Tag Archives: mobile

johnny be good: insights, condoms and comedy

22 Dec

I love the Condom08 campaign – the perfect marriage of real insight, a creative idea and seamless cross platform execution driven by data and user stories. And it’s about sex, and everyone loves talking about sex. Particularly Swedish people having sex.

I’ve been having a bit of discussion about this with perennial provocateur Mister Corbett. His view is that it’s a great idea but it’s not founded on an insight.

“The only disappointment for me is that only 4 out of 10 people felt more positive about condoms. The campaign deserved better than that I think. However the truth is though that, while it is great, it actually doesn’t in anyway actually address the real issues with condoms – that being that they interrupt the experience. It is wonderful creative thinking – but not based around any true insight.  I love the campaign – I just don’t think it is based on an insight, I think it is based on a great idea. That’s not a crime – far from it, it’s fucking great”

I disagree – I think it’s genuinely insightful; it comes from the idea that yes, condom use is interruptive, but if you flip it,  make that moment of interruption positive (you stop to put on a condom and load the app, perhaps while boasting about how great your graphs are going to look, baby) you change it from being an awkward moment to a fun and possibly sexy one.

That, coupled with the insight that people are desperately curious to know what other people get up to in bed – for all we have access to more porn and sex blogs than can possibly be consumed in a lifetime, there’s a little part of every adult that still wonders on some level  ”am I normal...?”* And nothing tells you what’s normal like some mathmatically vague graphs and stats.

(*FYI: you’re a freak. Embrace it. Life is short.) 

So is using the disruption of putting a condom on to feed our prurient interest in what other people do in bed – and secret desire to brag about our own prowess – genuinely insightful?

Is that truly an insight, or is it rather just an observation?

I think a handy way of checking if what you’ve got your hands on is an insight, or rather, a glibly stated fact is to imagine you’re a stand up comedian.

Will what you’re saying make people gasp, turn to their friend and say sotto voce with a delighted squeal   “I do that!”, or “my mum always…”, or are you more like that awkward stand-up whose set is a series of banal observations prefaced with “Have you ever noticed the way that…?”

An insight is the “oh em gee, that’s so me!” moment, the prod to the solar plexus, not the intellectually driven head nod. As Simon Law says,

An insight is a revelation that produces great work
(there should be a degree of “Fuck me. I never thought of it like that!”)

Peter Kay is a fine example. If you’re from the UK and have seen him talking about “the big light”, you’ll know what I mean. He presents the everyday in a way that feels like you’ve never seen it before, but with that telling jolt of recognition.

I’m here all week. Try the veal.

if language were liquid: on new words and ways of writing

13 Oct

The keen eyed amongst you may have observed that it’s been a while since I regularly updated this site.

I can’t pretend anyone’s been begging me to get back on the horse, but by way of an unasked-for explanation, I’d been trying to focus on writing my novel, as though I had a small allocation of words per day, and what remained after the day job must be hoarded.

A last-minute request from Mumbrella (write a piece on Steve Jobs’ contribution to marketing in less than two hours) coincided with another bit of parry and thrust with strategy whiz and occasional internet sparring partner Mark Pollard, and made me realise I’m not taking my own advice.

To become a better writer, one must write. More, and often, in different forms.  So I’m here again with a new approach. Less polish, more speed, more open to discussion. Bang out a post, see what you think.

Let’s dance…

Words. An easy fallback, maybe. I’ve written about this before, but it’s still a rich seam to me. I love the mutability of language and the egalitarian fact that it can be re-imagined and reworked by anyone. Mark Pollard reminded me that Shakespeare invented nearly 2000 words in his lifetime (in a frankly half-hearted attempt to justify his use of “perspectful”) – coining “dictionarians” to imply, I think, fussy rule-makers who seek to collect and legislate language. Language is a shark – it needs to be in motion to stay alive. The OED added 400 words to its last edition, but they tended to be fairly basic, describing simple acts or adjectives, not abstract concepts. And it’s these that I think we’re lacking.

This is definitely a moment in time where our language can’t always cope with the task of describing the world.

There’s a famous story of three learned European theorists who visited the U.S in the thirties. I like to think of them as whitebearded and clad in three piece woollen suits, anachronistic in the land of nylon. They became lost in the endless identically featureless corridors of a brand new skyscraper, and, distressed, remarked that no words in any of the many European or ancient languages they knew could describe this uniquely modern experience.

We are at a similar point of tension between old and new, and this moment cries out for another Shakespeare to help us navigate it. But while Shakespeare’s additions were crisp, juicy and often playful, we’re being swamped with ugly portmanteaus like “phygital”, “wantrepreneur” and “futuretainment’*.

This is a plea for linguists, scholars, people cleverer than I: help us fill these gaps with beautiful and useful neologisms, or the crude and tedious will take over by default.

Where are the needful spaces? Of course, there are ton of gaps around the shifts between on- and offline experience.

In True Blood, (good ideas can come from anywhere, ok?) Eric muses on,

“the strange sensation when reality matches what you pictured in your mind so precisely”.

This could describe meeting someone you’ve formed an online relationship with IRL for the first time, but what would that word be? And its inverse…?

Anyone who’s had dealings with, say, Telstra, or certain government departments may agree that we need a word for the experience of being trapped within the mechanism of a seemingly limitless corporate machine, the rules and logic of which are unknowable and arcane. Kafka-esque feels a tad elitist.

It’s not just the mechanical or virtual; our relationships are changing – the sheer places and number of people we encounter have probably increased a hundredfold compared to a century ago. We’re waiting for language to catch up.

How do we describe, for example, that feeling of intense tenderness and love one has for a person or place moments before leaving it, or them, forever?

If you’re over thirty, you may find the term boy- or girlfriend an unacceptably trivial way of referring to your significant other, while “partner” is too stuffy and businesslike, and “lover” smacks of sexual boasting. Paramour? Mate?

And what about the love of devices we seem to be developing – a friend recently put her iPhone at the top of the list things she’d save from a house fire, and I don’t think she’s alone.  Have humans ever fetishised objects to this extent before? What should we call it? Mobilophila? Objectsession?

Some strong contenders: Forbes offered “Millibillitrilli,” to define the incomprehensibly large numbers touted by governments and in bailout plans.  Edward de Bono suggests there’s a need for the word  ”ebne” which means ‘Excellent But Not Enough‘.

But my favourite neologism belongs to Señor Richardson“hippopotaneuse”- the fattest person in a threesome.

What do you think language is lacking?

*For more of this atrociousness, visit Words Douchebags Say.

ill communication

5 May

I lost my mobile phone again on Saturday.
This makes the fourth time since December. It caused me pause for thought…
The first loss was as a result of my own stupidity (post GGD); the second, marital discord; the third, an act of petty sneak-thievery, but the fourth was undoubtedly more peculiar..I had a conversation whilst on a bus, and when next I checked, the handset was nowhere to be found…
In a post-Freudian analysis, one only loses things as a deliberate act; one unconsciously decides to rid oneself of the burden of life; of living. I don’t lose things as a general rule.
Can it be a coincidence that of late I’ve received a great deal of bad news via my mobile?
Loss, according to Old Faithful Wikipedia, relates to:

the death drive (“Todestrieb”) the drive towards death, destruction and non-existence. It was first proposed by Sigmund Freud in Beyond the Pleasure Principle.

Do I unconsciously equate my mobile phone with teh badness? Or am I just a slacker?

So I’m conducting an experiment: I shall live without a mobile phone for a week.
How inconvenient will this really be?

Will it, in fact, force me to:
a) turn up to appointments on time, without rescheduling or dallying
b) actually call the people I love instead of sending placatory but ultimately meaningless text messages
c) read great novels / listen to fascinating podcasts rather than noodling around on Twitter on my commute
d) learn to value my privileged ability to speak to whomsoever I choose, whenever I choose

I’ll let you know.

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