Population Statistic: Read. React. Repeat.
Monday, October 09, 2021

Ford is putting a lot of marketing heft behind its “Bold Moves” campaign. In addition to presenting an online community-like website, the car company is also running a series of commercials around the theme’s tagline.

One of these TV spots has been bugging me. It’s called “Dry Cleaners”, and naturally, it takes place in a dry cleaners drivethru. A woman drives up to get her clothes. While she’s waiting, some guy in a Mustang pulls up behind her. She gets a look at his pretty-boy mug in her rearview mirror, and she flashes a look of inspiration. When the dry cleaning attendant brings the clothes and the bill, the driver woman pays for her stuff, then says, “And I’d like to pay for a couple of his shirts,” referring to the Mustang dude. “And would you please give him my card, too?” The attendant agrees, and the woman drives off, while commercial’s narrator reminds us that “bold moves happen every day”.

Bold? Sorry, this comes off more as desperate to me. She’s practically bribing someone into giving her a call. And scooping on a guy in a drivethru suggests a faulty screening process. Two big red flags. If I were the Mustang guy, I’d put the pedal to the metal and find a new dry cleaners, just to be safe. And I’d suggest the same thing to the woman, if the roles were reversed.

Perhaps there’s a thin line between boldness and desperation, but I don’t think it’s that thin. Get out of the damned car and talk to the guy, for chrissakes.

by Costa Tsiokos, Mon 10/09/2021 11:25:25 PM
Category: Advert./Mktg.
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Being moody around the office is now a workplace asset. A study from the University of Washington Business School says that ambivalent personalities, who experience a constant mix of emotional highs and lows, are better equipped to think creatively than those who are mostly happy, mostly sad, or neutral in demeanor.

One implication of this is that when people feel mixed emotions, they see it as a signal that they are in a situation that might contain lots of unusual associations. Thus they respond by using more creative thinking.

“Managers who want to increase the creative output of their employees might benefit from following in the footsteps of companies like design firm IDEO or Walt Disney, which pride themselves on maintaining odd working environments,” [assistant professor Christina Ting Fong] said.

Sounds like moodiness prevents the development of perceptional blinders, which maintains an open mind and mental nimbleness. The sacrifice of clarity is compensated with the propensity to think outside the box. Fair tradeoff, I’d say.

by Costa Tsiokos, Mon 10/09/2021 10:55:00 PM
Category: Business, Creative
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