTFIhiPqSXv4oHlkqiHA
Spotify: https://open.spotify.com/show/75Mm0VlUpgZl3w6YyT1bwcsi=_7_vknwBSKWZX_UrufjMFQ
Apple: https://podcasts.apple.com/us/podcast/the-science-of-advertising-show/id1526254296?uo=4
Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5idXp6c3Byb3V0LmNvbS8xMjU2ODUyLnJzcw==
https://www.linkedin.com/in/jonathanrolley/
https://www.linkedin.com/in/jared-cooney-horvath-phd-med-730704b2/
***
If you want to know how we can help you with your advertising, contact Direct Response Media at https://www.directresponsemedia.com.au/
00:00
welcome to the science of advertising
00:02
show episode 10
00:03
the show where we disclose the
00:05
advertising secrets the brands used to
00:07
influence and persuade human behavior
00:09
on today's show we have dr jared cooney
00:11
horvath the pre-eminent expert in the
00:13
field
00:13
of educational neuroscience but focus on
00:15
memory formation learning and attention
00:17
and your host
00:18
jonathan rowley
00:19
[Music]
00:28
dr j welcome to the show double digits
00:32
episode 10 we've made it
00:34
we have made it we're syndicated i had
00:36
to double take you there for a second
00:38
because i'm like
00:38
is this dr j is it not dr j look at that
00:41
haircut
00:42
something is different about me yes it's
00:44
called covet restrictions have been
00:46
lifted
00:47
i nearly didn't recognize you without
00:49
that covert mop but i'm kind of glad
00:51
it's gone
00:52
i know i kind of i like the the spiky
00:54
like it's not perfect but you know my
00:56
wife says hey
00:56
you got that kind of like teen grunge
00:59
thing going on and i'm i'm okay with
01:01
with that grungy look yeah right your
01:03
wife's like teenagers that's interesting
01:05
that's horrible i didn't that's not at
01:06
all what i meant by that sentence but
01:08
i see how they look at that but you
01:11
still you're still cutting your own hair
01:13
i'd have been cutting my hair for like
01:15
the last six or seven years do you want
01:16
to tell me why
01:17
have i ever told you why did somebody
01:19
butcher it once
01:21
no two reasons i used to go get me
01:24
number yeah number one was time he used
01:26
to go in and take me an hour to go and
01:28
find a car park go and get a haircut and
01:30
come out
01:31
i need to get a haircut every week or
01:32
two and the second reason
01:34
i can cut my own hair oh and it was
01:36
about 50 bucks a haircut
01:38
yeah so i can cut my own hair now in
01:40
under five minutes
01:41
i can do it once a week and i don't pay
01:43
any money for it what do you use like a
01:45
the vacuum the second cut or you just
01:47
kind of what is the sucking cut
01:49
no no from the 90s i do not use this
01:52
sucking you put it was this little i
01:55
[ __ ] you know this is a real thing you
01:56
put a
01:57
um a device on the end of your vacuum
01:59
that had clippers in it
02:01
and then you set the length and you just
02:03
vacuum your hair and it cuts your hair
02:04
for you
02:05
the only problem is it came out all the
02:07
same exact length so it's really good
02:08
for like bowl cuts but
02:10
you never heard of the sock and cut no
02:11
but i feel like i'm just going to shave
02:12
my head now
02:13
well it truly did suck well by the way
02:16
so you used to get haircuts every two
02:17
weeks
02:18
yeah at least you're like that's like
02:20
manscaping you're you're a metrosexual
02:22
no i just wanted to be on point that's
02:25
the definition of metrosexual i'm okay
02:28
with being
02:29
off point six months on point for one
02:32
day
02:33
boom whatever but look mate i'm super
02:36
excited for today's show
02:38
uh first we'll be digging into what to
02:41
look for in a celebrity anchor
02:42
as we review wolverine in the latest rm
02:45
williams
02:46
um that's right we've got hugh jackman
02:48
in all his glory on the show
02:50
and then speaking of celebrities we've
02:52
got the main man trump
02:54
biden election we couldn't go
02:57
past reviewing the latest creatives from
03:00
the u.s
03:01
election and while we've got the
03:02
american i thought there is no better
03:04
person to ask
03:05
than what's going on with these assets
03:07
so there and compare the pair
03:09
and then we have our classic creative
03:11
jared what's on classic creative today
03:14
we got uh i believe it's apple macintosh
03:18
1984 commercial which oddly enough has
03:21
aged incredibly well
03:23
it has indeed we'll be reviewing why
03:25
that creative
03:26
is so powerful and to to this date one
03:29
of the most famous creatives ever
03:30
written
03:31
but first let's have a look at hugh
03:34
jackman
03:35
in the latest from r.m williams over to
03:38
you jake
03:40
firstly let me say to you that we are
03:43
delighted that you love
03:44
rm williams boots i'm actually like in
03:47
love they're great
03:48
they're amazing great really this makes
03:51
this next bit a little awkward
03:52
oh we're on the same team here man
03:56
uh well we appreciate how literally
03:58
you've taken the clause that stipulates
04:00
you can only wear rm williams my word is
04:02
my bond
04:03
when i say i'm in i am all in you know
04:06
and
04:07
honestly it's me who should be paying
04:08
you that's a privilege
04:11
it is it's a privilege ah that's lovely
04:13
to hear
04:14
i i do want to note that you are
04:17
allowed to and we highly encourage you
04:20
to wear
04:21
other clothes i mean look at this look
04:22
at the clothes in general not just
04:24
look at this it's one beautiful piece of
04:28
leather
04:28
beautiful stitching and they're
04:30
comfortable i mean the balls of my feet
04:32
just feel like they've died
04:33
and were widely mourned and just went to
04:36
ball heaven if you're not enough
04:38
seriously it's it's changed my life 88
04:40
handmade processors but i think you may
04:42
be missing the point oh no no i
04:44
i hear you don't worry loud and clear
04:46
only rm williams
04:49
yep yeah you're gonna stand up now hang
04:52
on a second oh
04:53
it's just what is this that's a new
04:56
chair what a new chair
04:57
that's awesome you should be sit you
04:59
should honestly you should sit in there
05:01
you can have that just gonna burn it
05:04
everything in our own rooms is just so
05:06
comfortable
05:07
not everything is comfortable and there
05:11
we have it
05:12
hugh in all his
05:15
bald glory hmm what a man
05:18
what a man he is indeed jared
05:22
do you want it yeah i i'm i'm remiss to
05:25
say
05:25
two thumbs up but up what
05:28
twink all right let me let me kick it
05:31
off
05:32
i uh yes this
05:36
finally somebody has done a celebrity
05:38
anchor
05:39
well and here's the the only thing you
05:41
need to know about why this is right is
05:43
right at the very beginning of that ad
05:46
before they show you hugh jackman before
05:48
you even know who it is what do you see
05:51
you see the shoes and they say the name
05:53
of the shoes
05:54
they've made it clear from the offset
05:56
this this isn't a celebrity puff piece
05:58
this is about these shoes everything
06:01
after that also hits but from that first
06:03
moment that's when i said finally
06:04
somebody did it right it wasn't
06:06
celebrity celebrity celebrity celebrity
06:08
here's my brand it was
06:09
here's my brand here's a celebrity watch
06:12
as i bring these two together
06:14
very smart move what do you think oh
06:16
look i
06:17
simply love this execution for so many
06:20
different reasons
06:21
uh hey first it's long form it's 90
06:23
seconds i'm loving seeing
06:25
longer creative come out especially
06:27
effective creative
06:29
the hero of this ad was
06:32
the idea that encapsulates the shoes
06:35
hugh jackman just brought it to life
06:37
yeah you know and and he did it like it
06:39
was such a simple idea
06:41
on so many different elements
06:45
but what i really what i truly loved
06:48
about it
06:49
was the shoes were the hero like they
06:52
really were
06:52
they said the product at least four
06:54
times hugh
06:55
anchored it but the other thing it to
06:58
note that
06:59
the idea was so amazing that
07:02
the production value it was literally
07:05
one scene
07:06
for 90 seconds and it held your
07:08
attention the entire way
07:10
and you're not going to forget it and
07:11
it's going to do huge things for the
07:13
brand it already has and i'm not sure if
07:14
you saw what it sold for
07:16
yeah no they've just sold it for 190
07:18
million dollars
07:20
the orange saw the whole business rm
07:23
williams has just sold to
07:24
andrew twiggy for 190 million dollars
07:27
man if you spend
07:28
half a million dollars to get hugh
07:30
jackman for one day and you make 190 on
07:32
the back end of that that's not a bad
07:33
investment well even better this is what
07:35
we're seeing a real trend in the moment
07:37
is celebrities are getting ownership of
07:40
brands to be
07:42
the celebrity so he actually owned five
07:44
percent of this brand
07:46
so he sold out part of the deal have
07:48
actually what have you seen
07:50
ryan reynolds no what did he do did he
07:52
do the same rm williams
07:54
he's not done rm williams but have you
07:55
seen aviation gin
07:57
no aviation gin so he
08:00
turns the gym you know what next week
08:03
we're going to do
08:03
aviation gin yes reynolds a little
08:07
deadpool action bring it on
08:09
sold 610 million dollars
08:13
what for a giant company a gin
08:16
brand sold diego for 610
08:20
million dollars so wait a second we're
08:23
talking
08:24
gi n not jim gym
08:27
g-i-n booze liquor okay
08:31
shoot i mean so we sold that off and
08:33
he's also
08:34
recently launched mint mobile a mobile
08:37
phone company
08:38
huh is he doing the ads i'm guessing
08:40
he's doing the ads
08:42
and the ads are primarily based youtube
08:44
they're awesome
08:45
he's funny he's witty we'll review both
08:48
of those next week as celebrity
08:50
we'll carry a theme over they're just
08:52
genius and there's a real trend of
08:53
getting
08:54
celebrities passing on a percentage and
08:57
they become a shareholder whether it's
08:58
five percent or 50 whatever it may be
09:00
even more i wonder if that
09:02
doesn't lead to what you're just talking
09:04
about about how so everything hugh
09:06
jackman said in this commercial was
09:07
spooking the brand it wasn't like i just
09:10
keep going back to that jason moama
09:12
one from the super bowl how he never i
09:15
don't even know if he said the brand's
09:16
name
09:17
but it was very much clearly jason
09:18
moamma being himself
09:20
spruiking his own brand and then this
09:23
other brand just tried to piggyback on
09:24
the back of it
09:25
in this one every word out of hugh
09:27
jackman's mouth was damn these shoes are
09:29
nice
09:30
wow i really like these shoes even when
09:31
he cracks the joke about the chair being
09:33
comfortable
09:34
he finishes it with everything at rm
09:36
williams is very comfortable
09:38
i wonder if that's what it takes to get
09:40
a celebrity to finally
09:42
not sell out but to spruik the product
09:45
is to say you have now a percentage of
09:46
it and now they're
09:47
willing to say sweet don't worry about
09:48
my own brand this isn't me
09:50
i'm going to make more money off of your
09:51
brand and then hugh's also got a
09:53
like 100 hugh's also got another brand
09:56
that he's he's
09:57
founded which is a coffee brand called
09:59
um i think it's
10:00
laughing man laughing man coffee same
10:02
thing he's the ambassador
10:04
and he's actually got this and the
10:06
reason ryan came up because they've
10:07
actually got
10:08
literally this online battle they've
10:09
been doing for quite some time a couple
10:11
of years where they're literally
10:12
slagging each other off
10:13
it's quite genius they're literally
10:15
leveraging each other
10:17
to promote each other's brands i love
10:20
that
10:20
see that's that's it is you would you
10:22
could assume most celebrities are going
10:24
to
10:24
slag one another and it's all going to
10:26
be about them and their newest movie and
10:28
their newest that
10:29
now it's really just about the product
10:31
because they have they have skin in the
10:33
game
10:33
give a celebrity skin in the game and
10:34
watch when they they come to play
10:37
so right there let's go why is this ad
10:39
so effective
10:41
first of all it has that intrigue and a
10:44
little bit of build
10:45
so you've got the guy that opens up
10:46
which is the man sitting behind the desk
10:48
kind of corporate then it pans out and
10:50
you see the shoes like the shoes are
10:52
there and then it comes
10:53
and then before you know it hugh
10:55
jackman's not even in frame and then you
10:56
bring
10:57
hugh jackman into it about 10 seconds
10:59
bam
11:00
leg's spread he's naked in all his glory
11:04
it's got you you're tuning in for the
11:06
rest of it to see what happens oh it had
11:08
me
11:09
it had me it would have had you i i know
11:12
it would have had you
11:13
but yeah a really simple idea a low cost
11:15
idea you got the talent
11:16
and the shoes that is the hero you don't
11:20
need to go over and above
11:21
creating big fancy expensive ads when
11:23
you've got that
11:24
but to your point as well the shoes and
11:27
the
11:28
brand were the hero i'm not sure if you
11:30
picked it up
11:31
it had 88 handmade processors in the ad
11:34
yep heard it it was all about the shoes
11:38
the comfort and the hero is i'm only
11:40
going to wear the shoes that was that
11:42
that was the joke that was
11:44
the humor about it was just so simple
11:46
like i simply loved it this
11:48
i couldn't love enough awesome brand
11:50
aussies love it
11:52
and going into hugh jackman he appeals
11:56
to all he has mass appeal he does
12:00
i don't know what it is about that guy
12:01
but he's one of the few guys in the
12:03
world that guys love him and girls love
12:05
him and it's
12:05
it could be because he was wolverine but
12:07
dude is just
12:09
smooth you like to look at him he's
12:11
funny you like to watch him
12:12
there's i can't tell you how many times
12:14
i've wanted to not like him
12:16
because it's like oh cute jab he's just
12:17
a movie star ah
12:19
but he's charming he's got this little
12:20
charisma and you're like dude's awesome
12:22
guys
12:23
we all like him but he's got this
12:25
universal so
12:26
if you're looking at a celebrity is
12:27
there a criteria you could use
12:30
to make sure that you get the right
12:32
celebrity for your brand
12:33
well i think it's interesting are rm
12:35
shoes are they only for men
12:39
i believe they no they're definitely
12:41
female shoes but they're more known for
12:42
12:43
well that's it because because okay so
12:45
you're a shoe brand you're thinking okay
12:46
who's gonna buy shoes guys and girls
12:49
who's gonna buy shoes for guys a lot of
12:51
times it might be the women like my
12:53
wife picks out my shoe shopping i'm
12:54
sorry
12:57
i am a child i'm sorry but here so now
12:59
they've
13:00
they've got to find a celebrity that's
13:01
very much like you just said across the
13:03
board
13:04
whereas someone like a l'oreal doesn't
13:06
ever need to appeal
13:07
to a man or someone likes i'm trying to
13:10
think like a bra
13:11
like an aussie bloke type thing where
13:13
you could get just a
13:14
but this is a good example of we have a
13:17
product that's probably we need to
13:18
appeal to guys who want to wear
13:20
it and the women who will have their own
13:22
versions of it and will help the guys
13:24
make this selection
13:25
so i i could i could see some brands not
13:27
meeting
13:28
this wide of appeal but this is one that
13:30
needed it and they got it
13:32
because he appeals like he's he's
13:33
incredibly talented like
13:35
he appears on broadway like he can sing
13:38
he can dance he can do everything which
13:39
appeals to a certain
13:41
you know segment but then he's also
13:42
wolverine so he appeals to even the more
13:45
masculine like he's
13:46
a beast he's shredded like he is so
13:49
diverse he's so talented so
13:51
then he's hot so the women love him he's
13:54
hard he's a good looking guy i'm not
13:56
afraid to say it
13:57
he is a good looking guy so when you're
13:59
looking for a celebrity
14:01
they've got to be immediately
14:02
recognizable when you see them you've
14:04
just gone i know exactly who they are
14:06
and most importantly i trust them
14:10
so anything that they recommend you can
14:12
leverage that
14:13
trust what's a bad celebrity
14:16
can you think of a bat like i'm trying
14:18
to come up with with one that was just
14:19
like
14:20
the main one that jumps out to me is
14:22
latitude
14:23
which one was that alec baldwin
14:26
oh oh the one where he's randomly in in
14:29
the pubs and he's like
14:30
have you but you can totally tell he's
14:32
not there
14:33
like he filmed it against a green screen
14:35
and he just walks up to somebody and he
14:36
doesn't
14:37
yeah alec baldwin it was latitude
14:38
finance it was a credit card company
14:40
like he just sells him out to anything
14:42
like and that goes on to the next point
14:44
their id
14:45
like their personality does it align
14:47
naturally to your brand could you see
14:49
hugh jackman wearing rms
14:51
absolutely there's no reason you
14:53
wouldn't go that is a natural fit for
14:54
hue
14:55
where you go alec baldwin american
14:58
promoting
15:00
an australian credit card like the dudes
15:04
doesn't need credit he's not going to
15:06
use it what there's no natural fit there
15:08
so how do you leverage their identity
15:11
and what you associate to their identity
15:13
with your brand is there a natural
15:15
chemistry if not chances are it's not
15:18
going to work
15:18
that's interesting and how how often do
15:20
they do it are they
15:21
have they sold out or is it like outside
15:24
of like i i know in japan someone like
15:26
brad pitt has done commercials and julie
15:27
roberts they all doom and asian markets
15:29
but i've never seen a commercial for
15:31
brad pitt here so if that dude ever
15:33
decided to
15:34
market something chances are i'd say
15:36
damn this must be important otherwise he
15:38
wouldn't be doing it
15:39
versus somebody like an alec baldwin who
15:41
the more i think about it
15:42
has probably been on a dozen different
15:44
ads he's just like i'm the guy
15:46
you go to to sell product yay so it's
15:49
i think there's that kind of angle of do
15:51
i trust you as you or do i trust you as
15:53
a salesman
15:54
and if you've crossed the line into
15:55
anytime i see you it's a sales pitch
15:57
probably not going to pay all that much
15:59
attention to exactly that's why you go
16:00
like aston martin like
16:02
james bond character whoever is playing
16:04
at the time is a natural fit because
16:06
you're like
16:06
i know that identity you know and it
16:09
fits with my brand and i can leverage it
16:11
that's what you want with a celebrity
16:13
is leverage yeah that is exactly what
16:16
you want
16:16
is that where influencers go awry is
16:18
that they because they're influencers
16:20
they spook anything that anyone sends
16:22
their way and like hey
16:23
read this look at this play this and no
16:25
one really cares
16:27
does the influencer game even work the
16:29
influencer game is incredibly powerful
16:32
when you when you get it right yeah we
16:34
could do a whole segment on the
16:35
influencer game
16:36
i'd love to because that's something i
16:37
know very little about but i'd love to
16:39
dive more into to see what are the
16:40
actual
16:41
statistics coming off of that stuff and
16:43
there's two parts to it you got
16:45
why brands got so much traction from the
16:48
influence especially early on
16:50
that was more to do with the media
16:51
platform and the organic reach whereas
16:54
now the organic reach is like three
16:55
percent
16:56
so you get an influencer and you're only
16:58
reaching two three percent of their
17:00
users unless you or followers unless you
17:02
actually pay to play
17:04
so again the influencer game is very
17:05
different but it works on exactly the
17:07
same principle
17:08
people follow someone especially if
17:10
they're an influencer
17:12
because they're recognizable they trust
17:14
them but
17:15
they want to be like them in some way
17:17
and it might be a particular area is it
17:19
a mummy blogger i love what she does i
17:20
love how they dress their kids
17:22
do you know how what does she do in a
17:24
home what product does she use she's a
17:25
like you know my wife has actually just
17:27
got to deal with a vacuum cleaner brand
17:29
but it's how she integrates
17:30
because she did this other like little
17:32
cleaning segment which she was doing in
17:33
the bathroom and just
17:34
demonstrated a product which she does
17:36
use day in day out
17:38
and this is to the point where she gets
17:40
i think on average
17:41
six requests a day from brands geez
17:45
she'll only take one or two a month yeah
17:48
and that's
17:48
only if she uses it and loves it and
17:50
trusts it
17:51
because i can tell you right now
17:54
that as soon as she posts something she
17:57
will get dozens of dms
17:59
going is it good is it great where can i
18:01
buy it it is huge
18:03
people are using that as their shopping
18:05
network
18:06
how many followers does she have like
18:07
what does it take to be an influencer oh
18:09
she's
18:09
twenty two thousand or something so it's
18:11
yeah it's not big but
18:13
you did they have huge huge influence on
18:16
people
18:17
now influencer is is far more powerful
18:20
when you're looking at fmcg
18:22
so it could be makeup beauty you know
18:25
chocolate it's consumables rather than
18:28
you know what car do you drive or
18:30
you know like that's beautiful bed to
18:32
sleep in type of thing
18:34
totally and where influencers get there
18:36
was one really clever campaign the other
18:37
day that had
18:38
tv going live on a sunday morning they
18:40
had all their influences
18:42
posting at exactly the same time on a
18:43
sunday morning so literally any media
18:45
channel you're tuning in at
18:47
this thing was just everywhere on all
18:50
media networks as well so very powerful
18:52
so small budgets
18:53
but yeah good timing it does work it
18:56
works exactly the same so anyone that's
18:57
following anyone on say instagram
19:00
they like them for some reason because
19:02
they like them they want to be like them
19:04
in some particular way and they've got
19:05
trust you can influence
19:07
so what you're telling me is because i
19:08
have 12 followers um
19:11
that i've influenced 12 people's lives
19:14
if you have three followers they follow
19:16
you for a reason
19:17
yeah well that's my mother my father my
19:19
brother my mother has two accounts so
19:21
that brings us up to six
19:27
my mother making new accounts yes i'm
19:29
following hooray
19:30
can i just say one more thing about the
19:31
hugh jackman by the way you're spot on
19:33
is the joke matches the product matches
19:37
the guy everything is triangulated do
19:39
not pick a joke
19:41
that is secondary tangential so one of
19:44
the ads we did a while back was
19:46
the guy pumping gas he stops at 20 oh
19:49
but it goes to 2001 darn it
19:51
and it was for i don't even remember
19:52
what the hell it was for but the point
19:53
is that joke
19:55
had nothing to do with the product the
19:57
joke was a joke the product was a
19:58
product
19:59
it felt like a 15-second joke a
20:00
15-second ad
20:02
make the joke part of the product
20:04
otherwise what's the point like the
20:06
the one we watched last week where the
20:07
dog destroys everything and the guy now
20:09
needs to get insurance
20:10
that joke is part of the product it's
20:13
not joke there's an
20:14
alien haha i'm getting zipped out of a
20:17
car and now here's my products like what
20:18
the hell does that have to do with
20:19
anything so this did a very good job of
20:21
aligning
20:22
all of that together to say there's one
20:23
product here there's one theme it's the
20:25
shoe
20:26
it's a simple idea brought to life
20:28
through the right characters
20:29
yeah bingo okay it's getting serious
20:35
tomorrow we have the us election
20:40
i'm not sure if you've seen the ads now
20:43
we've got the latest from trump
20:45
and the latest from biden over to you
20:46
jake
20:55
here's how you can spot a zombie look
20:57
for someone who has a corpse-like
20:58
appearance
20:59
exhibits aggressive behavior craves
21:00
human flesh and utters incoherent moans
21:03
and groans
21:04
with your help we can prevent the zombie
21:06
uprising
21:07
i'm donald trump and i approve this
21:09
message
21:12
so let me get this straight less than a
21:15
month to election day
21:16
and this is our candidate yep
21:26
[Music]
21:29
all we have to do is get him elected and
21:31
then we can do whatever
21:32
we want
21:33
[Music]
21:39
this fall get ready for a presidential
21:42
candidate
21:43
unlike any other i think we're good
21:48
not good
21:49
[Music]
21:53
live hunter
22:04
[Music]
22:06
how long do we have to keep this up
22:08
november 3rd
22:23
there is only one america
22:26
no democratic rivers no republican
22:30
mountains
22:32
just this great land and all that's
22:36
possible on it
22:37
with a fresh start
22:41
cures we can find futures
22:44
we can shape work to reward
22:49
dignity to protect there is so much
22:53
we can do if we choose to take on
22:56
problems
22:57
and not each other and choose
23:00
a president who brings out our best
23:04
joe biden doesn't need everyone in this
23:06
country to
23:07
always agree just to agree
23:11
we all love this country and go from
23:14
there
23:16
i'm joe biden and i approve this message
23:21
trump biden two very very different
23:24
approaches
23:25
from an advertising perspective two very
23:28
different approaches
23:29
from a media perspective i'm happy to
23:32
take the lead on this
23:34
go for it i've got so much to think
23:36
about you go for it
23:37
oh i'm really excited like it
23:40
trump
23:43
he has taken the biden character
23:48
labeled joe sleepy joe
23:51
quite a long time ago and there's one
23:54
thing about trump
23:55
he's very good at creating simple labels
23:57
for people
23:58
and reinforcing he's the master of
24:01
repetition
24:02
he just beats it into you until you
24:05
start believing it
24:06
crooked hillary sleepy joe sleepy joe
24:08
sleepy joe sleepy joe sleepy joe
24:11
this ad now i'm referring to the one
24:13
where he looks
24:14
not like sleepy joe he looks more like a
24:17
corpse
24:20
he he looks like he's dead like getting
24:23
wheeled into the boot of the car
24:24
this man looks like he's dead the genius
24:27
in this
24:28
is people know trump they've got an
24:30
opinion on him either way
24:32
what the angle is here is this is biden
24:37
are you going to vote for a sleepy dead
24:40
president
24:41
this is who you're going to get he's
24:43
just trying to bring that candidate down
24:45
so he looks better that is the entire
24:48
strategy he's also leveraging
24:51
the scene set from the outset but again
24:54
long form 60 seconds tells a story
24:57
so every time you see joe on stage now
25:00
you're thinking
25:01
is this guy a corpse where is his
25:03
handlers where are the people going to
25:04
come out on stage and help him
25:08
on the flip side you've got biden
25:11
biden's gone with more the traditional
25:13
inspirational here here's what i'm here
25:15
to do
25:16
he's got sam elliott the voice
25:19
oh is that who the narrator was yeah so
25:21
straight out of the star
25:23
is born um an iconic voice um big
25:27
lebowski
25:29
hey big lebowski who's that
25:32
he was in the big lebowski he was the
25:34
narrator of the big he was yeah he's the
25:36
one who's talking to the dude
25:37
oh my god go see a movie i haven't seen
25:39
it
25:40
but we've also got the iconic song the
25:43
star
25:43
lead on a rickety old-ass piano correct
25:46
so there's a real appeal here and a very
25:48
different approach
25:50
and this is joe trying to pull the
25:52
country together you know
25:53
let's all get together we're going to go
25:55
forth and we're going to conquer so a
25:57
very different approach
25:58
like contextually if you take everything
26:01
else out
26:02
uh actually i'll cut to you let's get
26:05
your thoughts and then we'll talk about
26:07
where they sit so you're right i said
26:09
this is a brilliant compare of the pair
26:10
because
26:11
it's it's not like one is horrible and
26:14
one is good we're just
26:15
contrasting styles and you've got the
26:18
attack ad
26:19
versus the positive ad you've got one
26:21
that's that's mud slinging and you've
26:23
got one that's saying no here's what i'm
26:24
actually going to do
26:26
the problem is is what are people going
26:28
to respond to more
26:29
the reason why mud slinging is such a
26:32
popular
26:33
tool in politics is because it works
26:36
better than what everyone
26:37
claims they want everyone says we want
26:39
you to tell us your policies we want to
26:41
know what's going on
26:42
no you really don't if you wanted that
26:44
you'd watch pbs news at night
26:46
instead you watch reality tv shows about
26:48
women throwing drinks in front of each
26:50
other's faces why because we don't
26:52
like the truth we like the drama
26:56
so trump plays the drama card he says
26:59
all right sweet i'm not even going to
27:01
you don't even need to see my face it
27:02
doesn't matter because all i'm here to
27:03
do is make
27:04
fun of that guy and make you not vote
27:06
for him biden comes on playing what i
27:08
would
27:09
what i would personally hope is the more
27:11
important card the i'm going to help the
27:13
environment i'm going to
27:14
lower taxes we're all in this together
27:16
we can make this work
27:19
problem is outside of his
27:22
his constituency no one's going to
27:24
listen to that message because if i'm a
27:25
trump supporter and i start hearing that
27:27
music
27:28
i'm already out i i i the reason i like
27:31
trump is because he's
27:32
mud slinging so it's it's a real
27:35
personal like ideological ethical
27:38
problem whereby i hate
27:40
the mudslinging i hate the drama i hate
27:42
the reality show tv show aspect of it
27:44
but i also know that emotion sells
27:47
better than
27:48
logic and in this instance when i have
27:50
to compare the pair all things being
27:52
equal i gotta say
27:53
trump's ad is going to be more powerful
27:56
because
27:56
it's the one i'm gonna think about later
27:58
it's the one that made me giggle it's
27:59
the one that took me on a narrative on a
28:01
journey
28:02
binds that is the one that made me think
28:03
three times through it a
28:05
why are you going so slow b is that a
28:07
kid playing that piano
28:08
and c the hell are you using this piano
28:11
for it was so
28:12
annoying i couldn't stand that piano
28:15
music
28:15
so i was wondering while i was watching
28:17
it i was wondering if the message would
28:19
have been more powerful with a different
28:21
song if it didn't sound like a kid like
28:24
i'm teaching my nephew
28:25
or my niece five-year-old niece how to
28:27
play this on her little dinky piano
28:29
do you think that was just trying to
28:30
match the tonality of the pace the raid
28:32
though
28:33
yeah and i'm fine with that but there
28:34
was something about that specific piano
28:36
that made it sound so old westy
28:38
and tinny yeah that like that was the
28:40
plan
28:41
because it also it's important to note
28:43
this this featured
28:44
um in the world series so i was like
28:48
it was a and you're looking at the
28:50
battleground
28:51
states it is you know the midwest
28:54
um like yeah i'm just curious
28:58
to say if that was the intent on trying
29:00
to appeal
29:01
it is but you've kind of seen that done
29:03
better by every candidate in the last 20
29:06
elections i mean it's it's not
29:07
new the the play a a local anthem
29:11
or a national song that everyone's going
29:12
to recognize have a narrator
29:14
show some generic shots of wheat of
29:17
workers
29:18
it's it's been done a million times so
29:21
as soon as it starts we know it's going
29:22
to happen
29:23
and it's been done well but in this
29:25
instance i just think they picked
29:26
such a weird song that i'm just it
29:29
almost sounded
29:30
creepy at times like this is a horror
29:32
song i'm like what are you
29:34
doing if you're gonna go with if you're
29:36
gonna go with an old
29:38
tired and true method you've got to
29:39
bring something fresh to it
29:41
and absolutely nothing fresh was brought
29:43
to that well you've raised an incredibly
29:45
important point so we've got to have
29:47
attention
29:48
so if you go i've seen this a million
29:50
times i've seen this in every other
29:51
political campaign there's nothing new
29:53
here i'm tuning out
29:55
it's not going to a hold attention so
29:57
you're not going to be able to influence
29:58
but you'll also go
30:00
like what's the impact of the ad post
30:02
what is the objective
30:04
trump's objective was simple every time
30:07
you see
30:08
sleepy joe on stage you think of sleepy
30:10
joe
30:11
and that's what you associate with i
30:13
don't want a sleepy corpse running the
30:14
country
30:16
what's the objective of biden cool there
30:19
is unrest there's a lot of tension i'm
30:20
trying to bring it all together
30:22
it's not that well branded you don't
30:25
really associate it with biden you just
30:26
go
30:27
it was relatively well produced creative
30:30
with a feel-good unity style of theme
30:33
trump in my opinion absolutely crush
30:36
this one
30:37
in terms of where they're sitting and
30:39
what you could do
30:41
v biden but on the flip side you're
30:42
sitting there with biden what could
30:44
biden actually do
30:46
what is this his other option what are
30:48
his other options
30:50
i i saw i actually saw a really good
30:53
ad that it wasn't sponsored by him but
30:55
so it was by
30:57
his constituency but not endorsed that
31:00
just said
31:01
it was it was a mudslinging ad about
31:03
trump and it said
31:04
trump wasn't lying about blank
31:07
but here's what he was lying about or no
31:09
trump is no longer sick from kovid but
31:12
here's all the things he still is sick
31:14
with
31:14
and it kept just popping out all these
31:16
lines he'd say and things he said to
31:18
women
31:18
and really awkward things he said about
31:21
his daughter and his family
31:22
about going backstage to see girls naked
31:24
at his his pageant because it's his
31:26
pageant
31:27
and at the end of that you come out
31:28
going damn i forgot that guy was a
31:30
sleaze and he is an absolute
31:33
sleaze powerful commercial why because
31:36
it's mud slinging it's emotional it
31:38
brings up
31:39
the high points and that's if you're
31:41
biden you've got two choices
31:42
either you slung you sling mud back
31:45
which is
31:46
what hillary tried and failed so i think
31:48
he's left with the other option which is
31:50
nothing stay stays quiet and silent as
31:53
far which is why you didn't never hear
31:54
from the dude
31:55
and just let trump beat himself yep let
31:58
him let himself implode so who's your
31:59
tip for the election then
32:01
oh i don't think it's i don't even think
32:02
it's a game i think biden's got this
32:04
locked loaded and
32:05
and signed sealed delivered and the the
32:07
only reason hillary
32:08
lost so far she still got the popular
32:10
vote is because the vast majority of
32:12
democrats didn't vote
32:14
is they thought it was so in the bag
32:15
that they didn't have to go out and vote
32:17
meanwhile all the trump supporters did
32:19
this year
32:21
now that they know it ain't signed seal
32:23
and delivered unless we get out there
32:24
and put our name on a piece of paper
32:25
watch as the numbers just go through the
32:27
roof i i don't think it's going to be
32:28
close but with that said
32:30
tomorrow night you only have to watch
32:32
one state
32:33
florida is the only state you have to
32:35
watch if trump wins florida game on if
32:37
trump loses florida it's done
32:38
it's done before anything on the west
32:40
coast is counted
32:41
interesting i think they're close to 100
32:44
pre-po 100 million now
32:45
pre-poll influence all the mail-in votes
32:49
yeah see that's why it kind of hurts me
32:51
because i don't mean to get political
32:52
but
32:53
personally i love the ads that tell you
32:55
what you do i hate mud slinging i hate
32:57
the this guy is bad so vote for me i
33:00
love the
33:00
here's why you should vote for me i'm
33:02
the only one who's going to do anything
33:03
about
33:03
climate change or this that and the
33:05
other but really when it come when push
33:06
comes to shove and i have to watch two
33:08
60-second ads
33:09
i'm more drawn to the one that's more
33:11
emotional look and none of them really
33:12
have a real clear from
33:14
you know path for the future of what the
33:16
future looks like it's more about
33:18
let's just sling [ __ ] on each other you
33:19
know and that's what they're doing and
33:21
you can see it in a debate it's
33:22
it's it's hard to watch because it is
33:25
mud slinging
33:27
it's compelling as hell that first
33:28
debate was a
33:30
train wreck but my gosh it was a
33:32
compelling train wreck you watch it
33:34
because you think yourself man
33:36
i'm you you get a moral high ground you
33:39
get to sit above it all and say at least
33:40
i'm not
33:41
these two jabronies but that just shows
33:44
you how simple
33:45
we can be where our emotions drive a lot
33:47
of our
33:48
attention the emotion's a powerful
33:52
powerful thing now i'm going to go
33:54
against you i'm actually going to go the
33:56
outsider i think trump
33:57
may just crawl across the line hey if he
34:00
does i'll take it i think that'd be
34:01
interesting as hell if
34:03
four years ago and today all the pundits
34:07
were so wrong
34:08
that would at least put a nail in the
34:09
coffin of i'm going to be
34:11
i'm going out on a limb and everything
34:12
i'm seeing trump will just get across
34:14
the line
34:15
okay i love it if it happens i'm cool
34:17
with that
34:18
now that goes against a lot of goes
34:20
against the poles it goes against
34:22
everything it even goes against the
34:24
number one thing that we should be
34:26
looking at right now is when there is a
34:28
state of fear and panic
34:30
within humans we want someone to protect
34:33
us and keep us safe
34:34
we saw it in new zealand jacinta
34:37
she got up by overwhelming majority
34:39
because she kept her people safe
34:41
they did not care we saw it in
34:44
queensland
34:45
no we do not know americans
34:50
the difference between australians and
34:52
new zealands
34:53
and americans are we do not
34:56
want someone to take care of us the one
34:58
thing we're good at
34:59
is saying do not nanny me when i'm sick
35:02
i don't go to the hospital my wife
35:03
doesn't get why i've never been to the
35:04
hospital
35:05
because as americans that's our call
35:07
because you had no health care
35:09
no we in america when you get if
35:12
something happens
35:12
as soon as the government hears you're
35:13
sick your health care premiums go
35:15
through the roof so
35:16
no one wants to be taken care of there
35:18
so i don't know i see
35:20
i see what you're saying about
35:21
queensland in new zealand but
35:24
what are you thinking well this this
35:26
would go someone that's going to keep me
35:28
safe
35:28
trump's has gone open up businesses
35:31
let's go
35:32
whereas australia we've been nearly 30
35:35
years without a recession
35:37
so we we don't see the problems with the
35:40
economy that's going on right now
35:42
it is a train wreck an absolute train
35:45
wreck and the people can't see it
35:47
all they're scared about now is the
35:49
virus
35:50
keep me safe that is their number one
35:53
concern
35:54
our future our economic future our kids
35:57
future we're never going to pay this
35:58
debt back for at least 80 years
36:01
but we don't care because keep us safe
36:03
mommy and daddy please we're we're
36:05
wrapped in cotton wool
36:06
so this is where i'm going i'm going
36:08
against you know if
36:10
biden was going i'll keep you safe
36:12
versus trump whereas trump's going open
36:14
up
36:15
the us has done it so hard and
36:17
especially
36:18
in those states that we're talking about
36:20
where he needs to win yeah
36:21
do you know they're people that going i
36:24
can't go to the diner
36:26
and work i can't feed my family open
36:28
this thing up
36:29
or we're starving we're on the street
36:31
they care more about their jobs and
36:33
earning a dollar
36:35
than they do about getting locked down
36:37
and wearing a mask
36:38
like it's interesting you got two
36:39
different opinions there so
36:42
trump has an appeal with a percentage of
36:45
the demo yeah the challenge will be what
36:47
is that percentage
36:49
and they've done a very good job of
36:51
really
36:52
going to town on biden he's a horrible
36:54
candidate what's he done in the last 47
36:56
years
36:57
hunter biden scandal he's selling out to
36:59
russia he's selling out to ukraine
37:02
he's in china's pockets he does not have
37:04
your best interests
37:05
so he's really appealing to the american
37:08
within the americans
37:09
yeah and that's that's his that's his
37:12
his base i think you're spot on i didn't
37:14
know you were gonna go there but i agree
37:15
with you i hadn't even thought
37:16
the fact that florida was one of the
37:17
worst hit by
37:19
covid and they're one of the ones like
37:21
victorians who are saying let
37:22
us go it's okay we're okay i'm okay to
37:25
be sick
37:26
i need to pay rent and that's and so
37:29
those are the kind of people who
37:30
he needs to win florida and you're
37:32
absolutely right those are the people
37:33
he's going to appeal to the ones where
37:34
he's saying
37:35
don't shut down your state don't do it
37:38
and i think trump's done a phenomenal
37:40
job of bringing down biden
37:41
in terms of bringing him to the point
37:43
where people just go this guy
37:44
is asleep you know is he going to
37:47
survive a full term
37:48
you know there's so much doubt around
37:51
him that he's tried to raise
37:52
and people that are looking at it that
37:54
will appeal to them to scare them
37:56
going you know what i don't even like
37:57
trump but i'd rather him than biden
38:01
there are times too and so i'm going to
38:02
go kind of off-piste here so excuse me
38:04
but and
38:05
i'm getting political so get off turn
38:07
off the tv station if you don't like
38:09
this
38:10
as a pure so i'm neuroscientist
38:13
psychologist so
38:14
one of the things we have to do is we do
38:17
in neuropsych we diagnose
38:18
patients cool i don't have to do it
38:20
often but it's one of the things we had
38:22
to train to do
38:23
there are certain telltale signs that
38:25
somebody is entering a stage of dementia
38:27
now when we say dementia we don't know
38:29
what kind it could be frontal dementia
38:30
it could be alzheimer's it could be
38:32
semantic dementia
38:33
you'd really don't know until someone
38:35
has died and you could dissect their
38:36
brain what dementia they had
38:38
but there are some telltale signs that
38:39
yes someone is getting dementia
38:41
there's going to be issues coming up
38:43
pretty quickly
38:45
multiple occasions i have seen those
38:47
signs whenever i i haven't seen biden
38:49
talk
38:49
often he just doesn't show up and i
38:51
think he's doing that for a reason to
38:52
show
38:53
to say hey trump you do your own thing
38:55
you're gonna lose on your own steam
38:58
but the other part of me now thinks when
38:59
when i see him talk there's been two or
39:01
three times when i've just been watching
39:02
him and my alarm went
39:04
whoa if i was in a suite diagnosing
39:07
somebody and i saw that behavior or
39:08
heard those phrases
39:10
i would very quickly go red flag
39:13
something might be going on here
39:15
and i just keep seeing it i don't know
39:16
why maybe they are talking about in the
39:18
us i haven't been following the news
39:20
stations there but that's a very real
39:22
and i'm not trying to be political i'm
39:24
not trying to be mean i'm not trying to
39:25
be
39:26
he's but i'm trying to be very honest
39:28
when i say i'm not 100
39:29
sure in four years where his mental
39:32
state is going to be
39:33
yeah it's really interesting like the
39:34
the media networks and that's what's
39:35
going on in the state aren't you
39:37
probably not following it but
39:38
you know the the media networks are
39:40
doing an amazing job of protecting biden
39:43
like literally you tune on and
39:45
everything i'm hearing from the states
39:46
at the moment i've got a couple of
39:48
intelligence sources i'll get
39:49
information from just to get a read
39:50
because you know from a business
39:51
perspective if trump gets in on bite and
39:53
gets in
39:54
i'm prepared either way yeah but you've
39:56
got to be prepared either way and you
39:57
can't be hitched you know whatever your
39:58
opinions may be it doesn't matter the
40:01
world changes and you've got to adapt
40:04
but the new sources are protecting biden
40:06
in a phenomenal way
40:08
but they are pumping trump but it's all
40:10
blasting trump why would you trust this
40:12
like they're sledging him
40:14
incredibly hard like it's it's
40:17
phenomenal like he's
40:18
but he's also his name's up in lights at
40:20
every opportunity and that's the other
40:21
thing whenever there's a crisis
40:23
you've got the opportunity to have the
40:24
microphone like dan andrews did
40:26
every day dan andrews has come out and
40:28
like he's got an amazing majority behind
40:31
him like they love him because
40:32
he kept everyone safe even though he
40:34
caused the whole thing he kept everyone
40:36
saying that's crazy to me that's the
40:37
thing i don't get that he still got i'm
40:39
sorry i'm gonna get political again
40:40
he still got the majority favorable vote
40:43
i love him more why
40:45
because literally the only reason we've
40:47
had to go through stuff is because he
40:48
refused to follow the lead of everyone
40:50
else
40:51
so it's we can trace it right back to
40:53
him the reason why we had a second
40:54
shutdown
40:55
and b this is this is almost what we
40:57
were talking about last week it's almost
40:59
stockholm syndrome-ish
41:00
where we're thanking the guy who has put
41:03
us
41:04
in a pseudo prison and we're so happy
41:07
when he gives us little trinkets and
41:08
here's a little bit of food and it's
41:10
like no that is
41:12
that is dangerous and that's nonsense
41:15
never be happy when somebody takes away
41:17
your rights even if it's to save your
41:19
life
41:20
do not be happy about it rebel against
41:22
it be angry about it
41:24
and when it's all said and done you're
41:25
done now i can see so we were talking
41:28
about this the other day
41:29
militarily we're in a different camp
41:31
when it comes to protecting citizens in
41:33
a country
41:34
due to some sort of external incursion
41:36
or war
41:37
we're in a whole new ball game because
41:38
we're talking weapons we're talking
41:39
economy that matters
41:41
but when it comes to health it is not
41:43
the job of the government
41:46
to save your life it is not otherwise
41:49
all health care around the world should
41:51
be free you should be mandatory checkups
41:53
mandatory vaccines and i know there are
41:55
some people out there who believe in
41:56
this stuff
41:57
but from a back end it just doesn't make
41:59
sense that a
42:01
group of people can dictate you act
42:04
breathe
42:04
inject do anything in a very specific
42:06
way that's the point of
42:08
personal freedom is you now get to
42:10
choose
42:11
the decisions you make to say yeah i
42:13
might get sick if i go out
42:15
but that's my choice but i think that's
42:17
also the distinction with
42:19
between a trump and a biden as well
42:21
there's an opinion there as well like
42:22
one's probably a little bit more
42:23
liberating than the other
42:25
and they've got some opinions on that
42:26
but look mike look i i think it's going
42:28
to be phenomenally close
42:30
look i think everyone's everyone's you
42:32
know the smart money is going biden
42:34
i'm going to go against it i know i'm
42:36
the outsider and i'll put my name to it
42:38
i'm trump
42:39
um small chance of him getting up but
42:41
that's that's where i'm going here's the
42:43
horse for isn't it darby day today or
42:44
tomorrow it's tomorrow
42:46
that's it it's cup day cup dancing
42:50
speaking of some of the biggest events
42:52
on the planet
42:54
this was one of the biggest events ever
42:55
to hit the super bowl
42:57
it is none other than apples 1984
43:02
over to you jake
43:15
today we celebrate the first glorious
43:18
anniversary of the information
43:20
purification
43:21
we have created this time in all history
43:26
a garden of pure ideology
43:29
where each worker may bloom secure from
43:32
the pests
43:33
for being
43:35
[Music]
43:39
more powerful contributed weapon than
43:40
any fleet or army on earth
43:43
we are one people with one will
43:46
one resolve one cause shall talk
43:51
themselves to death
44:00
[Music]
44:03
on january 24th apple computer will
44:05
introduce
44:06
macintosh and you'll see why 1984
44:10
won't be like 1984.
44:15
this is one of the greatest of all time
44:19
synonymous everyone knows it everyone
44:21
loves it
44:22
and there's a story behind i actually
44:24
went into a bit of research to dig into
44:26
it to
44:26
learn more about the history and how it
44:28
came about do you know the story
44:30
no can i can i take a quick stab at
44:33
something
44:34
you stab away i'll bet at the time out
44:38
this was one of the most expensive
44:39
commercials ever made
44:41
is that true i don't know about cost oh
44:44
dang i would be very interested to
44:46
follow because it just but now okay give
44:48
me the story behind it that was just my
44:49
one thing i was thinking
44:51
so george orwell's 1949 novel 1984 that
44:55
that was a dystopian future and that was
44:57
what they'll bring to life
45:00
so there's a again it's hard to get the
45:02
the truth because there's several
45:03
different stories and narratives around
45:05
how this
45:06
ad idea came to life so first of all
45:09
they wanted to introduce macintosh
45:12
the criteria was it's got to be famous
45:15
it's got to be brave and it's got to be
45:16
different
45:17
that was kind of it so that's where they
45:19
went back to george orwell's and aligned
45:21
with the year as well
45:22
so interestingly when the idea came
45:26
to the apple board they said no
45:30
steve said if you don't pay for it i
45:33
will
45:34
steve wozniak as well they were going to
45:35
fund at 50 50.
45:37
yeah they loved the idea like they were
45:39
backing this horse
45:41
didn't get to that apple actually funded
45:43
it and went live
45:45
they only paid for one spot
45:48
in the super bowl yeah they were the
45:50
first brand
45:52
to build a super bowl ad
45:55
now you look at every ad in the super
45:57
bowl they everyone builds super bowl ad
45:59
but apple kicked this off
46:00
yeah now you can go into it and you can
46:02
go why was it so effective which we will
46:07
oh did you know ridley scott directed it
46:09
i did not
46:11
another another little tidbit another
46:13
little tidbit but
46:14
you go why this goes to story the
46:17
principle around story
46:19
why is story so powerful we've discussed
46:22
it several times
46:24
these ones are really clear
46:27
there's a hero a young lady running down
46:30
with the hammer
46:31
and there's the villain you know it's
46:33
big brother it's technology that's
46:36
controlling everyone else
46:37
there's no freedom there this is where
46:40
apple comes in it's the only
46:42
hope outside of ibm
46:46
that is apple now the thing that i can't
46:49
land with this
46:50
or haven't been able to establish this
46:51
rumor and conjecture that they designed
46:53
this ad
46:54
only to appeal to a few thousand or tens
46:58
of thousands of people
47:00
which are kind of your nerdy demographic
47:02
that will fall in love with this product
47:04
they will become your pillar to grow
47:07
your customer base
47:09
yeah so they only wanted to peel to a
47:11
certain demo
47:12
so they could get their customer base
47:14
and grow from there
47:15
that is incredibly brilliant if you're
47:17
doing that because you're getting raving
47:18
fans
47:19
and you're starting from somewhere
47:20
rather than trying to appeal to mass
47:22
now i'm not sure if that's true or not
47:24
because i felt especially after it went
47:26
live
47:27
it had mass appeal people were talking
47:29
about this ad
47:30
they were talking about these ad as much
47:32
if not more than the super bowl
47:34
yeah so i i don't think it's true but if
47:36
it was it's still incredibly it's
47:38
brilliant
47:39
but yeah look there's so much to love
47:40
about they've told a brilliant story it
47:42
was so
47:43
different to what was it was so
47:46
different it really broke new territory
47:48
it broke new ground
47:49
and it told an amazing story in a really
47:51
simple way
47:52
yeah and when you go back this is one of
47:54
those perfect contextual things is when
47:55
you go back
47:56
to when it was made it's like die hard
47:59
if you have a kid watch die hard now
48:00
they're like eh
48:01
that's okay but they don't realize that
48:03
no before die hard no movie did that
48:06
now every movie does it so they're sick
48:08
of it but they didn't realize that that
48:09
was
48:10
it and that's the same with this is i
48:13
can't
48:13
recall before this commercial coming out
48:15
any commercial being
48:17
a film before being very clearly shot
48:20
like a film
48:20
edited like a film presented like a film
48:23
most commercials were still at the stage
48:25
of
48:27
here's a product here's a price come to
48:29
come get that product like the sales
48:31
pitch this was different
48:34
at the time now we're so used to
48:36
commercials being like this that we
48:37
forget
48:38
that we don't recognize that oh it's one
48:39
of many no it was one of
48:41
only one and so super ridiculously
48:45
powerful in its in its visuals and its
48:47
storytelling
48:48
and oddly enough it's aged
48:52
very well in that the 8 1984
48:55
film stock that they used and for some
48:57
reason they must have lost the original
48:58
film stock because now all they have all
49:00
i can find are cheap
49:01
digital vhs knockoffs that only enhances
49:05
it
49:05
for whatever reason that age that 80s
49:08
age of it
49:09
makes it even better it's still good to
49:11
this day
49:12
with the grain with the grit with the
49:14
little lines on the top and the bottom
49:16
so it's one of those odd things because
49:17
they were telling a story for a time
49:19
it suits it as we get older and look
49:21
back on it it fits that time more and
49:23
more and more
49:25
the one trippy thing with this
49:26
conversion like you can't fault it i
49:27
it's
49:28
it's got to be best of the best of all
49:30
time this is gold class stuff here
49:33
the big joke though to me on my end is
49:35
so the entire point is about
49:37
individuality and freedom breaking away
49:39
from the mold you can be yourself
49:41
over here and it's i i i don't know if
49:44
the irony
49:46
has struck them but the biggest cause of
49:50
non-individuality and conformative
49:52
conformism conformity and
49:55
uh um uh echo chambers all this
49:58
is computers is especially mac mac has
50:01
built such
50:02
an unbelievably united singular front
50:06
that the very thing like apple macintosh
50:08
people are all
50:10
it's like a cult they're the same types
50:12
of people and this idea that this is
50:14
going to give you individuality
50:15
somehow has morphed into nope you're now
50:18
an apple person
50:19
i i hope the irony isn't worn off that
50:22
this thing that was meant to be one
50:24
thing
50:24
literally just led people down it's like
50:26
when when when a bunch of
50:28
alt-rock people listen to a rock band
50:30
like i'm cool because i listen to weezer
50:31
and they don't realize that no all all
50:33
rock people are listening to weezer
50:35
that's just a different group
50:36
you're still in a group you just happen
50:37
to be over here you're not independent
50:39
it's the same thing with this apple
50:40
became its own little big brother
50:43
and now someone else has got to step up
50:44
and say aren't you ready for something
50:45
different
50:47
yeah look mate you spot on as always dr
50:50
j
50:51
but like one of the greatest of all time
50:53
tells an incredible story
50:54
hero violin but very different but very
50:57
simple you only have to watch it once
50:59
and you've got the story it landed and
51:01
you want to talk about it
51:03
you wanted to go did you see that what
51:04
was that about wow what's apple
51:07
that is what the effect they were
51:09
looking for and that's what they got
51:11
but dr j looks like my camera is
51:13
freezing and everything's happening
51:15
so look at that slo-mo you're a thrower
51:19
here he comes
51:20
oh
51:24
let's call it a day let's see what
51:26
happens in the u.s election
51:27
you're gone biden i've gone trump and uh
51:31
we will see who the victor and next next
51:33
time blast from the past i've got
51:35
another super bowl favorite i'm gonna
51:37
select it
51:38
perfect all right thank you bye
51:41
everybody
51:42
thank you dr j speak soon until next
51:44
time
51:45
over and out
52:00
[Music]
52:07
you