The Captain Morgan Workout is a keen reminder to the function of entertainment within selling.

In an oversaturated world where people are motivated by the cost of their media buys to maximise product information within every square inch or second of airtime, we sometimes forget how important it is to connect with who we want to talk to, and leave something memorable behind.

Like the success of Old Spice, the workout video lambasts stereotypes with hilarious irreverence. Fantastic fodder to share with friends for a good laugh.

Note also that it does not say anything whatsoever about the product, but creates an entire atmosphere of good fun and humour, which I guess should be the experience of drinking Captain Morgan’s anyhow.

‘Rum’ ranks as number 72 on JWT’s 100 things to look out for in 2011 - what a great time to revitalise Captain Morgan’s brand image.

Will he be cooler than Captain Jack Sparrow this year?

A nice truth I heard in an advertising course some years back is that we are called suits because we need to wear suits of armour to work every day. Cast your MadMen ideals out of the window please.

Cynicism, I believe, is a journey that many Account Management people will run into. In an industry where the glamour and pow is driven by sheer creativity, Account people seem to be the ones thanked as incidentals. Usually for ‘selling the idea’ through, and ‘managing the client’.

When a seemingly brilliant, award-winning idea does not fall through, it is normally the Account peoples’ faults, rather than factors such as budget, brand direction, or the communication flow within the client’s organisation. It seems to be a thankless job that has been liked to 2 other jobs - either an army sergeant (that is sandwiched between subordinates and superiors), or a sex worker (who just gets fucked all the time).

So what is the role of the suit? To sell like a used car salesman? To smoosh with clients and try to suck up to them all the time? Sounds like an Ari Gold type of slimebag if you ask me. No wonder nobody likes or trusts Account people.

In the spirit of Pedigree’s campaign from some years back, this post says ‘We’re for suits’. The quiet ones, the loud ones, the brash ones, the ones that stay till midnight to get an excel sheet populated.

I’m happy to have come across THIS POST at adlandsuit, which puts things into perspective on what this job is all about. Dan Shute’s interview with Mark Lund place many things in perspective,

No, I’ve never dreamed to be a suit, nor do I know if I will stay as one for the rest of my career. However, despite the relatively lower barrier to entry, it is not a job for everyone.

(Image ripped from Digital Agency Blog, ripped from Dilbert)

Derek Sivers, founder of CD Baby, gives a quick but inspirational talk on how movements are born.

The video he uses as a guide is a great illustration to the inception of a movement - a lone crazy guy dancing while onlookers watch. Sivers takes us through the step-by-step process of how from one nutcase the scales tip, and the crowd soon catches on.

The most common example that comes to mind is the craziness of the Apple cult, and the suspicion IBM consumers must have had at the beginnings when the Mac was launched in 1984. In hindsight, some of the best movements would probably have started out as crazy ones, as celebrated by Apple in the classic ‘Think different’ ad.

The main takeout from Sivers that resonates with me are the initial 2 steps upon the start of the movement - the courage to follow through the movement you started, while at the same time embracing the first followers as equals.

These are interesting considerations in terms of application within a social marketing context. The ‘as equals’ bit is particularly important.

To me, the central theme in Sivers’s benchmarks of success is the constant state of egalitarian communication between the leader (in this case, the brand) and the follower (the consumer).The result is a constant state of mutual engagement - like the nutter who started the dance by himself, he finds himself dancing on the same level of silliness with the first few followers, rather than trying to show them how it is done.

The TED talk from Dan Cobley about the parallels between physics and marketing, Cobley cites an example of how the movement you begin can and will be taken out of control on the social web. This ties in perfectly with what may possibly be the best follow-through action of the movement you begin: allow it to evolve and accept input from the members to make it their own.

It is certainly a tall order, considering the ironclad guidelines of most large brands who need to weigh the ROI of any marketing effort and weigh the balance of satisfying sales targets whilst building the brand long-term. Flowing with an open, uncontrollable but rich vastness of the world’s netizens sounds like a crazy idea, though on the flipside, keep in mind that you had the gumption to launch a movement in the first place.

How important is music in a TVC? In cases like this, it makes the execution the idea.

Found this series of faves called ‘Courage Wolf 3’ at meh.ro, which then led me to the MEME GENERATOR.

Great collection of funny captions to striking images (like the one above) submitted, collated and ranked.

Here’s another of my faves.

Imma let you finish.

The latest slew of Old Spice ads deserve the highest honour: imitation. Here’s a really good one from the Harold B. Lee Library.

I’m on a cart. Hyaaah!

(From The Inspiration Room)

A fresh talk from June in Cannes, Clay Shirky shares an interesting concept called ‘Cognitive Surplus’, which in my understanding, is a shared developmental combination from peoples’ passion, free time and creative contributions.

While we are witnessing open source collaborations on a global scale, I am also interested that human beings are increasingly being active participants of both consumption and creation - another one up for the feedback loop argument opposing a one-way information flow to a couch potato.

If we are to engage consumers with, as Shirky puts, ‘a spirit of generosity’, then it is also a good reminder to us that everything again is not about short-term goals and immediate ROIs. The example of Ushahidi (I definitely want to learn how to use this) hearkens to a shift that brands can replicate more of - moving into a collaborative, ‘enabler’ space, where the attraction lies in an altruistic aim as opposed to an obviously profitable one (well, as close as altruism can get in a capitalistic environment).

In short, I think when big brands help us do cool shit without asking for anything in return (and something with longevity please), everyone wins.

Here’s a hyperlink I’ll be checking back on often when I have time. Interbrand offers a wealth of free information on their website with papers/articles written by gurus within the agency network.

In a not too distant past I attended a short advertising course for junior suits - I remember one of the lessons I learnt was about maintaining the ‘mystique’ of the industry.

By opening up their knowledge banks, Interbrand flips this lesson on its head. In my view, it’s a great way to train up a smart, more effective clientele (plus potential employees), and also a great way to demonstrate vast industry expertise. A good win-win combo in a social media age.

PSFK is putting together this cool series of vids that collect nuggets of insight and experience from key planners they’ve come across. 

2 videos are up so far - linking you to the youtube pages:

Video 1: Intuitive Problem Solving

Video 2: Communitcating Ideas