Check out this 1969 IHOP spot that resurfaced around the internet this week.  It is sixty seconds of wrong, from the polyester-clad balloonatic family tripping through a park in slo-mo to the unfortunate non-breakfast meals served at the table and most of all, the mopey sounding sad clown anthem apparently voiced by a syncopated Toulouse Lautrec on a helium binge.  The tremolo track sounds as if they threaded the projector wrong.  This ad lets its freak flag fly, and the effect is compellingly jaw-dropping…

Go ahead, make the easy drug references and try to explain away the cascading series of bad choices that lend this entire production a feeling of a badly-transferred vintage pharmaceutial ad for schizophrenia. This ad deserves the abuse.  You can try to write it off to an unfortunate era but Led Zeppelin released their first album in 1969 and Neil Armstrong walked on the moon in 1969.  The only plausible explanation could be that people were distracted by social upheaval.

But there’s one part of this experience that makes me wistfully nostalgic for IHOP.  One image that sticks with me that still resonates powerfully for the brand: it’s iconic architecture.  I don’t know if it would be classified as “Googie” or “Populuxe” or both; all I know is that the combination of a Disney-fied Old World Tudor with that steeply-pitched blue roof screamed “International House Of Pancakes” when I was growing up.  It was fun, distinctive and absolutely unmistakable.

IHOP architecture Element 79 Chicago Advertising

Compare then…and now.  And tell me if the rising power of the line-item set doesn’t bum you out too.

By Dennis Ryan, CCO, Element 79


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Jeff Bridges Element 79 Chicago AdvertisingSo the Dude picked up the Best Actor award for Crazy Heart. Huh.  That’s ‘gut-wrenching drama’ for you–Academy types eat it up.  And yet this same group has no nose for comedy, and never has.  All Jeff Bridges got for The Big Lebowski was the ongoing appreciation of legions of dialogue quoting fans, undimmed some twelve years later.  The Dude abides…

Will “Bad” Blake?  I don’t think so.  Oh, his is a dramatic story–talented songwriter loses himself in booze/stumbles into a good-hearted woman/tries to fly right/fails/drinks himself into a puddle/hits rock bottom/decides to get sober/bravely faces one day at a time/the end.  And yet, despite the considerable skills of Bridges, Maggie Gyllenhaal and even Robert Duvall, it was every bit as boringly predictable as it sounds.  Oh it was dramatic–pukingly so–but that’s the problem.  Drama can be so annoyingly formulaic. “I’m an addict–look at my journey!”  ”I’ve got a disease–look at my plight!”  ”I’m a beaten survivor–look at me every freakin’ night on Lifetime™!” Everyday, drama fills the Metro section of every major city’s dying newspaper.  Gather a few talented actors, tell the sad story, then pick out your sparkly dress for the award show…

Now comedy is a whole another animal.  To really work, it has to be new and unexpected.  It can not survive without surprise.  And that’s why comedy has a hard time gaining broad critical mass; it has a thousand niches and a thousand tiny audiences.  Arenas full of people may enjoy Dane Cook; and yet the internet teems with people convinced he’s ‘not funny’ (proof he has been at least sporadically hilarious here).  Almost every Pixar movie ever made qualifies as a comedy, despite the box-office poison of being ‘family friendly.’  And while The Hangover may not be everyone’s cup of tea, it became the third highest grossing R rated film ever in the U.S. last Summer.

People can agree on what constitutes drama: “My, what a terrible choice they gave Sophie.” But comedy comes in all sorts of flavors, from SpongeBob to Borat.  What is hacky and broad to one group is inspired and hilarious to another.  What feels tame to some is waaaay over the line to others.  Worse, you need surprise in your material, which makes comedy really, really hard.

None of this amounts to particularly fresh insight of course,  But it hopefully adds context to why for me, the big acting performance of the weekend didn’t happen Sunday night on the Oscars but Saturday night on pay-per-view.  My wife and I ordered the uneven, but largely funny The Invention of Lying. In this slight film, the singular delivery of Ricky Gervais stands as a far more jaw-dropping achievement than the dramatic drunkenness of even the likable Jeff Bridges.

Gervais is pants-wettingly funny.  He delivers lines brilliantly, but what he does perhaps better than anyone on the planet, is react.  His reacting skills tower above the norm.  He can deliver the quick reaction with great style but he’s far more amazing when dissembling over the course of ten to thirty seconds, doing nothing more than reacting with a constant stream of inventive nuance.  In an industry thick with action heroes, he is the definitive re-action hero.

Invention of Lying, Element 79 Chicago AdvertisingIn the scene pictured at right, Gervais has just convinced his unrequited love that sex outside of marriage is a no-no, thus ruining Rob Lowe’s character’s designs on her.  For a moment, he is the picture of smug self-satisfaction until he opens his birthday card and finds her handwritten coupon for birthday sex.  Caught in his own web, his face meticulously catalogues the slow realization of his error over the course of twenty-two hilarious seconds.  It is nothing but a reaction shot, executed by a virtuoso master of the art.

And in that reaction, that pitch-perfect, undeniably fresh and surprising reaction, Ricky Gervais reveals the depth of his truly remarkable talent.  Even if it’s not the kind of performance that will win him an Oscar.

Comedy like that sticks with you.  Ricky Gervais abides.

By Dennis Ryan, CCO, Element 79

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That’s right–Sunday night I skipped the show and conducted an experiment: just how different would it be to experience the Oscars in a crowdsourced way, by logging onto Twitter and only following anything with an #oscars hashtag?  Would it be as interesting to hear other’s thoughts about hosts Steve Martin and Alec Baldwin instead of developing my own?  Would the community discussion influence how I felt about the ridiculously-addendumed title “Precious: Based on the novel “Push” by Sapphire”? Would I be more involved with an annual event I find leaden and boring?

No.  No.  And no.  Experiencing the Oscars via Twitter doesn’t change much at all, aside from robbing one of seeing the dress Charlize Theron wore that apparently featured Cinnabons as pasties.  In the end, I lasted about an hour and a half before snapping off the laptop and heading for bed…which pretty much mirrors how I experience the show on TV every year.

Twitter isn’t a replacement medium, it’s an adjacent medium–a way to add sociability to an otherwise snoreburger fest of sitting in front of the tube and waiting for something to happen.  In the totally ephemeral 140 characters of @waxgirl333: “#oscars would be so boring without twitter”  She’s right–it brings an engaging new layer to passively watching any major telecast, whether it’s the Academy Awards or the Super Bowl or the Olymics (Curling?  Yes.  Hockey?  No–the game moves waaay too fast.).  During the long, boring stretches, you can check Twitter and see if anyone has something snappy to say.

Ultimately, the show didn’t hold my attention for three or four hours, but then again, few things do.  That said, from the literally tens of thousands of tweets that popped up during my shortened stint, here are twenty favorites:

@
trentvanegas LMAO!!!! As did the rest of the viewing audience #oscars RT @EW At Elton John party: The whole crowd just gasped at the sight of Judd Nelson

@
tommytrc RT @DonaBogart: Ouch. The John Hughes Tribute made me feel very old. #oscars

@MC1487 The song “Thank Heavens for Little Girls” will always creep me out, no matter the context. #Oscars #CreepyCreepy

@JacqKD Funny how Taylor Hackford doesn’t mention “Texas Chainsaw Massacre” in his career. #Oscars

@lilnerdette RT @popcandy: Actually, here’s a place where you can watch all of the animated shorts: http://bit.ly/j0KyP

@SuburbanTurmoil Hey Rachel McAdams. Grandma called. She wants her curtains back. #oscars

@ianedgar Weird racially profiling direction. Black people react to other black person winning prize! They must be so proud. #oscars

@TheOnion: King Latifah Returns For Wife http://onion.com/78XfU7 #Oscars

@matthewcrosby Not seen Precious but it looks like the world’s most depressing Eminem video #oscars (via @sonnypike)

@mtgcolorpie Coming up: Tyler Perry, Sarah Jessica Parker and a salute to horror films. My favorite sentence ever. /throws up

@TheDaveCarlson “Well I already have two of these” is the FAIL of the night. #oscars

@kateritchie Did charlieze not think before placing two cinnabons on top of her chest? Stylist fail. #oscars

daddyscratches I can’t remember ever seeing so many painfully sharp-looking shoulder blades and frightfully tissue-free collarbones in one place. #oscars

@moviecricket #oscars 12 down, 12 to go. Settle in, folks. On the bright side, no musical numbers since Neil Patrick Harris.

@quinnnorton: Have just realized this is the original awkward reality show. #oscars

@sreenet: Avatar: The second time you watch it, the special effects get better, but the acting and dialog get worse. #oscars

@NOLAnotes This co-hosting thing is not doing it for me. Two talents squandered instead of the usual one. #oscars

@nowtoronto Best way not to get your acceptance speech cut short: “Thirteen years ago, the doctors told me I wasn’t going to survive …” #oscars

@akmcquade Why isn’t bob costas explaining the difference between sound mixing and osund editing? #shutupcostas #oscars

@andylevy The first four hours of this show have really flown by! #oscars

By Dennis Ryan, CCO, Element 79

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Technology makes this a halcyon time in human development.  Medicine advances mightily on nanotechnology, computing speed and power doubles at such a stunning rate as to confine hardware to a state of perpetual obsolescence.  My smartphone makes me feel stupid…

BetterMe.com Element 79 Chicago Advertising

Well, not 'say' so much as 'type'

But like most things in life, technology’s benefits can be a double-edged sword. Our unprecedented digital interconnectedness made possible through web 2.0 creates both amazing opportunities for human good (after two weeks, people texting “90999″ to benefit tbe Red Cross’ Haitian relief raised $8 million, $10 at a time) and ugly examples of our basest impulses (browse the comments below basically any agencyspy.com post).

Which is why I can’t help but view a new website called “BetterMe.com” with deep suspicion.  Its premise is depressingly unassailable: “open, honest communication is crucial, but not always easy.”  Think about that–their entire business plan relies on our fundamental gutlessness when it comes to telling hard truths.  BetterMe’s solution is anonymous opportunities to give, get and solicit feedback on any issue you’d like, from the professional (how would you rate my presentation style?) to the personal (how would you rate my hairstyle?).

Browsing through the site, the creators clearly intend this as a helpful tool.  Under a page titled “Why it Works” they cite the power of anonymity and privacy to encourage genuine honesty and honest, constructive feedback.

But are we really so spineless that it has to come to this?  Is honesty so difficult that we need this crutch to learn what people really think?  Good intentions notwithstanding, will something like this be used for good or perverted for evil?  It’s like the promise of time travel: would you use it to go back in time and stop Hitler or bet on Superbowl games since you know the outcome?

There’s a reason the expression is “Face it.”

By Dennis Ryan, CCO, Element 79


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Mary Jo Foley, who regularly blogs on ZDNet regarding all things Microsoft, wrote a post yesterday describing how CEO Steve Ballmer neither confirms nor denies any purchase interest in Twitter.  Responding to a question on Tuesday about whether he might buy the microblogging service outright, Ballmer did little more than top line pro and con arguments.  In just five sentences, he used “not clear” twice and “far less clear” once.

In an earlier time, this kind of non-response response would suggest he’s dodging the question.  But these days, there’s a very good chance the Microsoft leader is doing something far cagier…

He may be crowdsourcing it.

With all their resources, Microsoft can get a raft of M&A analysts on the job in no time (and no doubt already has).  But as Ballmer goes on to say in his (non)response, “…as an independent, they have a lot of value and a lot of credibility, I think, with their user community.  Would they have that same credibility with the user community if they were captive?  Not clear.”

Should Microsoft Buy Twitter, Crowdsource, Element 79 Advertising Chicago

For those keeping score, that was his third “not clear.”

My supposition doesn’t mean he can’t make the decision on his own–quite the contrary.  Ballmer definitely will make the call.  But he might not be at that point yet.  Raising the issue might be a brilliant tactic to quickly amass informed opinion from a huge diversity of viewpoints–a treasure trove of input unfettered by corporate myopia and much more representative of the marketplace.  Just by suggesting the argument, someone of his stature fires online debate among informed and passionate industry pundits and opinion leaders.  In short order, he will be able to assess a wide spectrum of prevailing thinking on issues like how Microsoft might leverage Twitter, how it could evolve this new asset into a ‘real time search’ unit, and how to align social-computing technology into Windows.  Best of all, these perspectives come fast, cheap, and readily accessible.

Crowdsourcing opinion in this manner makes smart business sense.  The final purchase opinion will be his, but the information informing it could come from sources far and wide.

That much IS clear.

By Dennis Ryan, CCO, Element 79


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CTA Bus, Eastbound 290

On the plus side, they don’t belabor strategy and display admirable focus…

By Dennis Ryan, CCO, Element 79

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If you are in your forties, you remember the early days of cable television when it did not carry commercials. And if you’re now a parent in your forties, you recognize just how saturated Disney Channel, Nickelodeon and the rest have become with their non-stop barrages of pop-up ads and relentless cross-promotion.

Marketers voraciously consume any platforms that aggregate a market, be it through broadcast or narrowcast.  Thus Fan pages and the ever-expanding reach of Facebook Connect, CMO Twitter feeds and iPhone apps.  It’s impossible to deny that advertising messed up cable when it was a nascent phenomenon, just as it will soon mess up Facebook, Twitter, et al.  That’s already begun to happen as those platforms scramble for ways to cash in on marketing dollars and ’synergies’, but at the moment, the larger threat to Social Networks is legislation.

In Erik Sass’ provocative piece for MediaPost, he describes how the FDA is investigating the way over-the-counter pharmaceutical manufacturers leverage social media.  This government body has already announced that they are considering imposing a code of conduct; a possibility that prompted the Word of Mouth Marketing Association (WOMMA) to submit its own voluntary standards in hopes of fending off legislation.  The result has been loads of theoretical conjecture and debates over the limits of various marketers’ “spheres of influence.”

Pharma messages have always carried heavy legal constraints.  If you watched the Olympic coverage of the Four Man Bobsled Finals, you saw three different pharma ads for three different products, each saddled with a disclaimer that mentioned the same potential side effect of “suicidal thoughts.”  That’s a pretty strong deterrent in an erstwhile sales message; “On second thought, maybe I’ll just learn to live with my Restless Leg Syndrome, Doc…”

And so regulatory agencies will try to clamp down on social network messages, an act that will inevitably expand beyond marketers to influence and limit individual networking.  Safeguards, filters, guidelines: right now, they are set at the platform level but soon, expect to see them emanating from regulatory bodies.

I don’t think this because I’m a pessimist, it’s just that I’ve seen it before.  You know, back when MTV aired music videos.

Yeah, I know.  I’m in my forties.

By Dennis Ryan, CCO, Element 79

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I haven’t watched a full hockey game in thirty years.  But yesterday, I tuned the car radio and listened to the gold medal game between Team Canada and Team USA from the moment the puck dropped.  As soon as I got home, I joined my wife who was already watching it on NBC  (she hasn’t watched a full hockey game since never).  For sixty-seven minutes and forty seconds we followed the puck, cheered the precise agility of the skating, and marveled at the reactions of the goalies.  We loved the game.

So did tens of millions of other Americans and essentially, the entire hockey-mad country to our North (early ratings numbers here).  For a people who learn to skate before they walk, the Canadian hockey obsession makes obvious sense.  But Americans largely ignore the game.  Last year’s NHL All Star Game drew a measly .8, literally losing to reruns of Murder She Wrote in the ratings.  As far as popularity on TV goes, the NHL ranks tenth behind the NFL, NASCAR, College Football, College Basketball, MLB, the NBA, the PGA, Boxing and the UFC.  True hockey fans hope that the excitement generated by this thrilling game will bring new fans to the sport and they may be right.  I certainly plan to tune in to more Blackhawks games, given that our winger and center scored 40% of the goals in the Olympic final.

Jumping on a bandwagon can be a hill of fun.  That’s why so many of us do it.  The city-wide excitement championships generate is the single best aspect of professional sports.  Joining a majority and cheering in unison my be the total opposite of independent thinking, but it sure feels great.

So great, it would be nice not to consign that feeling to once every four years.  To that end, Go Blackhawks!

By Dennis Ryan, CCO, Element 79

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Today, Element 79 officially enters its ninth year.  As is our custom, we celebrate this with our own holiday, Founders’ Day: a celebration of the spirit of those who began this agency and those taking it into new and game-changing places.

See you again Monday.

By Dennis Ryan, CCO, Element 79

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If you watched the news during the late 80’s, perhaps you too wondered “Just when did pitbulls stop biting people?”  We seemed to go through a couple of months there when pitbulls were biting everything: tearing through titanium, ripping children out of nurseries and basically behaving like canine Nazis.

Then, as quickly as the stories started, they stopped and we went on to other lasting things like acid washed jeans and Yahoo Serious.  The ugly truth was this ’story’ was part of a coordinated PR effort to draw more attention to the American Humane Society.  Unfortunately, it resulted in character assassination for a notably courageous. loyal and yes, loving breed.

But that’s the nature of PR and trends: they burn hot and furious, then die to be replaced by a new flame.  And maybe that explains why it seems like no one is talking about the iPad anymore.  Two or three weeks ago, you couldn’t get away from the thing; every blog, news story, and tweet breathlessly reported some new aspect of this technology that was going to change the way we did, well, everything.

Eventually, cooler heads considered it and asked “1 GB of memory?”  ”No camera?”  More damningly, despite Steve Jobs’ bluster about how “Flash sucks,” essentially all web video uses Flash, so without that capability, the iPad will be severely hampered as a web surfing tool.

Yes, someday it will create a viable new category between laptop and smart phone.  Maybe even a version or two from now.  But more likely, much like the Newton eventually begat the iPhone, the iPad will inevitably beget something people actually want for more than two weeks.

You know, something that becomes a brand, not just a Google trend.

In a world where opinion enjoys a mass channel, brands need word of mouth that’s not just positive, but sustainable.

By Dennis Ryan, CCO, Element 79

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