[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:01:32.72,0:01:34.09,Default,,0000,0000,0000,,Good afternoon everybody.
Dialogue: 0,0:01:34.09,0:01:35.41,Default,,0000,0000,0000,,I am doctor David Williams.
Dialogue: 0,0:01:35.41,0:01:37.64,Default,,0000,0000,0000,,I'd like to say\Nthat the video you just saw
Dialogue: 0,0:01:37.64,0:01:40.64,Default,,0000,0000,0000,,was some wonderful work\Nthis week with my team
Dialogue: 0,0:01:40.64,0:01:43.20,Default,,0000,0000,0000,,and a team of volunteers\Nfrom Hong Kong PolyU.
Dialogue: 0,0:01:43.20,0:01:44.83,Default,,0000,0000,0000,,Give it up! Hong Kong PolyU.
Dialogue: 0,0:01:44.83,0:01:49.94,Default,,0000,0000,0000,,They've been all over Hong Kong,\Nasking people about fun.
Dialogue: 0,0:01:49.94,0:01:51.05,Default,,0000,0000,0000,,What is fun?
Dialogue: 0,0:01:51.05,0:01:54.42,Default,,0000,0000,0000,,I have been posting that\Nonline through Facebook.
Dialogue: 0,0:01:54.42,0:01:57.05,Default,,0000,0000,0000,,So if you've been following\Nthe TEDx Facebook page,
Dialogue: 0,0:01:57.05,0:02:00.02,Default,,0000,0000,0000,,you would've seen some of these\Nwonderful activities going on.
Dialogue: 0,0:02:00.02,0:02:03.03,Default,,0000,0000,0000,,And it's interesting when you talk\Nto people about what is fun,
Dialogue: 0,0:02:03.03,0:02:05.32,Default,,0000,0000,0000,,they pretty much have a good idea. Right?
Dialogue: 0,0:02:05.32,0:02:08.77,Default,,0000,0000,0000,,Fun is something we all know what it is.
Dialogue: 0,0:02:08.77,0:02:15.16,Default,,0000,0000,0000,,Somehow, and as a psychologist\NI made my career studying fun,
Dialogue: 0,0:02:15.16,0:02:18.13,Default,,0000,0000,0000,,particularly the effect it has on people.
Dialogue: 0,0:02:18.13,0:02:22.55,Default,,0000,0000,0000,,Okay. So today we are going to be\Ntalking about advertising.
Dialogue: 0,0:02:23.05,0:02:27.56,Default,,0000,0000,0000,,Now my company Asia Digital Mojo\Nis an advertising company.
Dialogue: 0,0:02:28.88,0:02:30.81,Default,,0000,0000,0000,,And we gonna move on the next slide.
Dialogue: 0,0:02:31.60,0:02:33.54,Default,,0000,0000,0000,,Okay. Here is a picture.
Dialogue: 0,0:02:34.43,0:02:36.89,Default,,0000,0000,0000,,Is this the future of advertising?
Dialogue: 0,0:02:37.67,0:02:40.77,Default,,0000,0000,0000,,Do you remember this movie?\NMinority Report.
Dialogue: 0,0:02:40.77,0:02:45.73,Default,,0000,0000,0000,,And actually Minority Report\Nhas figured in TED before.
Dialogue: 0,0:02:45.73,0:02:48.65,Default,,0000,0000,0000,,The two guys who actually designed that\Nuse to experience it.
Dialogue: 0,0:02:48.65,0:02:51.50,Default,,0000,0000,0000,,Tom Cruise, you can see\NTom Cruise there at the bottom.
Dialogue: 0,0:02:51.50,0:02:54.60,Default,,0000,0000,0000,,That gesture based experience\Nwhere he's using his hands
Dialogue: 0,0:02:54.60,0:02:58.46,Default,,0000,0000,0000,,to moving formations around\Nand find the criminals
Dialogue: 0,0:02:58.46,0:03:02.31,Default,,0000,0000,0000,,that was actually developed\Nin MIT in the media lab.
Dialogue: 0,0:03:02.31,0:03:03.84,Default,,0000,0000,0000,,And there was a presentation,
Dialogue: 0,0:03:03.84,0:03:07.22,Default,,0000,0000,0000,,if you go way back in the TED achieves\Nyou can find this presentation.
Dialogue: 0,0:03:07.22,0:03:10.48,Default,,0000,0000,0000,,But I am more interested\Nin the scene at the top.
Dialogue: 0,0:03:10.48,0:03:15.05,Default,,0000,0000,0000,,If you remember Tom Cruise is on the run,\Nas he often is,
Dialogue: 0,0:03:15.06,0:03:17.88,Default,,0000,0000,0000,,he goes into a GAP store,
Dialogue: 0,0:03:17.88,0:03:20.51,Default,,0000,0000,0000,,and the billboard in the store says,
Dialogue: 0,0:03:20.51,0:03:23.53,Default,,0000,0000,0000,,"Hey Tom, welcome back to the GAP".
Dialogue: 0,0:03:23.53,0:03:27.39,Default,,0000,0000,0000,,Do you remember that?\N"Welcome back to the GAP.
Dialogue: 0,0:03:27.39,0:03:30.67,Default,,0000,0000,0000,,Maybe you'll be interested\Nin our latest line of clothes."
Dialogue: 0,0:03:30.67,0:03:32.65,Default,,0000,0000,0000,,The billboard talks to him.
Dialogue: 0,0:03:32.65,0:03:34.94,Default,,0000,0000,0000,,The billboard knows him
Dialogue: 0,0:03:34.94,0:03:39.33,Default,,0000,0000,0000,,at exactly the time\Nwhen he doesn't want to be known.
Dialogue: 0,0:03:39.33,0:03:44.05,Default,,0000,0000,0000,,Coz he is on the run, okay,\Nhe has been accused of murder.
Dialogue: 0,0:03:44.05,0:03:47.46,Default,,0000,0000,0000,,And now every billboard\Nhe stands in front of,
Dialogue: 0,0:03:47.46,0:03:52.02,Default,,0000,0000,0000,,every newspaper he reads knows him.
Dialogue: 0,0:03:52.62,0:03:54.37,Default,,0000,0000,0000,,My goodness that would be terrible.
Dialogue: 0,0:03:54.37,0:03:57.19,Default,,0000,0000,0000,,Imagine trying to hide from all of that.
Dialogue: 0,0:03:58.11,0:04:01.07,Default,,0000,0000,0000,,Now when I talk to people\Nabout the future of advertising -
Dialogue: 0,0:04:01.07,0:04:03.55,Default,,0000,0000,0000,,and that is really\Nwhat my company is doing -
Dialogue: 0,0:04:03.55,0:04:06.95,Default,,0000,0000,0000,,they say to me,\Nwe don't want Minority Report.
Dialogue: 0,0:04:06.95,0:04:09.49,Default,,0000,0000,0000,,They always use this as an example.
Dialogue: 0,0:04:09.49,0:04:12.75,Default,,0000,0000,0000,,So it's a really pressing image\Nto put up as a first line.
Dialogue: 0,0:04:13.91,0:04:16.39,Default,,0000,0000,0000,,So before we talk\Nabout the future of advertising,
Dialogue: 0,0:04:16.39,0:04:18.86,Default,,0000,0000,0000,,it's always good to talk about\Nwhat things are not
Dialogue: 0,0:04:18.86,0:04:20.84,Default,,0000,0000,0000,,before you talk about what they are.
Dialogue: 0,0:04:23.23,0:04:25.86,Default,,0000,0000,0000,,We're going to play a game,\NI am a psychologist, right?
Dialogue: 0,0:04:25.86,0:04:28.37,Default,,0000,0000,0000,,So we have to play a psychology game.
Dialogue: 0,0:04:28.88,0:04:31.66,Default,,0000,0000,0000,,Now all of you are in therapy, right?
Dialogue: 0,0:04:31.66,0:04:33.93,Default,,0000,0000,0000,,You're going to see\Nyour therapist every week.
Dialogue: 0,0:04:33.93,0:04:36.32,Default,,0000,0000,0000,,You must be if you are working\Nin this industry.
Dialogue: 0,0:04:36.32,0:04:40.03,Default,,0000,0000,0000,,And maybe your therapist\Nwill give you a little game to play,
Dialogue: 0,0:04:40.03,0:04:42.11,Default,,0000,0000,0000,,a word association game.
Dialogue: 0,0:04:42.11,0:04:46.37,Default,,0000,0000,0000,,He'll say a word to you, and spontaneously
Dialogue: 0,0:04:46.37,0:04:50.47,Default,,0000,0000,0000,,as quickly as you can,\Nyou have to speak words back to him.
Dialogue: 0,0:04:50.47,0:04:56.14,Default,,0000,0000,0000,,And through that choice of words\Nhe or she will profile each of you.
Dialogue: 0,0:04:56.94,0:04:58.13,Default,,0000,0000,0000,,Oh interesting.
Dialogue: 0,0:04:58.13,0:05:02.96,Default,,0000,0000,0000,,Mother... interesting\Nand he'll jot in his little book.
Dialogue: 0,0:05:03.49,0:05:06.63,Default,,0000,0000,0000,,Maybe make a few connections\Nbetween information you've said.
Dialogue: 0,0:05:06.63,0:05:08.39,Default,,0000,0000,0000,,So we are going to play this game.
Dialogue: 0,0:05:09.55,0:05:12.47,Default,,0000,0000,0000,,Every Friday I teach psychology at PolyU.
Dialogue: 0,0:05:12.47,0:05:13.23,Default,,0000,0000,0000,,Okay.
Dialogue: 0,0:05:13.23,0:05:15.91,Default,,0000,0000,0000,,This is why I have\Nthis little bit of a lecturer tone.
Dialogue: 0,0:05:15.91,0:05:17.15,Default,,0000,0000,0000,,So I apologize for that.
Dialogue: 0,0:05:17.15,0:05:18.70,Default,,0000,0000,0000,,But we've got to play this game.
Dialogue: 0,0:05:18.70,0:05:20.33,Default,,0000,0000,0000,,Let's start with the word.
Dialogue: 0,0:05:20.33,0:05:22.36,Default,,0000,0000,0000,,Now I want people to call out
Dialogue: 0,0:05:22.36,0:05:26.32,Default,,0000,0000,0000,,because my company\Nis all about interaction.
Dialogue: 0,0:05:27.31,0:05:29.25,Default,,0000,0000,0000,,Okay? So I want some people to call out.
Dialogue: 0,0:05:29.25,0:05:31.72,Default,,0000,0000,0000,,Now we have lots of Americans\Nin the audience.
Dialogue: 0,0:05:31.72,0:05:33.46,Default,,0000,0000,0000,,For you guys, no problem.
Dialogue: 0,0:05:34.35,0:05:38.12,Default,,0000,0000,0000,,But for the rest of the world\Nmaybe calling out is not so comfortable.
Dialogue: 0,0:05:38.12,0:05:41.66,Default,,0000,0000,0000,,So look next to you.\NIs there an American next to you?
Dialogue: 0,0:05:41.66,0:05:45.42,Default,,0000,0000,0000,,If there is, whisper to them a word\Nand they will call it out for you, okay?
Dialogue: 0,0:05:45.42,0:05:46.62,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:05:46.62,0:05:48.12,Default,,0000,0000,0000,,So here we go.
Dialogue: 0,0:05:48.76,0:05:50.78,Default,,0000,0000,0000,,The first word: advertising.
Dialogue: 0,0:05:50.78,0:05:53.38,Default,,0000,0000,0000,,Let's have some words out here,\Nsome word association.
Dialogue: 0,0:05:53.38,0:05:55.48,Default,,0000,0000,0000,,What does advertising mean to you?
Dialogue: 0,0:05:56.27,0:05:58.39,Default,,0000,0000,0000,,Evil! Good.
Dialogue: 0,0:05:59.37,0:06:00.86,Default,,0000,0000,0000,,Pervasive.
Dialogue: 0,0:06:01.24,0:06:02.85,Default,,0000,0000,0000,,Invasive.
Dialogue: 0,0:06:02.85,0:06:04.76,Default,,0000,0000,0000,,Blood suckers!
Dialogue: 0,0:06:05.69,0:06:07.82,Default,,0000,0000,0000,,You are talking about my clients, does it?
Dialogue: 0,0:06:07.82,0:06:09.60,Default,,0000,0000,0000,,Okay. Brain washing.
Dialogue: 0,0:06:09.60,0:06:13.46,Default,,0000,0000,0000,,Wow, you guys have got\Nsome serious bad feeling
Dialogue: 0,0:06:13.46,0:06:15.68,Default,,0000,0000,0000,,inside about advertising.
Dialogue: 0,0:06:16.42,0:06:18.89,Default,,0000,0000,0000,,You all should be in therapy.
Dialogue: 0,0:06:20.45,0:06:21.67,Default,,0000,0000,0000,,Let's try some words.
Dialogue: 0,0:06:21.67,0:06:24.71,Default,,0000,0000,0000,,I play this game with myself everyday.
Dialogue: 0,0:06:25.89,0:06:27.78,Default,,0000,0000,0000,,That's the beauty of psychology:
Dialogue: 0,0:06:27.78,0:06:29.90,Default,,0000,0000,0000,,you can study yourself everyday.
Dialogue: 0,0:06:31.52,0:06:32.94,Default,,0000,0000,0000,,Advertising.
Dialogue: 0,0:06:33.62,0:06:36.22,Default,,0000,0000,0000,,What you need when your product is bad?
Dialogue: 0,0:06:36.75,0:06:40.65,Default,,0000,0000,0000,,Right? How many startups\Nhave you spoken to and you say
Dialogue: 0,0:06:40.65,0:06:45.69,Default,,0000,0000,0000,,"Hey, you've been running now a year?\NWhat's your marketing budget?
Dialogue: 0,0:06:45.69,0:06:47.20,Default,,0000,0000,0000,,How do you advertise?"
Dialogue: 0,0:06:47.20,0:06:50.07,Default,,0000,0000,0000,,Oh... we don't have time for that.
Dialogue: 0,0:06:50.07,0:06:52.96,Default,,0000,0000,0000,,Word of mouth. That's what everybody says.
Dialogue: 0,0:06:52.96,0:06:56.51,Default,,0000,0000,0000,,Referral. Word of mouth.\NThat's all they need.
Dialogue: 0,0:06:57.41,0:06:59.20,Default,,0000,0000,0000,,Because our product is good, right?
Dialogue: 0,0:06:59.20,0:07:00.89,Default,,0000,0000,0000,,People will talk about our product.
Dialogue: 0,0:07:00.89,0:07:04.73,Default,,0000,0000,0000,,And all of the wonderful applications\Nthat we use like Instagram, for example,
Dialogue: 0,0:07:04.73,0:07:06.27,Default,,0000,0000,0000,,started through word of mouth.
Dialogue: 0,0:07:06.27,0:07:10.31,Default,,0000,0000,0000,,That was absolutely no marketing,\Nno advertising for this.
Dialogue: 0,0:07:11.51,0:07:13.02,Default,,0000,0000,0000,,So marketing and advertising
Dialogue: 0,0:07:13.02,0:07:17.09,Default,,0000,0000,0000,,is what you do\Nwhen products are bad, right?
Dialogue: 0,0:07:17.42,0:07:18.55,Default,,0000,0000,0000,,Another one.
Dialogue: 0,0:07:21.56,0:07:24.62,Default,,0000,0000,0000,,About brands not humans.
Dialogue: 0,0:07:25.63,0:07:31.09,Default,,0000,0000,0000,,And you going to any advertising agency,\Ngoing to a pitch,
Dialogue: 0,0:07:31.09,0:07:34.14,Default,,0000,0000,0000,,and they will build a temple\Nfor that client's brand
Dialogue: 0,0:07:34.14,0:07:36.14,Default,,0000,0000,0000,,and they will worship at the temple.
Dialogue: 0,0:07:36.58,0:07:38.55,Default,,0000,0000,0000,,And the poor consumer,
Dialogue: 0,0:07:38.55,0:07:41.16,Default,,0000,0000,0000,,you know, that guy who pays the money
Dialogue: 0,0:07:41.16,0:07:42.43,Default,,0000,0000,0000,,that pays the company,
Dialogue: 0,0:07:42.43,0:07:45.27,Default,,0000,0000,0000,,that pays the agency's bill,
Dialogue: 0,0:07:45.27,0:07:47.23,Default,,0000,0000,0000,,nowhere to be seen.
Dialogue: 0,0:07:47.23,0:07:50.10,Default,,0000,0000,0000,,Now as a psychologist\NI find that quite sad
Dialogue: 0,0:07:50.10,0:07:53.80,Default,,0000,0000,0000,,because actually each of us\Nis the most important thing
Dialogue: 0,0:07:53.80,0:07:55.35,Default,,0000,0000,0000,,in the advertising equation.
Dialogue: 0,0:07:55.35,0:07:58.56,Default,,0000,0000,0000,,We are it, we are it.
Dialogue: 0,0:07:58.56,0:08:01.06,Default,,0000,0000,0000,,So forget us at your peril.
Dialogue: 0,0:08:02.61,0:08:06.10,Default,,0000,0000,0000,,Next one, overcommunication.
Dialogue: 0,0:08:08.30,0:08:11.09,Default,,0000,0000,0000,,Go into Hong Kong station
Dialogue: 0,0:08:11.09,0:08:13.16,Default,,0000,0000,0000,,and walk to Central station
Dialogue: 0,0:08:13.16,0:08:18.00,Default,,0000,0000,0000,,and count how many advertising messages\Nare put in your face.
Dialogue: 0,0:08:18.00,0:08:20.25,Default,,0000,0000,0000,,Try it tomorrow. Try it this afternoon.
Dialogue: 0,0:08:22.03,0:08:26.35,Default,,0000,0000,0000,,Count the number of different ways\Nthe brands are in your face
Dialogue: 0,0:08:27.04,0:08:30.25,Default,,0000,0000,0000,,from digital billboards to light boxes,
Dialogue: 0,0:08:30.25,0:08:33.88,Default,,0000,0000,0000,,to promotions going on,\Nto boards outside 7-11.
Dialogue: 0,0:08:33.88,0:08:38.67,Default,,0000,0000,0000,,Just count how many messages\Nare being pushed into your face.
Dialogue: 0,0:08:39.83,0:08:42.22,Default,,0000,0000,0000,,And that's just one place in the city.
Dialogue: 0,0:08:42.66,0:08:44.47,Default,,0000,0000,0000,,Overcommunication.
Dialogue: 0,0:08:45.24,0:08:49.88,Default,,0000,0000,0000,,Okay. So we don't sound too positive\Nabout advertising huh.
Dialogue: 0,0:08:51.19,0:08:53.54,Default,,0000,0000,0000,,Fun. Much better.
Dialogue: 0,0:08:53.54,0:08:56.17,Default,,0000,0000,0000,,Now, in the beginning\Nyou saw that wonderful video.
Dialogue: 0,0:08:56.17,0:08:57.42,Default,,0000,0000,0000,,We went around Hong Kong\N
Dialogue: 0,0:08:57.42,0:08:59.62,Default,,0000,0000,0000,,and we asked people what is fun to you.
Dialogue: 0,0:09:00.32,0:09:01.73,Default,,0000,0000,0000,,So we're going to do it here
Dialogue: 0,0:09:01.73,0:09:04.10,Default,,0000,0000,0000,,because I don't think\Nany of you are interviewed.
Dialogue: 0,0:09:04.10,0:09:05.66,Default,,0000,0000,0000,,"Where were you?
Dialogue: 0,0:09:05.66,0:09:07.82,Default,,0000,0000,0000,,We were in Mongkok,\Nwe were in time square,
Dialogue: 0,0:09:07.82,0:09:08.64,Default,,0000,0000,0000,,where were you?"
Dialogue: 0,0:09:08.64,0:09:11.15,Default,,0000,0000,0000,,You could have been interviewed\Nby a wonderful team.
Dialogue: 0,0:09:11.15,0:09:12.05,Default,,0000,0000,0000,,Fun.
Dialogue: 0,0:09:13.08,0:09:14.24,Default,,0000,0000,0000,,Smiling?
Dialogue: 0,0:09:15.93,0:09:18.41,Default,,0000,0000,0000,,Right? While we are having fun we smile.
Dialogue: 0,0:09:18.41,0:09:20.71,Default,,0000,0000,0000,,So I guess nobody\Nis having fun here right.
Dialogue: 0,0:09:20.71,0:09:23.34,Default,,0000,0000,0000,,That's better!\NNow I can see people are having fun.
Dialogue: 0,0:09:23.34,0:09:26.12,Default,,0000,0000,0000,,So generally we can't help smiling.
Dialogue: 0,0:09:27.14,0:09:28.90,Default,,0000,0000,0000,,It's actually good for us.
Dialogue: 0,0:09:28.90,0:09:30.19,Default,,0000,0000,0000,,You go see your therapist.
Dialogue: 0,0:09:30.19,0:09:33.11,Default,,0000,0000,0000,,The first thing he will say to you\Nis you should smile more.
Dialogue: 0,0:09:34.25,0:09:36.70,Default,,0000,0000,0000,,Right? Because actually\Nthrough the smiling
Dialogue: 0,0:09:36.70,0:09:41.11,Default,,0000,0000,0000,,through those strain contortions\Nof your facial muscle,
Dialogue: 0,0:09:41.11,0:09:43.100,Default,,0000,0000,0000,,you actually generate\Npositive chemicals in your brain
Dialogue: 0,0:09:43.100,0:09:46.11,Default,,0000,0000,0000,,that make you feel good,
Dialogue: 0,0:09:46.11,0:09:48.13,Default,,0000,0000,0000,,make you feel good about your life.
Dialogue: 0,0:09:48.13,0:09:52.43,Default,,0000,0000,0000,,And the most important chemical\Nis this one: dopamine.
Dialogue: 0,0:09:53.59,0:09:55.14,Default,,0000,0000,0000,,Look at that. Thank you.
Dialogue: 0,0:09:55.54,0:09:56.68,Default,,0000,0000,0000,,Dopamine.
Dialogue: 0,0:09:58.31,0:09:59.84,Default,,0000,0000,0000,,What is dopamine?
Dialogue: 0,0:09:59.84,0:10:02.88,Default,,0000,0000,0000,,Dopamine is the happy chemical.
Dialogue: 0,0:10:04.00,0:10:06.57,Default,,0000,0000,0000,,But it's also the addiction chemical.
Dialogue: 0,0:10:07.63,0:10:13.40,Default,,0000,0000,0000,,It's the way your brain makes your body\Ngo and get what it needs. Okay?
Dialogue: 0,0:10:14.12,0:10:17.37,Default,,0000,0000,0000,,So dopamine somehow\Nis very importmant in this fun equation
Dialogue: 0,0:10:17.37,0:10:21.89,Default,,0000,0000,0000,,because all of your psychology,\Nall of your perception of brands
Dialogue: 0,0:10:21.89,0:10:28.09,Default,,0000,0000,0000,,is based on this stuff in your head\Ncalled "your brain".
Dialogue: 0,0:10:28.09,0:10:31.11,Default,,0000,0000,0000,,And the thing that makes your brain work\Nare brain chemicals
Dialogue: 0,0:10:31.11,0:10:33.40,Default,,0000,0000,0000,,and dopamine is a very important one.
Dialogue: 0,0:10:35.60,0:10:36.72,Default,,0000,0000,0000,,Vivid memories.
Dialogue: 0,0:10:36.72,0:10:39.56,Default,,0000,0000,0000,,Have you ever notice\Nthat when you're having fun
Dialogue: 0,0:10:39.56,0:10:41.25,Default,,0000,0000,0000,,you remember.
Dialogue: 0,0:10:41.25,0:10:43.88,Default,,0000,0000,0000,,You remember when you're riding\Non the fair ground ride
Dialogue: 0,0:10:43.88,0:10:45.12,Default,,0000,0000,0000,,or your first kiss.
Dialogue: 0,0:10:45.12,0:10:47.15,Default,,0000,0000,0000,,Does anybody remember their first kiss?
Dialogue: 0,0:10:47.15,0:10:49.30,Default,,0000,0000,0000,,Susan you remember?
Dialogue: 0,0:10:49.30,0:10:51.67,Default,,0000,0000,0000,,You see? Vivid memories.
Dialogue: 0,0:10:51.67,0:10:55.69,Default,,0000,0000,0000,,It's the dopamine that's making\Nthose vivid memories through amygdala,
Dialogue: 0,0:10:55.69,0:10:58.93,Default,,0000,0000,0000,,this wonderful little piece of flesh\Nin the middle of your brain
Dialogue: 0,0:10:58.93,0:11:01.71,Default,,0000,0000,0000,,which sits between your senses\Nand your memory.
Dialogue: 0,0:11:01.71,0:11:04.25,Default,,0000,0000,0000,,And that's triggered\Nby this wonderful chemicals
Dialogue: 0,0:11:04.25,0:11:05.95,Default,,0000,0000,0000,,of which dopamine is one.
Dialogue: 0,0:11:05.95,0:11:07.88,Default,,0000,0000,0000,,So vivid memories are part of fun.
Dialogue: 0,0:11:07.88,0:11:11.44,Default,,0000,0000,0000,,So as an advertiser, hey wait a second,
Dialogue: 0,0:11:11.44,0:11:15.29,Default,,0000,0000,0000,,I want people to remember my brand,\Nwhat do I do?
Dialogue: 0,0:11:16.20,0:11:17.95,Default,,0000,0000,0000,,Make them have fun.
Dialogue: 0,0:11:18.99,0:11:23.60,Default,,0000,0000,0000,,Simple. Fun creates dopamine.
Dialogue: 0,0:11:23.60,0:11:27.26,Default,,0000,0000,0000,,Dopamine creates memories.\NMemories what do they do?
Dialogue: 0,0:11:27.26,0:11:29.96,Default,,0000,0000,0000,,When you're standing in front\Nof that supermarket aisle
Dialogue: 0,0:11:29.96,0:11:32.18,Default,,0000,0000,0000,,with 500 different toothpastes,
Dialogue: 0,0:11:32.18,0:11:34.26,Default,,0000,0000,0000,,how do you make a decision?
Dialogue: 0,0:11:34.97,0:11:38.28,Default,,0000,0000,0000,,Well, you don't.\NYour emotion chooses for you.
Dialogue: 0,0:11:38.28,0:11:40.64,Default,,0000,0000,0000,,Your memory chooses for you.
Dialogue: 0,0:11:40.64,0:11:42.13,Default,,0000,0000,0000,,And I really recommend reading
Dialogue: 0,0:11:42.13,0:11:44.71,Default,,0000,0000,0000,,Antonio Damasio's work,\NUniversity of Iowa,
Dialogue: 0,0:11:44.71,0:11:48.77,Default,,0000,0000,0000,,about emotions and decision making.
Dialogue: 0,0:11:48.77,0:11:50.63,Default,,0000,0000,0000,,Very, very interesting.
Dialogue: 0,0:11:50.63,0:11:53.63,Default,,0000,0000,0000,,Last one, the future.
Dialogue: 0,0:11:53.63,0:11:55.60,Default,,0000,0000,0000,,The future, some words for the future.
Dialogue: 0,0:11:55.60,0:11:57.41,Default,,0000,0000,0000,,Come on, you're on the couch.
Dialogue: 0,0:11:57.41,0:11:59.04,Default,,0000,0000,0000,,Give me some words about future.
Dialogue: 0,0:11:59.04,0:12:00.44,Default,,0000,0000,0000,,What is the future?
Dialogue: 0,0:12:02.24,0:12:03.29,Default,,0000,0000,0000,,Change.
Dialogue: 0,0:12:04.04,0:12:04.97,Default,,0000,0000,0000,,Unknown.
Dialogue: 0,0:12:05.47,0:12:06.76,Default,,0000,0000,0000,,What did Alan Kay say?
Dialogue: 0,0:12:06.76,0:12:10.04,Default,,0000,0000,0000,,The best way to predict the future\Nis to invent it.
Dialogue: 0,0:12:10.87,0:12:12.18,Default,,0000,0000,0000,,Any others?
Dialogue: 0,0:12:12.83,0:12:16.06,Default,,0000,0000,0000,,Adventure.\NYou have to be young to say that.
Dialogue: 0,0:12:16.06,0:12:19.39,Default,,0000,0000,0000,,Adventure. The rest of us are all like,
Dialogue: 0,0:12:19.39,0:12:22.30,Default,,0000,0000,0000,,"Oh no! Enough adventure already!"
Dialogue: 0,0:12:22.30,0:12:23.99,Default,,0000,0000,0000,,Okay so let's look.
Dialogue: 0,0:12:25.75,0:12:29.87,Default,,0000,0000,0000,,Hopeful. Now everybody here\Nis hopeful about the future.
Dialogue: 0,0:12:29.87,0:12:33.19,Default,,0000,0000,0000,,We are hoping that China's economy\Ndoesn't cave in, right?
Dialogue: 0,0:12:33.19,0:12:36.67,Default,,0000,0000,0000,,We are hoping that the new government\Nwill give China a good direction.
Dialogue: 0,0:12:36.67,0:12:37.46,Default,,0000,0000,0000,,We are hoping
Dialogue: 0,0:12:37.46,0:12:41.11,Default,,0000,0000,0000,,that Hong Kong doesn't disappear\Ninto the ocean in some freak tsunami.
Dialogue: 0,0:12:41.11,0:12:43.04,Default,,0000,0000,0000,,We are quite hopeful about the future.
Dialogue: 0,0:12:45.05,0:12:49.02,Default,,0000,0000,0000,,It's coming at you fast. Okay?
Dialogue: 0,0:12:49.02,0:12:51.43,Default,,0000,0000,0000,,Every morning you wake up,\Nyou get your RSS feed,
Dialogue: 0,0:12:51.43,0:12:52.56,Default,,0000,0000,0000,,you go onto Facebook,
Dialogue: 0,0:12:52.56,0:12:53.88,Default,,0000,0000,0000,,you've got your twitter,
Dialogue: 0,0:12:53.88,0:12:55.36,Default,,0000,0000,0000,,you've got your Weibo.
Dialogue: 0,0:12:55.36,0:12:56.33,Default,,0000,0000,0000,,Oh my God,
Dialogue: 0,0:12:56.33,0:12:59.56,Default,,0000,0000,0000,,there is so much happening in the world\Nand I don't know what it is!
Dialogue: 0,0:12:59.56,0:13:01.29,Default,,0000,0000,0000,,Aaah! A big stress.
Dialogue: 0,0:13:01.92,0:13:03.32,Default,,0000,0000,0000,,It's coming at you fast
Dialogue: 0,0:13:03.32,0:13:06.43,Default,,0000,0000,0000,,Your better hang on,\Nyou better know what's going on.
Dialogue: 0,0:13:08.99,0:13:10.95,Default,,0000,0000,0000,,Now does anybody remember Alvin Toffler?
Dialogue: 0,0:13:10.95,0:13:13.83,Default,,0000,0000,0000,,Does that name mean anybody to anybody?\NAnything to anybody?
Dialogue: 0,0:13:13.83,0:13:17.24,Default,,0000,0000,0000,,Alvin Toffler. No?
Dialogue: 0,0:13:17.24,0:13:20.32,Default,,0000,0000,0000,,He wrote this wonderful book\Ncalled Future Shock.
Dialogue: 0,0:13:20.32,0:13:24.28,Default,,0000,0000,0000,,Anybody was born before 1972\Nmight know that book.
Dialogue: 0,0:13:25.13,0:13:30.08,Default,,0000,0000,0000,,Okay. Alvin Toffler predicted\Nthat technology, the change,
Dialogue: 0,0:13:30.08,0:13:33.52,Default,,0000,0000,0000,,the pace of change\Nwould make us all very unhappy.
Dialogue: 0,0:13:33.98,0:13:36.84,Default,,0000,0000,0000,,And he called this condition\N"future shock".
Dialogue: 0,0:13:36.84,0:13:38.94,Default,,0000,0000,0000,,It was his first book, he wrote many more.
Dialogue: 0,0:13:38.94,0:13:41.75,Default,,0000,0000,0000,,The Fourth Wave, The Fifth Wave,\NThe Sixth Wave, whatever.
Dialogue: 0,0:13:41.75,0:13:42.93,Default,,0000,0000,0000,,He wrote many books.
Dialogue: 0,0:13:42.93,0:13:45.54,Default,,0000,0000,0000,,But his first one,\Nthe most captivating one
Dialogue: 0,0:13:45.54,0:13:47.13,Default,,0000,0000,0000,,and please do go and read it.
Dialogue: 0,0:13:47.13,0:13:49.96,Default,,0000,0000,0000,,I have the PDF\Nand I can give it to you, it's free.
Dialogue: 0,0:13:49.96,0:13:52.04,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:13:52.04,0:13:54.27,Default,,0000,0000,0000,,It's really bad quality, that's why.
Dialogue: 0,0:13:54.27,0:13:56.22,Default,,0000,0000,0000,,He thought that the psychology,
Dialogue: 0,0:13:56.22,0:13:59.25,Default,,0000,0000,0000,,your psychology based on\Nthe way technology was developing,
Dialogue: 0,0:13:59.25,0:14:00.48,Default,,0000,0000,0000,,you would have problems
Dialogue: 0,0:14:00.48,0:14:04.97,Default,,0000,0000,0000,,because your brain is designed\Nfor the Suvarna in Africa.
Dialogue: 0,0:14:06.30,0:14:09.54,Default,,0000,0000,0000,,Your brain is not designed\Nfor the society we are creating now.
Dialogue: 0,0:14:09.54,0:14:13.22,Default,,0000,0000,0000,,It is not designed\Nfor this Minority Report world.
Dialogue: 0,0:14:13.93,0:14:16.66,Default,,0000,0000,0000,,Our brain evolved\Na hundred thousand years ago,
Dialogue: 0,0:14:16.66,0:14:18.40,Default,,0000,0000,0000,,it's designed for the Survana.
Dialogue: 0,0:14:18.40,0:14:21.56,Default,,0000,0000,0000,,So all of these stuff\Nall of these madness we're creating
Dialogue: 0,0:14:21.56,0:14:23.82,Default,,0000,0000,0000,,is going to cause us to be very unhappy
Dialogue: 0,0:14:23.82,0:14:27.89,Default,,0000,0000,0000,,unless we have more fun.
Dialogue: 0,0:14:27.89,0:14:33.30,Default,,0000,0000,0000,,Now in Toffler's book\Nwritten in 1971, note "1971",
Dialogue: 0,0:14:33.30,0:14:36.50,Default,,0000,0000,0000,,he had a chapter called\N"Experience Economies".
Dialogue: 0,0:14:37.41,0:14:39.42,Default,,0000,0000,0000,,Do you understand? 1971.
Dialogue: 0,0:14:39.98,0:14:42.93,Default,,0000,0000,0000,,Was anybody else using\Nthe term "experience"
Dialogue: 0,0:14:42.93,0:14:45.24,Default,,0000,0000,0000,,in interactive design,\Nin any kind of design?
Dialogue: 0,0:14:45.24,0:14:47.90,Default,,0000,0000,0000,,No. Toffler coined that phrase.
Dialogue: 0,0:14:47.90,0:14:49.64,Default,,0000,0000,0000,,Unfortunately nobody knows that
Dialogue: 0,0:14:49.64,0:14:52.17,Default,,0000,0000,0000,,because he didn't market\Nthat phrase very well.
Dialogue: 0,0:14:54.46,0:14:56.32,Default,,0000,0000,0000,,The experience economy,
Dialogue: 0,0:14:56.32,0:14:59.01,Default,,0000,0000,0000,,he figured if people are having\Na good time
Dialogue: 0,0:14:59.01,0:15:01.59,Default,,0000,0000,0000,,this future shock wouldn't be so bad.
Dialogue: 0,0:15:02.35,0:15:05.44,Default,,0000,0000,0000,,So what's the future of advertising?\NWell I think you can guess.
Dialogue: 0,0:15:05.94,0:15:09.16,Default,,0000,0000,0000,,The future of advertising is fun.
Dialogue: 0,0:15:09.78,0:15:11.100,Default,,0000,0000,0000,,And that's what my company does.
Dialogue: 0,0:15:11.100,0:15:19.14,Default,,0000,0000,0000,,We make you guys, us,\Nhave fun with advertising.
Dialogue: 0,0:15:19.84,0:15:21.48,Default,,0000,0000,0000,,We have a very clear aim for that.
Dialogue: 0,0:15:21.48,0:15:23.87,Default,,0000,0000,0000,,We want to create this positive feeling.
Dialogue: 0,0:15:23.87,0:15:26.85,Default,,0000,0000,0000,,We want to help people\Nget over the future shock,
Dialogue: 0,0:15:26.85,0:15:28.36,Default,,0000,0000,0000,,the trough I talked about.
Dialogue: 0,0:15:28.36,0:15:30.52,Default,,0000,0000,0000,,We want to create those strong memories,
Dialogue: 0,0:15:30.52,0:15:33.30,Default,,0000,0000,0000,,so when you stand\Nin front of the toothpaste counter,
Dialogue: 0,0:15:33.30,0:15:34.91,Default,,0000,0000,0000,,you buy our client's toothpaste.
Dialogue: 0,0:15:34.91,0:15:37.73,Default,,0000,0000,0000,,Yes we are evil, yes we are evil,
Dialogue: 0,0:15:37.73,0:15:39.66,Default,,0000,0000,0000,,but we are having fun doing it.
Dialogue: 0,0:15:39.66,0:15:41.40,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:15:41.40,0:15:44.72,Default,,0000,0000,0000,,So let's just watch a video\Nand you can see what we do.
Dialogue: 0,0:15:48.48,0:15:50.34,Default,,0000,0000,0000,,This part is less fun.
Dialogue: 0,0:15:51.60,0:15:53.10,Default,,0000,0000,0000,,Where's the video?
Dialogue: 0,0:15:53.10,0:15:55.07,Default,,0000,0000,0000,,Woh. Where is it... There it is, okay.
Dialogue: 0,0:16:00.16,0:16:02.36,Default,,0000,0000,0000,,Can I have the lights down maybe?
Dialogue: 0,0:16:02.36,0:16:03.62,Default,,0000,0000,0000,,Thank you, it'd be good.
Dialogue: 0,0:16:25.88,0:16:27.90,Default,,0000,0000,0000,,It's a potato. Yes.
Dialogue: 0,0:16:28.88,0:16:31.17,Default,,0000,0000,0000,,It's a potato-driven vending machine
Dialogue: 0,0:16:33.35,0:16:35.01,Default,,0000,0000,0000,,but also recognizes your face.
Dialogue: 0,0:16:35.01,0:16:36.78,Default,,0000,0000,0000,,Hello, what flavor do you want?
Dialogue: 0,0:16:36.78,0:16:40.14,Default,,0000,0000,0000,,Okay, you can choose\N5 flavors with your face.
Dialogue: 0,0:17:21.25,0:17:22.69,Default,,0000,0000,0000,,So that's what it's all about.
Dialogue: 0,0:17:22.69,0:17:25.10,Default,,0000,0000,0000,,It's all about giving people fun\Nwith advertising.
Dialogue: 0,0:17:25.10,0:17:27.86,Default,,0000,0000,0000,,So when I talk about\Nwhat is the future of fun.
Dialogue: 0,0:17:27.86,0:17:30.32,Default,,0000,0000,0000,,If we can cut back. Go! The next slide.
Dialogue: 0,0:17:30.32,0:17:33.11,Default,,0000,0000,0000,,The future of fun is of cause advertising.
Dialogue: 0,0:17:33.11,0:17:36.12,Default,,0000,0000,0000,,And advertising is the future of fun
Dialogue: 0,0:17:36.12,0:17:37.28,Default,,0000,0000,0000,,So thank you very much.
Dialogue: 0,0:17:37.28,0:17:39.54,Default,,0000,0000,0000,,I don't want to hold you up\Nfrom your lunch.
Dialogue: 0,0:17:39.54,0:17:41.32,Default,,0000,0000,0000,,So enjoy lunch and let's keep talking
Dialogue: 0,0:17:41.32,0:17:43.10,Default,,0000,0000,0000,,and let's keep having fun today.
Dialogue: 0,0:17:43.10,0:17:44.68,Default,,0000,0000,0000,,Thank you.\N(Applause)