Everything is interesting, including sweater vests

The good thing about working on one account, is being able to really get under the skin of every area of the business. However, I do quite miss the joy of researching completely new industries/companies/products. It's like there's no need for Google any more.


So, as some kind of brilliant (not stolen) cross between what Northern Planner is doing and Wikipedia, I'm going to research random things and hope that they're actually interesting. This really will be entertainment at its best.

To start off, I'll write about something very dear to my heart; the sweater vest.





Let's start by saying, yes, it is technically a tank top. However, I've always prefered the American name for it myself, especially as the name tank top has its origins in women's swimsuits (swimming tank). It just doesn't sit right with what is the most manly item of clothing ever produced.

So, what is it that makes a sweater with the sleaves cut off so spectacularly cool? Well, according to a slightly suspicious looking Wikipedia article, the answer is Afghan rap superstar Akbar Zaki.

I have my own theories.


The first is based on the experience of going to interviews for advertising jobs. Interviewers' styles can range anywhere between the t-shirted hobo look and the well suited, silently judging my shoes look. The magic of the sweater vest is that it can fill a position anywhere between 'semi formal' and 'formal', with a brief stop off at 'sports casual'.


Secondly, the sweater vest has a moderate success rate at hiding poorly ironed shirts.


Thirdly, Chandler Bing wore one.

Now, while my fashion sense has been described as Primarkable. It appears the hip kids of today also enjoy a spot of sweater vesting. For example, Urban Dictionary defines a sweater vest as "An article of clothing often worn by 'ridiculously' good looking teachers that make them somehow even better looking."

A quick sentiment analysis of Twitter also shows that 74% of posts about sweater vests are positive. The other 26% are wrong.

What are people saying about them though? Well, someone called Caroline made this announcement; "My boyfriend has a sweater vest. I love life."


Unfortunately, not all of the posts are about sweater vests single handedly saving relationships. One lovely young gentleman named Anthony states: "nice sweater vest faggot". Now putting aside the fact this post was listed as 'positive', Anthony seems to have misread the situation, like only a person who describes things as 'sick' can.

Does a man wanting to look quite formal, but not too formal make him a faggot? No. It makes him a sexy, wisecracking, Afghan rap star. Research does not lie!

http://www.youtube.com/watch?v=lp3Txy0dA6Y

When computer game design enters the real world

A long rooftop followed by a ramp to nowhere? I felt like I was in Tony Hawks Pro Skater 2.

This is by far the nerdiest thing I've ever written. And I make nerdiness a criteria for all my posts.

She was a candle in the wind. Unreliable

I always thought Channel 4 was the most digital savvy of all the channels. But apparently this doesn't stop them from making a mistake so short sighted that I'm shocked it still happens after all these years.

A little example of their latest initiative involves Garth Marenghi's Dark Place. A great, original, but criminally under-watched show that I love to share with anyone who'll listen. Or at least look like they're listening.

To help share this show, and encourage people to buy the DVD, I show people two clips. One is of the intro, which brilliant sums up the faux-80s TV show appeal and the other is a user made 3 minute version of a song from the series called 'One Track Lover'.

None of these are a replacement for buying the DVD, but crucially, they are great tools for selling the DVD. So why Channel 4 has decided to remove them from Youtube I simply do not know. The content works better than any viral campaign an agency could come up with.

At this point I should make it clear that I don't think this post is making any points that haven't been made a hundred times before (I probably should have opened with that and saved everyone some time). However, it's the very obvious nature of this thinking that makes me wonder how great creative companies can take this kind of action.

Now if I want to tell people about the show, I have to link them to videos that might actually act as a replacement to buying the DVD http://video.google.com/videoplay?docid=-4073600336827045127#docid=5549328067719771845

Find out what this post is about by reading it

I saw a lot of adverts for that Seven Days programme on Channel 4 recently. A lot of adverts.

I saw posters that stated it was a new kind of reality show. However, it didn't tell me what it actually was. A teaser poster you could say.

I then saw a TV advert for that Seven Days programme on Channel 4. A lot of TV adverts. They said it was a new kind of reality show. However, it didn't tell me what it actually was.

When it came to the show starting, I watched an episode of Friends. A lot of episodes of Friends

What kind of freak has a default state of being interested in anything they see or read or hear in an ad? Yet I've seen quite a few examples recently of teaser style ads that have made no attempt to get me interested in what they have to say, they just assume I'm going to take time out of my busy day (of watching that episode where David Schwimmer says 'pivot' a lot) to research their campaign.

I would give examples of these other ads, but I cant remember who or what they were for... if indeed I ever knew.

Sir Sell-a-lot

The other day I bought some shoes. True story.

As I was trying them on, a shop assistant edged their way over to me, like some kind of professionally uniformed crab. Normally I don't like shop assistants coming up to me and distracting me from a good browsing, but I like it even less when they hover around, waiting for the moment I look remotely confused.

I have found this much worse since I've moved to London, with all these empty brand heavy stores. Assistants are part of the brand, so they leap at you, and there's no place to hide!

So, the ultimate brand store should look a little like this:

Yes, the Robot Wars arena.

Notice the Corner Patrol Zones (CPZs). If you enter one, the House Robots are allowed to attack.

Truly this is the ultimate shoe buying layout. Staff don't need to stare at customers to check if they look confused, and shoppers can browse freely!

Thank you Sgt. Bash, for showing us the light.

FTEW

I have been waiting for the Epic Win app for many years. Pretty much since the original 'Sims' came out actually. Something that rewards the dull and fruitless things in life with pointless experience points and irrelevant rewards!



It always seemed strange to me that people would get a computer character to read a book, in the hope that they would learn enough to get a new job, yet they wouldn't read a book themselves.

Unfortunately most things in life take a lot of time and effort to achieve, so a visual way of showing how every step makes you better is actually a potentially powerful tool.

Of course, this is only likely to be the case when you set the app to reward things with a clear goal at the end, but as FarmVille and World of Warcraft have shown, some people will do anything for a virtual reward.

So I look forward to seeing how successful this becomes. I think there's a slight lack of enthusiasm for interactive experiences that reward users in advertising, but if this app manages to make people happy about doing the washing up, why can't an app make them change their brand of washing up liquid?

Super Marmite World

Here is legendary computer game designer Shigeru Miyamoto talking about how he creates worlds for players to experiment in. I often talk about how this should be the basis of interactive advertising campaigns, but unfortunately he has managed to put it into words far better than I could with my previous 72 posts...

"If they have a natural acceptance of the rules and of what's happening in this world that's been created, then that bond between creator and player becomes that much stronger and that much more important."

"And then what happens is as the player begins to understand the world that they're playing in, then they're going to begin to think about ways that they can play within that world; they use their own creativity and their own imagination to tell the story or to come up with their own parts of the story, and at the same time they come up with new ways to play in this world that has been created for them."

"As a developer then, we have to try to predict some of the ways that players will try to play in that world, and give them reactions or responses or rewards for using their own creativity for finding new ways to interact within that environment."