Liberty Biberty, New York Nico, and AE X Yamal | Presented by Tatari

[00:04:05]Wednesday, July 22nd. This is the breaking and entering live show.

[00:04:09]Advertising news, marketing news you need to know today. Presented by Tatari.

[00:04:14]Shout out to Tatari. Presenting sponsor Gino. How you feeling? Feeling good, Jack. Thank you, Tatari. How are you feeling, Jack?

[00:04:20]>> Good. We got new lighting set up. JR's working on it. Little backlight situation going there. Gino looks great.

[00:04:26]I look like a ghost. I look pale. I think that's more more of an operator problem. Uh that's more on probably on me than anyone else. But uh exciting show for us today, Gino. Some big time guests. I mean, first off, the CMO of Liberty Mutual.

[00:04:42]>> Liberty Mutual.

[00:04:43]>> Liberty. Liberty. Liberty. Liberty. uh new brand mascot which always gets the people going. Liberty Liberty, >> that mascot looks a lot like Gino. So, we will ask Jenna Label, who is the CMO of Liberty Mutual, all about that. Uh >> you got the info from my my head shape >> potentially. Nico, New York Nico to be exact, aka Nick Heler. He is going to join the show to talk about a new social series that he made for Airbnb with Mattie Mat from The Bear. Right. Matty Mat's from the Bear mostly. Yeah, he's a chef.

[00:05:16]>> Chef, he's one of the best chef personalities to ever do it. I said on my LinkedIn, >> if you are in advertising, in brands, all the talk right now is how are we creating social episodic content.

[00:05:29]>> No one else knows more about creating series of social content like New York Nico does. Everyone should tune in for that. And then finally, we've got two ECDs from Special New York to talk about the Hannes campaign that just dropped.

[00:05:44]It's a little provocative.

[00:05:46]>> It's a little freaky.

[00:05:47]>> A little freaky. I Cassia Canning and Estafano Holtz, the ECDs at Special New York are going to join. They're recent hires as well. Special. We know Special the LA office. We're the Wayback Boys.

[00:06:01]We go way back and the New York office.

[00:06:03]Big campaign out of them.

[00:06:06]>> Shall we get into the start of the show because we're going to kick things off with green light, red light. So, Gino and I are gonna give >> something that we are going to greenlight and something that we're going to redlight. Pretty self-explanatory, I would say. So, uh, Gino, why don't you kick us off?

[00:06:20]>> All righty. Let's do this here. I'm gonna start with my red light.

[00:06:25]>> Okay.

[00:06:26]>> My red light.

[00:06:28]>> My bad news first. My red light. I was I saw this on the Reddit of advertising, the advertising Reddit here that there was AI job interviews going on right now.

[00:06:39]>> Yeah, that's a thing. That's a thing.

[00:06:41]>> Let's just go ahead and red light that right now.

[00:06:46]>> Nice.

[00:06:48]>> We are on it here. And this is the thread here. I think this person was looking at is going from agency to brand side. And on the brand side interview or in-house interview, there was an AI interview. Jack, you get on a call, you're screen, you get the interview, you're excited, you get you start talking to what you think is a recruiter. It's AI. what do you do? Um, I I I think that's where where my personality really shines. The thing is though, I in the interview setting, I kind of rely on maybe cracking a joke to, you know, get things warmed up, get things started. This person, actually, this is like a pretty hilarious post, honestly. um just in awe of the fact that they were like kind of presenting work that they had worked on and then the AI bot being like, "Wow, that's amazing that you did work for Apple."

[00:07:40]It's kind of weird. It's kind of weird to get a compliment from an AI bot, but sometimes I kind of could use that.

[00:07:46]>> I'll take any compliment I can get. I'm not too worried about that. I think that it's a good point, but also it's like when you're interviewing, you're screening, you're talking to the people on the other side, you want to interview the company, too. you want to figure out what it's like working.

[00:07:58]>> So, this is like definitely one of those that's like a screening. You know, I I remember back in the day when we were coming out of college, you would do the the interviews where you would record your answer into your camera like on your on your laptop.

[00:08:13]>> Did that once.

[00:08:14]>> So, it's like the next version of that that one the first one like I get for like screening purposes. You want someone that can put together a few sentences, but also like you could have just had a script up for it because like AI is being used on the other side of the job interview, too.

[00:08:31]>> People use AI assistants when they're sometimes even AI robots to take an interview for them.

[00:08:37]>> It's a slippery slope. It's a slippery slope from from the companies. It starts with the the screening and it's like, okay, maybe we can also do another quick round here.

[00:08:45]>> Well, we just keep it real.

[00:08:46]>> Why don't I do another quick round until you get to the final round? And it's this is like people being like when is when is a CEO position going to be replaced by AI like an AI CEO agent because they they are they don't bring emotion into anything. They they just make decisions.

[00:09:01]>> We just move things forward. We could >> a bad idea.

[00:09:04]>> Then we should get one.

[00:09:06]>> Then you can get the robots. The robots could just take over like you know the the government too. Like you just have robots running that >> and then you could have robots just in society and then Will Smith can come.

[00:09:18]>> Yeah. and try to deal with all >> what was that movie he was in >> iroot which leads to my green light here IMAX is my green light and more specifically I want more advertising from IMAX now bear with me all this is what I'm talking about I can't get a seat at the Lincoln Square 70 mm 70 mile theater that they have >> it's sold out and it got me thinking talking with some friends too in the industry that why don't they advertise has more B toC. Maybe also invest in the upcoming generation because IMAX is the one that makes the the technology, the theaters, the the the actual cameras, and they're super expensive, super high quality. So, they have a brand. But if they invest in the next generation and actually aspire the next creatives to come up and create more movies on IMAX and gets us all to love them more, we're going to demand more theaters and therefore I will get a seat to watch the Odyssey, which broke records. IMAX has been mentioned more times in the last two weeks than maybe ever before in the history of mankind, which is surprising because it's been around for a long time. I read something that the guy who founded IMAX or who works who runs IMAX is like obsessed with the craft of the of the whatever the screen. So, I could see that being a situation where you're a company that goes all in on the product >> and you don't they don't even think about marketing. They want to make the product. The guy's just obsessed with making this screen perfect.

[00:10:45]>> I love it.

[00:10:45]>> But I'm with you. I mean I >> like take this momentum now just like from the World Cup and what they're trying to do the MLS like let's keep let's keep it rolling after the Odyssey fades away here and keep people wanting to make on it.

[00:10:58]>> How do you feel about the the companies that are like you know uh not the same thing I don't want to make a comparison but just with the strategy like Tesla doesn't do any advertising and that's kind of like the lore of Tesla is that they don't really do any actual advertising. IMAX kind of like doesn't really do any advertising. They're just that dope. They just get all their they get all their attention from Christopher Nolan pretty much. I have a very simple answer. I disagree with that strategy.

[00:11:22]>> I disagree with that strategy. Build the product so it's amazing. Yes. But once you're there and you feel satisfied, you should start advertising, building the brand, getting it out to the people.

[00:11:30]This is an advertising podcast. I believe in the power of advertising. If done right, can make the brand even stronger. It's not going to diminish the brand.

[00:11:37]>> I love it. Well, that's the good good red light, green light.

[00:11:41]>> Take it light. We need the that song.

[00:11:43]Remember that song? Red light.

[00:11:45]>> Green light.

[00:11:46]>> Green light. Is it EDM? Yeah.

[00:11:47]>> Yeah. All right. I'll start with my red light, too, Gino. My red light is the Miami Heat social media team.

[00:11:54]>> This is brutal. Oh, ad. Nice. Uh, >> don't skip that. Don't skip.

[00:12:00]>> What do we got going on?

[00:12:00]>> So, LeBron James, if for those that don't know or aren't tapped in, he is an unrestricted free agent for the first time since, I believe, 2018. So, LeBron is going to be making a decision as to where he's going to play basketball next year. Obviously, there's a lot of implications for culture really around where LeBron plays basketball next year, obviously. And so, we're expecting the decision, the the decision any day now.

[00:12:24]And it came out yesterday or the day before that the Miami Heat had scheduled a YouTube video that was >> that was pretty much titled LeBron James introductory press conference, Miami Heat. So everyone freaked out and they're like, did was this was this a mistake? Is so LeBron's going to Miami kind of like maybe leaking it. And so the spokesperson for the Miami Heat told Shams, ESPN insider, that it was preparing for the possibility of him joining, but it had a specific date and time. Uh, which doesn't seem like something that you would do unless you knew that you were getting LeBron. wild moment and a tough one and a big learning moment for potentially whoever has is doing that in YouTube and you're redlighting this.

[00:13:12]>> I'm redlighting it. This is this not a green light for all the earned discussion around it, especially if they know that they're not getting him >> and it was planned and and maybe I'm getting too tinfoil hat on.

[00:13:25]>> Yeah, but your fans are going to be so pissed.

[00:13:28]>> Yeah, I forgot about the whole fan thing. It's like it's different though than like a brand in my opinion because these are your fans.

[00:13:35]>> You actually they actually have fans.

[00:13:36]Brands say that they have fans but they don't.

[00:13:38]>> These sports teams actually have fans, >> right? I I now I'm just thinking about it if the Bulls did this. I'd be pissed off.

[00:13:44]>> Dude, I would. It would be People would cancel their season tickets over this stuff.

[00:13:48]>> Is there a possibility he goes to the Heat? Like a realistic ch like what are the Kelshi betting odds? There was a great graphic that came out yesterday that was like a quote from LeBron that was when when asked where he would play and he's like all options are open and a bunch of people meme that when they're like when it comes to who I would date like open to everyone. So that I think it everyone's in place. That's why it's so fascinating though is because you kind of like everyone has a shot at it.

[00:14:18]>> But that was my red light tough moment for the Miami Heat social team. My green light is Substack.

[00:14:26]Substack. So this is Chris Best wrote this article on Substack, co-founder of Substack. They are partnering with Pang, which is an AI detection software.

[00:14:36]Pretty much you can take an article, put it into Pang, and it will tell you how much of that writing was AI generated pretty much. So Substack being the first platform to really take a stand in including this feature. So it's not it's like you kind of have to you have to click and be like pangram tell me what if this is AI versus like Substack won't it's not like you're going to see the title of the article and then you'll see them saying this is 90% AI but first platform really to like from a PR standpoint take a stand against purely AI generated content. Uh, my big take on this, Gino, is that like I think if you're going to AI and like prompting it for ideas and trying to pass off those ideas and thoughts as your own, >> I feel like that's just so lame versus using it for like, okay, make this more concise or clean up the grammar. That to me is totally different. Um, so interesting move by subst. So you're saying you should skip AI for ideiation and then but clean it up for the crap.

[00:15:44]>> Well, at the it's like at the end of the day like I I think using AI for research is one thing. Using AI to be like, hey, come up with an idea for a good Substack article is so is is to me like >> it's tough. There's a fine line to me where >> there's a fine line. you if you did not have that thought, you cannot write and say and not acknowledge that you used AI. You should have like the same way that if I if Ernest Hemingway writes something and makes a connection or an idea and I like steal that analogy or idea and I don't give credit to Ernest Hemingway, that's plagiarism >> for sure.

[00:16:22]>> So that's that's my take. That's my thought on it. No, I think this is great for the brand and it's a Yeah, it's it's amazing for Substack. I don't know what their brand stands for right now, but now this is getting me closer to understanding they're for the true authentic writer who just is, you know, wants to actually do the craft well.

[00:16:43]>> Yeah, it is a big brand moment. I think more than anything, that's a great point. It's more of a brand moment, PR sort of thing than anything, but it still matters obviously. um a little bit like side effect here kind of like caught in the crossfires is clawed because look at the look at the title of the article. This guy just like came up with a new term uh to stop claw fishing is what he called it. AI claw fishing.

[00:17:06]>> Not catfishing. Claw fishing. It's just a tough one for claw. Like why not call it chat GPT fishing, you know?

[00:17:11]>> Okay, got it.

[00:17:12]>> What the hell?

[00:17:13]>> A little ricochet there.

[00:17:14]>> Yeah, ricochet.

[00:17:16]One thing that kind of worries me and I don't know I don't I don't remember my actual US history very like lessons very well but like the term McCarthyism I think it was like this senator that would call people out for being a communist >> witch hunt it's a witch hunt and I I think I >> I I just worry this type of stuff like we call each other out too much but >> it's rightfully so. It's just like that line of like will we get to an era where everybody's calling each other out on their bluffs. Is this AI? Is this not AI? Rather than focusing on is the content good. Agreed. The um that's the one push back right now at least online is like how accurate is this AI detection software because there's apparently been instances where it's not accurate where like someone did actually write something but the software thought it was AI and called it out.

[00:18:04]>> So there's got to be like a like an a margin of error. There should be a margin of error. You need like a double check. Remember like turnitin.com?

[00:18:12]>> Yeah.

[00:18:13]>> When you could you could plug in your essay into turnitin.com and turnin.com would tell you if it was plagiarized, >> right?

[00:18:20]>> Like that needs to be >> Yeah.

[00:18:22]>> There need There's something there.

[00:18:23]>> Well, you're I mean you are a public figure and your writing is going you know your writing could be used in these answer engine uh AI tools. So somebody might be writing like you Jack.

[00:18:36]>> That's true. someone could could you see a world where someone is like write like Jack? That would be a that would be a bad idea. I would not suggest that if you're looking to get any sort of valuable content out of your writing.

[00:18:47]>> That's right.

[00:18:48]>> That was red light, green light, Gino.

[00:18:49]Let's move on to the two-minute drill.

[00:18:50]But first, Tatari, let's do this. If this is our presenting sponsor, everybody, we wouldn't be able to do this show without Tatari. So, thank you to them. So, if you're an agency, you've had this conversation. Your clients maxed out on paid social and search, and they're asking, "What the freak is next?" But for a lot of brands, the answer is TV.

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[00:20:16]See it right there. tatari.tv/growth.

[00:20:18]TV/growth.

[00:20:20]Gino, let's get into the two-minute drill. Let's freaking do it. Here we go.

[00:20:24]Biggest stories of the day. Two minutes each. Let's get into it right now.

[00:20:27]Omnicom Media Retains Uber. It's an $800 million business uh or $800 million in billings they do for media and they went up against WPP and they will hold the line.

[00:20:42]>> Hold the line. Love isn't always on time. Th this stuff here, this the media landscape is so fascinating to me kind of. Um, what else? What else we need to know here? Omnicom also adds Brazil and Uber's sports marketing. WPP keeps Asia-Pacific business. So, there is a little bit of there. Uh, and Uber's media spend has grown from 190 million to 879 million in five years. So, Uber making moves.

[00:21:13]>> Uber. Uber. Uh, so Omnicom gets a big win here. The WPP kind of has been like the story of the year so far in terms of new business wins, I would say. Uh, but I mean, we're already more than halfway through the year, which is crazy. But Omnicom gets one. I mean, it's a massive account. It's one of the biggest accounts that we've seen get up for review and retain slash one in the last probably three to four months. I can't think of one that's been bigger. Maybe I don't know. I don't know. This is one of the biggest media accounts that we've seen. Media is what makes the world go around for these holding companies as well. It feels like especially now more than ever.

[00:21:50]>> There is kind of like the last bastion of real advantage that the holding companies have over everyone else is winning these massive media account.

[00:21:57]>> Who's running the old uh Uber um creative nowadays?

[00:22:02]>> You got Mother is in there. Special US is in there.

[00:22:05]>> Uh still running that stuff >> there. They're still it's a if anyone watches Johnny Hamch on TikTok, we've been watching that a lot lately.

[00:22:13]>> Special I don't know if they're an independent agency. I'm pretty sure they are. And then you got mother independent agency on the creative there. You got these big holding companies on the media and you got um and our girl Georgie Jeff who's a new new she sees the value.

[00:22:28]>> I would do that if I was a big CMO. I'd probably go big holding company media because they probably got all the discounts and stuff and then go super >> niche creative agency. New CMO alert.

[00:22:38]We'll see what this CMO does.

[00:22:40]>> Oh, this is this that is not spelled right. It's okay. It's okay. Bear elevates Andy Lopez to CMO as it paints a more digital future. Shout out to Ad Week on this. Who wrote this because this is a great title?

[00:22:52]>> Rebecca Stewart, of course. Rebecca's a beast. So, what do you think about this one, Gino? Andy Lopez. I think Bear has a pretty solid marketing presence and they do a good they do a good job with the the uh you know we like colors are fun. I think about like panone >> color of the year always pops off.

[00:23:12]People love that.

[00:23:13]>> Yeah.

[00:23:13]>> And play off of it. But what do you think of bear?

[00:23:15]>> Well, what's the hardest part about painting >> besides getting all the corners?

[00:23:19]>> Waiting for it to dry.

[00:23:20]>> Waiting for it to dry. I've watched it the whole time. Uh it's selecting the color. And oh, they also have a new tool, check hue. It's AI AI color recommendation tool here. So, if you're not sure what color your wall should be or you're not sure how to visualize it, you can use that here.

[00:23:36]>> How do we feel about that? I don't know how I feel about that. I think that there's >> you probably do the try on features of like when you're shopping, you probably put your face in there.

[00:23:44]>> No, no, I don't think anyone uses that.

[00:23:45]Back in the day, my dad wanted to do an accent wall. Accent wall in our basement. Just an orange wall. It really didn't didn't fit in. Yeah, you guys would have had those AI tools, things would have been different. One note, Andy Lopez is the youngest person to hold the CMO title in the company's history.

[00:24:01]>> Wow. What does that signal for you, Gino? This guy is innovative and proven then. That's what it says to me.

[00:24:08]>> Do you think there's going to be a bigger push on like social on creator?

[00:24:12]You've seen Pantone have success with social media and kind of driving a cultural trend, which is every year when the color comes out. Can Bear get in there? That's kind of what I think. Oh, there it is.

[00:24:23]Jr. with an apology to Andy. We'll send >> What would you do? I would paint I would do it something big like paint the external building in New York like skyscraper >> street artist partner with a street artist to build to paint murals in New York.

[00:24:35]>> Easy idea done.

[00:24:38]>> Next up here American Eagle and Lamein Yamal. What are they doing Jack?

[00:24:45]>> Yeah they they're working together here.

[00:24:46]I mean it's a back to school offering and the whole thing is that CMO Craig Brahmers we American Eagle I think that they've been most relevant in the news in the last year in the marketing world for if you remember the Sydney Sweeney campaign which uh caused a lot of discussion uh on in the marketing world.

[00:25:04]>> Are we still talking about that?

[00:25:05]>> Just trying to create contact.

[00:25:07]>> Hey man, it's the largest back to school campaign. You're talking about Sydney Sweeney. I am but I have to give context. You learn how to [ __ ] do a news show. You see these readers on, it means I'm not messing around.

[00:25:19]>> God, man. It's like, God, let me do my thing.

[00:25:22]>> Oh, well, actually, Sydney Sweeny's in this campaign.

[00:25:26]>> Is she actually?

[00:25:27]>> Oh, well, >> and they got Ella Lingley.

[00:25:31]>> Okay. Lamin being um American Eagle literally days after you know probably taking over the internet obvious you know unanimously with winning the World Cup feels like a massive win for American Eagle and uh Mr. Craig Brahmer.

[00:25:45]So you got you got back to school American Eagle. American Eagle's cool.

[00:25:49]American Eagle vers Gap, right? Don't you think?

[00:25:52]>> Oh yeah, absolutely.

[00:25:54]>> Two different two different ways in obviously but what what's your reaction?

[00:25:58]I'm looking at this stat here. Gen Z mall traffic is up 57%. Getting back to the mall.

[00:26:04]>> Isn't that fascinating?

[00:26:06]>> When you were going to the mall, you were smoking cigarettes.

[00:26:08]>> Dude, I love cigarettes. Everyone that watches this show knows that. Sorry to our sponsors. But I I think that um Craig Bromemers is one of the more he's a I feel like he's a aggressive CMO.

[00:26:20]They do they they kind of push boundaries in some cases, but it will this move the needle? It does. If Leamein Yamal is very integrated, if he's like posting and he's pushing American Eagle, that's always the big question for sure. Like how involved is he or is he just we're just going to see this from Leine and never see him again?

[00:26:38]>> Absolutely. Next one here, we have an Ireland skin cancer campaign here. This is the Marie Keading Foundation and Boys and Girls. The Boys and Girls is the agency on this about it's an awareness campaign called Mole Maps and the insight here is people wear sunscreen on vacation but forget it at home. And the campaign transforms every county in Ireland into that mole. So it really kind of visualizes this. And we see the copy here. You're as likely to get skin cancer in Carlo as you are in Corfu.

[00:27:06]Yeah. Shout out to Jack Walsh, senior copywriter. He this came across my desk via him. He worked on this uh a little bit of a quote. You want a quote? You want to quote from from the CD from the creative director Dean over at the agency. We are a nation that it's a also an Ireland based agency. Uh, we are a nation that thinks a cloudy day protects us from the sun. We've had plenty of them over the past few weeks. Yet, we still don't take sun protection as seriously as we do when we're abroad.

[00:27:31]That observation became the heart of the mole maps idea. As someone who has suffered a secondderee skin burn in my day, this resonates with me. Obviously, we were just in Ireland, Gino.

[00:27:44]>> Yeah, >> it's no joke. It's a hot summer, too.

[00:27:47]>> Yeah, absolutely. Uh, it's actually experiencing one of the hottest summers on record at the moment. So, it's timely as well. This campaign is a creative way to get that awareness out there. Two thumbs up from Breaking Honory Media here.

[00:27:59]>> And then it kind of reminded we talked about a little bit kind of reminded us of the award-winning work for Mischief, Mark of Life, where they took what was it? They took >> I think it was the cancer cancer scars and made tattoos out of them. So, using the human body and doing it in a unique unique way. U I think this was the fact I love that the um the you know the the marks from the skin cancer are you know they match up with the counties like if you look on a county on a map of Cork it looks like what they have so it catches your eye right away and then it's also like oh >> kind of have that experience >> well done to both of those uh organizations here next up >> go ahead Jack >> I mean this is it is Fox versus the the swim safety board essentially. Okay. So to set the stage here is an ad from Fox Sports about World Cup here. If we can play the volume maybe like listening to it would be helpful. Uh yeah.

[00:28:56]>> What?

[00:29:04]>> Sir, someone needs your help.

[00:29:06]>> Check this out.

[00:29:10]>> Multi- view.

[00:29:12]What?

[00:29:18]So, so the ad age marked this as one of their marketing losers of the week, noting that their the uh the ad makes light of swim safety people uh you know going and drowning like in a swimming pool. They go and get a comment here from the US Swim School Association that and the US Swim School Association says suggesting even as a joke that a lifeguard would prioritize watching sports on a mobile device over responding to a swimmer in distress trivializes the exact behavior that aquatic professionals work every day to prot. They called the ad shockingly irresponsible.

[00:29:58]>> Got a battle heating up here. Uh so the two sides summarize you shouldn't uh from the from this association this is don't make light of this thing and Fox was just trying to show that they have Fox one app. It's really it's attention driving.

[00:30:12]>> I can like barely swim. I I listen I understand the the swim safety risks that exist. I can also acknowledge that I thought the ad was funny. I can also acknowledge that if if imagine like if ad age comes to you and you're the US swim safety school board and they're like hey you see this ad you got any comment of course you got to ride with your lifeguard you got to ride for swim safety so it just be and then it just becomes like this thing that >> is like wow like what a who would have thought you know what a moment and then if you're the the you know the brand like box declined to comment I think that's probably the right move I think you just kind of like let it let it go and move on. But you know, never a dull moment in the ad news game.

[00:30:57]>> No, no, no. We will, we will be tracking that >> closely. That was the two-minute drill.

[00:31:04]Some big time guests joining us, Gino, and a massive guest to start. Jenna Label, who's the CMO of Liberty Mutual, is going to join in a second to talk about a new brand mascot and a new campaign from Liberty Mutual. They're all over your TV screens. Let's show the new spot, and then we'll bring in Jenna.

[00:31:21]>> Hello there. both.

[00:31:25]>> I'm sorry. Who are you?

[00:31:28]>> I'm Liberty Liberty and I'm here to tell everyone it feels great getting great coverage and savings on car insurance with Liberty Mutual.

[00:31:36]>> WHAT was that?

[00:31:43]>> Hi, I'm Liberty Biberty. Great coverage, great savings. Liberty, Liberty, Liberty, Liberty.

[00:31:52]>> And here we go. Jenna, welcome to the show. How you doing?

[00:31:56]>> Thanks so much for having me. I'm doing well. How are you >> doing? Well, how is the team feeling?

[00:32:01]Things that the the ma new mascot has launched. We've got you got Liberty Biberty. I will say kind of looks like Gino. I don't know if that was part of the inspiration, but how's everyone feeling?

[00:32:12]>> Uh, we're feeling great. And actually, I'm not your only guest here today. We do have Liberty Liberty.

[00:32:21]>> I like this thing.

[00:32:22]>> Look at that thing. Oh my gosh. Is that Is that the Because I know it was a real It's a real like >> puppet situation.

[00:32:30]>> So, this is um we worked with the Jim Henson Creature Shop uh to make Biberty as a puppet. Um we have hand puppets. Uh this is a stunt puppet. And then we also have animatronic puppets.

[00:32:42]>> Wow. I'm trying to So Jim Henson, he's done the Muppets.

[00:32:46]>> Yeah, he's the guy. He's the guy.

[00:32:49]>> Uh what was it like working with with the the shop? I imagine like, you know, they they're the best of the best, right?

[00:32:56]>> Yeah, exactly. Um you know, when we were concepting Biberty, we felt it was really important that he was real. And um the puppet, you know, um puppets just have a way of bringing joy and delight.

[00:33:07]And I think insurance could use some some joy and delight. And uh so we partnered with the best of the best and that's Jim Henson's Creature Shop. And it was a really incredible process. Uh I would say we talked at length about uh the fur, the eyes, the are the teeth real, how big are the teeth, where does the crown sit? So uh we spent a lot of time iterating and getting feedback along the way.

[00:33:31]>> Totally. So So I want to back it up here. I guess like what inspired uh this new mascot at this moment?

[00:33:37]>> Yeah. So, I mean, we've been extremely fortunate with Limu Emu and Doug. We launched that campaign in 2019, and it's sort of broken through in a in a really meaningful way. Um, and it was a little bit of a turning point for our brand.

[00:33:50]Um, but at the same time, our job is to really keep propelling our brand and and accelerating our um growth. So, um, as our business evolves, we we want to continue to find new ways to stay memorable, relevant, and connect with consumers. And that's really why we're introducing Liberty Liberty. Now, it's expanding our spokes character platform and gives us a new creative canvas uh to reach consumers.

[00:34:14]>> I want to I want to ask about just because Liberty Mutual is one of those I feel like just a staple in for TV commercials, but in a good way because like there's a lot of noise on TV commercials that doesn't that people don't recognize, but Liberty Mutual obviously does stand out. I'm curious about, you know, what what has the strategy and like building all these characters and this creative universe, what has it done to like impact the business? Because I think that's always the first question. You see something like ridiculous on your TV and you're like, "Okay, does this actually work?"

[00:34:44]>> Yeah. I mean, insurance is a unique category, right? We don't have a tangible product. Uh it is required by law. You don't you don't want insurance.

[00:34:52]You have to have it. Um it's something you purchase and you hope you never have to use. And so, um, in this category, you know, consideration and awareness are kind of one and the same. And so, um, our job is really making sure we're keeping Liberty Mutual top of mind with consumers. Uh, they're only shopping with few carriers when they shop for insurance. And it's always the first few who come to mind. So, our job is really making sure Liberty Mutual is top of- mind with consumers. And you know without a tangible product um you see the entire category us included rely on brand cues and brand devices like characters, jingles, taglines to really um represent and link back to the brand.

[00:35:31]And so um that's kind of why we went down this path. And in terms of what impact that has on the business, awareness does um in this category translate into uh top offunnel like um you know leads. And so, um, those are really highly correlated, you know, insurance quote rate and, uh, awareness levels. And so, we do see that by building our brand, by making sure we're keeping Liberty top of mind, we do see that that directly impacts new business growth.

[00:35:58]>> I'll tell you what, I mean, every category should think like that. I mean, yeah, it makes sense to me, >> right? Like, if you you build the brand, you have your distinct brand assets and you, you know, you stay consistent with it and people will buy. What do you what that's an interesting thought exercise like what if you thought what if every brand thought of their brand as not having a tangible product. What would the marketing look like? Because sometimes Jenna I feel like as a consumer if I see a product in the first two seconds of the commercial I almost am like turned away because I'm like oh god I'm being sold to I I just your thoughts on that like what if every thinking about a brand if it didn't have a product what would that look like? I'm just curious what your reaction to that would be.

[00:36:38]>> Yeah I it's an interesting thought. I mean, I you know, I would suspect that we'd have a lot more entertainment and humor. Um, and I I think people would maybe start thinking about it how we think about it, which is, you know, we have these characters. How do we build the universe around them? And how do we think about it less of like advertising and a little bit more like a TV series and and we do think like that. You know, we even say se the season we're in um of Limu and Doug. is the first season of of Biberty and more in broader stories and and I think you'd see a lot more uh probably humor and and definitely entertainment.

[00:37:13]>> I think that's so fascinating too the the thought process behind this because we know it's going to be a longterm thing or we assume it's going to be a longterm thing. You know, there's a lot of thought that went behind it. So like going back to like when you were briefing the internal team or the agency, was it Bandit?

[00:37:28]>> Bandits and Friends shout out. Yeah. I guess like what does what does that look like from you or the team briefing the agency?

[00:37:36]>> Yeah. So, we knew we wanted a characterbased campaign. So, that was uh a requirement. Um, you know, when you think about the category when consumers are shopping for insurance, they want good coverage and they want it at a good price. And so, that was sort of the insight here. And so, we wanted that to come through in the messaging. Um, and then, you know, Bandits and Friends are fantastic partners. um they came up with a lot of awesome concepts. I think uh we reviewed over 160 ads across six different campaigns and uh we narrowed that down to 60 that we put in in front of consumers. And so believe it or not, we do a lot of uh consumer research and testing before we actually go and make the work. And when we do that, we're really looking at do people remember the ads and do they attribute them to us?

[00:38:21]And that's because that translates into that unaded brand awareness I was talking about earlier. Um, but we had everything on the table and it was a it was a really really fun exercise and we had a great partner in Bandits and Friends.

[00:38:33]>> Is there anything like when you guys are doing the review of the of Biberty, you guys are like are you putting on the calendar like hey 30 minutes we got to talk about we got to talk about the fur dimensions of Liberty. Uh, we got to lock that in. I I just I feel like there had to have been just some wild just calendar invites that that make a big difference.

[00:38:54]>> You're absolutely right. Like I never in my wildest dreams thought I would be talking extensively about Bibert's teeth. Um but we were there. We got feedback on it from consumers and we continued to optimize it. Uh so a lot of lot of discussions about the teeth, a lot of discussions about the fur uh and the voice, believe it or not.

[00:39:14]>> Yeah. What's your take on all that though? like the the science like art verse science I guess would be the the easiest way to describe it. How how what's your take on leaning into like what consumer insights are saying in these focus groups versus going with the gut and going with the heart?

[00:39:31]>> I think it's a blend of both. Um I think you you trust the data. Um but that that it's only looking back, right? Like that's a historical view. And so you do need to have um you know rely on your gut, rely on your instinct. And I think that's informed by patterns that you've seen, you know, over over the course of your career. And so, um, I do think it's both. Uh, but we tend to rely on the data, at least initially, and then we kind of refine and make adjustments based on gut.

[00:39:58]>> Got it. Got it. So, then, uh, so you have this, you said, what do you call it? The spokes platform.

[00:40:04]>> Spokesperson.

[00:40:05]>> Spokes. Yeah. Brand Biberty is the new spokesperson.

[00:40:08]>> But, but you have a platform of different characters now. So like with with Liu Emu, Doug and Bibberty now, how do these are they like how do we is there how do they all interact?

[00:40:20]>> Yeah. So Liberty is our latest spokes character. Limu Limu and Doug not going anywhere. Um that was sort of the first question I got when when I started socializing this internally too. Um you know we built a tremendous amount of equity in in that that uh campaign in a relatively short time frame. Like we launched it in 2019. Um, we think that, um, Biberty will complement that. Um, Berty gives us a new creative canvas and new ways to reach consumers. You know, Limu and Doug will continue to focus on customizing your insurance so you only pay for what you need. Liberty is really about great co coverage at a great uh, price and I think they'll continue to live separately. Um, having said that, you know, maybe at some point there is a crossover that might that might happen, but um, not not immediately. You got to give us a heads up on that. Yeah, please give us a heads up.

[00:41:10]>> I won't be ready for that. I I will not be ready for what's I want to ask about uh my last thing is really around like the the media strategy for Liberty Mutual. This is like I kind of prefaced earlier the like very much in the TV world, very much commercial driven. It feels like at least that's my interaction with the brand. Uh so I want to hear your thoughts on the media strategy, where you see things going with TV, how it's worked for you all, and thoughts around like exploring deeper deeply other media channels.

[00:41:41]>> Yeah. So um you know, I would say our media strategy is similar to our creative strategy in that we um we follow the consumer. Um and so on the creative side, we're getting that uh consumer feedback through through our pre-market testing. And on the media side, you know, as media consumption habits change and, you know, uh, consumer behavior changes, we're we're shifting and changing too. And so, um, yes, we do have a big presence on on TV, but we are also heavily invested in in streaming and social and, um, you know, all the places where people spend their time is where we want to be. and and we're launching Liberty um you know we're looking at media integrations uh to help get the campaign out there, link it to us, drive that awareness. So, um, doing a partnership with NBC for Sunday Night Baseball, ESPN, uh, with Sports Center, and then also looking at partnerships with creators and influencers, um, just because, you know, this we're we're just establishing this guy, but if if we can, you know, borrow equity from, uh, folks people trust already and and like and are wellknown and established, like that that's only going to benefit us. And so um and having a character gives you the opportunity to do something like that.

[00:42:52]You know, otherwise it these creators and influencers are probably not going to be talking about insurance, but now that we have these characters, it sort of gives you a little bit more creative uh freedom and flexibility uh and entertainment value.

[00:43:05]>> Yeah. I mean, the one spot where Biberty is at the bar, there's something there for sure. Uh yeah, I won't listen. You don't have to say anything, Jenna, but I will say that Berty feels be a great drinking buddy.

[00:43:17]>> Yeah.

[00:43:17]>> You know, I think I like Berty a lot. I like for that.

[00:43:20]>> He can be snarky.

[00:43:21]>> He can be snarky. Sometimes >> the pause the the pause that he does before he talks just it gets me.

[00:43:28]>> I think there that's that's the fun part too about like these mascots, especially ones that people will see on commercials, is they can sometimes take on this like crazy life of their own in meme culture and online. what like for in in a lot of cases for better or worse, but I think that's the one thing like I'm excited like you can see people doing some meme stuff organically with Bi.

[00:43:49]>> I hope so. I hope you're right.

[00:43:51]>> Well, Jenna, thank you so much for joining the show. Congrats on the launch. Shout out to bands and friends and all the partners that worked on this. But, uh, everyone get excited to see on your TV stations and >> I love that thing.

[00:44:03]>> Look at that thing. Looks like Gino.

[00:44:05]>> Looks like Gino. That's great. Jenna, thank you so much.

[00:44:09]>> Yeah, thanks for having me. Appreciate it.

[00:44:10]>> Of course. Liberty interesting note there. Yep. Um, get that out of All right. I got no more interesting notes.

[00:44:21]That is great. Oh my gosh, that was Gino. Can we stay on the stay on the uh Yeah, there it is.

[00:44:28]>> That is fake. That looks like Gino. That is >> That's not real.

[00:44:32]>> It's not real.

[00:44:34]>> Yeah, we'll see.

[00:44:34]>> Kick off our next segment.

[00:44:35]>> All right.

[00:44:38]Jr. Jr. is the is the third chair on this show. Our next uh segment is going to come right after this. Add Reed.

[00:44:45]>> Shout out to Traxx.

[00:44:46]>> I was going to Okay, this is my connection here. She was saying awareness and consideration are kind of blended >> for that brand here. But it's so important to measure all of these >> things in in in the funnel here. That's why this episode is brought to you by track. So, quick gut check for everybody listening. How confident do you feel walking into a pitch? Here's what everyone isn't telling you. The work gets better and easier when it's actually backed by data. Tracksuit tracks brand health continuously. That's awareness, consideration, competitive position, brand perception, and is updated every single month. No more waiting for annual dip. No cobbled together proxies. No pretending a six-month old deck still holds up. Just current data.

[00:45:26]>> Just current data on tap for your whole team. So, you're pitching with receipts instead of a wish and a prayer. If you're in the business of strategy, that's kind of the whole game. Gino tracksuit up and running in 30 days.

[00:45:37]Check them out at gorracksuit.com.

[00:45:40]That's gorracksuit.com.

[00:45:41]>> Go trackuit go New York Go New York New York Nico New York Nico. New York Nico is joining the show right now. Nick Heler, he's a director. He's created the best content that you see, especially around New York. But he just created a banger social series. It's great >> with Airbnb and Maddie Mat. Uh, so we're going to bring on Mr. Nick Holler to talk about it. I don't know if we want to if you have it pulled up, JR, if you want to show like a little bit of one or we can just show it while he's >> while he's talking. But let's bring him in. Let's bring in Nick Holler, New York Nico to talk about his new work with Airbnb.

[00:46:19]>> Nick, what's up, guys?

[00:46:20]>> Good to see you. Good to see you. How are you feeling right now? Uh, you know, is everything's out right now, right?

[00:46:27]>> Yeah. Yeah. Yeah. Yeah. We uh it it the final episode came out um the day after the World Cup.

[00:46:33]>> It was was it finals?

[00:46:34]>> 25 episodes released over 40 days. Is that is that true?

[00:46:39]>> Um that sounds about right. Yeah, it was a lot.

[00:46:42]>> It is a lot. But it was a lot.

[00:46:43]>> What I think I love about this series, first off, I mean Maddie and is is fantastic, but it it seems like your like you could have posted this content natively on your page. It's just it's so you and I I think what people need to learn for other brands because we have a lot of marketers watching this like >> how much creative freedom did you have across these 25 social videos?

[00:47:06]>> Um a good amount honestly. You know this is like a really really rare opportunity where the clients were just so cool and like they they know that I've done this before and that you know this is sort of my world so they put a lot of trust in me. um as opposed to like a traditional commercial campaign where the creatives probably know more than I do.

[00:47:29]>> Um and yeah, so they they really just like let me let me cook and they were really really great partners. Yeah, I think there's because the last time that we had you on the show, I remember talking we were talking about Revival of the Fittest and like you you found something there obviously like that format, that style, it worked because of the characters and a lot of other things, but like honing in on this this kind of format that seems to be working for you. How would you describe the way that you've had success in in this kind of particular social format?

[00:48:01]Um, you know, I I've never been like a a character within my own universe, you know, like when when people talk about my Instagram um or try to explain what I do, it's kind of hard for them because I'm very much behind the scenes and let you know the the people that I profile sort of speak for me. Um, but I think recently without even really realizing it, I've kind of become a character in my work.

[00:48:34]Even if you don't see me, you sort of hear me behind the camera.

[00:48:37]>> Um, you know, especially with with the series that I've been doing and and um, you know, the the the way my account has evolved. Um, it's more of like me interacting with with my my characters.

[00:48:51]And um yeah, this series uh you know, we we kind of worked off of that. You know, I knew that they wanted Maddie as as the hero of this series. And the idea was to um you know, go to different World Cup host cities with him and and learn about the World Cup because he doesn't really know anything about soccer. And um you know I didn't really think there was any way for me personally to to do this without me interacting with him and being a character >> you know or his co-hosts essentially. Um and I think it it worked really nicely.

[00:49:28]>> Yeah. Yeah. I was going to ask cuz I mean you're right there. You're getting up in their grill it seems like and I think it's fantastic obviously on the user side watching it the consumer side.

[00:49:38]How do you make everybody feel so comfortable though when you shove a camera like pretty close up to their faces?

[00:49:43]>> That's such a good question. I don't know. Like I I was watching because we had like a generally when I do what I do, it's just my camera, but for this specific series, we did have an A cam or Bcam, whatever you want to call it, sort of documenting behind the scenes that we would then implement in the series. So, it was kind of the first time that I'm watching myself, uh, you know, interact with people with my phone out. And it did seem very, you know, intrusive. Um, especially because I'm I'm shooting at the 0.5 like super up close. Um, but yeah, I don't know. I guess like I, you know, because I've had to be on the opposite side of the camera for like interviews and stuff like that, I know what makes me comfortable. Um, so being on that other side, I kind of, you know, know as a as a filmer what will make people comfortable and uncomfortable.

[00:50:40]And and I think it a lot of it has to do with like eye contact is is a big thing.

[00:50:45]Like you want to make eye contact with the person you're speaking to um for many reasons. One reason is so that they don't look directly into the camera, but another reason is just to like make them feel comfortable and make them feel like you're just having a conversation with them. And it it's it's personal. It's not, you know, >> um So, I don't know. Maybe that's my answer.

[00:51:05]>> If I'm not looking at the camera, I'm looking at their eyes. My I probably won't even have them in the shot. So, you are a pro. You must know what you're doing very well.

[00:51:11]>> I appreciate that.

[00:51:13]>> Do you ever do you give them a heads up?

[00:51:14]Are you like when you're just documenting, do you give a heads up and then pull it out or are you like, we'll just shoot?

[00:51:21]>> It's a mix. I think most people kind of know what it is with me, you know? Um, especially if I'm with like my usual friends, they know that a a camera might pop out at any given moment.

[00:51:33]>> Yeah. Yeah. And I I love how that you were able to in integrate some of that some of your squad into some of these videos, too, which I thought was a nice little crossover for the folks who know.

[00:51:43]>> Yeah, that was important to me because, you know, obviously this was a travel job. We shot in LA, Toronto, and New York. Um, and I knew that when we came to New York, uh, that I would incorporate my characters. Also, because we we only had we had two shoot days in New York, but we only had Maddie for one day. So, I had to come up with a creative solution to shoot for a day without Maddie. So, that's why I came up with the the lookalike contest idea. Um, you know, Maddie goes missing in Toronto, Irma hosts a lookalike contest.

[00:52:15]I find sort of a replacement for a couple episodes. Um, and that was like a perfect opportunity to incorporate my, you know, people from my world.

[00:52:23]>> That's pretty.

[00:52:24]>> And a new guy who who we who we met, this guy Mark. He was the the the winning Maddie lookalike. He's uh he's awesome. He'll probably be a new recruit.

[00:52:33]>> So he So Mark But this is hilarious.

[00:52:36]Mark, cuz we're watching >> Mark. Mark uh is was not like it wasn't manufactured. Like Mark was a random person.

[00:52:45]>> No, no, no. We we casted Mark.

[00:52:47]>> Okay. Nice. Yeah.

[00:52:48]>> Yeah. Yeah.

[00:52:48]>> Okay. Good to know. Yeah. But I'm I just think like >> a magic of the content that you make >> at least currently is that it isn't scripted really at all or it doesn't feel scripted. And it's kind of like you just let the conversation go wherever it goes. That's like the magic of Revival of the Fittest.

[00:53:06]>> When you bring a brand in, there's often like messaging, talking points, we got to make sure the brand shows up in the right way. How how do you balance all that? Because of course the brand will say like you get creative freedom but at the end of the day it's a brand deal.

[00:53:20]>> Yeah. No, I mean another reason why the Airbnb clients were so great is cuz they they understood that they understood that the the magic is going to sort of like come out of the moment and we can only do so much planning. But again there's like as opposed to you know revival or anything else that I do there was actually a budget behind this. So, we did have to have things in place obviously, but um you know, beyond having like sort of a a a vague outline where I needed to hit certain points, um they just sort of let us let us cook and that's really where the magic came.

[00:54:00]>> Yeah. And then you get and then for Airbnb obviously like they get just the great content on their pages. It's just like >> Yeah, that was the other great thing. It was like very minimal branding. like the only real branding was the fact that it was on their Instagram page, but you know, we didn't have to put like an Airbnb logo on the microphone or have Maddie wearing a Airbnb hat or shirt or mention it, you know, and and I think like what they really wanted to get out of this was just like a really fun content series um that that could live on their page and, you know, um I think it was a success >> and and like okay scenario, what if they had to have like a little bit of branding in there or another brand, you know, likes your style. Like it would you would you stray away from a deal that has the logo a little more uh prominent in the content?

[00:54:52]>> It really depends. Yeah. you know, I mean, I wouldn't have said no to the job if, you know, we needed the Airbnb logo places, but I would have told them, you know, I I feel like this would really take away from, you know, the the authenticity of this.

[00:55:10]>> Um, if if it was just like super duper branded and they they knew that, so it didn't even come up, you know.

[00:55:17]>> Yeah.

[00:55:17]>> They were very smart. It's just it's still so wild to me that a lot a lot of the brands that try to do these sort of like creative social serieses will overly brand it still like they >> Yeah, cuz I mean personally I'll like tune out immediately if I see that it's a branded thing.

[00:55:32]>> It's like you know so what what can the brand marketers out there learn from this? Cuz like it still happens. you still get you still get the logo placement and like sometimes they'll just have like a hashtag hashtag whatever uh the brand name is early in the video and it's just tune out right away. So what what do you think the brand marketing audience can learn from this?

[00:55:54]Um, you know, it's hard for me to say because I'm not on the other side. Like, I I understand the importance of branding and getting your logo out there and, you know, having the star, you know, mention your your brand or whatever, but just as I'm just saying as as a viewer, um, it is something that that takes me out and like it doesn't matter how good the series is, like it'll it will immediately take me out.

[00:56:18]So, you know, I would if they wanted to learn something from this, it's like, look, this was this was I I think it was successful. Um, Airbnb was super happy.

[00:56:29]Um, and yeah, we didn't do any sort of blatant over-the-top branding and people just enjoyed it as a series.

[00:56:38]>> Yeah.

[00:56:39]>> Um, so I you really don't like people aren't stupid like they know that this is presented by your brand. You don't need to implement it every step of the way.

[00:56:49]>> Yeah, that's you know.

[00:56:50]>> Exactly.

[00:56:51]>> So, and and Yeah. So, >> No, that's >> Oh, yeah. So, yeah. I mean, it's 20 I was just going to say like 25 The other thing is like the the volume 25 videos over 40 days. I I bet like if you if you told someone that two or three years ago in the social media game, they'd be like, "Oh my god, you're flooding the feed. You're going to annoy the consumer. people are going to get sick of this quickly, but I don't think that's the case these days. No, no, no.

[00:57:20]>> Yeah, I don't think so either. I mean, I think, you know, the more the better.

[00:57:25]And also with the way the algorithm is now, like a lot of stuff gets lost if you're not actually watching it. So, I think the people that were actually like keeping up with this series got to see it every time it hit their feed. And the people that didn't give a a crap didn't see it. So, you know, that's that's one positive to the algorithm, I guess.

[00:57:46]>> Was there um a moment, maybe most surprising moments, maybe it wasn't planned, that ended up being one of your favorites over the 25 videos?

[00:57:55]>> Um, yeah. I mean, finding finding Mark, uh, our Maddie lookalike replacement for a couple episodes was was great. Um, I didn't expect to to find him. Also, like, you know, we didn't want to have a Maddie lookalike who looked exactly like Maddie. We kind of wanted it to be a little sillier. Um, so, you know, I discovered this guy, Mark. I was like, "What if we just like he kind of looks like Danny DeVito?" Mhm.

[00:58:22]>> Um I was like, "What if we just dress him up exactly like Maddie?" And and also Mark probably has no idea who Maddie is, so he's like impersonating him probably based off of one video. So his impression wasn't that good either.

[00:58:35]Um but I thought that that really added to it, you know. Um so that to me I I don't know if you would call it most surprising, but that was uh that was a happy a happy moment, you know. I I think that Mark is going to be somebody that I work with in the future. I guess he's got just that star talent. There's like something about like the the value of being able to just spot talent and uh bring them into the universe.

[00:58:57]>> That was in Toronto.

[00:58:58]>> Uh that was here. That was in New York.

[00:59:00]>> Oh, great. Oh, perfect. Yeah, you're see outside New York, but no, he's always in New York. It's always someone that's in New York.

[00:59:08]>> Yeah. Yeah.

[00:59:09]>> The the last thing I want to say is congrats on the Knicks. Um Thank you.

[00:59:13]and documenting that. I guess before we let you go, we got to ask about having the opportunity to really like document the finals it felt like and being a part of the journey and then leading to I guess the night of winning the championship. The video that you put out was incredible. Just documenting that whole night and then the parade itself.

[00:59:33]Can you just explain what that was like for you as New York Nico?

[00:59:38]>> It was unbelievable. I mean, I never thought that I would see it in my lifetime. I thought I figured we'd get close, you know, but I didn't think that we would see it in our lifetime. And and you know, this was our year to do it and it wasn't looking good for a period of time. Um, I was there for game four of the finals when OG got his tip in. Um, and that was I mean, I feel like if you ask me, you know, on my deathbed what one of my most memorable moments was, it's probably going to be that. Um, it was just so awesome. I got to share it with with a good friend of mine who I was sitting with. It was just like it was it was beautiful. And then obviously, you know, the championship parade or I'm sorry to even backtrack, the night that we won and sort of like creating our own parade from where we were watching the game in Chinatown all the way to uh 34th Street. That was unbelievable. Never seen anything like that. The video that I got out of that was something that I'll cherish forever.

[01:00:34]And then the the parade, you know, I got the opportunity to spend it at city hall. Um, you know, it was uh it was awesome. It still hasn't like fully sunk in. I feel like it'll sink in once this insane summer is over, but >> yeah, it feels great.

[01:00:52]>> It once when they raise the banner when they raise the banner next year at the >> I I thought it would be when the parade happened, but then I was like, you know what? It's still not hitting. Maybe it's when when they raise the banner.

[01:01:02]>> Yeah. I mean, just what a moment. Sports sports are the best. It's the best.

[01:01:07]>> Sports are the best.

[01:01:08]>> Nick, thank you so much for joining the show. Congrats on the series with uh with Mattie Mat and appreciate recurring guest, >> Nick. Appreciate you guys.

[01:01:17]>> See you.

[01:01:17]>> Have a good one. Bye.

[01:01:19]>> That was great. He was awesome. He is He's a beast. He's a He's a legend.

[01:01:22]Legend in New York. Legend in the I want to be like him.

[01:01:26]He's just got he's like, >> you know, a lot of people look up to like Casey Neistat as like a YouTuber, vlogger, documentarian. To me, he >> Nick represents the next age of what that is with like iPhone >> because obviously Casey's whole thing is like a >> comps to to Nick.

[01:01:45]>> There's some good there's some good honestly like content out there on TikTok that is similar like documenting.

[01:01:52]A lot of times he'll go into like a workplace, go into like a kitchen and you're going around. Yeah, >> it's but nothing has he's just got some He's got a unique >> unique flare to it that I think people gravitate towards.

[01:02:04]>> People are gravitating towards this Hannes campaign, Gino.

[01:02:07]>> Oh, yeah. It gets a little spicy.

[01:02:08]>> It gets a little spicy. You want to tee it up?

[01:02:10]>> Yeah, I'll tee this up here. So, uh, we have a new campaign here. It's How old is this brand? 150 years old. Let me go to my notes.

[01:02:17]>> 125.

[01:02:17]>> 125y old brand. They're they're kind of shaking things up in their messaging here. This was done by a special uh New York. Here we got the two new creatives.

[01:02:26]What are their names? Jack >> Estfano Holtz. I believe it's it's Casia Canning. I will double check that pronunciation when she comes in and then potentially profusely apologize here on the show.

[01:02:37]>> How about we watch one of the spots before we uh >> bring them on?

[01:02:40]>> Let's do it.

[01:02:58]Pick it up. Don't you leave it all behind.

[01:03:12]Oh, and here they are. Casia, am I pronouncing the name correctly?

[01:03:40]No, I'm waiting for the profuse apologies.

[01:03:44]>> What is it?

[01:03:44]>> Kasha.

[01:03:45]>> Kasha.

[01:03:46]>> Kasha.

[01:03:46]>> Kasha. I Let me just start this interview by saying how deeply sorry I am. I It's It's tough. It's a tough moment for me right now. Not Not to >> You nailed my name though, which is the hardest.

[01:04:00]>> Yeah, you got the hard one.

[01:04:02]>> That's Yeah. I mean, never a dull moment here on the show. We won't forget your names because this work is so good after the after learning your names now. So, welcome to the show. You're both at Special New York. New to Special. Is that correct?

[01:04:17]>> Yeah, we joined the beginning of the year.

[01:04:19]>> Gotcha.

[01:04:19]>> Almost six months.

[01:04:21]>> Okay. So, in add you've been there for some time now. So, this but this is really like the first big piece of work uh that you both have worked on. So, let's let's talk about it. I mean, it's it's provocative. It gets the people going. uh just you know I I guess let's start with how do you feel about it? How was the process of creating the campaign?

[01:04:42]>> I mean I feel we feel really proud.

[01:04:45]We're really excited about it and you know we're really lucky. Special's had a relationship with Hannes for a couple years now and there was like a lot of you know ground building there to to kind of get us to this place and so we're excited to be able to like come in and start having a new face >> and incredible partners you know like to put up like a a bold campaign like this.

[01:05:06]It's like a was really nice work like with this clients like a like Kasha said like a very iconic American brand. So we're super proud.

[01:05:16]>> Yeah.

[01:05:16]>> It's like a brand that everyone knows that people should be talking about more is kind of how we felt, you know, and it was kind of one of the clients that really attracted us to Special cuz it felt just like really ripe. It's like you don't have to explain so much.

[01:05:28]Everybody knows what it is. It's really cool. It's really comfortable. But like they've just been kind of quiet.

[01:05:34]>> So let's walk through this. What was like the what was the insight that the the strategy team gave to you both?

[01:05:41]>> Insight is strategy. It was, you know, it was all about like redefining what comfort means, right? Like Hannes has always been known for being comfortable.

[01:05:49]They have these like super cool, you know, we have like an anthology of ads and it's like stuff from like the 50s and it's like cartoony guys before there was like cameras and it's like, you know, I feel good all under in my hands like really quirky, funny kind of stuff, you know, like they've had personality.

[01:06:05]Yeah.

[01:06:05]>> Yeah. They I mean like we have a book here in the agents like with all the old stuff from HS and it's like looks very very cool and it's all about comfort. I think that spark a lot too.

[01:06:15]>> Yeah. The comfort comfort comfort. But then now there's like so many DTC brands that are coming up and it's like everyone is kind of touting comfort. So strategically, you know, the the ask was like how do we redefine comfort? How can we make it more than just oh it feels really good to put on this t-shirt or these underweares? And it became a little bit about what do you what's like the sec, you know, the second part of that. Okay, so now I'm comfortable and now what do I get from that? And it's like the confidence, right? So we joke that it's like, oh, when you're nervous, you're meant to like picture everybody in their underwear and now like this campaign and the way we think about Hannes is sort of ruining that because it's not. So, you know, we're trying not to make it so awkward. It's like, yeah, own it. You should feel good in in your Hannes.

[01:06:55]>> Yeah. I think about I I just remember growing up like the Michael Jordan Haynes commercials. I remember like the bacon neck. Do you remember? Oh yeah.

[01:07:04]>> Yeah. Yeah. Yeah. Yeah. That's like their favorite.

[01:07:06]>> The bacon neck is such a funny such a great uh concept. But >> yeah.

[01:07:11]>> No, no, you can you can tell like Michael Jordan is like the humor has been always there, right? It's like how we how we elevate that humor now. It's like for a more contemporary approach. I think that that was the the idea behind it. I mean, even just the spot that we watched the funeral service, it's it's pretty interesting because it's like you you talk about Haynes has been kind of quiet. I mean, there's no dialogue.

[01:07:34]There's no nobody talks.

[01:07:35]>> There's no need, right?

[01:07:36]>> So, so what is Let's talk Let's talk about that. The restraint to be like we don't need anyone to say anything. The the the visual can can bring the story forward.

[01:07:46]I mean, a lot of that was because we're trying to sort of elevate the brand and we're trying to like link their like, you know, they have like a history of of being a little bit more comedic and funny. How do we sort of make that a little bit more stylish? How do we add like a fashion element and find that sweet spot, right? Cuz it's like it's Hannes, it's not Prada, but you know, but it is a little bit more stylish than I think they get credit for today. Even the choice, you know, like with when you think about the director Nick Ball, like, you know, like he works more like comedy, but it's like he can bring a lot of style to the execution, too. When we shot that, we shot in film. So, it's like a little things that add to it that makes it feel more stylish >> and trying to like make, you know, Nick talked a lot about like making confident decisions. And I think that no dialogue is like another one of those things where it's like we don't have to like put literal words into people's mouths.

[01:08:42]Like we're putting out these spots that have a lot of like ambiguity in them and a lot of storytelling that's left a little bit untold purposefully to let people really kind of use their imaginations and bring even more to the films and make them really fun for, you know, multiple watches.

[01:08:58]>> I like it. I'm just looking at the scenarios here, the different spots here. I can describe them. You got a woman doing her grocery shopping in her underwear. The confidence uh to wear what you're comfortable in no matter where you go. You got some a couple in bed with her socks on. I think J.R. had the image over there. A man unfazed after getting panced in public. I think he was shooting pool if I was >> correct on that one. And then the funeral scene. The comfort to spend eternity in which you're comfortable in.

[01:09:27]So I think this is fun. I could see a lot of different executions coming from here. Does it seem like Haynes wants this to be kind of a enduring brand platform?

[01:09:38]>> Definitely. Yeah, we're actually working on um on the next two briefs for uh for next year already and kind of having fun with like how do we you know how do we evolve? How do we maintain get comfortable and you know this kind of world that we're building and how how does that transition into more product focused advertising into stuff you know for men's for women's like what's the thing? What are the elements of this campaign that we're going to be able to to keep pushing forward?

[01:10:05]>> Yeah, absolutely. We are I think we feel like we're creating a new word. It's like a new playground. And even even like from now it's like a Alisa and Lex are creatives here. It's like they keep coming with like, hey, what if we do this? What if we do that? It's like a it's such a simple not a mechanic but such a simple idea. So you can do a lot of things with get comfortable and the confidence >> and hopefully people kind of start to see hands in a slightly different light and start to like expect this kind of stuff from them cuz I think it's going to make it easier you know to keep making work like this when people are into it you know when they're commenting and they're they're asking for it >> and it's fun which is the most important thing. So >> yeah, that's the thing like is underwear we can't take it too seriously.

[01:10:50]>> Yeah. Yeah. So I guess I I want to dig in deeper about like how does H how does Hannes want to be viewed because this is like we kind of were talking about a little bit like this elevated look for the brand but still keeping some humor.

[01:11:01]That's kind of like a fine line to walk down I feel like. So how is the brand and how are you all approaching that?

[01:11:09]I mean like a we we I mean it was part of the process you know like a getting to the right tone that Kasha was saying it's like a lot of meetings with clients like a define it's like where we want to be and and I agree it's like it's a very specific place where you want to you know like a we want to execute this campaign it's like it's between the humor but you cannot be too goofy you want to be style because about fashion I think we borrow a lot of like a reference or inspiration from fashion, you know, but we still keep like the essence of the humor in the brand. I think it's like grounded. It's like >> grounded the nice thing and not never take ourselves too serious. I think that's the point too, you know, like you always have like a wink or a little bit >> and it's accessible, you know? It's like that's the nice thing about Hannes. You see like Timothy Shalom is wearing a pair of Hannes but like so is like every 5-year-old on the playground.

[01:12:05]>> Yeah. Yeah. there. I It does make a lot of sense the um like the the it's like elevated humor. It is a very interesting place to play in. I forgot what question I was going to ask. Damn it.

[01:12:17]>> I was going to say I want the confidence because when you get into these like really goofy things, right? Like the spot where it's like you're following just a trail of clothes, right? It like starts with there's like a a Hannes sweatshirt off and then some pants and the keys and the wallet and then eventually underwear and a bra and then you land on, you know, the bed. You see the two feet and they're wearing the socks and it's like that's a little bit of, you know, or or the guy getting panced at the bar when he's playing pool. They're like a little, you know, they're pretty jokey. It's like pretty pretty broad humor. And how do you kind of, you know, bring it to life in a way that doesn't make it corny, that doesn't make it feel like, you know, like some cheap ad, but makes it like a little bit more stylish, a little bit more cool.

[01:12:59]>> Yeah. I got to get What about like the the shoot the shoots themselves? These are these feel like they'd be pretty funny, interesting, kind of unique kind of shoots to be on uh with what you're creating, I guess. Like anything anything interesting, you know, happening on on the shoot that you thought was uh unique in your experience?

[01:13:19]>> Um I mean, a lot of getting comfortable with a lot of people in their underwear.

[01:13:24]>> Uh a lot of time with with people in their underwear.

[01:13:29]>> Yeah, it makes sense. I feel like Yeah, it's something to get over. Listen, we're all professionals.

[01:13:34]>> Listen, >> come on.

[01:13:36]>> Yeah. Let's all take our pants off and just keep doing this interview.

[01:13:38]>> Everyone on set, everyone on set to make everyone feel like, you know, we're going to get comfortable. Everyone is going to be just rocking the Hannes.

[01:13:45]>> It's a great product, too. It is. It's like I mean, I need to I feel like I just need to order a new like pair of socks. Like, >> you do and you should.

[01:13:54]>> The socks stay on. I think I'm rocking them right now.

[01:13:57]>> Are you? Yeah. You don't even know.

[01:13:58]>> There he is. Of course. And I'm confident because of it.

[01:14:03]>> I get on this stream every day and I'm confident because I got hand socks.

[01:14:06]>> So I want to ask what does this mean now for for Special New York? Obviously uh the the special team great agency done a lot of amazing work. Special teams.

[01:14:14]>> Special teams. And uh so talk about what how is it at the New York office? How are you guys growing things and what's next?

[01:14:22]>> It's I mean it's great. We don't have any reference to was you know before us but uh the vibe is really good. We're growing. We're making some hires. We have, you know, uh we're starting new relationships with new clients and kind of trying to um you know, keep making work that is surprising that gets people's attention, right? It's it's kind of what everybody's goal is, but we feel like we have such a strong team in place. We have, you know, the support of of everyone in LA. Our CCOs sit out there and our president um is in New York. Y EO is out there and we're all kind of like working together to make Special US um something that that everyone knows about because it is such a strong global network.

[01:15:02]>> Mhm.

[01:15:03]>> People are extremely nice too which helps a lot.

[01:15:07]>> It is a good crew. It is. We have spent time with with the crew in the LA office and it is >> it's like it's like a shared ambition, right? It's like everyone wants to make the things that are kind of like dumb and silly but but feel big and and you know and really powerful when you when you put them on film when you put them out in the real world and and not everything. I think tonally you know with Hannes we're kind of playing with something fun where it's it's funny but it's not like hilarious like joke writing funny you know. So, I think in general that's something that that um that we're doing here too is kind of trying to figure out like what's our what's the vibe here in New York. You know, it's like a little bit less established than our friends in LA.

[01:15:48]>> Yeah.

[01:15:49]>> So, it feels like a really kind of a cool part. We're we're getting to shape what the New York office looks like, what you know, the type of work that we do, the kind of clients that we attract.

[01:15:57]>> Yeah. Love it. And you're doing a good job.

[01:16:00]>> Yeah. Doing a great job. Thank you both so much for joining the show talking about new Hannes work. get comfortable.

[01:16:05]Check out the work now. It's out. Is it uh what's the media strategy? Where would Where would people see this these ads?

[01:16:13]>> It's going to be on uh CTVs like all like the Hulu's and the Netflixes of the world. It's going to be all over online.

[01:16:21]We're going to have uh out of home in New York.

[01:16:24]>> Yeah. All over the subway probably.

[01:16:27]>> I love it. Brand activation. Got to do it. I mean, Gino could probably just pitch you a couple brand activation.

[01:16:34]activation ideas.

[01:16:35]>> Let's do it. Let's stay on.

[01:16:36]>> Yeah. You can you can imagine where this road leads to. Uh >> you'll have the outfit for that already.

[01:16:43]>> That's right. We've got a fashion show that easy. Done. Everybody's actually already got the outfit on.

[01:16:49]>> That's right. To show it. So >> that's right. There you go. Nice. Yeah, that's that's great. I'm sure you both appreciate us giving unprompted ideas.

[01:16:58]>> Sorry. That would piss me off. That would piss me off so you're from anywhere. Yeah.

[01:17:01]>> No, I would be so pissed. I would be like pitch stuff like we're just trying to have dinner.

[01:17:06]>> Yeah. It's like I I've it's if I were you guys, I'd be like, "Oh my god, I've I've poured my life into this and now I got >> You don't think we thought about brand activations?" Of course we thought about brand activations.

[01:17:17]>> But appreciate you both so much and uh enjoy the rest of your days.

[01:17:22]>> Thanks.

[01:17:23]>> Thank you so much.

[01:17:24]>> That was a Kasha Canning and Estafano Holtz having to listen to some dumb ideas. But from us, >> what isn't a dumb idea was their work uh for Hannes 125y old brand. Gino, do you imagine? Can >> you imagine if breaking energy was around for 125 years?

[01:17:43]Feels like it, brother.

[01:17:46]That was the show. Thank you all for tuning in. Uh we're in the post show now. It's Wednesday. It's hump day. Uh but if you're going to tune out right now, we're live again tomorrow at 11 a.m. Eastern time on LinkedIn, YouTube, and X. We're going to post this on YouTube so you can watch. If you're just tuning now and you missed the show, don't worry. Some great interviews. New York Nico, we got the CMO of Liberty Mutual talking about Liberty that looks like Gino. And >> stop, stop saying that.

[01:18:09]>> And our green light, red light. What?

[01:18:13]>> They probably don't like that. The association.

[01:18:15]>> Uh, you know, it's good. I feel like it's good publicity. Um, we'll take it.

[01:18:20]Shout out to Tatari, our presenting sponsor, and shout out to Tracksuit exclusive data partner. Uh, check out Tatari TV TV TV crew. And then uh Tracksuit exclusive data partner. Gino, how you feeling?

[01:18:32]>> I'm liking the new lighting. It's giving me a a confidence that I have not had before on this on this live show.

[01:18:38]>> Yeah, that's what that's what you lack.

[01:18:40]Confidence >> with this lighting now. I'm feeling a lot better. You over there. Like we got to work on your light.

[01:18:46]>> No, I think it's all good. I think I I looked a little a little pale, but the crew production crew cleaned that up.

[01:18:51]Can >> we get like a What's that like? Um bronzer.

[01:18:55]>> We should all get spray tans for sure.

[01:18:58]What's the process of that? GTL.

[01:19:00]>> Ellie said GTL. Ellie's voice is almost back to 100%.

[01:19:07]>> Oh, she now she's deciding to to >> It's officially >> insight. She's still sick. Jr., how'd the show go?

[01:19:22]>> It was great. I mean, that was I loved the bi. Um, I'm a big fan of >> We know you did. We saw all the >> the photos you pulled up of.

[01:19:30]>> Uh, but I was saying a great ads in the wild ideas. You guys do uh Hannes activation in Hannes and nothing else like the commercials. I think that's a good viral moment.

[01:19:40]>> If we go to the if we go to the wherever the billboards are and we wear just Hannes, >> that's a great that's a that's a JR original. It's a great idea.

[01:19:50]>> That's great.

[01:19:50]>> It's a great idea.

[01:19:52]>> That is a good idea.

[01:19:54]>> How are the readers treating you? I mean, I feel like >> they're It kind of hurt my eyes. I guess I don't need them, but I'm I don't want to get I think they're cool, but I don't want to train my eyes to not see. Well, >> maybe you just zoom in the screen on your laptop.

[01:20:08]>> Do you think that >> because then you got to move it around.

[01:20:11]It gets too zoomed in like >> Yeah. Do you want to show everyone your laptop?

[01:20:15]>> Yeah. Like like Okay, now I have to like keep scrolling and stuff or whatever. Like it's just a lot. That's a lot. It's a lot. Like you need binoculars is what you need. Uh thank you all for joining the show. That's all I got. I mean, we're back tomorrow. We'll talk about our weekend plans tomorrow after the show, I feel like.

[01:20:34]>> Yeah. Yeah. Another great >> Tune in tomorrow after the show. We're going to talk about our weekend plans, but only tomorrow. We kick it off at 11:00 a.m. Eastern time. Breaking media.

[01:20:43]Thank you for tuning in. Bye-bye.