May 14th, 2011

Hey, it was either her ego or my head.

Posted by Michael Calienes in branding

I could feel her fear as she slowly moved the clippers, skimming the surface of my hair. With each pass, I could hear the individual strands of hair being severed. It sounded like a few others were merely being injured in the process.

I’d given clear, concise instructions: “Clippers. Number four on the sides and back, then blend it in.”

The woman who regularly cut my hair was on maternity leave, so I’d been assigned a replacement. I sensed the fresh-out-of-beauty-school aura about her. Timid movements. Overly meticulous combing. A lot of leaning in and squinting.

Haircut

After about fifteen minutes, she’d done a fine job on top, but when she snapped the clipper switch to ON, I tensed up, tightened my grip on the chair.

I leaned away from her: “Is that the number four?”

“Yes, sir. Anything fun planned for this weekend?”

Well, shit, yes — but depending on what she’d be doing to my head, my plans may have to change.

I could barely feel the clippers back there, then on either side. Bravely, with all the hope I could muster, I said, “If you’ve got the number four on there, go for it.” I felt compelled to offer her a little confidence and quickly realized how stupid a move that was.

She said, “I don’t want to do it all at once.”

I sighed and looked at the clock.

Rather than have this be my first haircut to be completed in several phases over a week’s time, I said, “If you’re not comfortable, please get someone else.”

She disappeared and returned with the owner, a short stocky woman with a maniacal, high-pitched laugh that always seemed to be moving about the place, keeping close watch over her kingdom. The owner asked what I needed. I repeated my instructions and grabbed a comb, clippers, and shears. As she traveled ’round my head with a confident, gentle ferocity, she described out loud what she was doing for the benefit of the new woman.

For the next fifteen miunutes, I was the mannequin head at the beauty school. I just sat there and took it. I didn’t want to speak any more. I’d been there long enough.

In the end the new woman thanked me for my patience, and I walked out with a good looking head of hair. Unfortunately, I had to go through good deal of fear-smelling and fear-feeling to get there.

As customers, we sometimes get that sense we’re at the mercy of companies or service providers. And sometimes, just because we want to be nice, we accept what they give us and how they treat us. At each juncture, however, we have a choice. We can let it keep happening or speak the hell up.

If you can’t run and forget about it without the risk of looking like some freak donning a REDKEN® poncho, stand up and say something before you lose your pretty little head. Then you can blog about it in public without having to wear a hat.

Posted via email from Michael Calienes

March 28th, 2011

The Sprinter applies for a job

Posted by Michael Calienes in branding

Now this is some direct mail.

Posted via email from Michael Calienes

February 23rd, 2011

Ending a headline in a preposition? Someone at Apple isn’t paying attention, or someONE isn’t there.

Posted by Michael Calienes in ad commentary, branding, copywriting

I don’t recall ever being jarred by an Apple headline, but there you have it. When things like this occur, it beings to feel as though something is amiss. Get well, Steve.

Posted via email from Michael Calienes

February 23rd, 2011

Sears Hypocrisy

Posted by Michael Calienes in branding

February 3rd, 2011

Volkswagen TV: Black Beetle

Posted by Michael Calienes in branding

All music, mood, and attitude.

Posted via email from Michael Calienes

January 14th, 2011

Mr. Incredible foresaw the shift of power from corporations to consumers.

Posted by Michael Calienes in branding, miscellany, social media

This evening, as I watched The Incredibles with my daughter, I was struck by the scene where Bob Parr (Mr. Incredible) is reprimanded by his boss, Mr. Huph. These few moments of dialogue characterize the ongoing struggle between corporations who have no desire to relinquish brand control and consumers who are simply taking more and more of it each and every time they jump online.

Below is the portion of the full-length transcript from imsdb. (©2004 Disney Enterprises, Inc./Pixar Animation Studios).

MR. HUPH
I’m not happy, Bob. Not happy. Ask me why.

BOB
Okay. Why?

MR. HUPH
Why what? Be specific, Bob.

BOB
Why are you unhappy?

MR. HUPH
Your customers make me unhappy.

BOB
What, you’ve gotten complaints?

MR. HUPH
Complaints I can handle. What I can’t handle is your customers’ inexplicable knowledge of lnsuricare’s inner workings! They’re
experts. Experts, Bob! Exploiting every loophole, dodging every obstacle! They’re penetrating the bureaucracy!

BOB
Did I do something illegal?

MR. HUPH
No.

BOB
Are you saying we shouldn’t help our customers?

MR. HUPH
The law requires that I answer no.

BOB
We’re supposed to help people.

MR. HUPH
We’re supposed to help our people! Starting with our stockholders, Bob. Who’s helping them out, huh? You know, Bob, a company…

BOB
Is like an enormous clock.

MR. HUPH

…is like an enormous clo–yes. Precisely. It only works if all the little cogs mesh together. Now, a clock needs to be cleaned,  well-lubricated and wound tight. The best clocks have jewel movements, cogs that fit, that cooperate by design. [chuckling] I’m being metaphorical, Bob. You know what I mean by cooperative cogs? Bob? Bob? Look at me when I’m talking to you, Parr!

January 12th, 2011

Cereal boxes that light up.

Posted by Michael Calienes in ad commentary, branding, customer experience
YouTube Preview Image

Although it’s a bit much, it certainly shows someone’s thinking differently about product placement and shelf presence. Unfortunately, it’s just like a promoted tweet — all flash (quite literally) and hoping for relevance. Once all the big brands adopt the technique, we’ll spend all our time in the cereal aisle experiencing delicious, fruity seizures.

January 12th, 2011

Alka-Seltzer Should Revive Gene Wilder, Not Speedy.

Posted by Michael Calienes in ad commentary, copywriting

After seeing a dumb Alka-Seltzer spot this evening, wherein the revived tablet-wearing icon, “Speedy,” fist-bumps some office chick with a cold, I jumped online to find the aberration and give it a piece of my mind.

What I discovered was the spot below. Brilliantly animated, written, scored, and voiced — by none other than Gene Wilder.

Let Speedy drown in his own fizzy goodness. Bring back the blahs.

January 11th, 2011

Oh, let’s just call it Ted’s Homestyle Macaroni & Cheese.

Posted by Michael Calienes in ad commentary, branding, social media

Endearing homeless man finds super stardom in a week’s time. Who couldn’t love the story? It’s a testament to everything that’s possible on the internet.

But when I watched the Kraft commercial, all I saw was the story that wasn’t being told on the screen.

As the actors delivered their lines, the commercial seemed more fake than any other commercial in recent memory. It felt like it was written for Ted to read on. It felt like Ted was standing right outside their door. I was thinking, God, I hope they don’t make him pop in to deliver whatever lines they gave him. Would Oprah swoop in to re-save the saved? (Well, apparently, that offer’s already been made.) So what’s in store for Ted tomorrow? The next day? Who’s going to call? And speaking of which, if he had the choice, would he choose an AT&T or a Verizon iPhone?

For the entire thirty seconds, I wasn’t thinking about mac and cheese. I can hardly remember a product shot or the story line. I was thinking about Ted, waiting for his voice. And when it came on, all I could see and hear was the beautiful story of a regular guy and his honey-coated voice, and the extreme generosity and endless opportunities of the world and time we live in.

Not such a bad thing to align yourself with.

January 10th, 2011

If you absolutely, positively, must do a print ad.

Posted by Michael Calienes in branding, copywriting

Here’s a great example of an ad that works really well in the medium. Although it certainly doesn’t become shareable until someone physically takes a photograph and posts it online, it does incite reader interaction and engagement. Kudos to the client for having the balls to not insist the logo appear without sunlight shining through the page. Nice work from BBR Saatchi & Saatchi Israel.

Posted via email from Michael Calienes

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