Comments on: Be There http://no-mans-blog.com/2009/07/17/be-there/ Asi Sharabi's Private Selections Tue, 17 Jan 2012 21:19:30 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: cinderella fancy dre http://no-mans-blog.com/2009/07/17/be-there/comment-page-1/#comment-313229 cinderella fancy dre Tue, 27 Jul 2010 16:52:16 +0000 http://no-mans-blog.com/?p=1116#comment-313229 I think you are all over thinking it. For the demographic that the ads are aimed at, it is really the case of them seeing it and thinking that could be me. You never go broke underestimating an audience as Barnum said. I think you are all over thinking it. For the demographic that the ads are aimed at, it is really the case of them seeing it and thinking that could be me. You never go broke underestimating an audience as Barnum said.

]]> By: michael http://no-mans-blog.com/2009/07/17/be-there/comment-page-1/#comment-234744 michael Mon, 27 Jul 2009 16:28:24 +0000 http://no-mans-blog.com/?p=1116#comment-234744 I'm gonna set aside my comment on the "documenting" topic b/c I think it is something that is here to stay for a long time. With the 3GS & HD Flips, it will no longer be about how awesome the photos were from the party, but about how awesome the videos were... and then the mash-up of all the videos & photos and so on. What I do want to comment on is the Smirnoff spot. I'm with Nathan. This idea that Smirnoff gets any type of positive association from the fictional hipster flash-mob is a serious stretch. You can drop a can of Pepsi into that ice bucket and it's the same spot. I think this spot (and many others like them since i've noticed a trend) assumes that the audience just mindlessly says "Oooh, they are having so much fun! I need to drink some Smirnoff Ice and i can be 'crazy' too!" Create the experience that will let your customers value the fact that they were "there" and do something with all the content they created, instead of making one up with pretty people and turning it into a :30 spot and then you've got something (all though this strategy is currently jumping the shark as we speak). I’m gonna set aside my comment on the “documenting” topic b/c I think it is something that is here to stay for a long time. With the 3GS & HD Flips, it will no longer be about how awesome the photos were from the party, but about how awesome the videos were… and then the mash-up of all the videos & photos and so on.

What I do want to comment on is the Smirnoff spot. I’m with Nathan. This idea that Smirnoff gets any type of positive association from the fictional hipster flash-mob is a serious stretch. You can drop a can of Pepsi into that ice bucket and it’s the same spot. I think this spot (and many others like them since i’ve noticed a trend) assumes that the audience just mindlessly says “Oooh, they are having so much fun! I need to drink some Smirnoff Ice and i can be ‘crazy’ too!”

Create the experience that will let your customers value the fact that they were “there” and do something with all the content they created, instead of making one up with pretty people and turning it into a :30 spot and then you’ve got something (all though this strategy is currently jumping the shark as we speak).

]]> By: nathan http://no-mans-blog.com/2009/07/17/be-there/comment-page-1/#comment-232159 nathan Tue, 21 Jul 2009 11:01:05 +0000 http://no-mans-blog.com/?p=1116#comment-232159 to record a situation you have to remove yourself form it = not being there. anyway, those adverts are fucking shit. crowd + 'spontaneity' = fail. to record a situation you have to remove yourself form it = not being there. anyway, those adverts are fucking shit. crowd + ‘spontaneity’ = fail.

]]> By: anthony http://no-mans-blog.com/2009/07/17/be-there/comment-page-1/#comment-231822 anthony Mon, 20 Jul 2009 21:11:11 +0000 http://no-mans-blog.com/?p=1116#comment-231822 hey asi. I agree, generally. I wrote before about why every single party is fancy dress, and why we've all become like bad japanese tourists mindlessly snapping away without actually experiencing. I think it's something to do with the overall perception of quality of an event being made up of 2 things: experiences + available documentation. in the old days documentation was little (no cameras, no sharing), so the best nights out were the ones that were actually the best. nowadays, if you want to be known for the best party, you need it to have the best pics, that everyone will see. Which is why fucking everything is fancy dress. doubtless there will be a throwback trend to more secret no cameras allowed parties and other such crap. hey asi.
I agree, generally. I wrote before about why every single party is fancy dress, and why we’ve all become like bad japanese tourists mindlessly snapping away without actually experiencing.

I think it’s something to do with the overall perception of quality of an event being made up of 2 things: experiences + available documentation.

in the old days documentation was little (no cameras, no sharing), so the best nights out were the ones that were actually the best.

nowadays, if you want to be known for the best party, you need it to have the best pics, that everyone will see. Which is why fucking everything is fancy dress.

doubtless there will be a throwback trend to more secret no cameras allowed parties and other such crap.

]]> By: asi http://no-mans-blog.com/2009/07/17/be-there/comment-page-1/#comment-231692 asi Mon, 20 Jul 2009 14:11:26 +0000 http://no-mans-blog.com/?p=1116#comment-231692 Cheers, paulina, udy, andy I think that I had it wrong... maybe what's changing is our ideas of "being there"? maybe the obsessive (not being judgmental) pic taking and tweeting etc is becoming part of being there? BTW, i'm not sure this conversation has anything to do with Smirnoff' strategy and insights. The strategy as I understand it is just about 'unforgettable moments'... Cheers, paulina, udy, andy

I think that I had it wrong…

maybe what’s changing is our ideas of “being there”?

maybe the obsessive (not being judgmental) pic taking and tweeting etc is becoming part of being there?

BTW, i’m not sure this conversation has anything to do with Smirnoff’ strategy and insights. The strategy as I understand it is just about ‘unforgettable moments’…

]]> By: andy http://no-mans-blog.com/2009/07/17/be-there/comment-page-1/#comment-231601 andy Mon, 20 Jul 2009 11:17:04 +0000 http://no-mans-blog.com/?p=1116#comment-231601 It's a really interesting case study. I'm not sure I personally agree that documenting and sharing experiences is more interesting than being there. It depends on your motivations I suppose. I do agree that the ability to share, realtime has changed everything, but not always for the better. I went to see It Felt Like a Kiss in Manchester at the weekend. That was definitely an experience to enjoy in the moment and not compromise by connecting with the outside world. To do so would have broken the spell. Of course, ALL experiences can become stories - and therefore social currency - but sometimes being entirely 'there' is more engaging than being other places at the same time. The joke of course is that by condensing this insight into an advert, the story becomes the focal point and the experience is a manufactured myth to tell that story. Adland: Be there. ;) It’s a really interesting case study. I’m not sure I personally agree that documenting and sharing experiences is more interesting than being there. It depends on your motivations I suppose. I do agree that the ability to share, realtime has changed everything, but not always for the better.

I went to see It Felt Like a Kiss in Manchester at the weekend. That was definitely an experience to enjoy in the moment and not compromise by connecting with the outside world. To do so would have broken the spell.

Of course, ALL experiences can become stories – and therefore social currency – but sometimes being entirely ‘there’ is more engaging than being other places at the same time.

The joke of course is that by condensing this insight into an advert, the story becomes the focal point and the experience is a manufactured myth to tell that story.

Adland: Be there. ;)

]]> By: Udy http://no-mans-blog.com/2009/07/17/be-there/comment-page-1/#comment-230906 Udy Sun, 19 Jul 2009 08:07:25 +0000 http://no-mans-blog.com/?p=1116#comment-230906 Just a thought. When you're at a lecture/course/presentation and you're taking notes, you're actually saying: I'm willing to sacrifice 10% of being here towards remembering it later and being able to talk about it. Not so different conceptually. BTW, this is coming from an obsessive 'documenter' (photography). What is far more interesting to me is that we document only good things and if you follow one's album/iPhoto you can assume they've only been to birthdays and celebrations throughout life. Have you ever pulled out your camera/phone during a fight with the partner? when someone cries? Just a thought. When you’re at a lecture/course/presentation and you’re taking notes, you’re actually saying: I’m willing to sacrifice 10% of being here towards remembering it later and being able to talk about it. Not so different conceptually. BTW, this is coming from an obsessive ‘documenter’ (photography). What is far more interesting to me is that we document only good things and if you follow one’s album/iPhoto you can assume they’ve only been to birthdays and celebrations throughout life. Have you ever pulled out your camera/phone during a fight with the partner? when someone cries?

]]> By: Paulina http://no-mans-blog.com/2009/07/17/be-there/comment-page-1/#comment-229697 Paulina Fri, 17 Jul 2009 08:42:22 +0000 http://no-mans-blog.com/?p=1116#comment-229697 this is painfully true and it's not only the sharers who miss out on the icing of the moments, but also those there with them - those who share become temporarily absent from the moments really. this is painfully true and it’s not only the sharers who miss out on the icing of the moments, but also those there with them – those who share become temporarily absent from the moments really.

]]>