Logitech Goes Back to Bacon

I just saw the new Logitech Revue TV spot with Kevin Bacon and I love it! Of course, I don’t have a freakin’ clue what the product does. But here’s what the creative does:

• They used a celebrity in a fun and interesting way. How often does that happen with celebrity endorsers?

• They used the perfect celebrity. We’re all six degrees from Kevin Bacon.

• They used the perfect mix of charm, message, and creepiness to make me want to watch it again, and pray that more spots will be coming our way soon.

The potential downside, like I mentioned earlier, is that the spots don’t do a great job of explaining the technology. But they put the product on the map and very much in the discussion by playing up the benefit to the average consumer without bogging us down in details. Would anybody email you a techy, descriptive TV spot?

Add it all up and it’s one more formula for going viral (assuming they get a working link up on the internet. I can’t find one right now).

Creativity Starts With Rhythm

Like most people, I don’t do my best creative thinking on cue. The unfortunate fact is that usually my best creative thinking doesn’t even happen at my desk/computer. Here’s where my creativity seems to spark regularly:

Running: I prefer to run outdoors, and I usually don’t listen to music.

Washing Dishes: This includes loading/unloading the dishwasher and washing the non-dishwasher safe stuff too.

Showering: Basically, Murphy’s Law states that my best ideas happen anywhere I can’t feasibly grab a pen and immediately write it down.

Doodling: Technically this is me in concepting mode. But I prefer to continuously put pen to paper rather than twiddling my thumbs while I wait for brilliance to strike.

What do all of these activities have in common? They’re all mundane and repetitive activities that enable me to keep a rhythm. These are the moments when I’m not putting pressure on myself to be creative and I’m not distracting myself either.

As an advertising creative, we need to each recognize our own personal rhythms and use them to our advantage. It’s also important to discover your personal rythym around your workspace, because most deadlines don’t wait for your moment of creative zen.

Now, if you’ll excuse me, I’ve gotta hit the shower because I have a big assignment due later today.