[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.00,0:00:03.00,Default,,0000,0000,0000,,I have spent the past few years
Dialogue: 0,0:00:03.00,0:00:05.00,Default,,0000,0000,0000,,putting myself into situations
Dialogue: 0,0:00:05.00,0:00:07.00,Default,,0000,0000,0000,,that are usually very difficult
Dialogue: 0,0:00:07.00,0:00:10.00,Default,,0000,0000,0000,,and at the same time somewhat dangerous.
Dialogue: 0,0:00:11.00,0:00:13.00,Default,,0000,0000,0000,,I went to prison --
Dialogue: 0,0:00:13.00,0:00:15.00,Default,,0000,0000,0000,,difficult.
Dialogue: 0,0:00:15.00,0:00:18.00,Default,,0000,0000,0000,,I worked in a coal mine --
Dialogue: 0,0:00:18.00,0:00:20.00,Default,,0000,0000,0000,,dangerous.
Dialogue: 0,0:00:20.00,0:00:22.00,Default,,0000,0000,0000,,I filmed in war zones --
Dialogue: 0,0:00:22.00,0:00:24.00,Default,,0000,0000,0000,,difficult and dangerous.
Dialogue: 0,0:00:24.00,0:00:28.00,Default,,0000,0000,0000,,And I spent 30 days eating nothing but this --
Dialogue: 0,0:00:28.00,0:00:30.00,Default,,0000,0000,0000,,fun in the beginning,
Dialogue: 0,0:00:30.00,0:00:33.00,Default,,0000,0000,0000,,little difficult in the middle, very dangerous in the end.
Dialogue: 0,0:00:34.00,0:00:36.00,Default,,0000,0000,0000,,In fact, most of my career,
Dialogue: 0,0:00:36.00,0:00:38.00,Default,,0000,0000,0000,,I've been immersing myself
Dialogue: 0,0:00:38.00,0:00:41.00,Default,,0000,0000,0000,,into seemingly horrible situations
Dialogue: 0,0:00:41.00,0:00:43.00,Default,,0000,0000,0000,,for the whole goal of trying
Dialogue: 0,0:00:43.00,0:00:45.00,Default,,0000,0000,0000,,to examine societal issues
Dialogue: 0,0:00:45.00,0:00:48.00,Default,,0000,0000,0000,,in a way that make them engaging, that make them interesting,
Dialogue: 0,0:00:48.00,0:00:50.00,Default,,0000,0000,0000,,that hopefully break them down in a way
Dialogue: 0,0:00:50.00,0:00:53.00,Default,,0000,0000,0000,,that make them entertaining and accessible to an audience.
Dialogue: 0,0:00:53.00,0:00:55.00,Default,,0000,0000,0000,,So when I knew I was coming here
Dialogue: 0,0:00:55.00,0:00:58.00,Default,,0000,0000,0000,,to do a TED Talk that was going to look at the world of branding and sponsorship,
Dialogue: 0,0:00:58.00,0:01:00.00,Default,,0000,0000,0000,,I knew I would want to do something a little different.
Dialogue: 0,0:01:00.00,0:01:03.00,Default,,0000,0000,0000,,So as some of you may or may not have heard,
Dialogue: 0,0:01:03.00,0:01:06.00,Default,,0000,0000,0000,,a couple weeks ago, I took out an ad on eBay.
Dialogue: 0,0:01:06.00,0:01:09.00,Default,,0000,0000,0000,,I sent out some Facebook messages,
Dialogue: 0,0:01:09.00,0:01:11.00,Default,,0000,0000,0000,,some Twitter messages,
Dialogue: 0,0:01:11.00,0:01:13.00,Default,,0000,0000,0000,,and I gave people the opportunity to buy the naming rights
Dialogue: 0,0:01:13.00,0:01:15.00,Default,,0000,0000,0000,,to my 2011 TED Talk.
Dialogue: 0,0:01:15.00,0:01:17.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:01:17.00,0:01:20.00,Default,,0000,0000,0000,,That's right, some lucky individual, corporation,
Dialogue: 0,0:01:20.00,0:01:22.00,Default,,0000,0000,0000,,for-profit or non-profit,
Dialogue: 0,0:01:22.00,0:01:24.00,Default,,0000,0000,0000,,was going to get the once-in-a-lifetime opportunity --
Dialogue: 0,0:01:24.00,0:01:26.00,Default,,0000,0000,0000,,because I'm sure Chris Anderson will never let it happen again --
Dialogue: 0,0:01:26.00,0:01:28.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:01:28.00,0:01:30.00,Default,,0000,0000,0000,,to buy the naming rights
Dialogue: 0,0:01:30.00,0:01:32.00,Default,,0000,0000,0000,,to the talk you're watching right now,
Dialogue: 0,0:01:32.00,0:01:35.00,Default,,0000,0000,0000,,that at the time didn't have a title, didn't really have a lot of content
Dialogue: 0,0:01:35.00,0:01:37.00,Default,,0000,0000,0000,,and didn't really give much hint
Dialogue: 0,0:01:37.00,0:01:40.00,Default,,0000,0000,0000,,as to what the subject matter would actually be.
Dialogue: 0,0:01:40.00,0:01:42.00,Default,,0000,0000,0000,,So what you were getting was this:
Dialogue: 0,0:01:42.00,0:01:44.00,Default,,0000,0000,0000,,Your name here presents:
Dialogue: 0,0:01:44.00,0:01:47.00,Default,,0000,0000,0000,,My TED Talk that you have no idea what the subject is
Dialogue: 0,0:01:47.00,0:01:50.00,Default,,0000,0000,0000,,and, depending on the content, could ultimately blow up in your face,
Dialogue: 0,0:01:50.00,0:01:53.00,Default,,0000,0000,0000,,especially if I make you or your company look stupid for doing it.
Dialogue: 0,0:01:53.00,0:01:55.00,Default,,0000,0000,0000,,But that being said,
Dialogue: 0,0:01:55.00,0:01:57.00,Default,,0000,0000,0000,,it's a very good media opportunity.
Dialogue: 0,0:01:57.00,0:02:03.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:02:03.00,0:02:06.00,Default,,0000,0000,0000,,You know how many people watch these TED Talks?
Dialogue: 0,0:02:06.00,0:02:08.00,Default,,0000,0000,0000,,It's a lot.
Dialogue: 0,0:02:09.00,0:02:11.00,Default,,0000,0000,0000,,That's just a working title, by the way.
Dialogue: 0,0:02:11.00,0:02:13.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:02:13.00,0:02:16.00,Default,,0000,0000,0000,,So even with that caveat,
Dialogue: 0,0:02:16.00,0:02:18.00,Default,,0000,0000,0000,,I knew that someone would buy the naming rights.
Dialogue: 0,0:02:18.00,0:02:20.00,Default,,0000,0000,0000,,Now if you'd have asked me that a year ago,
Dialogue: 0,0:02:20.00,0:02:22.00,Default,,0000,0000,0000,,I wouldn't have been able to tell you that with any certainty.
Dialogue: 0,0:02:22.00,0:02:24.00,Default,,0000,0000,0000,,But in the new project that I'm working on, my new film,
Dialogue: 0,0:02:24.00,0:02:27.00,Default,,0000,0000,0000,,we examine the world of marketing, advertising.
Dialogue: 0,0:02:27.00,0:02:29.00,Default,,0000,0000,0000,,And as I said earlier,
Dialogue: 0,0:02:29.00,0:02:32.00,Default,,0000,0000,0000,,I put myself in some pretty horrible situations over the years,
Dialogue: 0,0:02:32.00,0:02:35.00,Default,,0000,0000,0000,,but nothing could prepare me, nothing could ready me,
Dialogue: 0,0:02:35.00,0:02:38.00,Default,,0000,0000,0000,,for anything as difficult
Dialogue: 0,0:02:38.00,0:02:40.00,Default,,0000,0000,0000,,or as dangerous
Dialogue: 0,0:02:40.00,0:02:43.00,Default,,0000,0000,0000,,as going into the rooms with these guys.
Dialogue: 0,0:02:44.00,0:02:47.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:02:47.00,0:02:50.00,Default,,0000,0000,0000,,You see, I had this idea for a movie.
Dialogue: 0,0:02:50.00,0:02:52.00,Default,,0000,0000,0000,,(Video) Morgan Spurlock: What I want to do is make a film
Dialogue: 0,0:02:52.00,0:02:55.00,Default,,0000,0000,0000,,all about product placement, marketing and advertising,
Dialogue: 0,0:02:55.00,0:02:57.00,Default,,0000,0000,0000,,where the entire film is funded
Dialogue: 0,0:02:57.00,0:02:59.00,Default,,0000,0000,0000,,by product placement, marketing and advertising.
Dialogue: 0,0:02:59.00,0:03:02.00,Default,,0000,0000,0000,,So the movie will be called "The Greatest Movie Ever Sold."
Dialogue: 0,0:03:02.00,0:03:04.00,Default,,0000,0000,0000,,So what happens in "The Greatest Movie Ever Sold,"
Dialogue: 0,0:03:04.00,0:03:07.00,Default,,0000,0000,0000,,is that everything from top to bottom, from start to finish,
Dialogue: 0,0:03:07.00,0:03:09.00,Default,,0000,0000,0000,,is branded from beginning to end --
Dialogue: 0,0:03:09.00,0:03:11.00,Default,,0000,0000,0000,,from the above-the-title sponsor that you'll see in the movie,
Dialogue: 0,0:03:11.00,0:03:13.00,Default,,0000,0000,0000,,which is brand X.
Dialogue: 0,0:03:13.00,0:03:15.00,Default,,0000,0000,0000,,Now this brand, the Qualcomm Stadium,
Dialogue: 0,0:03:15.00,0:03:17.00,Default,,0000,0000,0000,,the Staples Center ...
Dialogue: 0,0:03:17.00,0:03:20.00,Default,,0000,0000,0000,,these people will be married to the film in perpetuity -- forever.
Dialogue: 0,0:03:20.00,0:03:22.00,Default,,0000,0000,0000,,And so the film explores this whole idea -- (Michael Kassan: It's redundant.)
Dialogue: 0,0:03:22.00,0:03:25.00,Default,,0000,0000,0000,,It's what? (MK: It's redundant.) In perpetuity, forever?
Dialogue: 0,0:03:25.00,0:03:27.00,Default,,0000,0000,0000,,I'm a redundant person. (MK: I'm just saying.)
Dialogue: 0,0:03:27.00,0:03:29.00,Default,,0000,0000,0000,,That was more for emphasis.
Dialogue: 0,0:03:29.00,0:03:31.00,Default,,0000,0000,0000,,It was, "In perpetuity. Forever."
Dialogue: 0,0:03:31.00,0:03:33.00,Default,,0000,0000,0000,,But not only are we going to have the brand X title sponsor,
Dialogue: 0,0:03:33.00,0:03:35.00,Default,,0000,0000,0000,,but we're going to make sure we sell out every category we can in the film.
Dialogue: 0,0:03:35.00,0:03:38.00,Default,,0000,0000,0000,,So maybe we sell a shoe and it becomes the greatest shoe you ever wore ...
Dialogue: 0,0:03:38.00,0:03:41.00,Default,,0000,0000,0000,,the greatest car you ever drove from "The Greatest Movie Ever Sold,"
Dialogue: 0,0:03:41.00,0:03:44.00,Default,,0000,0000,0000,,the greatest drink you've ever had, courtesy of "The Greatest Movie Ever Sold."
Dialogue: 0,0:03:44.00,0:03:46.00,Default,,0000,0000,0000,,Xavier Kochhar: So the idea is,
Dialogue: 0,0:03:46.00,0:03:48.00,Default,,0000,0000,0000,,beyond just showing that brands are a part of your life,
Dialogue: 0,0:03:48.00,0:03:51.00,Default,,0000,0000,0000,,but actually get them to finance the film? (MS: Get them to finance the film.)
Dialogue: 0,0:03:51.00,0:03:53.00,Default,,0000,0000,0000,,MS: And actually we show the whole process of how does it work.
Dialogue: 0,0:03:53.00,0:03:55.00,Default,,0000,0000,0000,,The goal of this whole film is transparency.
Dialogue: 0,0:03:55.00,0:03:57.00,Default,,0000,0000,0000,,You're going to see the whole thing take place in this movie.
Dialogue: 0,0:03:57.00,0:03:59.00,Default,,0000,0000,0000,,So that's the whole concept,
Dialogue: 0,0:03:59.00,0:04:01.00,Default,,0000,0000,0000,,the whole film, start to finish.
Dialogue: 0,0:04:01.00,0:04:03.00,Default,,0000,0000,0000,,And I would love for CEG to help make it happen.
Dialogue: 0,0:04:03.00,0:04:05.00,Default,,0000,0000,0000,,Robert Friedman: You know it's funny,
Dialogue: 0,0:04:05.00,0:04:07.00,Default,,0000,0000,0000,,because when I first hear it,
Dialogue: 0,0:04:07.00,0:04:09.00,Default,,0000,0000,0000,,it is the ultimate respect
Dialogue: 0,0:04:09.00,0:04:11.00,Default,,0000,0000,0000,,for an audience.
Dialogue: 0,0:04:11.00,0:04:13.00,Default,,0000,0000,0000,,Guy: I don't know how receptive
Dialogue: 0,0:04:13.00,0:04:15.00,Default,,0000,0000,0000,,people are going to be to it, though.
Dialogue: 0,0:04:15.00,0:04:17.00,Default,,0000,0000,0000,,XK: Do you have a perspective --
Dialogue: 0,0:04:17.00,0:04:19.00,Default,,0000,0000,0000,,I don't want to use "angle" because that has a negative connotation --
Dialogue: 0,0:04:19.00,0:04:22.00,Default,,0000,0000,0000,,but do you know how this is going to play out? (MS: No idea.)
Dialogue: 0,0:04:22.00,0:04:25.00,Default,,0000,0000,0000,,David Cohn: How much money does it take to do this?
Dialogue: 0,0:04:25.00,0:04:28.00,Default,,0000,0000,0000,,MS: 1.5 million. (DC: Okay.)
Dialogue: 0,0:04:28.00,0:04:30.00,Default,,0000,0000,0000,,John Kamen: I think that you're going to have a hard time meeting with them,
Dialogue: 0,0:04:30.00,0:04:32.00,Default,,0000,0000,0000,,but I think it's certainly worth pursuing
Dialogue: 0,0:04:32.00,0:04:35.00,Default,,0000,0000,0000,,a couple big, really obvious brands.
Dialogue: 0,0:04:35.00,0:04:37.00,Default,,0000,0000,0000,,XK: Who knows, maybe by the time your film comes out,
Dialogue: 0,0:04:37.00,0:04:39.00,Default,,0000,0000,0000,,we look like a bunch of blithering idiots.
Dialogue: 0,0:04:39.00,0:04:42.00,Default,,0000,0000,0000,,MS: What do you think the response is going to be?
Dialogue: 0,0:04:42.00,0:04:44.00,Default,,0000,0000,0000,,Stuart Ruderfer: The responses mostly will be "no."
Dialogue: 0,0:04:44.00,0:04:46.00,Default,,0000,0000,0000,,MS: But is it a tough sell because of the film
Dialogue: 0,0:04:46.00,0:04:48.00,Default,,0000,0000,0000,,or a tough sell because of me?
Dialogue: 0,0:04:48.00,0:04:50.00,Default,,0000,0000,0000,,JK: Both.
Dialogue: 0,0:04:50.00,0:04:53.00,Default,,0000,0000,0000,,MS: ... Meaning not so optimistic.
Dialogue: 0,0:04:53.00,0:04:55.00,Default,,0000,0000,0000,,So, sir, can you help me? I need help.
Dialogue: 0,0:04:55.00,0:04:57.00,Default,,0000,0000,0000,,MK: I can help you.
Dialogue: 0,0:04:57.00,0:04:59.00,Default,,0000,0000,0000,,MS: Okay. (MK: Good.)
Dialogue: 0,0:04:59.00,0:05:01.00,Default,,0000,0000,0000,,Awesome.
Dialogue: 0,0:05:01.00,0:05:03.00,Default,,0000,0000,0000,,MK: We've gotta figure out which brands.
Dialogue: 0,0:05:03.00,0:05:06.00,Default,,0000,0000,0000,,MS: Yeah. (MK: That's the challenge.)
Dialogue: 0,0:05:06.00,0:05:08.00,Default,,0000,0000,0000,,When you look at the people you deal with ..
Dialogue: 0,0:05:08.00,0:05:10.00,Default,,0000,0000,0000,,MK: We've got some places we can go. (MS: Okay.)
Dialogue: 0,0:05:10.00,0:05:12.00,Default,,0000,0000,0000,,Turn the camera off.
Dialogue: 0,0:05:12.00,0:05:14.00,Default,,0000,0000,0000,,MS: I thought "Turn the camera off"
Dialogue: 0,0:05:14.00,0:05:16.00,Default,,0000,0000,0000,,meant, "Let's have an off-the-record conversation."
Dialogue: 0,0:05:16.00,0:05:18.00,Default,,0000,0000,0000,,Turns out it really means,
Dialogue: 0,0:05:18.00,0:05:21.00,Default,,0000,0000,0000,,"We want nothing to do with your movie."
Dialogue: 0,0:05:21.00,0:05:24.00,Default,,0000,0000,0000,,MS: And just like that, one by one,
Dialogue: 0,0:05:24.00,0:05:27.00,Default,,0000,0000,0000,,all of these companies suddenly disappeared.
Dialogue: 0,0:05:27.00,0:05:29.00,Default,,0000,0000,0000,,None of them wanted anything to do with this movie.
Dialogue: 0,0:05:29.00,0:05:31.00,Default,,0000,0000,0000,,I was amazed.
Dialogue: 0,0:05:31.00,0:05:33.00,Default,,0000,0000,0000,,They wanted absolutely nothing to do with this project.
Dialogue: 0,0:05:33.00,0:05:35.00,Default,,0000,0000,0000,,And I was blown away, because I thought the whole concept, the idea of advertising,
Dialogue: 0,0:05:35.00,0:05:38.00,Default,,0000,0000,0000,,was to get your product out in front of as many people as possible,
Dialogue: 0,0:05:38.00,0:05:40.00,Default,,0000,0000,0000,,to get as many people to see it as possible.
Dialogue: 0,0:05:40.00,0:05:42.00,Default,,0000,0000,0000,,Especially in today's world,
Dialogue: 0,0:05:42.00,0:05:44.00,Default,,0000,0000,0000,,this intersection of new media and old media
Dialogue: 0,0:05:44.00,0:05:46.00,Default,,0000,0000,0000,,and the fractured media landscape,
Dialogue: 0,0:05:46.00,0:05:48.00,Default,,0000,0000,0000,,isn't the idea to get
Dialogue: 0,0:05:48.00,0:05:51.00,Default,,0000,0000,0000,,that new buzz-worthy delivery vehicle
Dialogue: 0,0:05:51.00,0:05:53.00,Default,,0000,0000,0000,,that's going to get that message to the masses?
Dialogue: 0,0:05:53.00,0:05:56.00,Default,,0000,0000,0000,,No, that's what I thought.
Dialogue: 0,0:05:56.00,0:05:58.00,Default,,0000,0000,0000,,But the problem was, you see,
Dialogue: 0,0:05:58.00,0:06:01.00,Default,,0000,0000,0000,,my idea had one fatal flaw,
Dialogue: 0,0:06:01.00,0:06:04.00,Default,,0000,0000,0000,,and that flaw was this.
Dialogue: 0,0:06:05.00,0:06:07.00,Default,,0000,0000,0000,,Actually no, that was not the flaw whatsoever.
Dialogue: 0,0:06:07.00,0:06:09.00,Default,,0000,0000,0000,,That wouldn't have been a problem at all.
Dialogue: 0,0:06:09.00,0:06:11.00,Default,,0000,0000,0000,,This would have been fine.
Dialogue: 0,0:06:11.00,0:06:13.00,Default,,0000,0000,0000,,But what this image represents was the problem.
Dialogue: 0,0:06:13.00,0:06:15.00,Default,,0000,0000,0000,,See, when you do a Google image search for transparency,
Dialogue: 0,0:06:15.00,0:06:17.00,Default,,0000,0000,0000,,this is ---
Dialogue: 0,0:06:17.00,0:06:19.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:06:19.00,0:06:22.00,Default,,0000,0000,0000,,(Applause)
Dialogue: 0,0:06:22.00,0:06:25.00,Default,,0000,0000,0000,,This is one of the first images that comes up.
Dialogue: 0,0:06:25.00,0:06:28.00,Default,,0000,0000,0000,,So I like the way you roll, Sergey Brin. No.
Dialogue: 0,0:06:28.00,0:06:32.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:06:32.00,0:06:35.00,Default,,0000,0000,0000,,This is was the problem: transparency --
Dialogue: 0,0:06:35.00,0:06:37.00,Default,,0000,0000,0000,,free from pretense or deceit;
Dialogue: 0,0:06:37.00,0:06:39.00,Default,,0000,0000,0000,,easily detected or seen through;
Dialogue: 0,0:06:39.00,0:06:41.00,Default,,0000,0000,0000,,readily understood;
Dialogue: 0,0:06:41.00,0:06:44.00,Default,,0000,0000,0000,,characterized by visibility or accessibility of information,
Dialogue: 0,0:06:44.00,0:06:46.00,Default,,0000,0000,0000,,especially concerning business practices --
Dialogue: 0,0:06:46.00,0:06:49.00,Default,,0000,0000,0000,,that last line being probably the biggest problem.
Dialogue: 0,0:06:49.00,0:06:52.00,Default,,0000,0000,0000,,You see, we hear a lot about transparency these days.
Dialogue: 0,0:06:52.00,0:06:54.00,Default,,0000,0000,0000,,Our politicians say it, our president says it,
Dialogue: 0,0:06:54.00,0:06:56.00,Default,,0000,0000,0000,,even our CEO's say it.
Dialogue: 0,0:06:56.00,0:06:58.00,Default,,0000,0000,0000,,But suddenly when it comes down to becoming a reality,
Dialogue: 0,0:06:58.00,0:07:00.00,Default,,0000,0000,0000,,something suddenly changes.
Dialogue: 0,0:07:00.00,0:07:03.00,Default,,0000,0000,0000,,But why? Well, transparency is scary --
Dialogue: 0,0:07:03.00,0:07:05.00,Default,,0000,0000,0000,,(Roar)
Dialogue: 0,0:07:05.00,0:07:08.00,Default,,0000,0000,0000,,like that odd, still-screaming bear.
Dialogue: 0,0:07:08.00,0:07:10.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:07:10.00,0:07:12.00,Default,,0000,0000,0000,,It's unpredictable --
Dialogue: 0,0:07:12.00,0:07:14.00,Default,,0000,0000,0000,,(Music)
Dialogue: 0,0:07:14.00,0:07:16.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:07:16.00,0:07:19.00,Default,,0000,0000,0000,,like this odd country road.
Dialogue: 0,0:07:19.00,0:07:22.00,Default,,0000,0000,0000,,And it's also very risky.
Dialogue: 0,0:07:23.00,0:07:26.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:07:26.00,0:07:28.00,Default,,0000,0000,0000,,What else is risky?
Dialogue: 0,0:07:28.00,0:07:31.00,Default,,0000,0000,0000,,Eating an entire bowl of Cool Whip.
Dialogue: 0,0:07:31.00,0:07:36.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:07:36.00,0:07:39.00,Default,,0000,0000,0000,,That's very risky.
Dialogue: 0,0:07:40.00,0:07:42.00,Default,,0000,0000,0000,,Now when I started talking to companies
Dialogue: 0,0:07:42.00,0:07:44.00,Default,,0000,0000,0000,,and telling them that we wanted to tell this story,
Dialogue: 0,0:07:44.00,0:07:46.00,Default,,0000,0000,0000,,and they said, "No, we want you to tell a story.
Dialogue: 0,0:07:46.00,0:07:48.00,Default,,0000,0000,0000,,We want you to tell a story,
Dialogue: 0,0:07:48.00,0:07:51.00,Default,,0000,0000,0000,,but we just want to tell our story."
Dialogue: 0,0:07:51.00,0:07:53.00,Default,,0000,0000,0000,,See, when I was a kid
Dialogue: 0,0:07:53.00,0:07:55.00,Default,,0000,0000,0000,,and my father would catch me in some sort of a lie --
Dialogue: 0,0:07:55.00,0:07:58.00,Default,,0000,0000,0000,,and there he is giving me the look he often gave me --
Dialogue: 0,0:07:58.00,0:08:02.00,Default,,0000,0000,0000,,he would say, "Son, there's three sides to every story.
Dialogue: 0,0:08:02.00,0:08:05.00,Default,,0000,0000,0000,,There's your story,
Dialogue: 0,0:08:05.00,0:08:07.00,Default,,0000,0000,0000,,there's my story
Dialogue: 0,0:08:07.00,0:08:09.00,Default,,0000,0000,0000,,and there's the real story."
Dialogue: 0,0:08:09.00,0:08:12.00,Default,,0000,0000,0000,,Now you see, with this film, we wanted to tell the real story.
Dialogue: 0,0:08:12.00,0:08:14.00,Default,,0000,0000,0000,,But with only one company, one agency willing to help me --
Dialogue: 0,0:08:14.00,0:08:18.00,Default,,0000,0000,0000,,and that's only because I knew John Bond and Richard Kirshenbaum for years --
Dialogue: 0,0:08:18.00,0:08:20.00,Default,,0000,0000,0000,,I realized that I would have to go on my own,
Dialogue: 0,0:08:20.00,0:08:22.00,Default,,0000,0000,0000,,I'd have to cut out the middleman
Dialogue: 0,0:08:22.00,0:08:25.00,Default,,0000,0000,0000,,and go to the companies myself with all of my team.
Dialogue: 0,0:08:25.00,0:08:27.00,Default,,0000,0000,0000,,So what you suddenly started to realize --
Dialogue: 0,0:08:27.00,0:08:29.00,Default,,0000,0000,0000,,or what I started to realize --
Dialogue: 0,0:08:29.00,0:08:31.00,Default,,0000,0000,0000,,is that when you started having conversations with these companies,
Dialogue: 0,0:08:31.00,0:08:34.00,Default,,0000,0000,0000,,the idea of understanding your brand is a universal problem.
Dialogue: 0,0:08:34.00,0:08:36.00,Default,,0000,0000,0000,,(Video) MS: I have friends who make great big, giant Hollywood films,
Dialogue: 0,0:08:36.00,0:08:39.00,Default,,0000,0000,0000,,and I have friends who make little independent films like I make.
Dialogue: 0,0:08:39.00,0:08:41.00,Default,,0000,0000,0000,,And the friends of mine who make big, giant Hollywood movies
Dialogue: 0,0:08:41.00,0:08:43.00,Default,,0000,0000,0000,,say the reason their films are so successful
Dialogue: 0,0:08:43.00,0:08:45.00,Default,,0000,0000,0000,,is because of the brand partners that they have.
Dialogue: 0,0:08:45.00,0:08:47.00,Default,,0000,0000,0000,,And then my friends who make small independent films
Dialogue: 0,0:08:47.00,0:08:49.00,Default,,0000,0000,0000,,say, "Well, how are we supposed to compete
Dialogue: 0,0:08:49.00,0:08:51.00,Default,,0000,0000,0000,,with these big, giant Hollywood movies?"
Dialogue: 0,0:08:51.00,0:08:53.00,Default,,0000,0000,0000,,And the movie is called
Dialogue: 0,0:08:53.00,0:08:55.00,Default,,0000,0000,0000,,"The Greatest Movie Ever Sold."
Dialogue: 0,0:08:55.00,0:08:58.00,Default,,0000,0000,0000,,So how specifically will we see Ban in the film?
Dialogue: 0,0:08:58.00,0:09:01.00,Default,,0000,0000,0000,,Any time I'm ready to go, any time I open up my medicine cabinet,
Dialogue: 0,0:09:01.00,0:09:03.00,Default,,0000,0000,0000,,you will see Ban deodorant.
Dialogue: 0,0:09:03.00,0:09:06.00,Default,,0000,0000,0000,,While anytime I do an interview with someone,
Dialogue: 0,0:09:06.00,0:09:09.00,Default,,0000,0000,0000,,I can say, "Are you fresh enough for this interview?
Dialogue: 0,0:09:09.00,0:09:11.00,Default,,0000,0000,0000,,Are you ready? You look a little nervous.
Dialogue: 0,0:09:11.00,0:09:13.00,Default,,0000,0000,0000,,I want to help you calm down.
Dialogue: 0,0:09:13.00,0:09:15.00,Default,,0000,0000,0000,,So maybe you should put some one before the interview."
Dialogue: 0,0:09:15.00,0:09:17.00,Default,,0000,0000,0000,,So we'll offer one of these fabulous scents.
Dialogue: 0,0:09:17.00,0:09:19.00,Default,,0000,0000,0000,,Whether it's a "Floral Fusion" or a "Paradise Winds,"
Dialogue: 0,0:09:19.00,0:09:21.00,Default,,0000,0000,0000,,they'll have their chance.
Dialogue: 0,0:09:21.00,0:09:24.00,Default,,0000,0000,0000,,We will have them geared for both male or female --
Dialogue: 0,0:09:24.00,0:09:27.00,Default,,0000,0000,0000,,solid, roll-on or stick, whatever it may be.
Dialogue: 0,0:09:27.00,0:09:29.00,Default,,0000,0000,0000,,That's the two-cent tour.
Dialogue: 0,0:09:29.00,0:09:31.00,Default,,0000,0000,0000,,So now I can answer any of your questions
Dialogue: 0,0:09:31.00,0:09:33.00,Default,,0000,0000,0000,,and give you the five-cent tour.
Dialogue: 0,0:09:33.00,0:09:35.00,Default,,0000,0000,0000,,Karen Frank: We are a smaller brand.
Dialogue: 0,0:09:35.00,0:09:37.00,Default,,0000,0000,0000,,Much like you talked about being a smaller movie,
Dialogue: 0,0:09:37.00,0:09:39.00,Default,,0000,0000,0000,,we're very much a challenger brand.
Dialogue: 0,0:09:39.00,0:09:41.00,Default,,0000,0000,0000,,So we don't have the budgets that other brands have.
Dialogue: 0,0:09:41.00,0:09:43.00,Default,,0000,0000,0000,,So doing things like this -- you know,
Dialogue: 0,0:09:43.00,0:09:45.00,Default,,0000,0000,0000,,remind people about Ban --
Dialogue: 0,0:09:45.00,0:09:47.00,Default,,0000,0000,0000,,is kind of why were interested in it.
Dialogue: 0,0:09:47.00,0:09:49.00,Default,,0000,0000,0000,,MS: What are the words that you would use to describe Ban?
Dialogue: 0,0:09:49.00,0:09:52.00,Default,,0000,0000,0000,,Ban is blank.
Dialogue: 0,0:09:52.00,0:09:55.00,Default,,0000,0000,0000,,KF: That's a great question.
Dialogue: 0,0:09:55.00,0:10:00.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:10:00.00,0:10:02.00,Default,,0000,0000,0000,,Woman: Superior technology.
Dialogue: 0,0:10:02.00,0:10:04.00,Default,,0000,0000,0000,,MS: Technology's not the way you want to describe something
Dialogue: 0,0:10:04.00,0:10:06.00,Default,,0000,0000,0000,,somebody's putting in their armpit.
Dialogue: 0,0:10:06.00,0:10:08.00,Default,,0000,0000,0000,,Man: We talk about bold, fresh.
Dialogue: 0,0:10:08.00,0:10:11.00,Default,,0000,0000,0000,,I think "fresh" is a great word that really spins this category into the positive,
Dialogue: 0,0:10:11.00,0:10:13.00,Default,,0000,0000,0000,,versus "fights odor and wetness."
Dialogue: 0,0:10:13.00,0:10:15.00,Default,,0000,0000,0000,,It keeps you fresh.
Dialogue: 0,0:10:15.00,0:10:17.00,Default,,0000,0000,0000,,How do we keep you fresher longer -- better freshness,
Dialogue: 0,0:10:17.00,0:10:19.00,Default,,0000,0000,0000,,more freshness, three times fresher.
Dialogue: 0,0:10:19.00,0:10:22.00,Default,,0000,0000,0000,,Things like that that are more of that positive benefit.
Dialogue: 0,0:10:23.00,0:10:26.00,Default,,0000,0000,0000,,MS: And that's a multi-million dollar corporation.
Dialogue: 0,0:10:26.00,0:10:28.00,Default,,0000,0000,0000,,What about me? What about a regular guy?
Dialogue: 0,0:10:28.00,0:10:30.00,Default,,0000,0000,0000,,I need to go talk to the man on the street,
Dialogue: 0,0:10:30.00,0:10:32.00,Default,,0000,0000,0000,,the people who are like me, the regular Joes.
Dialogue: 0,0:10:32.00,0:10:34.00,Default,,0000,0000,0000,,They need to tell me about my brand.
Dialogue: 0,0:10:34.00,0:10:37.00,Default,,0000,0000,0000,,(Video) MS: How would you guys describe your brand?
Dialogue: 0,0:10:38.00,0:10:41.00,Default,,0000,0000,0000,,Man: Um, my brand?
Dialogue: 0,0:10:41.00,0:10:43.00,Default,,0000,0000,0000,,I don't know.
Dialogue: 0,0:10:43.00,0:10:45.00,Default,,0000,0000,0000,,I like really nice clothes.
Dialogue: 0,0:10:45.00,0:10:47.00,Default,,0000,0000,0000,,Woman: 80's revival
Dialogue: 0,0:10:47.00,0:10:49.00,Default,,0000,0000,0000,,meets skater-punk,
Dialogue: 0,0:10:49.00,0:10:51.00,Default,,0000,0000,0000,,unless it's laundry day.
Dialogue: 0,0:10:51.00,0:10:53.00,Default,,0000,0000,0000,,MS: All right, what is brand Gerry?
Dialogue: 0,0:10:53.00,0:10:55.00,Default,,0000,0000,0000,,Gerry: Unique. (MS: Unique.)
Dialogue: 0,0:10:55.00,0:10:57.00,Default,,0000,0000,0000,,Man: I guess what kind of genre, style I am
Dialogue: 0,0:10:57.00,0:11:00.00,Default,,0000,0000,0000,,would be like dark glamor.
Dialogue: 0,0:11:00.00,0:11:02.00,Default,,0000,0000,0000,,I like a lot of black colors,
Dialogue: 0,0:11:02.00,0:11:04.00,Default,,0000,0000,0000,,a lot of grays and stuff like that.
Dialogue: 0,0:11:04.00,0:11:06.00,Default,,0000,0000,0000,,But usually I have an accessory,
Dialogue: 0,0:11:06.00,0:11:08.00,Default,,0000,0000,0000,,like sunglasses,
Dialogue: 0,0:11:08.00,0:11:10.00,Default,,0000,0000,0000,,or I like crystal and things like that too.
Dialogue: 0,0:11:10.00,0:11:12.00,Default,,0000,0000,0000,,Woman: If Dan were a brand,
Dialogue: 0,0:11:12.00,0:11:16.00,Default,,0000,0000,0000,,he might be a classic convertible
Dialogue: 0,0:11:16.00,0:11:18.00,Default,,0000,0000,0000,,Mercedes Benz.
Dialogue: 0,0:11:18.00,0:11:20.00,Default,,0000,0000,0000,,Man 2: The brand that I am
Dialogue: 0,0:11:20.00,0:11:22.00,Default,,0000,0000,0000,,is, I would call it casual fly.
Dialogue: 0,0:11:22.00,0:11:24.00,Default,,0000,0000,0000,,Woman 2: Part hippie, part yogi,
Dialogue: 0,0:11:24.00,0:11:26.00,Default,,0000,0000,0000,,part Brooklyn girl -- I don't know.
Dialogue: 0,0:11:26.00,0:11:28.00,Default,,0000,0000,0000,,Man 3: I'm the pet guy.
Dialogue: 0,0:11:28.00,0:11:30.00,Default,,0000,0000,0000,,I sell pet toys all over the country, all over the world.
Dialogue: 0,0:11:30.00,0:11:32.00,Default,,0000,0000,0000,,So I guess that's my brand.
Dialogue: 0,0:11:32.00,0:11:35.00,Default,,0000,0000,0000,,In my warped little industry, that's my brand.
Dialogue: 0,0:11:35.00,0:11:38.00,Default,,0000,0000,0000,,Man 4: My brand is FedEx because I deliver the goods.
Dialogue: 0,0:11:38.00,0:11:40.00,Default,,0000,0000,0000,,Man 5: Failed writer-alcoholic brand.
Dialogue: 0,0:11:40.00,0:11:42.00,Default,,0000,0000,0000,,Is that something?
Dialogue: 0,0:11:42.00,0:11:46.00,Default,,0000,0000,0000,,Lawyer: I'm a lawyer brand.
Dialogue: 0,0:11:48.00,0:11:50.00,Default,,0000,0000,0000,,Tom: I'm Tom.
Dialogue: 0,0:11:51.00,0:11:54.00,Default,,0000,0000,0000,,MS: Well we can't all be brand Tom, but I do often find myself
Dialogue: 0,0:11:54.00,0:11:57.00,Default,,0000,0000,0000,,at the intersection of dark glamor and casual fly.
Dialogue: 0,0:11:57.00,0:11:59.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:11:59.00,0:12:01.00,Default,,0000,0000,0000,,And what I realized is I needed an expert.
Dialogue: 0,0:12:01.00,0:12:03.00,Default,,0000,0000,0000,,I needed somebody who could get inside my head,
Dialogue: 0,0:12:03.00,0:12:05.00,Default,,0000,0000,0000,,somebody who could really help me understand
Dialogue: 0,0:12:05.00,0:12:07.00,Default,,0000,0000,0000,,what they call your "brand personality."
Dialogue: 0,0:12:07.00,0:12:09.00,Default,,0000,0000,0000,,And so I found a company called Olson Zaltman in Pittsburg.
Dialogue: 0,0:12:09.00,0:12:12.00,Default,,0000,0000,0000,,They've helped companies like Nestle, Febreze, Hallmark
Dialogue: 0,0:12:12.00,0:12:14.00,Default,,0000,0000,0000,,discover that brand personality.
Dialogue: 0,0:12:14.00,0:12:17.00,Default,,0000,0000,0000,,If they could do it for them, surely they could do it for me.
Dialogue: 0,0:12:17.00,0:12:19.00,Default,,0000,0000,0000,,(Video) Abigail: You brought your pictures, right?
Dialogue: 0,0:12:19.00,0:12:21.00,Default,,0000,0000,0000,,MS: I did. The very first picture
Dialogue: 0,0:12:21.00,0:12:23.00,Default,,0000,0000,0000,,is a picture of my family.
Dialogue: 0,0:12:23.00,0:12:26.00,Default,,0000,0000,0000,,A: So tell me a little bit how it relates to your thoughts and feelings about who you are.
Dialogue: 0,0:12:26.00,0:12:28.00,Default,,0000,0000,0000,,MS: These are the people who shape the way I look at the world.
Dialogue: 0,0:12:28.00,0:12:30.00,Default,,0000,0000,0000,,A: Tell me about this world.
Dialogue: 0,0:12:30.00,0:12:33.00,Default,,0000,0000,0000,,MS: This world? I think your world is the world that you live in --
Dialogue: 0,0:12:33.00,0:12:36.00,Default,,0000,0000,0000,,like people who are around you, your friends, your family,
Dialogue: 0,0:12:36.00,0:12:38.00,Default,,0000,0000,0000,,the way you live your life, the job you do.
Dialogue: 0,0:12:38.00,0:12:40.00,Default,,0000,0000,0000,,All those things stemmed and started from one place,
Dialogue: 0,0:12:40.00,0:12:43.00,Default,,0000,0000,0000,,and for me they stemmed and started with my family in West Virginia.
Dialogue: 0,0:12:43.00,0:12:45.00,Default,,0000,0000,0000,,A: What's the next one you want to talk about?
Dialogue: 0,0:12:45.00,0:12:47.00,Default,,0000,0000,0000,,MS: The next one: This was the best day ever.
Dialogue: 0,0:12:47.00,0:12:49.00,Default,,0000,0000,0000,,A: How does this relate to your thoughts and feelings about who you are?
Dialogue: 0,0:12:49.00,0:12:51.00,Default,,0000,0000,0000,,MS: It's like, who do I want to be?
Dialogue: 0,0:12:51.00,0:12:53.00,Default,,0000,0000,0000,,I like things that are different.
Dialogue: 0,0:12:53.00,0:12:55.00,Default,,0000,0000,0000,,I like things that are weird. I like weird things.
Dialogue: 0,0:12:55.00,0:12:57.00,Default,,0000,0000,0000,,A: Tell me about the "why" phase -- what does that do for us?
Dialogue: 0,0:12:57.00,0:12:59.00,Default,,0000,0000,0000,,What is the machete? What pupa stage are you in now?
Dialogue: 0,0:12:59.00,0:13:02.00,Default,,0000,0000,0000,,Why is it important to reboot? What does the red represent?
Dialogue: 0,0:13:02.00,0:13:04.00,Default,,0000,0000,0000,,Tell me a little bit about that part.
Dialogue: 0,0:13:04.00,0:13:07.00,Default,,0000,0000,0000,,... A little more about you that is not who you are.
Dialogue: 0,0:13:07.00,0:13:09.00,Default,,0000,0000,0000,,What are some other metamorphoses that you've had?
Dialogue: 0,0:13:09.00,0:13:11.00,Default,,0000,0000,0000,,... Doesn't have to be fear. What kind of roller coaster are you on?
Dialogue: 0,0:13:11.00,0:13:13.00,Default,,0000,0000,0000,,MS: EEEEEE! (A: Thank you.) No, thank you.
Dialogue: 0,0:13:13.00,0:13:15.00,Default,,0000,0000,0000,,A: Thanks for you patience. (MS: Great job.)
Dialogue: 0,0:13:15.00,0:13:17.00,Default,,0000,0000,0000,,A: Yeah. (MS: Thanks a lot.) All right.
Dialogue: 0,0:13:17.00,0:13:19.00,Default,,0000,0000,0000,,MS: Yeah, I don't know what's going to come of this.
Dialogue: 0,0:13:19.00,0:13:22.00,Default,,0000,0000,0000,,There was a whole lot of crazy going on in there.
Dialogue: 0,0:13:22.00,0:13:24.00,Default,,0000,0000,0000,,Lindsay Zaltman: The first thing we saw was this idea
Dialogue: 0,0:13:24.00,0:13:26.00,Default,,0000,0000,0000,,that you had two distinct, but complementary
Dialogue: 0,0:13:26.00,0:13:29.00,Default,,0000,0000,0000,,sides to your brand personality --
Dialogue: 0,0:13:29.00,0:13:32.00,Default,,0000,0000,0000,,the Morgan Spurlock brand is a mindful/play brand.
Dialogue: 0,0:13:32.00,0:13:34.00,Default,,0000,0000,0000,,Those are juxtaposed very nicely together.
Dialogue: 0,0:13:34.00,0:13:36.00,Default,,0000,0000,0000,,And I think there's almost a paradox with those.
Dialogue: 0,0:13:36.00,0:13:38.00,Default,,0000,0000,0000,,And I think some companies
Dialogue: 0,0:13:38.00,0:13:41.00,Default,,0000,0000,0000,,will just focus on one of their strengths or the other
Dialogue: 0,0:13:41.00,0:13:43.00,Default,,0000,0000,0000,,instead of focusing on both.
Dialogue: 0,0:13:43.00,0:13:46.00,Default,,0000,0000,0000,,Most companies tend to -- and it's human nature --
Dialogue: 0,0:13:46.00,0:13:48.00,Default,,0000,0000,0000,,to avoid things that they're not sure of,
Dialogue: 0,0:13:48.00,0:13:50.00,Default,,0000,0000,0000,,avoid fear, those elements,
Dialogue: 0,0:13:50.00,0:13:52.00,Default,,0000,0000,0000,,and you really embrace those,
Dialogue: 0,0:13:52.00,0:13:55.00,Default,,0000,0000,0000,,and you actually turn them into positives for you, and it's a neat thing to see.
Dialogue: 0,0:13:55.00,0:13:57.00,Default,,0000,0000,0000,,What other brands are like that?
Dialogue: 0,0:13:57.00,0:13:59.00,Default,,0000,0000,0000,,The first on here is the classic, Apple.
Dialogue: 0,0:13:59.00,0:14:02.00,Default,,0000,0000,0000,,And you can see here too, Target, Wii,
Dialogue: 0,0:14:02.00,0:14:05.00,Default,,0000,0000,0000,,Mini from the Mini Coopers, and JetBlue.
Dialogue: 0,0:14:05.00,0:14:07.00,Default,,0000,0000,0000,,Now there's playful brands and mindful brands,
Dialogue: 0,0:14:07.00,0:14:09.00,Default,,0000,0000,0000,,those things that have come and gone,
Dialogue: 0,0:14:09.00,0:14:12.00,Default,,0000,0000,0000,,but a playful, mindful brand is a pretty powerful thing.
Dialogue: 0,0:14:12.00,0:14:14.00,Default,,0000,0000,0000,,MS: A playful, mindful brand. What is your brand?
Dialogue: 0,0:14:14.00,0:14:17.00,Default,,0000,0000,0000,,If somebody asked you to describe your brand identity, your brand personality,
Dialogue: 0,0:14:17.00,0:14:19.00,Default,,0000,0000,0000,,what would you be?
Dialogue: 0,0:14:19.00,0:14:22.00,Default,,0000,0000,0000,,Are you an up attribute? Are you something that gets the blood flowing?
Dialogue: 0,0:14:22.00,0:14:24.00,Default,,0000,0000,0000,,Or are you more of a down attribute?
Dialogue: 0,0:14:24.00,0:14:27.00,Default,,0000,0000,0000,,Are you something that's a little more calm, reserved, conservative?
Dialogue: 0,0:14:27.00,0:14:30.00,Default,,0000,0000,0000,,Up attributes are things like being playful,
Dialogue: 0,0:14:30.00,0:14:33.00,Default,,0000,0000,0000,,being fresh like the Fresh Prince,
Dialogue: 0,0:14:33.00,0:14:35.00,Default,,0000,0000,0000,,contemporary, adventurous,
Dialogue: 0,0:14:35.00,0:14:37.00,Default,,0000,0000,0000,,edgy or daring like Errol Flynn,
Dialogue: 0,0:14:37.00,0:14:40.00,Default,,0000,0000,0000,,nimble or agile, profane, domineering,
Dialogue: 0,0:14:40.00,0:14:42.00,Default,,0000,0000,0000,,magical or mystical like Gandalf.
Dialogue: 0,0:14:42.00,0:14:44.00,Default,,0000,0000,0000,,Or are you more of a down attribute?
Dialogue: 0,0:14:44.00,0:14:46.00,Default,,0000,0000,0000,,Are you mindful, sophisticated like 007?
Dialogue: 0,0:14:46.00,0:14:49.00,Default,,0000,0000,0000,,Are you established, traditional, nurturing, protective,
Dialogue: 0,0:14:49.00,0:14:51.00,Default,,0000,0000,0000,,empathetic like the Oprah?
Dialogue: 0,0:14:51.00,0:14:53.00,Default,,0000,0000,0000,,Are you reliable, stable, familiar,
Dialogue: 0,0:14:53.00,0:14:55.00,Default,,0000,0000,0000,,safe, secure, sacred,
Dialogue: 0,0:14:55.00,0:14:57.00,Default,,0000,0000,0000,,contemplative or wise
Dialogue: 0,0:14:57.00,0:14:59.00,Default,,0000,0000,0000,,like the Dalai Lama or Yoda?
Dialogue: 0,0:14:59.00,0:15:02.00,Default,,0000,0000,0000,,Over the course of this film,
Dialogue: 0,0:15:02.00,0:15:04.00,Default,,0000,0000,0000,,we had 500-plus companies
Dialogue: 0,0:15:04.00,0:15:06.00,Default,,0000,0000,0000,,who were up and down companies
Dialogue: 0,0:15:06.00,0:15:08.00,Default,,0000,0000,0000,,saying, "no," they didn't want any part of this project.
Dialogue: 0,0:15:08.00,0:15:11.00,Default,,0000,0000,0000,,They wanted nothing to do with this film, mainly because they would have no control,
Dialogue: 0,0:15:11.00,0:15:13.00,Default,,0000,0000,0000,,they would have no control over the final product.
Dialogue: 0,0:15:13.00,0:15:15.00,Default,,0000,0000,0000,,But we did get 17 brand partners
Dialogue: 0,0:15:15.00,0:15:17.00,Default,,0000,0000,0000,,who were willing to relinquish that control,
Dialogue: 0,0:15:17.00,0:15:19.00,Default,,0000,0000,0000,,who wanted to be in business
Dialogue: 0,0:15:19.00,0:15:22.00,Default,,0000,0000,0000,,with someone as mindful and as playful as myself
Dialogue: 0,0:15:22.00,0:15:24.00,Default,,0000,0000,0000,,and who ultimately empowered us to tell stories
Dialogue: 0,0:15:24.00,0:15:27.00,Default,,0000,0000,0000,,that normally we wouldn't be able to tell --
Dialogue: 0,0:15:27.00,0:15:30.00,Default,,0000,0000,0000,,stories that an advertiser would normally never get behind.
Dialogue: 0,0:15:30.00,0:15:33.00,Default,,0000,0000,0000,,They enabled us to tell the story about neuromarketing,
Dialogue: 0,0:15:33.00,0:15:35.00,Default,,0000,0000,0000,,as we got into telling the story in this film
Dialogue: 0,0:15:35.00,0:15:37.00,Default,,0000,0000,0000,,about how now they're using MRI's
Dialogue: 0,0:15:37.00,0:15:39.00,Default,,0000,0000,0000,,to target the desire centers of your brain
Dialogue: 0,0:15:39.00,0:15:42.00,Default,,0000,0000,0000,,for both commercials as well as movie marketing.
Dialogue: 0,0:15:42.00,0:15:45.00,Default,,0000,0000,0000,,We went to San Paulo where they have banned outdoor advertising.
Dialogue: 0,0:15:45.00,0:15:47.00,Default,,0000,0000,0000,,In the entire city for the past five years,
Dialogue: 0,0:15:47.00,0:15:50.00,Default,,0000,0000,0000,,there's no billboards, there's no posters, there's no fliers, nothing.
Dialogue: 0,0:15:50.00,0:15:52.00,Default,,0000,0000,0000,,(Applause)
Dialogue: 0,0:15:52.00,0:15:54.00,Default,,0000,0000,0000,,And we went to school districts
Dialogue: 0,0:15:54.00,0:15:56.00,Default,,0000,0000,0000,,where now companies are making their way
Dialogue: 0,0:15:56.00,0:15:59.00,Default,,0000,0000,0000,,into cash-strapped schools all across America.
Dialogue: 0,0:15:59.00,0:16:02.00,Default,,0000,0000,0000,,What's incredible for me is the projects that I've gotten the most feedback out of,
Dialogue: 0,0:16:02.00,0:16:04.00,Default,,0000,0000,0000,,or I've had the most success in,
Dialogue: 0,0:16:04.00,0:16:06.00,Default,,0000,0000,0000,,are ones where I've interacted with things directly.
Dialogue: 0,0:16:06.00,0:16:08.00,Default,,0000,0000,0000,,And that's what these brands did.
Dialogue: 0,0:16:08.00,0:16:10.00,Default,,0000,0000,0000,,They cut out the middleman, they cut out their agencies
Dialogue: 0,0:16:10.00,0:16:12.00,Default,,0000,0000,0000,,and said, "Maybe these agencies
Dialogue: 0,0:16:12.00,0:16:14.00,Default,,0000,0000,0000,,don't have my best interest in mind.
Dialogue: 0,0:16:14.00,0:16:16.00,Default,,0000,0000,0000,,I'm going to deal directly with the artist.
Dialogue: 0,0:16:16.00,0:16:18.00,Default,,0000,0000,0000,,I'm going to work with him to create something different,
Dialogue: 0,0:16:18.00,0:16:20.00,Default,,0000,0000,0000,,something that's going to get people thinking,
Dialogue: 0,0:16:20.00,0:16:22.00,Default,,0000,0000,0000,,that's going to challenge the way we look at the world."
Dialogue: 0,0:16:22.00,0:16:24.00,Default,,0000,0000,0000,,And how has that been for them? Has it been successful?
Dialogue: 0,0:16:24.00,0:16:27.00,Default,,0000,0000,0000,,Well, since the film premiered at the Sundance Film Festival, let's take a look.
Dialogue: 0,0:16:27.00,0:16:30.00,Default,,0000,0000,0000,,According to Burrelles, the movie premiered in January,
Dialogue: 0,0:16:30.00,0:16:32.00,Default,,0000,0000,0000,,and since then -- and this isn't even the whole thing --
Dialogue: 0,0:16:32.00,0:16:35.00,Default,,0000,0000,0000,,we've had 900 million media impressions for this film.
Dialogue: 0,0:16:35.00,0:16:37.00,Default,,0000,0000,0000,,That's literally covering just like a two and a half-week period.
Dialogue: 0,0:16:37.00,0:16:39.00,Default,,0000,0000,0000,,That's only online -- no print, no TV.
Dialogue: 0,0:16:39.00,0:16:41.00,Default,,0000,0000,0000,,The film hasn't even been distributed yet.
Dialogue: 0,0:16:41.00,0:16:43.00,Default,,0000,0000,0000,,It's not even online. It's not even streaming.
Dialogue: 0,0:16:43.00,0:16:46.00,Default,,0000,0000,0000,,It's not even been out into other foreign countries yet.
Dialogue: 0,0:16:46.00,0:16:48.00,Default,,0000,0000,0000,,So ultimately,
Dialogue: 0,0:16:48.00,0:16:51.00,Default,,0000,0000,0000,,this film has already started to gain a lot of momentum.
Dialogue: 0,0:16:51.00,0:16:54.00,Default,,0000,0000,0000,,And not bad for a project that almost every ad agency we talked to
Dialogue: 0,0:16:54.00,0:16:56.00,Default,,0000,0000,0000,,advised their clients not to take part.
Dialogue: 0,0:16:56.00,0:16:58.00,Default,,0000,0000,0000,,What I always believe
Dialogue: 0,0:16:58.00,0:17:00.00,Default,,0000,0000,0000,,is that if you take chances, if you take risks,
Dialogue: 0,0:17:00.00,0:17:03.00,Default,,0000,0000,0000,,that in those risks will come opportunity.
Dialogue: 0,0:17:03.00,0:17:05.00,Default,,0000,0000,0000,,I believe that when you push people away from that,
Dialogue: 0,0:17:05.00,0:17:07.00,Default,,0000,0000,0000,,you're pushing them more towards failure.
Dialogue: 0,0:17:07.00,0:17:10.00,Default,,0000,0000,0000,,I believe that when you train your employees to be risk averse,
Dialogue: 0,0:17:10.00,0:17:12.00,Default,,0000,0000,0000,,then you're preparing your whole company
Dialogue: 0,0:17:12.00,0:17:14.00,Default,,0000,0000,0000,,to be reward challenged.
Dialogue: 0,0:17:14.00,0:17:16.00,Default,,0000,0000,0000,,I feel like that what has to happen moving forward
Dialogue: 0,0:17:16.00,0:17:19.00,Default,,0000,0000,0000,,is we need to encourage people to take risks.
Dialogue: 0,0:17:19.00,0:17:21.00,Default,,0000,0000,0000,,We need to encourage people to not be afraid
Dialogue: 0,0:17:21.00,0:17:23.00,Default,,0000,0000,0000,,of opportunities that may scare them.
Dialogue: 0,0:17:23.00,0:17:25.00,Default,,0000,0000,0000,,Ultimately, moving forward,
Dialogue: 0,0:17:25.00,0:17:27.00,Default,,0000,0000,0000,,I think we have to embrace fear.
Dialogue: 0,0:17:27.00,0:17:29.00,Default,,0000,0000,0000,,We've got to put that bear in a cage.
Dialogue: 0,0:17:29.00,0:17:36.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:17:36.00,0:17:39.00,Default,,0000,0000,0000,,Embrace fear. Embrace risk.
Dialogue: 0,0:17:39.00,0:17:42.00,Default,,0000,0000,0000,,One big spoonful at a time, we have to embrace risk.
Dialogue: 0,0:17:42.00,0:17:46.00,Default,,0000,0000,0000,,And ultimately, we have to embrace transparency.
Dialogue: 0,0:17:46.00,0:17:48.00,Default,,0000,0000,0000,,Today, more than ever,
Dialogue: 0,0:17:48.00,0:17:50.00,Default,,0000,0000,0000,,a little honesty is going to go a long way.
Dialogue: 0,0:17:50.00,0:17:53.00,Default,,0000,0000,0000,,And that being said, through honesty and transparency,
Dialogue: 0,0:17:53.00,0:17:56.00,Default,,0000,0000,0000,,my entire talk, "Embrace Transparency,"
Dialogue: 0,0:17:56.00,0:17:58.00,Default,,0000,0000,0000,,has been brought to you
Dialogue: 0,0:17:58.00,0:18:01.00,Default,,0000,0000,0000,,by my good friends at EMC,
Dialogue: 0,0:18:01.00,0:18:03.00,Default,,0000,0000,0000,,who for $7,100
Dialogue: 0,0:18:03.00,0:18:05.00,Default,,0000,0000,0000,,bought the naming rights on eBay.
Dialogue: 0,0:18:05.00,0:18:14.00,Default,,0000,0000,0000,,(Applause)
Dialogue: 0,0:18:14.00,0:18:17.00,Default,,0000,0000,0000,,EMC: Turning big data
Dialogue: 0,0:18:17.00,0:18:19.00,Default,,0000,0000,0000,,into big opportunity
Dialogue: 0,0:18:19.00,0:18:21.00,Default,,0000,0000,0000,,for organizations all over the world.
Dialogue: 0,0:18:21.00,0:18:24.00,Default,,0000,0000,0000,,EMC presents: "Embrace Transparency."
Dialogue: 0,0:18:24.00,0:18:26.00,Default,,0000,0000,0000,,Thank you very much, guys.
Dialogue: 0,0:18:26.00,0:18:39.00,Default,,0000,0000,0000,,(Applause)
Dialogue: 0,0:18:39.00,0:18:42.00,Default,,0000,0000,0000,,June Cohen: So, Morgan,
Dialogue: 0,0:18:42.00,0:18:44.00,Default,,0000,0000,0000,,in the name of transparency,
Dialogue: 0,0:18:44.00,0:18:46.00,Default,,0000,0000,0000,,what exactly happened to that $7,100?
Dialogue: 0,0:18:46.00,0:18:49.00,Default,,0000,0000,0000,,MS: That is a fantastic question.
Dialogue: 0,0:18:49.00,0:18:52.00,Default,,0000,0000,0000,,I have in my pocket a check
Dialogue: 0,0:18:52.00,0:18:54.00,Default,,0000,0000,0000,,made out to the parent organization to the TED organization,
Dialogue: 0,0:18:54.00,0:18:56.00,Default,,0000,0000,0000,,the Sapling Foundation --
Dialogue: 0,0:18:56.00,0:18:58.00,Default,,0000,0000,0000,,a check for $7,100
Dialogue: 0,0:18:58.00,0:19:01.00,Default,,0000,0000,0000,,to be applied toward my attendance for next year's TED.
Dialogue: 0,0:19:01.00,0:19:03.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:19:03.00,0:19:06.00,Default,,0000,0000,0000,,(Applause)