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This is Ad Infinitum.

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Ad Infinitum is the award-winning podcast solely focused on audio ads,

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the creatives who make them,

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and or the latest thinking that informs them,

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how the space is evolving,

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and my favorite part,

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a roundup of recent audio ads with analysis by yours truly,

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Stu Redwine,

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and each episode's guest.

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This is season three,

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episode six of Ad Infinitum,

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and today we're diving into something that might just be the most underrated tool in audio advertising,

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or advertising in general,

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which is comedy.

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To ye mighty chief audio officers listening,

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here's why it matters.

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According to research by marketing effectiveness expert Peter Field in collaboration with System One and Adam Morgan of Eat Big Fish,

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brought to my attention by Pierre Bouvard over at Westwood One,

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boring ads aren't just forgettable,

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they're expensive.

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Much more expensive.

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Brands have to spend 2 to 2.6 times more on dull ads to drive the same business results as interesting ones.

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And humor is a powerful tool to make something interesting.

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The research from System One shows that the funniest ads deliver five times more market share growth than the least funny ones.

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Comedy has an enduring quality when it works.

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But we've all been thoroughly entertained by an ad,

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and then the next day when we go to tell somebody about it,

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we completely forget what brand it is for.

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We've all had that experience.

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So today we're asking,

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why don't more brands take advantage of this?

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What happens when we take comedy seriously in our ads?

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To answer that,

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we're joined by two pros who know a thing or two about making people.

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Laugh,

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Wayne Brady and Jonathan Mangum from HeadGum's What If podcast.

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Welcome to Add Infinite Item.

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Thank you so much.

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Thank you.

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This is so cool.

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I'm glad you guys could do this.

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I remember watching Wayne on Whose Line Is It Anyway over at my friend Brad Palmer's house back in Kansas City.

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What's Brad doing now?

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You know,

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I haven't caught up with him a long time.

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You're a terrible friend.

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Horrible friend.

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Horrible.

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Hey,

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Brad,

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if you're listening to Add Infinite Item right now.

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We're I'm sorry,

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Brad.

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You lost a friend.

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Yeah.

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You used to watch who's lying sometimes with a buddy of yours.

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He misses you and he just brought your name up in this podcast.

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In this particular episode,

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he owes you.

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He owes you everything.

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So much.

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If it wasn't for you,

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he would never meet.

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Me.

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Brad.

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Brad.

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Brad.

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Brad.

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Brad.

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Brad.

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Brad.

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Brad.

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Brad.

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You've never gotten your flowers,

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but today we'll tell you.

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Thank you.

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He loves you,

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Brad.

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Thank you very much.

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I'm not going to mention who I was with when I was checking out Jonathan's work early on.

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You probably shouldn't.

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All right.

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So Wayne.

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and Jonathan are the improv partners and co-creators of the What If podcast.

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You just got a little bit of a taste of that.

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And I've listened to every single episode of What If.

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It is that entertaining on my daily walks with my main man,

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Maverick,

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my dog.

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And I particularly loved the

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James Brown bit.

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James Brown as a math teacher.

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What if James Brown taught math class?

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Hey,

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guys.

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Man.

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Where's our teacher?

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The teacher's looking on his own classroom door.

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Stand up,

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kid!

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Teacher ultimate!

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It's changed now!

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Stand up!

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Teacher can't!

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Teacher ultimate!

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So you've both built careers making people laugh.

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In your opinion,

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why does humor work so well in ads when it does work,

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and in particular in audio?

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I think that it works for any message at all.

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Because once you open the door and you've disarmed someone,

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you have to be able to trust someone to laugh.

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So once those walls are down,

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insert message here,

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man.

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And music,

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it is,

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for my personal take,

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it is the best conveyor of message and comedy.

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If you can make up a song on the spot,

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if you can make up a song parody immediately,

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you have instant comedy gold.

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And when you marry that with an ad,

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whatever the product is,

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let's say we did a parody song for a beer.

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And you marry that.

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with a great rock song from the 70s or 80s,

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and you're able to do a clever parody with that.

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The person listening,

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they laugh first.

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They go,

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oh,

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there's that song that was like dot,

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dot,

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dot.

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And then they laugh and go,

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that's funny.

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And I laughed because,

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insert product name,

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the recognition that goes along with that,

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that'll stick.

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Not only will they remember why they laugh,

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but it's so catchy.

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And I think that that's the hook of this.

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Is musical comedy,

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when it works,

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it's catchy.

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And that's what you want as an ad.

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You want it to be catchy.

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So I think that's the one-two punch.

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Give them the thing that they go,

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oh,

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I like how that sounds.

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And then give them the message couched in the comedy.

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Yeah,

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I mean,

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it immediately connects.

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You know,

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it's processed in the same part of the brain as memory and emotion.

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Sound is so powerful.

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And something else you guys do a lot on your show.

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beyond the music and the comedy that I was thinking of some here with like,

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how does this work particularly in audios when you do the sound effects?

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And so you'll paint the pictures in the theater of the mind where you're like,

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do you like sound of a door opening?

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I also think that's an interesting aspect of audio ads.

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It's like you guys are audio Foley artists that you pull certain very specific sounds that help move the story and connect with the listener.

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We'd love to create the scene.

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Just like you said,

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it's the theater of the mind.

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So.

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When we're doing something like a podcast and we know that maybe the viewer can't see us,

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we have to create that vision in totality so that we can suck them in.

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You said suck.

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All right.

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So with that said,

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and we talk about this a lot,

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like audio is inherently powerful.

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Music,

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comedy,

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these things connect.

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We all know this.

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Like it's the stuff that makes being alive delightful.

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Yes.

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But a lot of brands still don't take.

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advantage of it.

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For instance,

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we've worked with a few different life insurance brands,

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and not one of them has taken on what I think is pretty much one of the richest territories for comedy,

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in my opinion,

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which is death.

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And they won't take a comedic angle on it.

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And I was just seeing an ad for one of them on television where I'm like,

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why doesn't anybody do that with life insurance?

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Why not just lean into what's inherently horrifying and hilarious about everybody's going to die?

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That's true.

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I think not everyone has the same

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perspective,

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right?

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And I'd imagine as a client or as a business,

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you sometimes take the safest route towards,

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will more people be offended at my take on this particular subject,

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i.e.

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death,

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than more people that will enjoy it?

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And that's the fear.

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And maybe what's needed is these companies need to get over that fear and try because we need to give the consumer more credit.

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Yeah,

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especially since people that are buying life insurance are alive,

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Like,

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you're not...

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making a claim,

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you're alive.

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So I think most people would enjoy a sense of humor around life insurance.

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Probably not the people that just suffered a tragedy in their family,

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but those people aren't buying life insurance.

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They already have it,

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right?

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It's a good point.

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And it's such a big weighty thing and we don't enjoy talking about it.

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You're exactly right.

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Lean into it.

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Lean into the,

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we're all in this together.

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It's going to happen to everybody.

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And here's how we can take some of the fear out of it by yelling into the dark.

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Yeah,

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and maybe you could move an inch towards it.

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You know,

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it's not that it actually has to be completely ridiculous,

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but just taking that tone and asking you guys as comedians,

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like let's say if we could transport you into a boardroom with a major brand that's looking to advertise,

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how do they discover their comedic tone and how do they find those lane lines?

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I think first they would need to have someone,

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because we both have done quite a few commercials and it always starts with the ad agency and of course the ad agency.

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Maybe if you're lucky,

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you'll have an ad agency where someone is creative enough or they've taken a couple improv classes and their mind is open enough and they'll say,

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hey,

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what if?

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As soon as those words are mentioned,

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like our podcast,

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which is why we named it that,

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those are two of the most powerful words in creativity.

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What if?

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What if?

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So we take you right now.

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So we're selling life insurance,

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right?

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So it doesn't necessarily have to be about the person that's already gone.

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So we're selling life insurance.

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So then we'd have to come up with the thing.

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What if blank,

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blank,

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and this is the outcome.

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So like writing a sketch,

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we'd have to think,

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what are the two things that are so,

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what's one thing that's so absurd and weird married with a real thing that would equal our message.

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And then from there,

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we would have to brainstorm and then hopefully come up with a thing.

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And unlike an ad agency where you sit and you work and you pitch and you're drawing pictures and blah,

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Rather than all that,

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and then you coming up with what you think is going to be the ad campaign,

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you get Wayne and myself to record our riffs all day.

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Yeah.

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Now you've got four hours of riffing and jokes and songs and go through that and pull out the gold.

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You have gold.

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Like,

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let's try one right now.

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All right.

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Okay.

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Just off the top of my head,

273
00:09:30.544 --> 00:09:31.075
I think I got something.

274
00:09:31.076 --> 00:09:31.184
Okay.

275
00:09:31.562 --> 00:09:31.761
Son,

276
00:09:31.922 --> 00:09:32.422
come on in.

277
00:09:32.802 --> 00:09:32.981
Hey,

278
00:09:33.162 --> 00:09:33.621
Dad.

279
00:09:33.742 --> 00:09:34.022
Hey,

280
00:09:34.303 --> 00:09:35.262
your mom said that you,

281
00:09:35.383 --> 00:09:35.502
uh,

282
00:09:35.744 --> 00:09:37.803
you were having a bad dream last night.

283
00:09:37.842 --> 00:09:39.842
I was really worried that you all died.

284
00:09:40.365 --> 00:09:40.522
Oh,

285
00:09:41.022 --> 00:09:41.201
look,

286
00:09:41.725 --> 00:09:41.982
listen,

287
00:09:42.084 --> 00:09:42.404
sport.

288
00:09:42.904 --> 00:09:44.607
I know you're worried about Daddy being gone,

289
00:09:44.647 --> 00:09:46.748
but trust me when I say that you're gonna be all right.

290
00:09:47.186 --> 00:09:47.342
Really?

291
00:09:47.928 --> 00:09:48.600
Where's Mom?

292
00:09:49.990 --> 00:09:50.600
Let me tell you.

293
00:09:52.631 --> 00:09:55.850
Remember when your mama dropped you off at school today?

294
00:09:56.975 --> 00:09:57.943
I remember that.

295
00:09:58.022 --> 00:09:58.443
He's dead.

296
00:09:59.022 --> 00:09:59.272
Oh,

297
00:09:59.522 --> 00:09:59.647
no.

298
00:10:00.240 --> 00:10:01.209
But that's all right.

299
00:10:01.538 --> 00:10:05.221
Because here's what the last thing that your mama said.

300
00:10:05.941 --> 00:10:06.621
She said,

301
00:10:06.984 --> 00:10:07.902
make sure that

302
00:10:08.344 --> 00:10:11.828
Timmy can take the best courses in school.

303
00:10:12.352 --> 00:10:12.648
You mean,

304
00:10:12.688 --> 00:10:13.813
I'll be safe?

305
00:10:14.211 --> 00:10:15.492
You can go to college,

306
00:10:15.633 --> 00:10:16.930
any college you want.

307
00:10:17.195 --> 00:10:18.938
Any college you think is cool.

308
00:10:19.328 --> 00:10:22.672
Because we'll have lots and lots of cash.

309
00:10:22.953 --> 00:10:24.313
Life insurance.

310
00:10:24.314 --> 00:10:25.828
Lots and lots of dough.

311
00:10:26.438 --> 00:10:27.750
Life insurance.

312
00:10:27.751 --> 00:10:29.172
Lots and lots of green.

313
00:10:29.658 --> 00:10:32.357
to make sure that your life will go.

314
00:10:33.820 --> 00:10:34.500
I just shot you,

315
00:10:34.558 --> 00:10:34.738
too.

316
00:10:34.820 --> 00:10:36.000
Now I have even more money.

317
00:10:36.918 --> 00:10:37.500
You've got it,

318
00:10:37.539 --> 00:10:37.777
son.

319
00:10:38.598 --> 00:10:41.543
With this new life insurance policy that we've both taken out,

320
00:10:42.519 --> 00:10:43.941
you'll be able to go to the finest schools,

321
00:10:44.238 --> 00:10:46.457
you'll be able to have someone take care of you as a provider,

322
00:10:46.707 --> 00:10:48.035
you'll have all of your needs met,

323
00:10:48.238 --> 00:10:53.566
and it'll be set up in installments that you will be able to get full access to by the time that you're 21.

324
00:10:53.941 --> 00:10:55.176
In annual installments.

325
00:10:55.957 --> 00:10:56.519
In an annuity.

326
00:10:57.660 --> 00:10:57.910
Thanks,

327
00:10:57.988 --> 00:10:58.316
Dad.

328
00:10:58.670 --> 00:10:59.090
I love you.

329
00:10:59.091 --> 00:11:01.172
I'm going to Brad's house to watch Whose Line.

330
00:11:01.511 --> 00:11:02.715
Tell him I said hi.

331
00:11:05.476 --> 00:11:08.082
So that would be a part of the four hours that we'd be riffing,

332
00:11:08.083 --> 00:11:08.418
of course.

333
00:11:08.441 --> 00:11:09.277
That wouldn't be the commercial.

334
00:11:09.278 --> 00:11:11.004
That may not actually make it to air,

335
00:11:11.925 --> 00:11:13.207
but it would give us a place to start.

336
00:11:13.402 --> 00:11:15.168
Another fun way I would imagine it too is like,

337
00:11:15.246 --> 00:11:16.793
what if instead of dying,

338
00:11:16.871 --> 00:11:18.246
it was their ghosts are still around,

339
00:11:18.324 --> 00:11:18.543
right?

340
00:11:19.277 --> 00:11:22.246
You're being haunted by your relative for not having the right life insurance.

341
00:11:22.247 --> 00:11:24.949
That way there's not that missing element of someone gone.

342
00:11:26.636 --> 00:11:27.418
Charles.

343
00:11:28.226 --> 00:11:28.726
Uncle Timmy,

344
00:11:28.866 --> 00:11:30.108
what are you doing in the bathroom?

345
00:11:30.407 --> 00:11:32.532
I leapt out of the coffin and here I am.

346
00:11:33.032 --> 00:11:33.770
But you're dead.

347
00:11:34.032 --> 00:11:34.411
I know,

348
00:11:34.454 --> 00:11:37.055
and you're still stuck in this broken down home.

349
00:11:37.555 --> 00:11:37.977
I know,

350
00:11:38.133 --> 00:11:38.477
I know.

351
00:11:38.478 --> 00:11:39.719
I thought things would get better,

352
00:11:39.758 --> 00:11:39.899
but,

353
00:11:40.196 --> 00:11:40.438
you know,

354
00:11:40.439 --> 00:11:42.297
I'm just trying to make it one paycheck at a time.

355
00:11:42.298 --> 00:11:43.501
If you had life insurance,

356
00:11:43.524 --> 00:11:45.266
you'd be enjoying much more.

357
00:11:45.797 --> 00:11:47.829
You mean if I would have taken out a policy on you?

358
00:11:48.266 --> 00:11:48.844
That's right.

359
00:11:49.126 --> 00:11:52.126
I know uncle to nephew is an unusual policy,

360
00:11:52.547 --> 00:11:54.672
but we'll sell you anything you want,

361
00:11:54.719 --> 00:11:54.938
really.

362
00:11:55.454 --> 00:11:55.672
Huh.

363
00:11:56.016 --> 00:11:56.672
You know what?

364
00:11:57.442 --> 00:11:58.242
I think you're right.

365
00:11:58.342 --> 00:12:02.326
I think I should take out an insurance policy on those not only near to me,

366
00:12:02.646 --> 00:12:04.728
but maybe I should take one out on myself as well.

367
00:12:05.912 --> 00:12:06.091
Ooh,

368
00:12:06.388 --> 00:12:07.591
can ghosts bathe?

369
00:12:08.951 --> 00:12:09.670
Let's find out.

370
00:12:11.396 --> 00:12:11.756
The end.

371
00:12:13.076 --> 00:12:13.841
Outstanding.

372
00:12:14.138 --> 00:12:14.873
Outstanding.

373
00:12:14.904 --> 00:12:15.482
Ghost bathe.

374
00:12:16.248 --> 00:12:16.607
Obviously,

375
00:12:16.685 --> 00:12:19.701
Jonathan and I do not understand the inner workings of life insurance.

376
00:12:20.638 --> 00:12:20.841
Right.

377
00:12:20.888 --> 00:12:23.732
We'd have to get a prepper on the points of what you were trying to get across.

378
00:12:23.888 --> 00:12:25.607
What I like about it is...

379
00:12:25.986 --> 00:12:31.011
that you guys step right up and you swing and the volume of ideas.

380
00:12:31.210 --> 00:12:31.370
Yeah.

381
00:12:31.511 --> 00:12:31.870
And to me,

382
00:12:31.952 --> 00:12:34.452
especially as AI is entering the space,

383
00:12:34.671 --> 00:12:34.937
you know,

384
00:12:35.054 --> 00:12:36.499
you want to talk about yes and,

385
00:12:36.937 --> 00:12:38.656
or it has no resistance.

386
00:12:38.781 --> 00:12:39.015
None.

387
00:12:39.101 --> 00:12:39.218
Yeah.

388
00:12:39.382 --> 00:12:39.741
So to me,

389
00:12:39.796 --> 00:12:45.421
the game is always like in working with creatives on our team is quantity has a quality all of its own.

390
00:12:45.624 --> 00:12:45.749
Yeah.

391
00:12:46.031 --> 00:12:49.546
But there's this pressure when it becomes a day job and it's corporate,

392
00:12:49.734 --> 00:12:49.984
right?

393
00:12:50.062 --> 00:12:52.718
One of the problems I think in the ad world is that

394
00:12:52.898 --> 00:12:54.319
They're just wanting to get the job done.

395
00:12:54.439 --> 00:12:55.360
Job's not finished.

396
00:12:55.419 --> 00:12:56.142
As opposed to,

397
00:12:56.601 --> 00:12:56.741
hey,

398
00:12:56.761 --> 00:12:58.083
we're going to come up with 100 ideas.

399
00:12:58.103 --> 00:12:58.224
Like,

400
00:12:58.243 --> 00:12:58.685
it's okay.

401
00:12:58.884 --> 00:13:01.403
We can come up with a bunch of ideas to get to the good stuff.

402
00:13:01.528 --> 00:13:02.044
As opposed to,

403
00:13:02.107 --> 00:13:03.091
I did the three.

404
00:13:03.224 --> 00:13:04.411
Can you pick one of the three?

405
00:13:04.849 --> 00:13:05.669
And coming up with,

406
00:13:05.810 --> 00:13:10.114
even if you sat for an hour and they were all crappy until the one piece of gold.

407
00:13:10.208 --> 00:13:14.255
The way that this particular art works is when you watch something like Whose Line,

408
00:13:14.364 --> 00:13:15.052
it's an anomaly,

409
00:13:15.193 --> 00:13:15.427
right?

410
00:13:15.724 --> 00:13:16.474
Improvisation,

411
00:13:16.661 --> 00:13:18.036
by its definition,

412
00:13:18.177 --> 00:13:19.271
it's designed to fail.

413
00:13:19.364 --> 00:13:21.021
It's not a perfect thing because it isn't written.

414
00:13:21.239 --> 00:13:22.005
we haven't run it through.

415
00:13:22.102 --> 00:13:23.563
focus group we haven't sat down.

416
00:13:23.643 --> 00:13:27.746
It really is the first thought that came to your head and rarely is the first thought the best thought,

417
00:13:27.847 --> 00:13:29.527
but it's not about the first thought.

418
00:13:29.667 --> 00:13:31.691
The first thought is merely a what if.

419
00:13:31.847 --> 00:13:32.894
Then the second thought is,

420
00:13:32.996 --> 00:13:33.113
ooh,

421
00:13:33.292 --> 00:13:33.933
that was cool,

422
00:13:34.011 --> 00:13:34.550
but what if.

423
00:13:34.675 --> 00:13:35.152
Then the third,

424
00:13:35.191 --> 00:13:35.433
fourth,

425
00:13:35.472 --> 00:13:37.535
fifth thoughts are all building on that.

426
00:13:37.574 --> 00:13:43.082
You'll never get to the place that you need to if you cut off that flow of creativity from the get-go.

427
00:13:43.363 --> 00:13:45.582
You need all of those bad ideas,

428
00:13:45.738 --> 00:13:50.144
and those bad ideas ultimately are really lesser versions of the good idea.

429
00:13:50.457 --> 00:13:50.816
Yeah,

430
00:13:50.832 --> 00:13:51.535
having done a lot of...

431
00:13:51.714 --> 00:13:52.715
commercials in my life,

432
00:13:52.835 --> 00:13:55.557
what you're saying is you can just feel how safe it is.

433
00:13:55.637 --> 00:13:57.579
You can feel the seatbelts around it.

434
00:13:57.821 --> 00:13:59.938
You can feel the life vest on the ad itself.

435
00:13:59.985 --> 00:14:00.118
Like,

436
00:14:00.180 --> 00:14:00.384
well,

437
00:14:00.423 --> 00:14:01.204
they're trying to be safe.

438
00:14:01.205 --> 00:14:01.923
They don't want to offend it.

439
00:14:01.946 --> 00:14:03.462
Just this ugly floating thing.

440
00:14:03.463 --> 00:14:04.305
And there's no risk.

441
00:14:04.306 --> 00:14:05.430
There's no danger.

442
00:14:05.649 --> 00:14:06.766
That's what I love about improv.

443
00:14:06.767 --> 00:14:08.149
It's all danger all the time.

444
00:14:08.212 --> 00:14:09.805
And then when you apply this to ads,

445
00:14:09.852 --> 00:14:11.555
you're only pulling out the things you like.

446
00:14:11.696 --> 00:14:12.368
You can A,

447
00:14:12.430 --> 00:14:15.993
B test till you're blue in the face and all the different versions of things you've heard.

448
00:14:16.146 --> 00:14:17.627
But it all comes from just this fun,

449
00:14:17.787 --> 00:14:18.528
spontaneous,

450
00:14:18.648 --> 00:14:19.569
creative thing,

451
00:14:19.570 --> 00:14:23.355
as opposed to the fear-based ads that I'm sure we're all familiar with.

452
00:14:23.534 --> 00:14:24.855
And AI can generate.

453
00:14:24.956 --> 00:14:25.495
That's the thing.

454
00:14:25.651 --> 00:14:28.159
AI can generate idea after idea.

455
00:14:28.378 --> 00:14:30.058
But the thing that AI cannot do,

456
00:14:30.183 --> 00:14:30.441
I mean,

457
00:14:30.620 --> 00:14:31.323
up to this point.

458
00:14:31.610 --> 00:14:38.557
is there's a difference between AI being able to generate something off of a prompt and having true creatives sit and go,

459
00:14:39.077 --> 00:14:39.237
ooh,

460
00:14:39.620 --> 00:14:41.081
let me turn that idea around.

461
00:14:41.260 --> 00:14:45.823
And sometimes it's just the slight turning of the way that you look at an idea.

462
00:14:45.925 --> 00:14:48.940
And it could be the difference between a word that then goes,

463
00:14:49.268 --> 00:14:49.862
that's funny,

464
00:14:50.284 --> 00:14:51.003
that strikes,

465
00:14:51.331 --> 00:14:52.284
and that resonates.

466
00:14:52.565 --> 00:14:55.940
And that's something that only a human creative can do as of right now,

467
00:14:56.018 --> 00:14:57.909
and a creative that thinks a certain way.

468
00:14:58.294 --> 00:15:00.236
When I find that the AI tools,

469
00:15:00.435 --> 00:15:05.463
they're helpful in doing those initial big swaths of a bunch of bad ideas.

470
00:15:05.720 --> 00:15:05.982
Yes.

471
00:15:06.220 --> 00:15:06.424
Like,

472
00:15:06.463 --> 00:15:09.345
give me 50 headlines to then get us thinking,

473
00:15:09.486 --> 00:15:11.189
where if I had to sit and do that,

474
00:15:11.205 --> 00:15:13.088
or if another creative had to sit and do that,

475
00:15:13.291 --> 00:15:15.767
it's very taxing and you do have decision fatigue.

476
00:15:15.799 --> 00:15:16.299
Absolutely.

477
00:15:16.470 --> 00:15:17.533
But it helps set you up.

478
00:15:17.611 --> 00:15:18.392
I think something else,

479
00:15:18.408 --> 00:15:20.517
like you were talking about ads being safe.

480
00:15:20.730 --> 00:15:22.534
Mike Cesario from Liquid Death,

481
00:15:22.615 --> 00:15:24.879
which everybody loves Liquid Death's work.

482
00:15:24.922 --> 00:15:25.703
We love Liquid Death.

483
00:15:25.824 --> 00:15:26.766
And he set out,

484
00:15:26.906 --> 00:15:28.953
we don't want to just be advertising funny.

485
00:15:29.188 --> 00:15:30.031
We want to be funny,

486
00:15:30.156 --> 00:15:30.391
funny.

487
00:15:30.938 --> 00:15:31.156
Funny,

488
00:15:31.297 --> 00:15:31.719
funny how?

489
00:15:32.414 --> 00:15:33.536
Like make it actually good.

490
00:15:33.575 --> 00:15:39.864
Another thing that I see comes into play when it comes to advertising and brands is that you're not with professional comedians.

491
00:15:39.903 --> 00:15:43.965
You're not even holding yourself up to the standard of what you go home and are entertained by.

492
00:15:44.184 --> 00:15:46.129
It can be kind of a group think into going,

493
00:15:46.169 --> 00:15:47.231
what's the safe thing?

494
00:15:47.247 --> 00:15:47.528
But yeah,

495
00:15:47.567 --> 00:15:47.692
yeah,

496
00:15:47.708 --> 00:15:48.215
that's funny.

497
00:15:48.309 --> 00:15:48.434
Yeah,

498
00:15:48.465 --> 00:15:48.965
that is funny.

499
00:15:49.090 --> 00:15:49.215
Oh,

500
00:15:49.247 --> 00:15:50.950
that was clever that way that he said that.

501
00:15:51.075 --> 00:15:53.778
But you're not really holding it up to that same bar.

502
00:15:53.919 --> 00:15:54.278
Correct.

503
00:15:54.403 --> 00:15:56.903
Go to the highest version of whatever the thing is.

504
00:15:57.075 --> 00:15:57.497
And I mean,

505
00:15:57.575 --> 00:15:59.184
we are speaking in generalities.

506
00:15:59.294 --> 00:16:00.700
I think sometimes it's easier.

507
00:16:01.094 --> 00:16:03.455
Some things are inherently funnier than others.

508
00:16:03.615 --> 00:16:05.734
Some products are funnier than others.

509
00:16:05.933 --> 00:16:06.433
Something so,

510
00:16:06.773 --> 00:16:08.937
I think it's up to your team and how they think.

511
00:16:09.312 --> 00:16:12.234
It really does boil down to how does your team see the world?

512
00:16:12.398 --> 00:16:13.515
That is a very good point.

513
00:16:13.695 --> 00:16:13.999
Yes.

514
00:16:14.218 --> 00:16:14.999
And if how,

515
00:16:15.273 --> 00:16:17.101
I guess by extrapolation,

516
00:16:17.117 --> 00:16:17.335
I mean,

517
00:16:17.351 --> 00:16:22.320
is how funny is the brand willing to be or exactly as you can be Robin Williams at a funeral,

518
00:16:22.414 --> 00:16:24.476
which I guess is kind of what we were talking about.

519
00:16:25.698 --> 00:16:26.578
Sometimes I feel like,

520
00:16:26.658 --> 00:16:27.660
you know how people are very,

521
00:16:27.740 --> 00:16:29.541
like if you were to ask any of your clients,

522
00:16:29.601 --> 00:16:29.742
like,

523
00:16:29.781 --> 00:16:29.902
hey,

524
00:16:29.941 --> 00:16:31.504
why don't you get up and do stand-up comedy?

525
00:16:31.505 --> 00:16:32.605
They would be horrified.

526
00:16:32.606 --> 00:16:32.844
They're like,

527
00:16:32.845 --> 00:16:32.887
no,

528
00:16:32.888 --> 00:16:33.004
no,

529
00:16:33.005 --> 00:16:33.105
no,

530
00:16:33.106 --> 00:16:33.426
we don't do it.

531
00:16:33.427 --> 00:16:33.465
Oh,

532
00:16:33.466 --> 00:16:33.949
they die.

533
00:16:34.004 --> 00:16:35.027
And so in a way,

534
00:16:35.230 --> 00:16:38.410
they're afraid that if their ad campaign is trying to be funny,

535
00:16:38.590 --> 00:16:40.769
it's like them getting up doing comedy.

536
00:16:40.770 --> 00:16:40.973
You know,

537
00:16:40.974 --> 00:16:41.129
it's like,

538
00:16:41.130 --> 00:16:42.238
because they're representing their brand.

539
00:16:42.301 --> 00:16:43.535
Here's the comedy I pick.

540
00:16:43.582 --> 00:16:45.738
So it's basically like me getting up and doing comedy.

541
00:16:45.739 --> 00:16:48.613
So I feel like there's like that personal fear of a lot of these

542
00:16:49.004 --> 00:16:50.316
CEOs of these companies of like,

543
00:16:50.379 --> 00:16:51.879
it's going to be me doing stand-up.

544
00:16:51.880 --> 00:16:52.082
You know,

545
00:16:52.083 --> 00:16:53.144
see how I'm equating that?

546
00:16:53.314 --> 00:16:53.434
Oh,

547
00:16:53.574 --> 00:16:53.834
sure.

548
00:16:53.934 --> 00:16:54.154
I mean,

549
00:16:54.174 --> 00:16:54.955
that's something we talk about,

550
00:16:54.976 --> 00:16:55.095
too,

551
00:16:55.096 --> 00:16:55.857
is sonic branding,

552
00:16:55.858 --> 00:16:58.577
where I think people are inherently afraid to speak in public.

553
00:16:58.620 --> 00:16:59.941
They're inherently afraid to sing.

554
00:17:02.382 --> 00:17:04.226
And I think the same thing translates to a brand.

555
00:17:04.241 --> 00:17:06.304
It's like it's afraid to use its voice.

556
00:17:06.366 --> 00:17:07.827
But with you guys as hosts,

557
00:17:07.968 --> 00:17:08.187
you know,

558
00:17:08.226 --> 00:17:10.874
something that we're always trying to do is strip the copy back,

559
00:17:11.046 --> 00:17:12.030
make it really simple.

560
00:17:12.077 --> 00:17:14.718
And kind of on the same Mike Cesario point of like,

561
00:17:14.780 --> 00:17:16.890
let's not try to do what only they can do.

562
00:17:17.343 --> 00:17:17.796
Instead,

563
00:17:17.843 --> 00:17:21.624
it's like an exercise in minimalism and discipline in the brand,

564
00:17:21.687 --> 00:17:22.280
just giving you.

565
00:17:22.594 --> 00:17:47.779
like let's say 180 words is 60 seconds okay most of the time copy points will come through to a host i know this because we see this all the time 220 250 words we've taken the opposite approach of going instead of 180 words let's try to get it down to less than 100 strip it and give you the room to do what only you can do yeah that makes complete sense before you came in we were doing an ad for hymns the ed medicine and we did all kinds of just really silly fun things yeah

566
00:17:48.022 --> 00:17:49.183
And it was really a cold read,

567
00:17:49.243 --> 00:17:49.423
too,

568
00:17:49.504 --> 00:17:51.425
because we just saw the ad copy.

569
00:17:51.445 --> 00:17:51.826
And then we said,

570
00:17:51.845 --> 00:17:51.964
OK,

571
00:17:52.164 --> 00:17:53.808
let's come up with a couple of different scenarios.

572
00:17:53.828 --> 00:17:55.687
It's like a buddy counseling his friend.

573
00:17:55.929 --> 00:17:57.953
It's another guy asking for advice.

574
00:17:58.031 --> 00:17:59.414
But then Jonathan said something.

575
00:17:59.492 --> 00:17:59.773
He's like,

576
00:17:59.812 --> 00:17:59.953
hey,

577
00:18:00.015 --> 00:18:00.156
man,

578
00:18:00.157 --> 00:18:00.656
you're in my bed.

579
00:18:00.657 --> 00:18:00.914
I was like,

580
00:18:00.937 --> 00:18:01.054
oh,

581
00:18:01.093 --> 00:18:01.554
excuse me,

582
00:18:01.578 --> 00:18:01.773
ma'am.

583
00:18:01.859 --> 00:18:03.078
And I moved his wife out the way.

584
00:18:03.297 --> 00:18:03.797
And then I was like,

585
00:18:03.836 --> 00:18:04.062
hey,

586
00:18:04.093 --> 00:18:04.359
you know,

587
00:18:04.360 --> 00:18:06.140
I'd love to help you out with your love life.

588
00:18:06.141 --> 00:18:06.406
It's like,

589
00:18:06.484 --> 00:18:06.593
oh,

590
00:18:06.640 --> 00:18:07.047
please.

591
00:18:07.093 --> 00:18:08.500
So even just things like that.

592
00:18:08.718 --> 00:18:09.656
And this is great,

593
00:18:09.687 --> 00:18:09.797
though,

594
00:18:09.798 --> 00:18:10.828
because it just happened.

595
00:18:10.859 --> 00:18:11.672
And I talk about this.

596
00:18:11.703 --> 00:18:12.343
Hosts are people,

597
00:18:12.406 --> 00:18:12.609
too.

598
00:18:12.813 --> 00:18:14.434
Like when you get handed copy,

599
00:18:14.614 --> 00:18:15.994
like this actually perfect example.

600
00:18:15.995 --> 00:18:17.254
So I take it you just did an episode,

601
00:18:17.293 --> 00:18:17.496
right?

602
00:18:17.914 --> 00:18:18.093
Okay.

603
00:18:18.113 --> 00:18:19.574
So at the end of recording an episode,

604
00:18:19.754 --> 00:18:20.093
then it's,

605
00:18:20.136 --> 00:18:20.254
oh,

606
00:18:20.255 --> 00:18:21.199
we need to do some ads.

607
00:18:21.200 --> 00:18:21.535
Yep.

608
00:18:21.558 --> 00:18:21.754
Right.

609
00:18:22.019 --> 00:18:22.254
Okay.

610
00:18:22.433 --> 00:18:24.379
You saw the copy for the first time in that moment.

611
00:18:24.933 --> 00:18:25.214
Okay.

612
00:18:25.480 --> 00:18:26.918
And was it well-structured?

613
00:18:26.980 --> 00:18:27.980
Was it overwhelming?

614
00:18:27.996 --> 00:18:28.238
You know,

615
00:18:28.239 --> 00:18:31.785
was it super long or was it a pretty good length and you're able to jump right in?

616
00:18:32.972 --> 00:18:36.800
They needed us to go for a minute and they kind of had written out the general bullets.

617
00:18:36.832 --> 00:18:38.519
And so we just- We're talking like a single page?

618
00:18:38.754 --> 00:18:38.879
Yeah,

619
00:18:38.880 --> 00:18:39.472
it was like a page.

620
00:18:39.758 --> 00:18:40.799
So that's like perfect.

621
00:18:40.818 --> 00:18:44.783
So have you done anywhere you get a big long pages and pages of copy?

622
00:18:44.943 --> 00:18:45.283
Not yet.

623
00:18:45.424 --> 00:18:45.584
Right.

624
00:18:45.603 --> 00:18:46.666
This was our first one,

625
00:18:46.724 --> 00:18:46.967
really.

626
00:18:46.986 --> 00:18:48.224
Our first official ads.

627
00:18:48.349 --> 00:18:50.006
We did an ad for that and for...

628
00:18:50.146 --> 00:18:50.607
Some gummies.

629
00:18:50.748 --> 00:18:50.967
Lumi.

630
00:18:51.146 --> 00:18:51.646
Lumi gummies.

631
00:18:51.873 --> 00:18:51.990
Oh,

632
00:18:51.991 --> 00:18:52.107
well,

633
00:18:52.146 --> 00:18:54.513
hopefully we get you some more from Oxford Road.

634
00:18:54.615 --> 00:18:54.795
Yeah.

635
00:18:54.873 --> 00:18:55.670
That would be amazing.

636
00:18:55.756 --> 00:18:58.584
But the fun part about doing it is we were talking to Thomas,

637
00:18:58.740 --> 00:18:59.349
our producer,

638
00:18:59.459 --> 00:19:00.865
and being a podcast listener,

639
00:19:01.146 --> 00:19:03.521
I hear when the host then goes,

640
00:19:03.803 --> 00:19:05.896
when my family needs something to eat,

641
00:19:05.959 --> 00:19:06.209
you know,

642
00:19:06.506 --> 00:19:08.099
I always reach for Stouffer's dinner.

643
00:19:08.303 --> 00:19:08.584
And I go,

644
00:19:08.724 --> 00:19:08.849
no,

645
00:19:08.881 --> 00:19:09.224
you don't.

646
00:19:10.502 --> 00:19:10.623
No,

647
00:19:10.643 --> 00:19:11.003
you don't.

648
00:19:11.604 --> 00:19:11.723
No,

649
00:19:11.744 --> 00:19:12.125
you don't.

650
00:19:12.244 --> 00:19:12.785
You're a liar.

651
00:19:12.985 --> 00:19:14.465
And you've turned me off because,

652
00:19:14.606 --> 00:19:14.727
hey,

653
00:19:14.766 --> 00:19:15.848
I'm a little cynical,

654
00:19:16.067 --> 00:19:21.352
but I kind of believe that our brand of comedy is like on Let's Make a Deal and even on our podcast,

655
00:19:21.696 --> 00:19:23.977
we're very upfront with the people at home.

656
00:19:24.594 --> 00:19:26.157
We kind of take the route of,

657
00:19:26.391 --> 00:19:26.578
look,

658
00:19:26.813 --> 00:19:28.094
if this camera just broke,

659
00:19:28.657 --> 00:19:30.610
we're going to make fun of ourselves because the camera just broke.

660
00:19:30.611 --> 00:19:31.328
I'm not going to lie to you.

661
00:19:31.542 --> 00:19:31.842
and say,

662
00:19:31.982 --> 00:19:32.182
oh,

663
00:19:32.342 --> 00:19:32.782
something's wrong.

664
00:19:32.981 --> 00:19:33.102
No,

665
00:19:33.222 --> 00:19:34.582
we're telling you what it is.

666
00:19:34.723 --> 00:19:37.201
So when we get ad copy immediately,

667
00:19:37.522 --> 00:19:38.084
like with the

668
00:19:38.885 --> 00:19:39.522
ED one,

669
00:19:39.803 --> 00:19:39.982
like,

670
00:19:40.061 --> 00:19:40.287
well,

671
00:19:40.545 --> 00:19:40.662
no,

672
00:19:40.982 --> 00:19:42.404
I don't have erectile dysfunction.

673
00:19:42.545 --> 00:19:44.225
I'm not going to lie and say,

674
00:19:44.443 --> 00:19:44.787
you know,

675
00:19:45.045 --> 00:19:46.545
I've been suffering lately for it.

676
00:19:46.623 --> 00:19:48.084
And it might make someone feel good,

677
00:19:48.178 --> 00:19:48.459
but no,

678
00:19:48.678 --> 00:19:49.178
instead,

679
00:19:49.443 --> 00:19:50.568
I'm not going to say that I have it,

680
00:19:50.584 --> 00:19:58.803
but we're going to make fun of the awkwardness of talking about ED so that we can present you with the solution because it is awkward.

681
00:19:59.209 --> 00:20:00.693
People don't like to talk about it.

682
00:20:00.709 --> 00:20:01.030
but look,

683
00:20:01.090 --> 00:20:01.890
we've got this thing.

684
00:20:02.109 --> 00:20:03.109
So we think around it.

685
00:20:03.289 --> 00:20:05.389
And then the other one was for the Loomis Gummy.

686
00:20:05.752 --> 00:20:06.893
I don't like to get high.

687
00:20:07.369 --> 00:20:11.150
I've had an experience where once I did and my body just doesn't work with it.

688
00:20:11.174 --> 00:20:11.471
So I said,

689
00:20:11.494 --> 00:20:11.635
well,

690
00:20:11.636 --> 00:20:13.096
I can't say that I use these things.

691
00:20:13.213 --> 00:20:16.611
So we came up with something and said where I actually say to Jonathan,

692
00:20:16.650 --> 00:20:16.939
you know,

693
00:20:17.221 --> 00:20:18.158
I don't like to get high.

694
00:20:18.252 --> 00:20:19.096
And this thing is weird.

695
00:20:19.377 --> 00:20:20.314
And he then said,

696
00:20:20.408 --> 00:20:20.533
no,

697
00:20:20.596 --> 00:20:22.080
but these are different because of X,

698
00:20:22.081 --> 00:20:22.189
Y,

699
00:20:22.252 --> 00:20:22.486
and Z.

700
00:20:22.674 --> 00:20:24.127
So we're able to tell the truth.

701
00:20:24.330 --> 00:20:24.549
Yes.

702
00:20:24.550 --> 00:20:26.330
But then we have fun in telling the truth.

703
00:20:26.574 --> 00:20:27.995
And we submitted a bunch of stuff.

704
00:20:28.095 --> 00:20:30.117
So they're going to be able to go through it and pull this line,

705
00:20:30.118 --> 00:20:30.579
that line.

706
00:20:30.599 --> 00:20:31.056
We like this.

707
00:20:31.079 --> 00:20:31.638
We like that.

708
00:20:31.697 --> 00:20:33.939
There's a whole smorgasbord of comedy for them to choose from.

709
00:20:34.122 --> 00:20:39.306
That's exceptional because a lot of times it's like a single air check and then you try to go back and make a change.

710
00:20:39.408 --> 00:20:39.908
But I mean,

711
00:20:39.909 --> 00:20:40.369
it's your guys'

712
00:20:40.370 --> 00:20:40.884
whole approach,

713
00:20:40.931 --> 00:20:45.665
which what I want to do is take that to some top spenders in radio advertising.

714
00:20:45.853 --> 00:20:46.134
Great.

715
00:20:46.228 --> 00:20:47.540
We're going to rate them.

716
00:20:47.634 --> 00:20:50.337
We'll rank them real quick because that's what we do on ad infinitum.

717
00:20:50.400 --> 00:20:52.259
And then I would like you guys to improve them,

718
00:20:52.306 --> 00:20:55.165
which with whatever time we have remaining In particular,

719
00:20:55.228 --> 00:20:55.962
there's one...

720
00:20:56.270 --> 00:20:58.813
workhorse spot for ZipRecruiter.

721
00:20:59.051 --> 00:21:01.856
It cracks me up as far as like how podcast ads work.

722
00:21:01.973 --> 00:21:02.637
There was a day,

723
00:21:02.657 --> 00:21:03.477
it was a few years ago,

724
00:21:03.637 --> 00:21:05.840
my youngest daughter came in and she asked me,

725
00:21:05.880 --> 00:21:06.137
she said,

726
00:21:06.138 --> 00:21:06.403
hey dad,

727
00:21:06.419 --> 00:21:06.903
I got a question.

728
00:21:06.919 --> 00:21:07.176
I was like,

729
00:21:07.200 --> 00:21:07.520
what's that?

730
00:21:07.559 --> 00:21:07.801
She's like,

731
00:21:07.802 --> 00:21:09.223
do you guys use ZipRecruiter at work?

732
00:21:09.301 --> 00:21:09.661
And I was like,

733
00:21:09.700 --> 00:21:10.184
what do you mean?

734
00:21:10.223 --> 00:21:10.505
She goes,

735
00:21:10.520 --> 00:21:10.708
well,

736
00:21:10.864 --> 00:21:11.965
it's the smartest way to hire.

737
00:21:12.520 --> 00:21:15.395
Because she'd been hearing their ads in a kid's podcast,

738
00:21:15.630 --> 00:21:17.598
which there's a whole bunch we could talk about in there,

739
00:21:17.786 --> 00:21:20.489
about co-listening and all the sorts of other stuff.

740
00:21:20.630 --> 00:21:24.020
But ZipRecruiter has had a spot that has been on the air for like a decade.

741
00:21:24.250 --> 00:21:24.890
We'll get to that.

742
00:21:24.930 --> 00:21:25.471
But first,

743
00:21:25.611 --> 00:21:26.212
let's do this.

744
00:21:26.352 --> 00:21:31.497
This represents millions and millions of dollars spent in the month of March on radio.

745
00:21:31.715 --> 00:21:33.637
Those top advertisers are Progressive,

746
00:21:33.676 --> 00:21:34.536
the Home Depot,

747
00:21:34.537 --> 00:21:37.044
National Highway Traffic Safety Administration,

748
00:21:37.286 --> 00:21:39.122
Discover and then ZipRecruiter.

749
00:21:39.247 --> 00:21:39.622
All right.

750
00:21:39.762 --> 00:21:40.286
So here we go.

751
00:21:40.630 --> 00:21:42.223
Let's hear the spot from Progressive.

752
00:21:43.411 --> 00:21:46.911
Progressive knows if you have to choose between everyday life and your boat,

753
00:21:47.317 --> 00:21:47.989
boat wins.

754
00:21:59.091 --> 00:22:14.950
three scheduling eye exams can be a nightmare all right fine exam 10 votes with progressive you can bundle your boat with your home or auto and save with a discount and spend more time enjoying those savings on your boat progressive casualty insurance company affiliates and other insurers not available in all states of situation okay

755
00:22:15.403 --> 00:22:22.060
so that was a radio ad for progressive i want you guys to rate it as human dudes that might have heard that on the radio when they were driving

756
00:22:24.174 --> 00:22:25.934
The what-if persuasive scale.

757
00:22:26.074 --> 00:22:27.775
We'll do a blended score between the two of you.

758
00:22:27.955 --> 00:22:28.293
Wow.

759
00:22:28.496 --> 00:22:31.117
To whomever the ad agency that they came up with these,

760
00:22:31.316 --> 00:22:32.953
it's no shade to you.

761
00:22:33.195 --> 00:22:34.312
We are just listening to this,

762
00:22:34.492 --> 00:22:35.734
and does it resonate?

763
00:22:35.859 --> 00:22:37.976
I would like to give shade to the ad agency.

764
00:22:38.500 --> 00:22:38.617
No,

765
00:22:38.618 --> 00:22:38.937
I'm kidding,

766
00:22:38.938 --> 00:22:39.258
I'm kidding.

767
00:22:39.297 --> 00:22:40.343
It's one of those that's just like,

768
00:22:40.390 --> 00:22:42.625
it makes so little sense right away that I've tuned out.

769
00:22:42.672 --> 00:22:43.515
So you give it a five?

770
00:22:43.797 --> 00:22:43.984
Yeah.

771
00:22:44.453 --> 00:22:44.953
You know what?

772
00:22:45.062 --> 00:22:46.593
I think I was waiting for it to be funny,

773
00:22:46.937 --> 00:22:49.437
and in improvisation or even in writing,

774
00:22:49.765 --> 00:22:50.125
to me...

775
00:22:50.562 --> 00:22:52.203
it was a gossipy sketch.

776
00:22:52.304 --> 00:22:53.005
And by gossip,

777
00:22:53.024 --> 00:22:53.825
I just mean words.

778
00:22:53.826 --> 00:22:58.489
It's like when you're on stage doing something and no one has clearly defined,

779
00:22:58.732 --> 00:23:00.630
this is the end of the scene that we're going towards.

780
00:23:00.849 --> 00:23:02.497
So we're just gonna blah,

781
00:23:02.498 --> 00:23:02.653
blah,

782
00:23:02.654 --> 00:23:02.833
blah,

783
00:23:02.857 --> 00:23:03.036
blah,

784
00:23:03.052 --> 00:23:03.232
blah,

785
00:23:03.255 --> 00:23:03.435
blah,

786
00:23:03.450 --> 00:23:05.513
blah until we get to that point.

787
00:23:05.514 --> 00:23:06.458
And then the end of the scene is like,

788
00:23:06.716 --> 00:23:07.153
bacon.

789
00:23:07.763 --> 00:23:08.153
And I was like,

790
00:23:08.232 --> 00:23:08.482
oh,

791
00:23:08.716 --> 00:23:10.575
that whole scene was about bacon?

792
00:23:10.685 --> 00:23:13.982
I never realized that the entire time until they just told me at the end.

793
00:23:14.091 --> 00:23:17.591
So I get the whole bundling your boat and I just don't know who the audience was.

794
00:23:17.653 --> 00:23:19.044
Who was going to find that funny?

795
00:23:19.091 --> 00:23:19.325
I don't

796
00:23:19.577 --> 00:23:20.338
understand.

797
00:23:20.398 --> 00:23:20.757
Not only that,

798
00:23:20.778 --> 00:23:22.518
like who are the people saying boat wins?

799
00:23:22.519 --> 00:23:27.559
Like I'm imagining like five or six moms and dads wearing jerseys at a Buffalo Wild Wings yelling boat wins.

800
00:23:27.560 --> 00:23:28.481
Like why are you like,

801
00:23:28.497 --> 00:23:29.278
who are these people?

802
00:23:29.497 --> 00:23:30.442
It doesn't make any sense.

803
00:23:30.723 --> 00:23:33.301
So I'm hearing you guys say maybe we do the

804
00:23:33.661 --> 00:23:36.723
Mike Cesario liquid death scale of funny,

805
00:23:36.817 --> 00:23:38.317
funny versus advertising funny.

806
00:23:38.582 --> 00:23:40.926
This is solidly in the advertising funny camp.

807
00:23:41.129 --> 00:23:43.004
This is solidly in the advertising funny,

808
00:23:43.176 --> 00:23:44.707
but even advertising funny,

809
00:23:44.739 --> 00:23:47.301
because there are a lot of funny spots that are ad funny.

810
00:23:47.442 --> 00:23:49.082
I just don't want in this ad

811
00:23:49.326 --> 00:23:50.767
talking about boat wins.

812
00:23:50.887 --> 00:23:53.029
I'm trying to even decide what was the ad about?

813
00:23:53.109 --> 00:23:53.250
Well,

814
00:23:53.289 --> 00:23:57.515
here's the whole point of ad infinitum is that if you were in your car right now and you just heard that on the radio,

815
00:23:57.851 --> 00:24:00.719
this is illustrating the problem that I find with most audio ads.

816
00:24:00.898 --> 00:24:01.859
You only heard it once.

817
00:24:01.860 --> 00:24:03.281
You don't get to go back and play it again.

818
00:24:03.297 --> 00:24:03.422
No,

819
00:24:03.437 --> 00:24:04.203
I don't get to go back.

820
00:24:04.281 --> 00:24:04.742
It's over.

821
00:24:04.844 --> 00:24:06.562
So you're basically saying this one in and out.

822
00:24:06.563 --> 00:24:12.875
So I either would have shut it out as just extraneous noise or I actually would have gotten mad because I wanted to listen.

823
00:24:13.047 --> 00:24:13.875
I heard bundling.

824
00:24:14.047 --> 00:24:15.375
So I'm going to bundle my boat.

825
00:24:15.812 --> 00:24:17.390
Does the average person have a boat?

826
00:24:18.938 --> 00:24:19.238
But also,

827
00:24:19.398 --> 00:24:21.659
I think they're saying that the boat is such a money sink,

828
00:24:21.660 --> 00:24:24.062
it's going to take so much of your time away and money away.

829
00:24:24.241 --> 00:24:24.401
But,

830
00:24:24.663 --> 00:24:24.804
like,

831
00:24:24.983 --> 00:24:26.624
what is the insurance for?

832
00:24:26.866 --> 00:24:27.023
Like,

833
00:24:27.148 --> 00:24:28.148
is the boat going to sink?

834
00:24:29.991 --> 00:24:30.687
Let's do this.

835
00:24:31.093 --> 00:24:33.929
Let's listen to one of my favorites of all time,

836
00:24:34.210 --> 00:24:35.241
which is the Home Depot.

837
00:24:35.398 --> 00:24:37.101
Let's see how they showed up in the last month.

838
00:24:37.257 --> 00:24:37.491
Okay.

839
00:24:37.663 --> 00:24:39.319
And then we can maybe grade them against each other.

840
00:24:40.398 --> 00:24:42.835
Get ready for spring with the Home Depot and bring bright,

841
00:24:42.898 --> 00:24:47.007
colorful energy inside with projects to make your whole home feel like spring.

842
00:24:47.394 --> 00:24:54.379
Like livening your living spaces with a fresh coat of Behr Premium Plus paint starting at $28.98 for durable coverage in fun,

843
00:24:54.501 --> 00:24:56.622
vibrant colors for your walls and ceilings.

844
00:24:56.965 --> 00:24:58.825
It's never too early to start the season.

845
00:24:59.348 --> 00:25:02.411
There's a project you can tackle to get your home ready for spring,

846
00:25:02.747 --> 00:25:04.825
inside and out with the Home Depot.

847
00:25:05.106 --> 00:25:06.856
How doers get more done.

848
00:25:07.200 --> 00:25:07.747
In-store only,

849
00:25:07.872 --> 00:25:08.856
product varies by store,

850
00:25:09.028 --> 00:25:09.856
while supplies last.

851
00:25:11.184 --> 00:25:12.200
I just love that song.

852
00:25:12.543 --> 00:25:12.965
You know what?

853
00:25:13.507 --> 00:25:14.467
That didn't need to be funny.

854
00:25:14.908 --> 00:25:15.949
That is what it is.

855
00:25:16.308 --> 00:25:16.507
Right.

856
00:25:16.529 --> 00:25:17.148
Completely different.

857
00:25:17.228 --> 00:25:17.808
I get it.

858
00:25:18.070 --> 00:25:19.089
It's a different vibe.

859
00:25:19.289 --> 00:25:19.988
Home Depot,

860
00:25:20.328 --> 00:25:21.347
the spring colors,

861
00:25:21.609 --> 00:25:22.273
the painting.

862
00:25:22.546 --> 00:25:23.390
I see what it is.

863
00:25:23.671 --> 00:25:25.812
It is exactly what it needed to be.

864
00:25:25.953 --> 00:25:27.593
Even the voiceover artist,

865
00:25:27.773 --> 00:25:34.695
his voice had a welcoming inflection that I could picture him as the home designer.

866
00:25:34.945 --> 00:25:36.492
Maybe picture him as Josh Lucas,

867
00:25:36.820 --> 00:25:37.289
the actor.

868
00:25:37.570 --> 00:25:38.367
Was that Josh Lucas?

869
00:25:38.429 --> 00:25:38.710
Yes.

870
00:25:39.007 --> 00:25:39.132
Oh,

871
00:25:39.179 --> 00:25:39.351
wow.

872
00:25:39.398 --> 00:25:39.898
That was Josh?

873
00:25:40.195 --> 00:25:40.756
Their voice.

874
00:25:40.876 --> 00:25:40.996
Oh,

875
00:25:40.997 --> 00:25:41.276
wow.

876
00:25:41.357 --> 00:25:42.377
It was very nice,

877
00:25:42.498 --> 00:25:43.459
very welcoming.

878
00:25:43.719 --> 00:25:44.678
Made me feel like,

879
00:25:44.740 --> 00:25:44.861
oh,

880
00:25:44.940 --> 00:25:45.119
yeah,

881
00:25:45.221 --> 00:25:46.881
these are the great callers in my home.

882
00:25:47.084 --> 00:25:48.647
That's the response that elicited.

883
00:25:48.701 --> 00:25:50.108
And that song was good.

884
00:25:50.287 --> 00:25:50.467
Ding,

885
00:25:50.522 --> 00:25:50.662
ding,

886
00:25:50.725 --> 00:25:50.865
ding.

887
00:25:50.866 --> 00:25:52.131
It made me bob my head.

888
00:25:52.389 --> 00:25:52.811
Once I go,

889
00:25:53.147 --> 00:25:54.772
this is a commercial to paint your house.

890
00:25:55.006 --> 00:25:56.108
Once that clicked,

891
00:25:56.131 --> 00:25:56.725
I stopped listening.

892
00:25:56.726 --> 00:25:57.490
Because that's what it was.

893
00:25:57.818 --> 00:25:58.459
Not in a bad way,

894
00:25:58.740 --> 00:26:00.303
but there was no hook.

895
00:26:00.553 --> 00:26:01.193
There was no ha.

896
00:26:02.475 --> 00:26:05.693
There was no little thing to keep that gnawing in my brain when I'm done.

897
00:26:05.725 --> 00:26:06.303
But I do know,

898
00:26:06.459 --> 00:26:07.037
if I came home,

899
00:26:07.038 --> 00:26:07.428
for example,

900
00:26:07.429 --> 00:26:07.865
and Leah,

901
00:26:08.006 --> 00:26:08.365
my wife,

902
00:26:08.366 --> 00:26:08.615
was like,

903
00:26:08.616 --> 00:26:08.756
hey.

904
00:26:08.999 --> 00:26:09.860
I want to paint up the house,

905
00:26:09.880 --> 00:26:10.440
I might go,

906
00:26:10.520 --> 00:26:10.642
oh,

907
00:26:10.761 --> 00:26:11.442
we go to Home Deep.

908
00:26:11.501 --> 00:26:11.642
Like,

909
00:26:11.702 --> 00:26:13.063
I would think of the commercial,

910
00:26:13.142 --> 00:26:14.806
but there was no funny hook still there.

911
00:26:14.966 --> 00:26:16.227
What if we did something like this?

912
00:26:16.267 --> 00:26:16.626
Branson,

913
00:26:16.665 --> 00:26:18.806
can you play something almost like that music?

914
00:26:20.571 --> 00:26:22.673
It's not every day that you're incarcerated,

915
00:26:22.751 --> 00:26:25.352
but when you are and you're thrown into a cell,

916
00:26:25.821 --> 00:26:27.134
cell can be a little dismal.

917
00:26:27.993 --> 00:26:29.321
This cell feels so gray.

918
00:26:29.806 --> 00:26:36.681
What if I told you that I could change these bars and these walls into something that would brighten your day as you await execution?

919
00:26:36.951 --> 00:26:37.071
Well,

920
00:26:37.091 --> 00:26:37.411
thank you,

921
00:26:37.451 --> 00:26:39.991
prisoner 18520419.

922
00:26:40.072 --> 00:26:43.331
I also happen to be a Home Depot color specialist.

923
00:26:43.632 --> 00:26:43.753
Hey,

924
00:26:43.792 --> 00:26:45.636
you've dug a hole right through the bottom of the cell.

925
00:26:45.816 --> 00:26:46.214
I have,

926
00:26:46.331 --> 00:26:51.855
using this Home Depot shovel that you could get for $5.99 on our brand new Labordale sale.

927
00:26:52.175 --> 00:26:56.956
We can spruce up these places that you call home or four walls.

928
00:26:57.113 --> 00:26:58.003
Aw,

929
00:26:58.004 --> 00:26:58.628
high five.

930
00:26:59.316 --> 00:26:59.769
Here you go.

931
00:27:00.050 --> 00:27:01.675
And here's a poster to put over that hole.

932
00:27:01.784 --> 00:27:02.534
Aw,

933
00:27:02.535 --> 00:27:03.081
thank you.

934
00:27:04.575 --> 00:27:05.496
Yay.

935
00:27:07.618 --> 00:27:07.919
Fun,

936
00:27:08.220 --> 00:27:09.021
straight to the point.

937
00:27:09.380 --> 00:27:09.501
Yeah.

938
00:27:09.521 --> 00:27:11.001
And a different angle for sure.

939
00:27:11.302 --> 00:27:11.661
Okay.

940
00:27:11.962 --> 00:27:14.509
So if you guys were rating Home Depot versus Progressive,

941
00:27:14.510 --> 00:27:16.868
or do you want to hear another one first before you rank order these guys?

942
00:27:17.009 --> 00:27:17.611
Let's hear another one.

943
00:27:17.626 --> 00:27:17.751
Yeah.

944
00:27:17.829 --> 00:27:21.290
Because now I think that the rating needs to be in terms of effectiveness versus,

945
00:27:21.291 --> 00:27:22.275
because I was looking for comedy,

946
00:27:22.400 --> 00:27:23.447
but in terms of effectiveness,

947
00:27:23.448 --> 00:27:24.259
like what sticks.

948
00:27:24.462 --> 00:27:26.384
So I will give you the audiolytic scores,

949
00:27:26.415 --> 00:27:30.868
which is the system we use to grade and advertisements potential for persuasiveness,

950
00:27:31.009 --> 00:27:32.150
which I will share those with you.

951
00:27:32.311 --> 00:27:32.772
But here we go.

952
00:27:32.912 --> 00:27:35.494
National Highway Safety Traffic Administration.

953
00:27:35.694 --> 00:27:57.682
Already exciting.

954
00:27:58.073 --> 00:27:59.916
Don't drive distracted.

955
00:28:00.027 --> 00:28:02.067
A message brought to you by iHeartRadio,

956
00:28:02.247 --> 00:28:04.788
the National Highway Traffic Safety Administration,

957
00:28:04.948 --> 00:28:06.147
Project Yellow Light,

958
00:28:06.308 --> 00:28:07.269
and the Ad Council.

959
00:28:08.550 --> 00:28:13.526
And the ironic thing is someone had an accident as they reached down to turn up the radio because they were talking so much.

960
00:28:13.792 --> 00:28:16.550
And they reached down.

961
00:28:16.909 --> 00:28:17.409
So hooky.

962
00:28:17.737 --> 00:28:17.909
Yeah.

963
00:28:18.237 --> 00:28:18.753
Once again,

964
00:28:18.847 --> 00:28:19.565
just like with comedy,

965
00:28:19.597 --> 00:28:20.331
we talked in the beginning,

966
00:28:20.487 --> 00:28:21.237
music can hook you.

967
00:28:27.409 --> 00:28:27.972
I was there.

968
00:28:28.128 --> 00:28:28.940
I was there for it.

969
00:28:29.095 --> 00:28:29.956
I saw you go there.

970
00:28:30.036 --> 00:28:30.738
What was it about?

971
00:28:31.017 --> 00:28:33.460
It was about putting my phone on do not disturb.

972
00:28:33.620 --> 00:28:34.261
Now we're talking.

973
00:28:34.402 --> 00:28:35.003
The only thing that,

974
00:28:35.120 --> 00:28:35.261
like,

975
00:28:35.280 --> 00:28:35.941
the first time they went,

976
00:28:35.984 --> 00:28:37.027
da-da-da-da-da-da,

977
00:28:37.144 --> 00:28:37.808
sang the triplets,

978
00:28:37.863 --> 00:28:39.769
I would have repeated whatever they sang the first time,

979
00:28:39.770 --> 00:28:40.667
because I liked it so much,

980
00:28:40.706 --> 00:28:41.870
I wanted to hear it again.

981
00:28:41.886 --> 00:28:44.769
I wanted to hear some repeat of what they just sung.

982
00:28:44.894 --> 00:28:46.167
There was a little bit of me that's like,

983
00:28:46.308 --> 00:28:46.433
oh,

984
00:28:46.434 --> 00:28:47.011
this is cool,

985
00:28:47.027 --> 00:28:48.339
and this is vibey and R&B.

986
00:28:48.761 --> 00:28:49.730
Now here's a very,

987
00:28:49.870 --> 00:28:54.073
very right man who is now going to give authority to this spot.

988
00:28:54.277 --> 00:28:55.308
That was a little bit of a,

989
00:28:55.309 --> 00:28:55.417
oh,

990
00:28:55.605 --> 00:28:56.027
okay.

991
00:28:56.386 --> 00:28:57.339
But I did like it.

992
00:28:57.635 --> 00:28:59.838
If I had any critique or any criticism,

993
00:28:59.899 --> 00:29:00.639
and this just goes to,

994
00:29:00.899 --> 00:29:01.680
just like in comedy,

995
00:29:01.719 --> 00:29:02.820
whenever you're doing music,

996
00:29:02.840 --> 00:29:04.121
you want to be able to understand it.

997
00:29:04.281 --> 00:29:05.121
I had to listen.

998
00:29:05.281 --> 00:29:06.582
Because the way that it was in it,

999
00:29:06.621 --> 00:29:07.106
you got to.

1000
00:29:07.887 --> 00:29:13.309
Make sure that we're really hearing every word clearly in the message that you're doing.

1001
00:29:13.449 --> 00:29:14.504
But I thought it was really good.

1002
00:29:14.738 --> 00:29:14.848
Yeah.

1003
00:29:15.317 --> 00:29:15.535
Okay.

1004
00:29:15.551 --> 00:29:15.676
So,

1005
00:29:15.707 --> 00:29:16.067
so far,

1006
00:29:16.129 --> 00:29:17.067
that's a standout.

1007
00:29:17.068 --> 00:29:17.723
My favorite so far.

1008
00:29:17.754 --> 00:29:17.879
Yeah.

1009
00:29:17.910 --> 00:29:18.832
And it's kind of interesting.

1010
00:29:18.833 --> 00:29:20.035
I hadn't thought about this before.

1011
00:29:20.317 --> 00:29:22.098
Each of these is taking a different approach.

1012
00:29:22.113 --> 00:29:24.567
So you'll hear Discover takes yet another approach.

1013
00:29:24.723 --> 00:29:26.723
and I had not noticed that until Ravunim.

1014
00:29:26.959 --> 00:29:27.560
now with you guys.

1015
00:29:27.600 --> 00:29:31.905
So let's see how Discover decided to show up with $1.7 million in March in radio.

1016
00:29:33.405 --> 00:29:33.526
Oh,

1017
00:29:33.765 --> 00:29:36.007
could this vintage store be any cuter?

1018
00:29:36.210 --> 00:29:36.585
Right?

1019
00:29:36.788 --> 00:29:37.554
And the best part?

1020
00:29:37.749 --> 00:29:38.874
They accept Discover.

1021
00:29:39.194 --> 00:29:39.929
Accept Discover?

1022
00:29:40.351 --> 00:29:41.632
In a little place like this?

1023
00:29:42.171 --> 00:29:42.812
I don't think so,

1024
00:29:42.897 --> 00:29:43.272
Jennifer.

1025
00:29:43.491 --> 00:29:43.616
Oh,

1026
00:29:43.679 --> 00:29:43.882
yeah,

1027
00:29:43.929 --> 00:29:44.179
huh?

1028
00:29:44.601 --> 00:29:46.538
Discover's accepted where I like to shop.

1029
00:29:46.757 --> 00:29:47.132
Come on,

1030
00:29:47.226 --> 00:29:47.554
baby.

1031
00:29:47.663 --> 00:29:48.882
Get with the times.

1032
00:29:49.522 --> 00:29:50.022
Right.

1033
00:29:50.319 --> 00:29:52.397
So we shouldn't get the parachute pants?

1034
00:29:52.866 --> 00:29:54.366
These are making a comeback.

1035
00:29:55.741 --> 00:29:56.429
I think.

1036
00:29:57.071 --> 00:29:58.793
Discover is accepted at 99%

1037
00:29:58.814 --> 00:30:00.835
of places that take credit cards nationwide.

1038
00:30:01.534 --> 00:30:03.796
Based on the February 2024 Nielsen Report.

1039
00:30:05.023 --> 00:30:05.460
I liked it.

1040
00:30:05.819 --> 00:30:06.460
Tell me more.

1041
00:30:06.679 --> 00:30:07.218
Did you like it?

1042
00:30:08.843 --> 00:30:08.960
No.

1043
00:30:09.843 --> 00:30:10.421
No one says,

1044
00:30:10.788 --> 00:30:11.109
oh yeah,

1045
00:30:11.187 --> 00:30:11.444
huh.

1046
00:30:11.749 --> 00:30:12.163
And then also,

1047
00:30:12.226 --> 00:30:13.507
it's so awkward to me when people say,

1048
00:30:13.527 --> 00:30:16.089
say the names like you're in an improv scene of someone.

1049
00:30:16.230 --> 00:30:16.351
Well,

1050
00:30:16.352 --> 00:30:17.390
that's really funny there,

1051
00:30:17.691 --> 00:30:18.113
Wayne.

1052
00:30:18.433 --> 00:30:20.753
Like these friends have been hanging out for an hour before they walk in the store.

1053
00:30:20.914 --> 00:30:22.476
They're not going to say each other's names.

1054
00:30:22.554 --> 00:30:22.796
Listen,

1055
00:30:22.898 --> 00:30:23.460
Jocelyn,

1056
00:30:24.039 --> 00:30:27.164
I think I liked it because I'm not saying that I thought it was funny.

1057
00:30:27.445 --> 00:30:27.859
That's okay.

1058
00:30:28.203 --> 00:30:29.539
I do think that it achieved,

1059
00:30:29.679 --> 00:30:32.382
because of that point of it sounding like a scene,

1060
00:30:32.679 --> 00:30:34.101
it's a theater of the mind thing.

1061
00:30:34.304 --> 00:30:36.882
So if you are the demo and if you are listening,

1062
00:30:37.007 --> 00:30:38.210
it's a little slice of life.

1063
00:30:38.773 --> 00:30:40.054
It's a little intimate.

1064
00:30:40.335 --> 00:30:41.054
It's in your ear.

1065
00:30:41.117 --> 00:30:42.960
You're hearing two friends shop.

1066
00:30:43.203 --> 00:30:43.764
it evokes,

1067
00:30:44.064 --> 00:30:44.244
oh,

1068
00:30:44.584 --> 00:30:45.526
so when I'm in the store,

1069
00:30:45.826 --> 00:30:48.248
maybe I'm the person that needs a Discover card.

1070
00:30:48.491 --> 00:30:49.428
So this other person,

1071
00:30:49.850 --> 00:30:49.991
yeah,

1072
00:30:50.112 --> 00:30:51.748
it sounds familiar to me.

1073
00:30:52.014 --> 00:30:56.834
So I think that there is a person who those two ladies may sound like they're friends.

1074
00:30:56.959 --> 00:31:00.342
I believe that that was a very female-centric targeted ad.

1075
00:31:00.608 --> 00:31:03.311
So when you add in the names and the naming,

1076
00:31:03.467 --> 00:31:05.248
it's like listening to your girlfriends.

1077
00:31:05.561 --> 00:31:06.561
It's an intimate thing.

1078
00:31:06.905 --> 00:31:07.623
Here's a picture.

1079
00:31:07.624 --> 00:31:07.764
Hey,

1080
00:31:07.826 --> 00:31:08.264
Jennifer.

1081
00:31:08.559 --> 00:31:08.780
Hey,

1082
00:31:08.900 --> 00:31:09.460
Lenorel.

1083
00:31:09.520 --> 00:31:09.640
Hey,

1084
00:31:09.680 --> 00:31:09.821
look,

1085
00:31:09.901 --> 00:31:11.983
I don't have any money to pay for all this stuff.

1086
00:31:12.022 --> 00:31:12.243
I mean,

1087
00:31:12.263 --> 00:31:13.085
I have a Discover card,

1088
00:31:13.086 --> 00:31:14.323
but they probably don't take that,

1089
00:31:14.324 --> 00:31:15.546
so we're just going to walk out.

1090
00:31:15.788 --> 00:31:16.167
Wait a minute.

1091
00:31:16.526 --> 00:31:18.268
Are you saying that we should shoplift?

1092
00:31:18.269 --> 00:31:18.706
We probably should,

1093
00:31:18.707 --> 00:31:19.972
because they're not going to take a Discovery card,

1094
00:31:19.987 --> 00:31:20.112
right?

1095
00:31:20.393 --> 00:31:20.534
Well,

1096
00:31:20.768 --> 00:31:21.495
why don't we try,

1097
00:31:21.550 --> 00:31:21.729
girl?

1098
00:31:21.730 --> 00:31:22.753
Because I'm black,

1099
00:31:23.253 --> 00:31:24.456
and I don't want to really try.

1100
00:31:24.620 --> 00:31:25.714
That's dangerous as hell.

1101
00:31:25.761 --> 00:31:26.042
You know,

1102
00:31:26.401 --> 00:31:27.401
my husband is in prison.

1103
00:31:27.402 --> 00:31:29.276
He just had the Wall Street painted from Home Depot.

1104
00:31:29.464 --> 00:31:30.167
Did he really?

1105
00:31:30.198 --> 00:31:30.854
He sure did.

1106
00:31:32.698 --> 00:31:36.807
New Discover card for when prison just isn't in your future.

1107
00:31:37.815 --> 00:31:40.777
That's a big swing that the discoverer will never take.

1108
00:31:40.859 --> 00:31:44.043
The slice of life scenes is always an interesting choice.

1109
00:31:44.320 --> 00:31:45.004
And Jonathan,

1110
00:31:45.102 --> 00:31:45.867
I agree with you.

1111
00:31:45.984 --> 00:31:49.266
Sometimes the way this stuff is written doesn't feel the way people talk.

1112
00:31:49.328 --> 00:31:52.328
And there is like these conventions of using their name,

1113
00:31:52.367 --> 00:31:56.727
which maybe is trying to do theater the mind because we're trying to distinguish the voices.

1114
00:31:56.789 --> 00:31:57.039
But,

1115
00:31:57.117 --> 00:31:57.367
you know,

1116
00:31:57.414 --> 00:31:58.352
it's a balancing act.

1117
00:31:58.414 --> 00:31:59.180
You're so right,

1118
00:31:59.211 --> 00:32:00.102
Stu Redwine.

1119
00:32:00.617 --> 00:32:01.695
But here is the thing,

1120
00:32:01.758 --> 00:32:01.977
right?

1121
00:32:02.164 --> 00:32:04.680
Just like in improv or movies or your writing,

1122
00:32:04.883 --> 00:32:05.898
there are conventions.

1123
00:32:06.111 --> 00:32:07.794
And there are things that when we hear them,

1124
00:32:07.954 --> 00:32:08.194
we go,

1125
00:32:08.313 --> 00:32:08.493
oh,

1126
00:32:08.694 --> 00:32:09.376
because it's hack.

1127
00:32:09.655 --> 00:32:12.758
But there is a person that will listen to that,

1128
00:32:12.938 --> 00:32:13.297
that goes,

1129
00:32:13.540 --> 00:32:13.680
oh,

1130
00:32:13.899 --> 00:32:14.817
that's like my friends are there.

1131
00:32:14.903 --> 00:32:16.145
There is that person.

1132
00:32:16.301 --> 00:32:17.442
I feel like we're being good cop,

1133
00:32:17.544 --> 00:32:17.981
bad cop.

1134
00:32:18.520 --> 00:32:18.965
These ads.

1135
00:32:18.981 --> 00:32:19.348
It's good,

1136
00:32:19.387 --> 00:32:19.606
though.

1137
00:32:19.607 --> 00:32:20.004
It's good.

1138
00:32:20.325 --> 00:32:20.442
OK,

1139
00:32:20.669 --> 00:32:22.504
so now we're coming into the final round here.

1140
00:32:22.645 --> 00:32:22.973
First,

1141
00:32:22.989 --> 00:32:29.270
let's listen to how ZipRecruiter is showing up with $3.1 million in March in their current creative.

1142
00:32:31.395 --> 00:32:32.051
When you're hiring.

1143
00:32:33.359 --> 00:32:37.342
Have you ever felt like you're missing out on meeting truly great candidates for your roles?

1144
00:32:37.803 --> 00:32:39.424
It seems impossible to find them.

1145
00:32:40.025 --> 00:32:41.326
They have to be out there somewhere,

1146
00:32:41.568 --> 00:32:41.787
right?

1147
00:32:42.248 --> 00:32:42.428
Well,

1148
00:32:42.647 --> 00:32:44.412
they're not hard to find when you know where to go.

1149
00:32:45.029 --> 00:32:46.576
And that place is ZipRecruiter.

1150
00:32:47.053 --> 00:32:47.670
And right now,

1151
00:32:47.951 --> 00:32:52.420
you can try ZipRecruiter for free at ZipRecruiter.com slash radio.

1152
00:32:53.076 --> 00:32:56.217
ZipRecruiter helps 10 million people with their job search every day.

1153
00:32:56.498 --> 00:33:00.139
And because these people are actively looking for jobs just like yours,

1154
00:33:00.420 --> 00:33:02.842
it's easy to find the right person right away.

1155
00:33:03.183 --> 00:33:03.624
In fact,

1156
00:33:04.044 --> 00:33:08.369
four out of five employers who post on ZipRecruiter get a quality candidate within the first day.

1157
00:33:08.728 --> 00:33:10.228
But if you're not using ZipRecruiter,

1158
00:33:10.572 --> 00:33:11.291
you're missing out.

1159
00:33:11.611 --> 00:33:13.736
So see what it's like when the impossible is easy.

1160
00:33:13.916 --> 00:33:19.322
When you go to ZipRecruiter.com slash radio right now to try ZipRecruiter for free.

1161
00:33:20.135 --> 00:33:20.666
Once again,

1162
00:33:21.041 --> 00:33:23.744
that's ZipRecruiter.com slash radio.

1163
00:33:24.588 --> 00:33:26.900
ZipRecruiter.com slash radio.

1164
00:33:27.353 --> 00:33:30.103
Never miss out on great candidates with ZipRecruiter.

1165
00:33:31.239 --> 00:33:32.920
We will miss out because I would have tuned out.

1166
00:33:33.000 --> 00:33:33.500
It's too long.

1167
00:33:33.721 --> 00:33:34.699
Could have done it in a 30.

1168
00:33:34.961 --> 00:33:35.621
That was a 60.

1169
00:33:36.020 --> 00:33:36.141
Yeah.

1170
00:33:36.301 --> 00:33:41.660
He's on so much Zoloft that he can't raise or lower his pitch beyond this mid-center.

1171
00:33:41.902 --> 00:33:42.879
New ZipRecruiter.

1172
00:33:43.082 --> 00:33:50.231
ZipRecruiter will help you find the person that you need to hire to talk like this to help you find somebody for ZipRecruiter.

1173
00:33:50.762 --> 00:33:51.465
ZipRecruiter.

1174
00:33:51.824 --> 00:33:53.871
We can find the people who can find the people.

1175
00:33:54.184 --> 00:33:55.902
People who find people for people.

1176
00:33:56.621 --> 00:33:56.762
Yeah,

1177
00:33:56.809 --> 00:33:58.449
I would have tuned out so fast.

1178
00:33:58.512 --> 00:33:58.949
It was too,

1179
00:33:59.012 --> 00:33:59.402
too long.

1180
00:33:59.591 --> 00:34:01.713
The only thing keeping it afloat for me was the music,

1181
00:34:01.893 --> 00:34:02.735
which still wasn't...

1182
00:34:02.835 --> 00:34:03.254
Didn't change the...

1183
00:34:03.255 --> 00:34:04.754
It's like a Steven Soderbergh film.

1184
00:34:04.778 --> 00:34:06.176
And then it stopped at one point.

1185
00:34:06.200 --> 00:34:08.520
There was a music stop and he kept talking at the same...

1186
00:34:08.544 --> 00:34:09.239
Like he didn't stop talking.

1187
00:34:09.240 --> 00:34:10.161
Because the loop stopped.

1188
00:34:11.481 --> 00:34:11.786
Wow.

1189
00:34:12.801 --> 00:34:14.387
Because that garage band loop...

1190
00:34:14.645 --> 00:34:14.825
Yeah,

1191
00:34:14.903 --> 00:34:15.614
that's what that was.

1192
00:34:15.848 --> 00:34:18.551
What would a ZipRecruiter ad sound like for us,

1193
00:34:18.552 --> 00:34:18.848
you think?

1194
00:34:18.958 --> 00:34:21.051
I got to find someone to do these jobs here.

1195
00:34:21.708 --> 00:34:21.911
Hey,

1196
00:34:21.989 --> 00:34:22.254
man,

1197
00:34:22.973 --> 00:34:23.473
you know what?

1198
00:34:24.692 --> 00:34:25.973
My wife got arrested.

1199
00:34:26.363 --> 00:34:29.948
Trying to sneak out of a store instead of using her discovery card.

1200
00:34:30.467 --> 00:34:31.530
And I want to break her out,

1201
00:34:31.608 --> 00:34:33.913
but I don't know anybody to put together a crew.

1202
00:34:34.190 --> 00:34:34.374
Hey,

1203
00:34:34.514 --> 00:34:34.694
hey,

1204
00:34:34.772 --> 00:34:35.452
you should talk to

1205
00:34:35.874 --> 00:34:38.960
ZipRecruiter.com. You think that if I went to ZipRecruiter,

1206
00:34:39.116 --> 00:34:40.655
I could find a driver,

1207
00:34:41.116 --> 00:34:42.397
a demolitions expert,

1208
00:34:42.835 --> 00:34:46.163
and someone to take care of the cameras and all the various electronics?

1209
00:34:46.850 --> 00:34:48.085
Not only can you find them,

1210
00:34:48.241 --> 00:34:49.085
you can hire them,

1211
00:34:49.178 --> 00:34:51.553
and they can work at the place that you hired them for.

1212
00:34:51.881 --> 00:34:52.069
Wow.

1213
00:34:52.070 --> 00:34:53.194
That's what a job is.

1214
00:34:53.913 --> 00:34:54.444
You know what?

1215
00:34:54.616 --> 00:34:55.147
I'm with you.

1216
00:34:55.515 --> 00:34:56.837
I'm going to use ZipRecruiter.

1217
00:34:57.737 --> 00:34:57.958
Also,

1218
00:34:58.298 --> 00:35:00.559
you can't say ZipRecruiter without zip.

1219
00:35:02.180 --> 00:35:02.403
Nope.

1220
00:35:06.466 --> 00:35:07.247
Oh,

1221
00:35:07.606 --> 00:35:09.528
so that is fantastic.

1222
00:35:09.747 --> 00:35:10.091
All right.

1223
00:35:10.106 --> 00:35:11.169
So looking back,

1224
00:35:11.552 --> 00:35:12.598
if you can even remember,

1225
00:35:12.895 --> 00:35:13.489
it was ZipRecruiter.

1226
00:35:13.527 --> 00:35:14.288
Pruder Discover,

1227
00:35:14.667 --> 00:35:16.449
National Highway Traffic Safety Admin,

1228
00:35:16.507 --> 00:35:17.109
The Home Depot,

1229
00:35:17.110 --> 00:35:17.808
and Progressive.

1230
00:35:18.128 --> 00:35:18.929
Who's the standout?

1231
00:35:19.648 --> 00:35:20.570
The highway traffic,

1232
00:35:20.968 --> 00:35:21.109
Ed.

1233
00:35:21.429 --> 00:35:24.710
And they get extra points for being the hardest to make sexy.

1234
00:35:27.554 --> 00:35:32.257
Like it's such a mouthful of boringness that they made into a message that we got and was fun.

1235
00:35:32.476 --> 00:35:33.898
So it's a winner for both of you guys.

1236
00:35:34.085 --> 00:35:34.210
Oh,

1237
00:35:34.257 --> 00:35:34.414
yeah.

1238
00:35:34.617 --> 00:35:34.726
Yeah,

1239
00:35:34.727 --> 00:35:38.710
but I'm trying to think who probably got the highest score with regular folks.

1240
00:35:38.976 --> 00:35:39.929
Then I'd have to go,

1241
00:35:40.414 --> 00:35:43.195
maybe it was like one of the talkier ones.

1242
00:35:43.435 --> 00:35:43.555
Well,

1243
00:35:43.575 --> 00:35:47.059
let me tell you what our performance framework scored them at.

1244
00:35:47.139 --> 00:35:47.278
Yeah.

1245
00:35:47.319 --> 00:35:47.579
Okay.

1246
00:35:47.778 --> 00:35:50.481
The top ranked ad was actually ZipRecruiter.

1247
00:35:51.325 --> 00:35:52.341
One of the talkier ones.

1248
00:35:52.481 --> 00:35:52.763
Okay.

1249
00:35:53.106 --> 00:35:54.848
It's also a B2B solution.

1250
00:35:55.223 --> 00:35:56.091
You have a problem.

1251
00:35:56.309 --> 00:35:57.770
We can take care of it like this.

1252
00:35:58.106 --> 00:36:01.395
And that's where we come down on clarity has a cleverness all of its own.

1253
00:36:01.614 --> 00:36:08.927
There's a social proof component to hearing something in a certain context or hearing it all the time that we as consumers,

1254
00:36:08.958 --> 00:36:11.989
we as people in this environment associate a certain

1255
00:36:12.543 --> 00:36:14.645
level of trust to someone that's able to afford that.

1256
00:36:14.885 --> 00:36:17.149
So if you hear ZipRecruiter everywhere,

1257
00:36:17.188 --> 00:36:20.993
all the time talking to you in what in testing has been revealed,

1258
00:36:21.133 --> 00:36:22.430
a masculine voice,

1259
00:36:22.477 --> 00:36:23.555
not so much anymore,

1260
00:36:23.633 --> 00:36:25.477
but very authoritative voice.

1261
00:36:28.586 --> 00:36:31.961
It's like the lab coat experiment or when they give them on a clipboard,

1262
00:36:32.118 --> 00:36:33.477
you're going to hate this,

1263
00:36:33.758 --> 00:36:34.961
but you'll remember it.

1264
00:36:35.211 --> 00:36:35.430
Yeah.

1265
00:36:35.461 --> 00:36:36.680
I don't even know if it's hating it.

1266
00:36:36.743 --> 00:36:37.102
It's like,

1267
00:36:37.149 --> 00:36:38.368
you're going to listen to me.

1268
00:36:38.639 --> 00:36:41.523
because I have the authority to tell you that if you need something,

1269
00:36:41.683 --> 00:36:42.822
this is where you go to get it.

1270
00:36:42.923 --> 00:36:43.224
And we go,

1271
00:36:43.544 --> 00:36:43.947
okay,

1272
00:36:44.126 --> 00:36:45.607
which is the better version,

1273
00:36:45.868 --> 00:36:46.267
I feel,

1274
00:36:46.447 --> 00:36:49.329
of the version with the two ladies of the Discover.

1275
00:36:49.532 --> 00:36:50.087
This one is,

1276
00:36:50.314 --> 00:36:51.009
you need this,

1277
00:36:51.275 --> 00:36:53.111
I've got the problem with this voice.

1278
00:36:53.251 --> 00:36:53.954
The other one is,

1279
00:36:54.173 --> 00:36:54.454
hey,

1280
00:36:54.782 --> 00:36:55.251
we're women.

1281
00:36:55.454 --> 00:36:56.611
Can I talk to you guys?

1282
00:36:56.923 --> 00:36:58.064
We have a problem,

1283
00:36:58.079 --> 00:37:00.564
but maybe we can help each other fix it.

1284
00:37:00.907 --> 00:37:02.126
I would love to have heard.

1285
00:37:02.375 --> 00:37:04.418
the rejected ZipRecruiter ideas.

1286
00:37:04.437 --> 00:37:05.018
I know we can't,

1287
00:37:05.078 --> 00:37:06.420
but I'd love to hear the agency say,

1288
00:37:06.478 --> 00:37:07.361
we almost went with this,

1289
00:37:07.478 --> 00:37:07.643
this,

1290
00:37:07.721 --> 00:37:07.881
this,

1291
00:37:07.900 --> 00:37:12.486
or this to compare them to what they went with just to see if it felt more creative or more fun or more funny.

1292
00:37:12.807 --> 00:37:12.924
Well,

1293
00:37:12.925 --> 00:37:14.588
that's definitely where we're going to end.

1294
00:37:14.603 --> 00:37:16.150
We're going to end with their workhorse.

1295
00:37:16.932 --> 00:37:17.307
I checked,

1296
00:37:17.308 --> 00:37:18.416
it's still running on the radio.

1297
00:37:18.432 --> 00:37:19.619
It's been running for a decade.

1298
00:37:19.620 --> 00:37:21.853
I actually called my friend who was at ZipRecruiter.

1299
00:37:22.088 --> 00:37:24.275
He had started shortly after it had started.

1300
00:37:24.463 --> 00:37:26.807
I'm not going to tell you his name because I don't want to hear a song about him.

1301
00:37:26.900 --> 00:37:27.635
Is it Brad?

1302
00:37:27.838 --> 00:37:28.353
It's Brad.

1303
00:37:28.587 --> 00:37:28.748
Now,

1304
00:37:28.888 --> 00:37:30.909
I was this close to not mentioning that,

1305
00:37:30.950 --> 00:37:32.051
but I wanted to honor Brad.

1306
00:37:32.071 --> 00:37:34.053
So maybe it is time for me and Brad to reconnect.

1307
00:37:34.534 --> 00:37:35.354
Love you,

1308
00:37:35.713 --> 00:37:36.475
Brad.

1309
00:37:37.694 --> 00:37:38.178
Yay.

1310
00:37:38.179 --> 00:37:39.178
It's a happy ending.

1311
00:37:39.256 --> 00:37:40.100
It seems like it is.

1312
00:37:40.319 --> 00:37:40.522
Okay.

1313
00:37:40.561 --> 00:37:43.303
So just so you guys know the rankings from a performance standpoint,

1314
00:37:43.499 --> 00:37:44.670
ZipRecruiter would be number one.

1315
00:37:44.827 --> 00:37:46.389
Progressive would be number two.

1316
00:37:46.670 --> 00:37:48.108
Discover would be number three.

1317
00:37:48.342 --> 00:37:49.889
Home Depot wouldn't be number four.

1318
00:37:50.249 --> 00:37:53.967
National Highway Traffic Safety Administration would be number five.

1319
00:37:54.030 --> 00:37:54.874
Makes complete sense,

1320
00:37:54.920 --> 00:37:55.077
though,

1321
00:37:55.108 --> 00:37:57.108
because going by the criteria that you're saying.

1322
00:37:57.207 --> 00:38:02.113
If you're starting at number one with the clarity that there's a cleverness and the clarity of its own,

1323
00:38:02.351 --> 00:38:07.359
then by the time you get down to a song where I need to listen to the song to hear the words,

1324
00:38:07.594 --> 00:38:09.476
which is why I guess number three,

1325
00:38:09.578 --> 00:38:11.437
it was the ones with the ladies.

1326
00:38:12.062 --> 00:38:18.109
Because as soon as you start deviating from me to you communication to them to each other and you eavesdropping,

1327
00:38:18.250 --> 00:38:19.312
then the clarity drops.

1328
00:38:20.139 --> 00:38:20.440
Yes,

1329
00:38:20.560 --> 00:38:22.461
and that's if you're going to be clever,

1330
00:38:22.681 --> 00:38:24.125
you got to make sure you're really clever,

1331
00:38:24.203 --> 00:38:24.465
you know,

1332
00:38:24.484 --> 00:38:25.644
and sometimes with all this stuff,

1333
00:38:25.645 --> 00:38:29.027
it comes down to reminding them that you exist so that when they have need of you,

1334
00:38:29.144 --> 00:38:30.027
they're going to think of you.

1335
00:38:30.129 --> 00:38:31.574
And that makes the case for being clear.

1336
00:38:31.910 --> 00:38:32.769
So with that said,

1337
00:38:33.176 --> 00:38:36.316
I love this spot because it always confounds creatives.

1338
00:38:36.582 --> 00:38:39.176
It pretty much has all the aspects of cringe.

1339
00:38:39.285 --> 00:38:39.504
Okay.

1340
00:38:39.738 --> 00:38:40.066
Okay.

1341
00:38:40.363 --> 00:38:42.441
And yet it has run for a decade.

1342
00:38:42.660 --> 00:38:46.566
So and we're talking about I don't even know the millions of dollars behind it,

1343
00:38:46.567 --> 00:38:48.222
but I know enough about ZipRecruiter.

1344
00:38:48.359 --> 00:38:56.621
and the team at ZipRecruiter and how they approach this stuff and how we approach this stuff that there's no way this would still be running if it was not converting consistently.

1345
00:38:56.839 --> 00:38:58.441
So that's very fascinating.

1346
00:38:58.542 --> 00:39:01.824
And this was the one that I fantasized about you guys improving.

1347
00:39:02.386 --> 00:39:03.160
So here we go.

1348
00:39:05.417 --> 00:39:07.699
Finding great candidates to hire can be like,

1349
00:39:07.902 --> 00:39:08.105
well,

1350
00:39:08.511 --> 00:39:10.183
trying to find a needle in a haystack.

1351
00:39:10.417 --> 00:39:10.667
Sure,

1352
00:39:10.871 --> 00:39:12.808
you can post your job to some job board,

1353
00:39:12.949 --> 00:39:15.792
but then all you can do is hope the right person comes along,

1354
00:39:16.058 --> 00:39:18.027
which is why you should try ZipRecruiter.

1355
00:39:18.147 --> 00:39:21.069
for free at ziprecruiter.com slash free.

1356
00:39:21.710 --> 00:39:24.093
ZipRecruiter doesn't depend on candidates finding you.

1357
00:39:24.515 --> 00:39:30.343
Its powerful technology identifies people with the right experience and actively invites them to apply to your job.

1358
00:39:30.522 --> 00:39:32.663
You get qualified candidates fast.

1359
00:39:32.999 --> 00:39:35.366
So while other companies might deliver a lot of hay,

1360
00:39:35.679 --> 00:39:37.741
ZipRecruiter finds you what you're looking for,

1361
00:39:38.647 --> 00:39:39.772
the needle in the haystack.

1362
00:39:40.382 --> 00:39:45.679
Four out of five employers who post a job on ZipRecruiter get a quality candidate through is tight within the first day.

1363
00:39:46.022 --> 00:39:46.772
ZipRecruiter.

1364
00:39:47.403 --> 00:39:48.523
smartest way to hire.

1365
00:39:48.743 --> 00:39:51.324
And right now you can find ZipRecruiter for free.

1366
00:39:51.723 --> 00:39:52.285
That's right,

1367
00:39:52.543 --> 00:39:52.824
free.

1368
00:39:53.164 --> 00:39:55.426
Just go to this exclusive web address,

1369
00:39:55.684 --> 00:39:57.988
ZipRecruiter.com slash free.

1370
00:39:58.324 --> 00:40:00.863
That's ZipRecruiter.com slash free.

1371
00:40:01.363 --> 00:40:03.363
ZipRecruiter.com slash free.

1372
00:40:04.910 --> 00:40:08.895
Now knowing what you're saying about having to repeat it and it's super clear what they do.

1373
00:40:09.145 --> 00:40:11.363
This is ZipRecruiter.com.

1374
00:40:11.707 --> 00:40:12.145
I get it.

1375
00:40:12.332 --> 00:40:14.566
I was transported into my car during.

1376
00:40:14.871 --> 00:40:20.959
rush hour and it's rained an hour ago and now my windows are fogging up and I'm hot and I'm fiddling with the radio.

1377
00:40:20.978 --> 00:40:21.857
Oh man.

1378
00:40:22.158 --> 00:40:24.779
It's the needle in the haystack guys trying to find the right employees.

1379
00:40:24.842 --> 00:40:26.764
A lot of companies are going to deliver a lot of hay,

1380
00:40:27.021 --> 00:40:28.748
but they're going to help you find the needle in the haystack.

1381
00:40:28.764 --> 00:40:30.107
And I feel like I could just hear like,

1382
00:40:31.146 --> 00:40:32.443
someone thought that that was so clever,

1383
00:40:32.615 --> 00:40:34.053
but sometimes you don't need to be.

1384
00:40:34.224 --> 00:40:36.553
Plus the people that are making these decisions,

1385
00:40:36.787 --> 00:40:39.912
ZipRecruiter isn't necessarily for everybody,

1386
00:40:40.021 --> 00:40:40.178
right?

1387
00:40:40.240 --> 00:40:41.053
It's really B2B.

1388
00:40:41.431 --> 00:40:41.672
Right.

1389
00:40:41.812 --> 00:40:42.913
It's for people that are hiring.

1390
00:40:42.914 --> 00:40:43.593
And to your point,

1391
00:40:43.654 --> 00:40:46.576
it's going to be like people that are hiring the cooks in the back,

1392
00:40:46.697 --> 00:40:47.736
bunch of drivers.

1393
00:40:47.837 --> 00:40:48.697
Exactly.

1394
00:40:48.880 --> 00:40:53.704
So there's a certain person that I feel all these ads resonate with a certain person rarely.

1395
00:40:53.923 --> 00:40:55.447
And maybe it's with consumable goods.

1396
00:40:55.462 --> 00:40:57.423
And I'm talking like I know what the hell I'm talking about.

1397
00:40:57.470 --> 00:40:59.751
But it seems like with more consumable goods,

1398
00:40:59.829 --> 00:41:01.798
that's when you've got a general ad.

1399
00:41:01.829 --> 00:41:02.064
Yes.

1400
00:41:02.251 --> 00:41:03.595
That you throw up and throw out.

1401
00:41:04.191 --> 00:41:05.092
are very tailored,

1402
00:41:05.132 --> 00:41:06.073
specific ads.

1403
00:41:06.093 --> 00:41:14.842
So sometimes the clever take on a hiring and a recruitment ad may not be the way to go if the guy who is hiring it sounds just like the guy who is doing this ad.

1404
00:41:14.866 --> 00:41:15.163
He's like,

1405
00:41:15.164 --> 00:41:15.959
that sounds like me.

1406
00:41:16.264 --> 00:41:19.530
And his inflection was that sometimes you need to find the needle in the haystack.

1407
00:41:19.803 --> 00:41:21.366
If that's the dude that is hiring,

1408
00:41:21.553 --> 00:41:22.709
he doesn't want to jingle,

1409
00:41:22.803 --> 00:41:23.725
you need a haystack,

1410
00:41:23.975 --> 00:41:25.006
you need a needle.

1411
00:41:25.928 --> 00:41:26.631
He doesn't want that.

1412
00:41:27.033 --> 00:41:27.173
Well,

1413
00:41:27.233 --> 00:41:30.497
and related to the point you had earlier about the two ladies talking,

1414
00:41:30.876 --> 00:41:34.521
that sometimes we can outsmart our common sense or sort of,

1415
00:41:34.899 --> 00:41:35.138
you know,

1416
00:41:35.161 --> 00:41:36.138
it's David Ogilvie said,

1417
00:41:36.139 --> 00:41:37.302
the customer's not an idiot.

1418
00:41:37.341 --> 00:41:38.005
She's your wife.

1419
00:41:38.325 --> 00:41:38.567
You know,

1420
00:41:38.646 --> 00:41:41.185
needle in the haystack is a very effective metaphor.

1421
00:41:41.646 --> 00:41:42.231
It's simple.

1422
00:41:42.567 --> 00:41:42.989
We get it.

1423
00:41:42.990 --> 00:41:44.310
A child would understand it.

1424
00:41:44.575 --> 00:41:46.372
It's like maybe at a fourth grade reading level,

1425
00:41:46.435 --> 00:41:48.028
which is what Stephen King writes at.

1426
00:41:48.138 --> 00:41:50.060
It's a successful way to communicate.

1427
00:41:50.216 --> 00:41:50.419
Yep.

1428
00:41:50.622 --> 00:41:52.450
So sometimes I think we even forget that.

1429
00:41:52.622 --> 00:41:54.341
We out clever ourselves sometimes.

1430
00:41:54.481 --> 00:41:54.606
Hmm.

1431
00:41:55.060 --> 00:41:55.622
Jonathan.

1432
00:41:56.301 --> 00:41:57.342
It's completely free.

1433
00:41:57.662 --> 00:41:58.263
That's right.

1434
00:41:58.523 --> 00:41:58.663
Oh,

1435
00:41:58.923 --> 00:41:59.784
you didn't ask?

1436
00:41:59.984 --> 00:42:01.366
I thought I heard you ask.

1437
00:42:01.605 --> 00:42:02.468
Because if you had,

1438
00:42:02.749 --> 00:42:04.390
I would have said it's completely free.

1439
00:42:05.593 --> 00:42:06.030
It's good.

1440
00:42:06.148 --> 00:42:06.452
I mean,

1441
00:42:06.593 --> 00:42:07.413
for what it is,

1442
00:42:07.554 --> 00:42:09.273
I don't even know how we would improve that.

1443
00:42:09.632 --> 00:42:10.413
With the jingle,

1444
00:42:10.616 --> 00:42:13.335
with the needle in the haystack jingle is what I was hoping for.

1445
00:42:13.413 --> 00:42:13.632
Okay,

1446
00:42:13.757 --> 00:42:15.023
a needle in the haystack jingle.

1447
00:42:15.054 --> 00:42:15.695
All right.

1448
00:42:21.929 --> 00:42:24.726
I can't find anyone to do the job.

1449
00:42:25.641 --> 00:42:25.761
Well,

1450
00:42:25.781 --> 00:42:26.001
hey,

1451
00:42:26.021 --> 00:42:26.241
hey,

1452
00:42:26.422 --> 00:42:27.002
Maber!

1453
00:42:27.363 --> 00:42:27.722
It's me!

1454
00:42:28.865 --> 00:42:30.705
I came to do the job!

1455
00:42:31.006 --> 00:42:31.728
I don't want you,

1456
00:42:31.787 --> 00:42:32.510
I want better!

1457
00:42:33.306 --> 00:42:33.470
Oh,

1458
00:42:33.892 --> 00:42:35.392
who can do the job better than me?

1459
00:42:35.830 --> 00:42:35.970
Um,

1460
00:42:36.010 --> 00:42:36.510
excuse me,

1461
00:42:37.135 --> 00:42:38.236
I believe that I can.

1462
00:42:38.275 --> 00:42:38.775
Who are you?

1463
00:42:39.517 --> 00:42:39.697
Ha ha,

1464
00:42:39.698 --> 00:42:40.158
you'll see!

1465
00:42:40.299 --> 00:42:41.697
You're my needle in a haystack!

1466
00:42:41.698 --> 00:42:42.916
I'm the needle in the haystack!

1467
00:42:42.917 --> 00:42:44.416
You're my needle in a haystack!

1468
00:42:44.417 --> 00:42:45.338
You've been looking all day long!

1469
00:42:45.447 --> 00:42:47.103
You're my needle in a haystack!

1470
00:42:47.104 --> 00:42:48.369
You've been looking all day long!

1471
00:42:48.370 --> 00:42:49.400
You're my needle in a haystack!

1472
00:42:49.401 --> 00:42:50.244
I've been looking wrong!

1473
00:42:50.260 --> 00:42:50.385
Sit,

1474
00:42:50.541 --> 00:42:51.181
recruiter,

1475
00:42:51.213 --> 00:42:51.400
I talk!

1476
00:42:51.447 --> 00:42:51.744
Sit,

1477
00:42:51.745 --> 00:42:52.463
recruiter!

1478
00:42:52.617 --> 00:42:55.597
I found the needle and the needle is so sharp.

1479
00:42:56.117 --> 00:43:01.296
And I can be your needle in the haystack or the flashlight for your company when it gets dark.

1480
00:43:01.382 --> 00:43:02.203
It's free.

1481
00:43:02.703 --> 00:43:03.336
It's free.

1482
00:43:03.656 --> 00:43:07.164
At ZipRecruiter.com.

1483
00:43:11.414 --> 00:43:11.882
And there we go.

1484
00:43:12.195 --> 00:43:12.664
You did it,

1485
00:43:12.679 --> 00:43:13.007
guys.

1486
00:43:14.679 --> 00:43:15.101
Thank you.

1487
00:43:15.507 --> 00:43:15.820
Wow.

1488
00:43:15.945 --> 00:43:17.945
That poor guy didn't get the job.

1489
00:43:18.007 --> 00:43:18.507
Poor guy.

1490
00:43:18.789 --> 00:43:19.476
He worked with me.

1491
00:43:19.825 --> 00:43:21.425
He was a piece of hay in the haystack.

1492
00:43:22.285 --> 00:43:22.505
Hey,

1493
00:43:22.525 --> 00:43:22.865
it's me.

1494
00:43:23.205 --> 00:43:23.486
Guys,

1495
00:43:23.525 --> 00:43:24.726
this has been incredible.

1496
00:43:25.207 --> 00:43:26.265
You deliver the goods,

1497
00:43:26.406 --> 00:43:27.285
that is for sure.

1498
00:43:27.746 --> 00:43:29.050
In light of everything we've talked about,

1499
00:43:29.066 --> 00:43:30.371
and then also just your experience,

1500
00:43:30.410 --> 00:43:30.668
I mean,

1501
00:43:30.730 --> 00:43:30.847
A,

1502
00:43:31.308 --> 00:43:33.410
as entertainers and what you do professionally,

1503
00:43:33.511 --> 00:43:33.964
but B,

1504
00:43:34.105 --> 00:43:36.582
it's just people that are out there hearing ads,

1505
00:43:36.910 --> 00:43:37.941
listening to podcasts.

1506
00:43:38.191 --> 00:43:41.504
What advice do you have for the chief audio officers that are listening?

1507
00:43:41.550 --> 00:43:44.207
Those are the folks that are the primary audience of this show,

1508
00:43:44.269 --> 00:43:48.254
which are the people that are responsible for making dollars work in audio.

1509
00:43:49.093 --> 00:43:50.373
I would say you got to take a risk.

1510
00:43:50.573 --> 00:43:51.333
You have to take a risk.

1511
00:43:51.334 --> 00:43:52.593
If you want to be the big success,

1512
00:43:52.594 --> 00:43:53.495
you got to take a big risk.

1513
00:43:53.894 --> 00:43:55.874
And my is a yes and to you,

1514
00:43:55.913 --> 00:43:57.655
but it may sound a little different.

1515
00:43:57.757 --> 00:43:58.694
Just like in songwriting,

1516
00:43:58.812 --> 00:44:00.679
sometimes you got to keep it simple,

1517
00:44:00.718 --> 00:44:01.054
stupid.

1518
00:44:01.233 --> 00:44:01.515
Kiss,

1519
00:44:01.757 --> 00:44:02.616
K-I-S-S.

1520
00:44:02.835 --> 00:44:03.655
You keep it simple.

1521
00:44:03.656 --> 00:44:05.593
It doesn't mean you can't take a risk,

1522
00:44:05.858 --> 00:44:12.921
but make it such an undeniably simple idea that you take the risk and you swing,

1523
00:44:13.155 --> 00:44:14.358
but we get it.

1524
00:44:14.702 --> 00:44:14.812
We...

1525
00:44:15.061 --> 00:44:16.322
get what the idea is.

1526
00:44:16.442 --> 00:44:18.524
It doesn't have to be dressed up in flowers.

1527
00:44:18.525 --> 00:44:22.548
It doesn't have to be the most clever thing ever written by mankind.

1528
00:44:22.727 --> 00:44:25.290
Just keep it simple and give it to us.

1529
00:44:25.634 --> 00:44:27.032
That is excellent advice.

1530
00:44:27.196 --> 00:44:27.430
You know,

1531
00:44:27.657 --> 00:44:31.813
what I want the chief audio officers to remember from today is funny isn't frivolous.

1532
00:44:32.157 --> 00:44:33.766
It's effective when it's done right.

1533
00:44:33.845 --> 00:44:35.782
And often that means leaving it to the professionals.

1534
00:44:36.016 --> 00:44:44.126
There's opportunities to partner with shows like What If and give them the room to do what only they can do or potentially bring them in on the process.

1535
00:44:44.405 --> 00:44:44.885
separately.

1536
00:44:44.965 --> 00:44:50.109
Get real comedians and real people that know how to make this happen so you're not trying to be advertising funny.

1537
00:44:50.171 --> 00:44:52.515
You're actually achieving Mike Cesario's funny,

1538
00:44:52.671 --> 00:44:52.913
funny,

1539
00:44:52.991 --> 00:44:55.312
like the reason why Liquid Death is a household name,

1540
00:44:55.313 --> 00:44:56.694
why I'm wearing one of their watches.

1541
00:44:57.015 --> 00:44:58.898
Humor builds emotional memory.

1542
00:44:59.218 --> 00:45:00.859
It builds brand preference.

1543
00:45:00.937 --> 00:45:02.765
It is a tool that you can use.

1544
00:45:02.937 --> 00:45:04.624
And I think in light of all of this,

1545
00:45:04.640 --> 00:45:04.921
you know,

1546
00:45:05.124 --> 00:45:06.030
taking risks,

1547
00:45:06.187 --> 00:45:07.202
keeping it simple.

1548
00:45:07.327 --> 00:45:09.327
Don't be afraid to sound human.

1549
00:45:09.593 --> 00:45:10.155
In fact,

1550
00:45:10.265 --> 00:45:11.577
currently be afraid not

1551
00:45:11.685 --> 00:45:11.805
to.

1552
00:45:11.885 --> 00:45:16.984
There's only going to be more dull advertising that's going to be supercharged by AI.

1553
00:45:17.027 --> 00:45:19.828
If humans have been so good at making 84%

1554
00:45:20.250 --> 00:45:24.531
of all advertising not able to be remembered or correctly attributed to the brand,

1555
00:45:24.664 --> 00:45:27.953
we now turn that over to intellect that's vastly superior to our own.

1556
00:45:28.093 --> 00:45:29.125
You can only imagine.

1557
00:45:29.203 --> 00:45:30.515
So keep it simple,

1558
00:45:30.609 --> 00:45:31.343
keep it human,

1559
00:45:31.468 --> 00:45:32.609
take big risks.

1560
00:45:32.828 --> 00:45:34.015
And Wayne and Jonathan,

1561
00:45:34.093 --> 00:45:39.406
thank you guys so much for hosting us here at HeadGum Studios at the What If Podcast.

1562
00:45:39.468 --> 00:45:40.250
Where can people

1563
00:45:40.573 --> 00:45:43.916
listen to you and learn more about what you're doing on Spotify,

1564
00:45:44.256 --> 00:45:44.977
on Audible,

1565
00:45:45.117 --> 00:45:46.340
on Apple Podcasts,

1566
00:45:46.399 --> 00:45:48.160
on YouTube if you want a video too.

1567
00:45:48.520 --> 00:45:49.684
Check us out on YouTube.

1568
00:45:49.685 --> 00:45:50.879
Please subscribe.

1569
00:45:51.566 --> 00:45:52.902
Follow us on our socials.

1570
00:45:53.027 --> 00:45:54.184
At Jonathan Mangum on Insta.

1571
00:45:54.590 --> 00:45:58.066
And at MrBradyBaby on Instagram and Facebook.

1572
00:45:58.254 --> 00:45:58.426
Yeah,

1573
00:45:58.629 --> 00:45:59.598
follow us for the funny.

1574
00:45:59.770 --> 00:46:00.004
And Stu,

1575
00:46:00.473 --> 00:46:01.348
call Brad.

1576
00:46:01.770 --> 00:46:02.113
Please.

1577
00:46:02.176 --> 00:46:02.473
I will.

1578
00:46:02.566 --> 00:46:03.582
I commit to call Brad.

1579
00:46:03.832 --> 00:46:04.113
Okay.

1580
00:46:04.395 --> 00:46:05.113
Thank you guys.

1581
00:46:05.377 --> 00:46:07.598
And to Brad and to the rest of our listeners,

1582
00:46:07.899 --> 00:46:09.821
thank you for tuning in to Ad Infinitum.

1583
00:46:09.981 --> 00:46:11.102
If you loved this episode,

1584
00:46:11.103 --> 00:46:13.102
let us know with an honest five-star review.

1585
00:46:13.345 --> 00:46:15.985
And if there's an audio ad or campaign you want us to break down,

1586
00:46:16.126 --> 00:46:16.610
email me,

1587
00:46:16.907 --> 00:46:18.571
stew at oxfordroad.com.

1588
00:46:18.970 --> 00:46:19.813
And don't forget,

1589
00:46:19.868 --> 00:46:26.962
check out the latest ad rankings and insights for podcast ads at magellan.ai slash ad infinitum for your free demo.

1590
00:46:27.305 --> 00:46:28.415
And until next time,

1591
00:46:28.759 --> 00:46:31.321
remember to have fun making the ads work.

1592
00:46:34.321 --> 00:46:34.540
Zip.