Thursday, August 4, 2011

Chuck Bartowski: Nerd Herder



It has been said that television is a mirror of our society, but in some ways it works more like a barometer or a heart monitor than a mirror. Our television shows are more than a reflection of our society; they are a forecast, a forecast with its finger on the pulse and beat of out ever expanding and changing culture. When we view television we aren’t looking at other people’s stories we are looking at our stories, we are looking at the story of our society; where we are, where we’ve been, and where we are going.

Television in many ways is like a crystal ball, you can look into it and see people and places that are far removed from yourself, but they look and feel to you as if they are in the very same room as you, or as if you are with them, wherever it is that they are. You can also click to the news and get an idea of what the weather will be like for the coming day or even week. But what if there was a channel for predicting the course of our culture? I say that there is, and I say that that channel is every channel that carries a popular mainstream television show. To illustrate this phenomenon I have chosen one of my personal all time favorite television shows: Chuck.

Chuck is the story of a lowly nerd (aptly named Chuck) employed at a local Buy More (a fictional appliance and electronics store), but all that changes when Chuck’s old college buddy Bryce sends him an email containing all of the CIA and NSA’s intelligence information and other assorted government secrets. When Chuck opens the email all those secrets are downloaded directly into his brain. Two of the government’s top agents Sarah Walker of the CIA and John Casey of the NSA are dispatched to recover these secrets, and just like that Chuck Bartowski goes from being a nobody nerd to being the most valuable intelligence asset in the world, and begins his journey to become a super spy.

While this show may sound fantastic and like an extraordinary situation that none of us is likely to ever find ourselves in, it is still, believe it or not, an accurate reflection of our society. With our societies’ growing dependence on computers, PDA’s, cell phones, and other such gadgets, these coming years are the age of geek. No longer will the traditionally successful and popular people dominate the majority of our focus. Nerds are the new rulers of this, the digital age. You want proof? Look at Bill Gates(Microsoft), Steve Jobs(Apple), Sergey Brin(Google), Larry Page(Google), Mark Zuckerberg(Facebook), and Jack Dorsey(Twitter) just to name a few. These are the nerds. These are the pioneers of our new digital world. But they are just the famous ones. Most nerds you’ll never even hear about. They are the countless code monkeys, tirelessly (thanks to Skittles and Mountain Dew) laboring in the digital trenches. Thanklessly creating everything we now take for granted.

Chuck was one of these nerds; having attended Stanford University he was vastly overqualified for his job in the Buy More Nerd Herd. But it was a job, and he needed the money, so he took it and he got stuck in the daily grind. We are like Chuck. Many Americans are overqualified for the job they now have, but with the tough place the economy is in right now many of those Americans are just happy that they have a job.

My father worked with IGT (International Gaming Technology) for over ten years, until they decided to pack up all their outside branches including the one in Corvallis (and excepting the one in China) and move everything back to the main office in Vegas. They offered him his same position in Vegas, if he went to china for several months to train the new team there, and then he would have to move his family to Vegas in order to keep his job. In the end he decided stay here and tuff it out, and luckily he was able to get a job at HP. But now he’s stuck again, working the nine to five, emails, spreadsheets meeting after meeting, life seems menial and bland. If only he was given the chance he could change the world. Make it better. Save the day.

And THAT is what Chuck is about. Chuck is about an ordinary person placed in extraordinary circumstances that require extreme bravery and heroism to overcome. That is what our society is about. The average person can make a difference. It may not be stopping bombs, or capturing terrorists, like Chuck does. But the world is a better place because of people who you never even hear about.

Be wary of those that you call "nerds"; you'll be calling them "boss" in 20 years. – Bill Gates


Chuck’s own Wikipedia page: http://en.wikipedia.org/wiki/Chuck_Bartowski

               (There is also a great quote on this page by Bill Gates that was just too great not to put in here.)

The TV show’s page on Hulu: http://www.hulu.com/chuck
(I highly recommend you watch it. It’s fantastic.)

Tuesday, July 12, 2011

The Ad Your Ad Could Sell Like




I’m sure we've all seen this Old Spice commercial: A ripped looking shirtless man with a towel around his waist and a tongue like an auctioneer stands in a bathroom and addresses the female population “Hello ladies…” and he points out some other members of the audience “Look at your man. Now back to me. Now back at your man. Now back to me…” Now he’s telling you to do all sorts of things “Look down. Back up. Where are you? You’re on a boat…” then before you know what’s happening he’s holding a seashell and transforming a pair of tickets into a cascade of diamonds. Finally the whole thing ends in him sitting astride a horse addressing you on the superior manliness of Old Spice body wash.

Now, if you’re like me at this point you’re probably laughing your head off. You don’t care that someone just wasted 30 seconds of your life trying to sell you something that you probably don’t even want. Because if you’re like me you just buy whatever’s cheap at Costco… or whatever reminds you of that YouTube video that you’re friend sent you that made you laugh for 15 minutes while you watched it over and over again before showing it to your roommate and sending it to everyone else you know. Because if you’re like me you didn’t see this ad on TV, you either get your entertainment straight from the web or you skip through commercials on your DVR. You saw this ad because someone showed it to you. They showed it to you because it was funny. It was funny because it didn’t do what it was meant to do. It didn’t sell Old Spice body wash, it sold the commercial.  It wasn’t an ad, it was entertainment, entertainment in which the product was a character.

The result? The commercial went viral. While other advertisers spent millions trying to get people to see their ads on TV, Old Spice was getting millions of hits on YouTube because people wanted to see their ad. They were no longer interrupting people’s entertainment to tell them about their product. They were the entertainment, and the product was the hero.

This is a problem for advertisers. They can’t sell us products anymore; we’re getting too smart for that, what they need to sell us now is entertainment. They need to make us laugh, and they need to make us cry. They need to make us want more, and then they need to make us think that their product will give us that more.

But wait, there’s more! The old spice commercial accomplished one more thing that traditional advertising fails to do. It became part of our culture. People would quote it on their Facebook, Twitter and blogs (think about where you are right now). It wasn’t long before parodies began popping up left and right. My personal favorite was the one by the Harold B Lee library at Brigham Young University. It was even parodied on Sesame Street. Old Spice took advantage of this and launched a Twitter and YouTube based ad campaign in which the actor from this ad, Isaiah Mustafa, created personalized responses to Twitter posts and YouTube comments in real time.

The result? According to Forbes, Old Spice’s body wash sales grew 27% in the first six months after the campaign launched. This commercial alone has received more than 30,000,000 views on YouTube, and people are still talking about it.

So, advertisers, look at your ad, now back to mine, now back at your ad, now back to mine. Sadly, it’s not mine, but if it stopped making people sick and made them laugh instead, it could sell like it’s mine. Look down. Back up. Where are you? You’re on YouTube with the ad your ad could sell like. What’s in your hand? Back at me. I have it. It’s the money you could be making if you made better ads. Look again, the money is now diamonds. Anything is possible when your ad sells like an Old Spice ad and not an infomercial. I’m on a blog.


Old Spice | The Man Your Man Could Smell Like - http://www.youtube.com/watch?v=owGykVbfgUE

Parody Video: BYU and the Harold B Lee Library - http://www.youtube.com/watch?v=2ArIj236UHs

Parody Video: Sesame Street - http://www.youtube.com/watch?v=zkd5dJIVjgM


Another article, similar to the one above, but a lot easier to read -http://mashable.com/2010/07/27/old-spice-sales/