Super Bowl is the number one ad I Believe in in the World television commercial and it's not even that. I Don't think people watch commercials. people watch commercials. It's the cost associated with making a commercial in return for how much is consumed and do people buy.

But all these commercials being made for what people watch, the content, not the thing that interrupts you from the content, not just the way the world. Works Which is why ads have to be either. you have to make sure people want to watch. There's not a single creative agency that of the like the great 30 40 which I have incredible admiration for what they do in making a television commercial.

The problem is, if they ever took those talents and refurbished them to understand how to make day in and day out creative work in Social the talents that all these creative agencies would have a much better life, they would enjoy it. Could you imagine being someone who's creative, sitting in nine months of meetings and then a year later like seven months later, seeing a television commercial and seeing a speck of what you thought in it? 16 months to get to get to something that doesn't see the light of day and ends up on The Cutting Room floor. You know they didn't grow up the way these guys think about creativity. They think that's normal.

I'm watching like creatives come from like really great places and work for us and have like that. Epiphany 18 months in it takes literally like a year and a half just to like to reframe it and then in reverse the amount of creatives that have left Bain or the last two years that were homegrown that worked there for six, seven, eight years and decided they needed to scratch the edge of going and working try something else. That's something else. Top the insanity of like.

It's really interesting to talking to them because I talked to them. This is how I get my insights. Yeah, when they leave, they like that they're put on an ego pedestal at Baker If you're a very senior creative, there's a humility. It's the same way I work.

It's the way because everything takes on the face when Dustin's in the lounges are saying hey, can I tell you the truth on my feedback here. It's like laughable to me that we've spent this much time and he still has to hedge him saying I don't like that content from you In a world where I'm completely detached for my own content Yeah, and you want the future, you want to know the insights I also see the results. It's not like he's so profound, it's not working. Yeah, like it's not me or him.

The question was only posed to him because it's not working. It's a commitment to giving a about the audience, not me or Dustin So they like going to a place where they're being put on a pedestal. They love being fancy. they say to me directly people that have been growing up Vayner yeah they're like we like it I like the Prestige I like that I walk around and everyone kissed the ground that I work on but real talk.

It feels super weird to like not do anything like just they're not operating in the field. They're not like close. No it's just like it takes me a full year to do one thing like I've come from a place where we make like and I get to see my and and that corrodes at the person's creativity goals to cry they don't hear that ever in the region ever Gary ever They don't hear it in America every region. Nobody's made that commitment yet except for small businesses and creators, entrepreneurs, small businesses.

but the Fortune 500 landscape is only hearing that for the first time by us and it's working. I Don't say that everyone's going to look like us out of anything other than it's working for us and people copy what works. You know what I mean Like That's just going to be the case as we continue to win market share. People are going to adjust.

That's what everyone does. That's what business does. You adjust. Reality is listening to what the consumer wants and then doing that right.

But and I do respect the Counterpoint to that which is like the Henry Ford thing or the court or the Porsche thing. I Don't know who exactly said it, but you know if I listen to My Consumer I would have made a faster horse I Do believe in that I You know. However, to me, it's not doing what the customer wants, it's making what you want. What are the customers paying attention To me? This isn't like what do you want I don't make anything based on I take the feedback.

it affects my creative process. All the comments but it's not about like what do you want like what they want for me is garage sale video. So I can just make that all day long. It's not that it's not having ego and staying curious like I Don't know how these agency creatives continue to think that they're their worth is wrapped up in making a television commercial in 2023.

This, by the way, the Super Bowl is the number one ad. I Believe in in the world. it's a television commercial. There is anomalies, there's tiny enigmas, there's little weird blips.

But 365 days a year? Eight billion people? Yeah. and it's not even that. I Don't think people watch commercials, people watch commercials. It's the cost associated with making a commercial in return for how much is consumed.

And do people buy? Yeah, because I don't care about the prestige. That's good for the actor that's in it was that did that make you buy Coca-Cola Okay, well the are we doing here? This is marketing to make happen I don't do content for any other reason to impact people positively or create something that I want to happen in business. The end. There's only two things: One's very selfish, one's very selfless, and I'm incredibly comfortable in that environment.

Like why I would never make content if I didn't think all the people that stopped me and say thank you or they buy Empathy wines like it's got to be one of the two. But all these commercials being made for what You know How many agencies make commercials completely based on they want to meet the actor that's going to be in the commercial? They literally pitch like Michael B Jordan Michael B Jordan is pitched at every commercial because every human wants to meet that because he's the awesome I'm obsessed with him. Yeah, he's the best. but like that.

I'm not gonna pitch Michael B Jordan to this coffee brand because I want to meet Michael B Jordan I'm gonna do something that's actually gonna sell this coffee. Yeah, I know I Watch it every day. The industry's incredibly vulnerable. It's gonna be such a major change the next 30.

Years It doesn't even exist what they like like connected TV is going to eat up all commercials. It's all based on social media and proxies. The way you plan. We're doing a very substantial thing called modern comms planning.

It's similar to our sock and pack on the media side. I Don't talk about the media part a lot because for most of my audience they don't have a million dollars to spend on Advertising so it's not relevant. but I'm going to more because I'm going to stand up This principle which is which is the way every brand buys media is based on reach and frequency. Yeah, how many people will this reach? How often will it be Mix all the sense in the world if I reach you that have always been Legacy industry.

The problem is all the reporting is fake. What do you mean it means it's just not true. Like when websites say well this is how many people it reached it didn't it's not actually being consumed. Don't tell me how many people went to your website, tell me how many people consume the ad or watch the video to the end.

Like I said earlier, the Oscars were up 18 and a half percent. I'm like cool and because what you're alluding to my team is that the ads did better and I'm telling you they did worse the less people watch the ads this year in the last year you know or what makes you say that? Common sense and what did they say when you said this year than last year one more 70 year old now looks at their phone during commercials and one more 15 year old entered the pool of watching the Oscars that never even thought about consuming. People Watch the content. Not the thing that interrupts you from the content, not just the way the world works.

which is why ads have to be the content you have to make sure people want to watch.