- 2 weeks ago
Gruen S18E01
Category
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TVTranscript
00:18G'day, I'm Alanis and welcome to the room.
00:21Are you ready for the greatest show of all time?
00:26Nah, not this show. A new reality program from Vaseline. Tell them Tyra.
00:30It's Tyra here at the Afterglow.
00:32I've been given a mission by Vaseline to find eight shimmering singles ready to find their match.
00:38It's got all the drama you love.
00:40We're just chatting.
00:41And at the end, only one couple will be crowned the glowiest.
00:45Glow my God.
00:47Which couple will be crowned the glowiest?
00:49Wait, does Vaseline have any products that could help?
00:51In this box, there are some tools to help you raise your girl's heart rate, including Vaseline Cocoa Radiant.
00:57Made with 100% cocoa butter. My heart's beating faster just thinking about it.
01:01Oh. Mine too, Tyra.
01:06Vaseline has been by Glow 2 YouTube channel for years for reasons I'd prefer not to say.
01:12But this series has everything. Eight singles, four body oils, and one massive fan.
01:20Me.
01:22I'm a glow bro.
01:23And all these greased up horn bags have exciting jobs like content creator, playboy, heartthrob, and situationship survivor.
01:36My favourite part is the elimination, so to put it a more Vaseline-y way.
01:39You are all going to vote on which couple is less glowing and more going.
01:44Oh!
01:45I can't wait to find out which couple is less glowing and more going.
01:49Who's oiled and who's spoiled?
01:50Who's slopped and who's chopped?
01:52Who's creaming and who's dreaming?
01:54Who's coated and who's outvoted?
01:56Who's greased and who's released?
01:59Who's oozing and who's losing?
02:01Who will be lubricated and who will be eliminated?
02:04Who will be slathered in discharge?
02:06And who will be sent home with a cab charge?
02:17That was longer than an episode of Afterglow.
02:20But each one minute episode feels so much longer thanks to slick Vaseline product placement.
02:27Before we begin, let's have each of you apply some Vaseline body oil to amp up the glow.
02:32It's going to get really slick.
02:33No, see, it absorbs really fast. It's not greasy.
02:38It's a little greasy.
02:39But don't worry, I'm not going to spoil the finale.
02:42OK, yes I am.
02:44And the Glowgy goes to Elkie and Elliot and who doesn't want a bedazzled Vaseline bottle?
02:51I've got mine.
02:55It came with my official Afterglow merch.
03:00Let's see what else is in here.
03:02Oh, good.
03:05Oh.
03:06Oh.
03:08Oh.
03:08Oh.
03:10Oh.
03:10Oh.
03:10Well, that's just loose Vaseline.
03:15Oh, that is gross.
03:20Oh, that is gross.
03:26Oh.
03:29Oh.
03:29Oh.
03:30Oh.
03:32Oh.
03:32Oh, my goodness.
03:33Oh wow.
03:35If they make a second season, I know who they should cast.
03:39Glow off kicks.
03:43It's time to welcome our panel, Todd Sampson,
03:48Kieran Peek-Cordor, Karen Ferris and Russell Algoff!
03:59Hey, have you ever noticed that the letter W
04:02sounds like the words W?
04:06Well, for nearly 44 years, Westpac didn't,
04:09but now they have, and they're doubling down.
04:12It takes a little W.
04:14Just think of the things you could do
04:17Double me?
04:18If instead of just one, you would double you
04:23You'd have double the hands and double the legs
04:26Double the heart and double the heads
04:29Oh, where would you start and what would you do
04:31If instead of just one?
04:34You okay, kiddo?
04:35We're fine.
04:36We're not you, but when it comes to banking,
04:39we can be your W
04:41Great, now they can rip me off twice
04:45And I can't wait until they find out about big W
04:49Surprisingly, for an ad with so many redheads
04:51this campaign has a huge outdoor presence
04:54including this ad that asks if you could W
04:57what would you two do?
04:59Oh, great question
05:01What would we two do?
05:02This is what we two would do
05:07Ooh, double well
05:11Westpac, make a deposit
05:18We had some spare Vaseline
05:25Russell
05:28Russell, WTF
05:30Well, you know, Will, I like advertising, Will
05:32Yeah
05:33But when I
05:34Okay, checks, Russell's back
05:36Yeah
05:37When I first saw this
05:38I just thought
05:39I honestly thought
05:40this is the most convoluted nonsense I've ever seen
05:43It literally
05:44I couldn't believe that they'd
05:45had this, you know, brainwave
05:47you know, on a whiteboard
05:49to say
05:49Oh my goodness
05:50You know how your logo looks like this
05:52Well, that actually is pronounced a W
05:53and therefore we're going to say
05:55your customer is your double U
05:57and we are going
05:58You just go
05:59What convoluted nonsense that is
06:02But then I sort of thought about it
06:05Oh God
06:06You're going to come right on this now?
06:09Yeah
06:09But I'm coming right on
06:11Then I had a conversation with other Russells
06:14Exactly
06:17And he reminded me
06:18you love advertising
06:19and this is advertising
06:21so you must love this advertising
06:23Right
06:24So why do I now love it?
06:26Well, what's going to happen is
06:28well, it's going to work
06:28and why would it work?
06:30Well, the number one hurdle that you have
06:32in all advertising
06:33is just
06:33is attribution
06:34It's very hard to ensure that your
06:35piece of advertising
06:37is attributed to the brand
06:38So what Westpac's doing is in fact
06:40what ComBank does
06:42they have a
06:42you know, they've got their
06:43you know, diamond
06:44their yellow diamond
06:45they have a shape
06:46and the NAB
06:47they've got a star
06:48they've now decided that their star
06:50is their, you know
06:50their ability to differentiate
06:52their bank
06:53versus the other banks
06:54and then Westpac's decided
06:55that the W
06:56is the bit that differentiated
06:57like obvious
06:58duh
06:59and yet they haven't done it
07:00for 44 years
07:01so it's going to work
07:02at that level
07:02The other level where it's going to work
07:04is that the reality is
07:06as time goes on
07:07our relationship with the bank
07:08will in fact
07:09in effect be like a W
07:10in that it will be
07:11AI driven
07:12on our phone
07:13and that AI app
07:14will know you will
07:15it will know you very well
07:17so I feel like they're on this pathway
07:19where it's going to make sense
07:21for them
07:21and then if you start looking
07:22at the shorter work
07:23that they're doing
07:24you can see that that is
07:26where they're taking
07:27this communication
07:29so yeah
07:29I've moved on
07:30I actually think it's going to work
07:31I wouldn't call it brilliant
07:32I would still call it
07:33convoluted nonsense
07:34but it is going to work
07:35yeah
07:35I mean just
07:36just putting aside
07:37the play on the W
07:38but how can you
07:40I know
07:40I know
07:41you can imagine
07:42how this is going to spin off
07:43right
07:43double fees
07:44double queues
07:46double time
07:46but put that aside
07:48the thing I find cheeky about it
07:50is that
07:51you know
07:52Westpac
07:53is basically
07:54the insight here
07:55is saying
07:55we're all overwhelmed
07:57we're overwhelmed so much in life
07:58that we need another person
07:59we need another one of us
08:01to cope
08:01but their solution
08:03to that modern overwhelm
08:04is another you
08:06it's not lower fees
08:08it's not more branches
08:09it's not better service
08:11it's another you
08:12I mean it's
08:13it's either
08:14hubris
08:15or
08:15incredible
08:16oversight
08:17well it's a massive
08:18either claim
08:19it's definitely an either claim
08:20you know what it's like
08:21it's like going to a mechanic
08:22with an engine problem
08:24and then saying
08:24have you ever thought about
08:25getting two cars
08:28no it's not
08:29yes it is
08:32I don't think it is
08:33Todd anyway
08:33Karen
08:34it is really confusing
08:36right
08:36like if their insight
08:37if their insight
08:38is that we are time poor
08:40and overwhelmed
08:40why would you demand
08:41to make an ad
08:43that audiences
08:44have to use so much
08:45mental energy
08:46to understand
08:46I think the insight's correct
08:48I think the way they executed it
08:50was really badly
08:51and also like
08:53we're in this place
08:54where people are really
08:56serious about money
08:57at the moment
08:57there's cost of living
08:58there's housing crisis
08:59there's also like
09:00intergenerational wealth gap
09:01Westpac has a heritage
09:03of being the serious brand
09:05you know they went from
09:05like helicopters
09:06and Australians
09:07helping each other
09:08to this sort of place
09:09and it's like they could
09:10stand out from
09:11the rest of the competitors
09:12and actually talk like
09:13two adults in a room
09:14let's talk about
09:14your money problems
09:15where instead they've
09:16created this pleasant
09:17villa with this like
09:18Mumford and Sons
09:18kind of soundtrack
09:19and it's all just very nice
09:21and the thing is like
09:22nice is a biscuit
09:24and it's a biscuit
09:25that no one wants to eat
09:26it's covered in sugar
09:26it's the boring one
09:27that's in the tin
09:28no one wants nice
09:29nice doesn't stand out
09:30nice has no teeth
09:31like nice doesn't
09:32you don't remember nice
09:33well I think this will
09:35be remembered though
09:36Karen
09:37well first
09:38full disclosure
09:39I work on one of the
09:40competitions
09:40so
09:41but I also
09:42I'm very familiar
09:42with financial services
09:44as a category
09:45and I agree with you
09:46the insight is
09:47around this
09:48you know
09:48financial struggle
09:49that everyone's
09:49kind of going through
09:50but that's not just
09:51for the financial
09:51services category
09:52it's across multiple
09:53categories
09:53and the risk is
09:55when everyone's
09:55dealing with the same
09:56insight that they're
09:57trying to respond to
09:58you start to sound
09:59the same
09:59and back in 2018
10:02NRMA and Westpac
10:04were both saying
10:04we're helping
10:05right
10:06help was their big
10:06platform
10:07so I kind of
10:08understand where
10:09they're coming from
10:10of going
10:10we're just going to
10:11build something
10:11ownable
10:12so when we spend
10:1325% more
10:15on our media budgets
10:16this year
10:16at least it's not
10:18some generic
10:18thought
10:19it's something
10:20that at least
10:20people will go
10:21okay
10:21it's that colour
10:23it's our word
10:24it's everything
10:25around that
10:26so I understand
10:27it from that
10:27perspective
10:28and I do also
10:29give kudos
10:29to the fact
10:30that going
10:30after some
10:31custom music
10:32the thing
10:33that's happening
10:33in the world
10:34now
10:34in the ad
10:34world
10:34is this notion
10:35of distinctive
10:35assets
10:36everyone's obsessed
10:37with their
10:37distinctive asset
10:38and so
10:39they get excited
10:39in the boardroom
10:40because they can
10:40say you know
10:41what your
10:41distinctive asset
10:42is
10:42it's your logo
10:43and we're going
10:46to put an idea
10:46into the logo
10:47the idea being
10:48W
10:48and then we're
10:49going to double
10:50down on W
10:51and you watch
10:51what happens
10:52the attribution
10:53Todd
10:53the attribution
10:54of this advertising
10:55is going to be
10:56out of this world
10:56Russell
10:57I can't believe
10:58I'm saying this
10:58but I think
10:59you should stick
10:59with your gut
11:00instinct
11:00that it was
11:02convoluted rubbish
11:03I know it's
11:04convoluted rubbish
11:05it is convoluted rubbish
11:06stop there then
11:09other Russell's
11:10like come on
11:13we started the
11:15show in the
11:15afterglow
11:15but if you've
11:16been to
11:16Woolies lately
11:17you know
11:17how it feels
11:18to not use
11:19lubrication
11:22everyday rewards
11:23is Woolies
11:24loyalty program
11:25slash spying
11:26system
11:26and this new
11:27ad is checking
11:27you out
11:28at the checkout
11:28I'll get this
11:31sweet
11:32so close
11:32to getting
11:33$10 off
11:34oh
11:34don't forget
11:35to scan
11:58Oi mind your
11:59business baby
12:00if your parents
12:01knew how to
12:01scan a condom
12:02you wouldn't
12:02be here
12:05The Everyday Rewards ad has almost as many half-off signs
12:10for their loyalty programs as there are security cameras,
12:12making sure you're really loyal.
12:14But I love that tune.
12:16It's actually my second favourite Woolies song
12:18after this one I saw on Rage.
12:21I love stealing from Woolies, I love stealing from Woolies,
12:24I love stealing from Woolies, I do it every day.
12:28Real song.
12:30Real actual song.
12:33Karen, what do you think of that ad?
12:36You know, it's very fun and very un-Woolworth.
12:39And I think that's great.
12:40Like, when was the last time you saw anyone having a good time in Woolies?
12:42Because I think the thing is, we know that they're,
12:45along with Coles, are the big bad.
12:47But unfortunately, they're a necessary evil
12:49for a lot of people who can't be able to shop anywhere else.
12:53And we're in this really interesting position
12:55where people don't really want an apology for them anymore
12:57because we know that they're still going to do the same things
13:00that they've done before.
13:01So, if they're going to slap me in the face,
13:03we might as well have a good time with it, right?
13:05Like, let's just have some fun.
13:06Like, drop this sort of salt-of-the-earth,
13:09earnest farmer shtick that they have going on
13:11and actually just make ads that are fun and funny.
13:14Like, we know from research that 72% of people
13:17will be more likely to buy from a brand that is funny
13:20than one that is boring.
13:22And I think that's where Woolies are pivoting to
13:24when we see work like this.
13:26Isn't it great that we're now singing the action?
13:28Let me see you scan that.
13:29Let me see you scan that.
13:30Right, so usage is everything.
13:33So advertising designed to get you actually using.
13:36This... I actually really love this.
13:38I love the soundtrack.
13:40I love the use of, you know, let's call it a jingle
13:43in that it's, you know, they're driving usage into my brain,
13:45which is always the trick to jingles.
13:48It's very hard to...
13:48You've got to watch it, right?
13:50And I particularly love the older woman
13:52with her fantastic little move.
13:53Yeah.
13:54It's weird to see how, like, these supermarkets
13:57are selling surveillance and data collection
13:59and how they're sort of repositioning
14:01that it's not surveillance, it's helping you.
14:03So nobody says,
14:05would you like to be in a long-term behavioural monetisation program
14:08that's going to mine your data for their profit
14:10for the next 20 years?
14:12What they say is, would you like $3 off dog food?
14:15And we go, yeah, because they know two simple things.
14:18Immediate rewards are valuable,
14:20and with the law of reciprocity,
14:21when they give us something,
14:22we are willing and often give something back to them.
14:26And what I find disturbing about this ad
14:30is that it's almost honest.
14:32Because it is creepy that they're watching us all the time.
14:36And whether they're doing this unwittingly or not,
14:39they're sort of normalising this idea
14:41that collecting our data is kind of funny
14:44and it's OK and it's really great
14:46and we should collect as much as possible.
14:48So they can mine it for their benefit.
14:50And the future of that is not just,
14:53oh, when you walk in, you know,
14:54it's going to pop up on your phone saying,
14:56here's your shopping list.
14:57The future of that is going to be
14:58when it's happening already,
15:00which is surveillance pricing.
15:01So they're going to know you well enough.
15:03So the future is not how much does this product cost?
15:06It is how much are you willing to pay?
15:08And that's where it's all going.
15:10That's a potential...
15:10And in some...
15:11That is a potential future.
15:13That is a highly likely future.
15:15Well, no, that is a potential future,
15:17which probably will require legislation to not let happen,
15:20because that must not be allowed to happen.
15:21But this normalises it.
15:23This kind of makes fun of it.
15:25It's still remarkable how willing we are
15:28to give all our data for an equal reward.
15:31So the reward is often one point for $1.
15:33So it takes $2,000 of groceries
15:36to get one pan on your reward system.
15:39Yeah, it's a great piece of advertising, though, isn't it?
15:44Both Russells in firm agreeance.
15:47I think what they've done that's really interesting
15:49is they've set this ad in a point
15:52where most people find pain in the shopping journey,
15:55which is the price point, right?
15:57It's when you're paying and you're being like,
15:58how much am I going to lose this week?
16:00It's also in the part of the shops
16:02where, when we used to go shopping,
16:04you'd go to a cashier, you'd have a chat,
16:06you'd wait in queue,
16:07you might talk to the people around you
16:08because you're there for, like, five, ten minutes at the cashiers.
16:11Now, in that cattle call self-service bit,
16:14you're surrounded by human beings
16:16and you have no human contact and you feel very detached.
16:18And so they've shown us
16:20what we have not realised we miss the most
16:23from things that have changed in the past five years
16:26is human interaction and community.
16:29This is a bunch of strangers
16:30cheering each other on for saving money.
16:32Remember feeling happy?
16:33My research team assures me that some people do.
16:36For the rest of us,
16:39McDonald's has a new meal.
16:41Good luck going after our fans.
16:42We have a hundredth meal at McDonald's.
16:45You mean.
16:45Saja Boy's breakfast meal.
16:47Ours has ten chicken McNuggets.
16:49Ours has hash breast.
16:51Hash brown.
16:52Zoe.
16:52It's a battle for the fans.
16:53For our grown-up fans.
16:55Kids will love that,
16:56but they can't have it.
16:57According to the fine print,
16:59it cannot be distributed or redeemed
17:01by a child under 15 years.
17:04Why?
17:04Because it has cool adult stuff,
17:06like playing cards and special purple sauce,
17:10which, since it's adults only,
17:12I can reveal is made of grimace jizz.
17:25I can't wait to try it.
17:28It's going to be good.
17:30Oh, wow.
17:31That smells real bad.
17:33Yeah?
17:33Is it really purple?
17:35Yeah.
17:35Do you want to try it?
17:36I'm going to try it.
17:37It's had my finger in it.
17:38It's all right.
17:38It might taste a little like Vaseline.
17:40Exactly.
17:42Wow.
17:43Do you want a stick?
17:44It's actually purple.
17:45It's purple.
17:46Do you want a little stick?
17:47No.
17:48Oh, okay.
17:50That is...
17:51You know what I'm saying?
17:51You know what I'm saying?
17:55Grimace has had asparagus.
17:59Well done.
18:01Oh, God.
18:02That is disgusting.
18:05Oh, God.
18:08Oh, yeah.
18:10Mmm, I'm loving it.
18:14Kieran, is this just the way to make Happy Meals more expensive?
18:18With McDonald's and Huntrix and the K-pop Demon Hunters,
18:22I think there's two parts to it.
18:23There's the part around McDonald's,
18:25which used to be known as this fast food chain, right?
18:28And now they're not cheap, so that's a big difference.
18:31Coffee is a lot cheaper at your local cafe
18:34rather than going to McDonald's at the end of the day.
18:36And it's also not the fastest option.
18:38So there's those unfunctional things that you used to make it
18:41the place to go to get that meal that you wanted,
18:43not necessarily a thing that you're going for anymore.
18:45So they're trying to build these emotional connections.
18:47They're trying to get you connected through passions and partnerships.
18:50This strategy works for a lot of brands.
18:51They've always done this.
18:53For this particularly, why Huntrix,
18:55it has been a huge phenomenon.
18:58Now, in order to really look at if this is going to be effective,
19:01you kind of need to look at the original strategy.
19:03Is this something to really, like, make them land forever
19:06and really grow forever?
19:07No, this is probably not their long-term strategy.
19:09They've got the monopolies and those bits and pieces
19:11and those partnerships that come in regularly
19:13and build that longer-term growth.
19:15But what they're doing is
19:16they're dipping into these cultural insights,
19:19these moments in time, right?
19:20So they just did Friends, they did a few other ones,
19:23and they've got them changing all the time.
19:24And Netflix capturing something that has an audience
19:28that goes from kids to adults, I think it's really smart.
19:32That cultural moment in time,
19:33what's everybody else paying attention to?
19:35And I think K-pop Demon Hunters is also so creative.
19:39Like, that's what's let them do really interesting things with us.
19:41I know that that sauce is disgusting,
19:43but I think it's still let them do really interesting things
19:45with what the actual product in the Happy Meal looks like,
19:48even though it's expensive.
19:48Can I ask Todd a question?
19:50Yeah.
19:51Why not?
19:51Let's do it in a new format.
19:52You don't need me.
19:55I'm just wondering whether...
19:57I'm just wondering whether that animated fella
19:59with his six-pack of hashbrowns,
20:02whether that makes you want a hashbrown.
20:07Your licence to ask questions is revoked.
20:16So what's really interesting is
20:18instead of trying to compete in price,
20:19they're competing on a reason to actually shop there.
20:22And so what they're selling here is the reason why they can charge more
20:25is because they're not selling food.
20:26They're selling a fan experience.
20:28And this is your ticket into entering the world of K-pop Demon Hunters.
20:32So you've got this premium packaging.
20:33It's a bigger box.
20:35But then you also have the unboxing, right?
20:37And then you've got your blind collectibles where everybody wins.
20:40But then also you have an Instagrammable, socially shareable food moment.
20:44So in some previous ones, it's like a crazy shake.
20:46In this one, it is the purple sauce.
20:47Oh, OK.
20:48Where if you, like me, not a huge fan of K-pop Demon Hunters,
20:51but being like, I want to try the purple sauce,
20:53it's a small upgrade risk to do something that's a little bit fun,
20:56you want to share it on socials.
20:58But also for younger audiences,
21:00younger as in being 15 plus,
21:02because that's who this is meant to be aimed at,
21:04you can do it with your friends.
21:06So you can go in, you can each buy it, see what you get.
21:08Because you're carrying that big, giant box,
21:11it becomes this, like, culturally cool thing
21:12where you aren't carrying the Macca's bag that your parents have.
21:15It's like something that you can signal to everyone,
21:17I'm really into this thing
21:20and, like, look at me with my K-pop Demon Hunters merch.
21:22With the K-pop Demon Hunters
21:24turning the McDonald's arches even more golden,
21:27we thought it was time we lit on our own ABC icon
21:31beloved by kids all around the world.
21:33Hey, kids, do you love Bluey?
21:36Well, too bad.
21:37Introducing the Four Corners Adult Happy Meal.
21:40Each box includes a pack of six nuggets of Truth
21:44live exported right to you
21:46and our limited-edition anonymous sources,
21:50which we will never reveal.
21:52And don't forget your toy.
21:54It's a whistle.
21:55Go on.
21:56Blow it.
21:57The Four Corners meal.
21:58Because there's nothing to be happy about.
22:08To kick off the new season,
22:09we're racing right into the most controversial topic
22:12in the world right now, e-bikes.
22:15Which I believe are bikes from Israel.
22:19This week, we asked our agencies
22:21to make us love e-bike gangs.
22:23Here's the first pitch.
22:24Everyone is focused on the trouble out there,
22:27but disruption creates opportunity.
22:29It's just a matter of how you look at it.
22:30The people we celebrate today as heroes
22:33didn't often start out that way.
22:34They started out as trouble.
22:52Dance?
22:53My drama is your makeup.
22:55To show us how you play.
23:00Live, love, lead the air.
23:04Currents rising, the rye has begun.
23:08Live, love, lead the air.
23:15Go!
23:17Oh, you have convinced me.
23:20Here's our next pitch.
23:21This brief was tough.
23:23Yeah, because we all have pretty special feelings
23:25towards e-bikes.
23:27But we did have the insight
23:28that we were all kids ones too.
23:30And the stuff that we were doing
23:32and the people before us were doing
23:33was probably worse than zooming around on an e-bike.
23:37Every generation has their rebels.
23:41Outlaw.
23:44Troublemakers.
23:44This is kind of bad, isn't it?
23:46I suppose we're all bad in our own way.
23:48Hippies.
23:49It's also a time of rebellion
23:50against the authority of the adult world.
23:53Dropkicks.
23:54I think those are dangerous.
23:55Slackers.
23:56Losers.
23:57Idiots.
23:58Little shits.
24:00Worst nightmare.
24:04It could be worse.
24:09It's a ride of passage.
24:15Wow, you've convinced me.
24:16But what will our panel think, Todd?
24:18Which one do you prefer?
24:19I mean, I do agree that it's hard to take criminals
24:21with a low-carbon footprint seriously.
24:25So I'm going for two.
24:27Number two, what about you, Karen?
24:28Yeah, that's a clear number two for me.
24:30Karen?
24:31Number one made me laugh a lot,
24:33but I think the insight number two is stronger,
24:35so I'm going number two.
24:36Russell, you're the tie-breaker.
24:43Live, love, live the...
24:46Which one did you like?
24:47Definitely two.
24:48Definitely two.
24:49OK, well, congratulations to Jack and Nimble.
24:52We will have a helmet-less teenager race this over.
24:59Well, if you're watching the ABC right now,
25:01chances are you're a godless communist.
25:04Well, have you heard the good news?
25:06There's a new app that promises to get you closer to God,
25:09and hello be thy name.
25:10It's our time of year again.
25:12Hey, buddy.
25:13You leading Lent on Hallow this year?
25:14You bet, brother.
25:16Stay prayed up.
25:16Yeah, you know it.
25:18Hey, Father.
25:19You joining Lent again this year?
25:21Of course.
25:22Stay prayed up.
25:23All right, Father.
25:25Sister, you're joining us again on the app this year, right?
25:27I am, Mark.
25:28I can't wait to join you guys on Pray40.
25:30I love it.
25:30Hey, Chris.
25:31Yo, what's up, Mark?
25:32You want to join us on Hallow this year?
25:34Join you on Hallow?
25:36I was hoping you'd ask.
25:38Yes.
25:38Stay prayed up.
25:39I'll stay prayed up.
25:40You said it.
25:40I love it.
25:42Can I say that?
25:43Check it out.
25:44Download Hallow today.
25:47Jesus Christ.
25:53How did they get Jesus Christ?
25:56Hallow is like Grindr for God.
25:59For just $17 earthly dollars a month,
26:02Hallow offers prayer guides,
26:04tracks your devotion,
26:05and if you miss a day,
26:07it'll kill your firstborn son.
26:10Love it.
26:10So far,
26:11Hallow has logged over a billion prayers
26:14and is fronted by holier-than-thou celebs
26:16like Gwen Stefani,
26:18who told me that she ain't no Hallowback girl.
26:23But when it comes to God,
26:24she has no doubt.
26:28I just hope it can help my friend Mark,
26:30who seems to have a gambling problem.
26:31Let's let the world!
26:38And as our Lord and Saviour Jesus Christ always says,
26:41chances are you're about to lose.
26:45Todd, will we pay to pray?
26:47It's incredible, isn't it?
26:48Like salvation behind a paywall.
26:50I mean, it's just...
26:51Arguably, it's not surprising,
26:53but arguably God is the most successful brand in the world
26:56and the church has been monetizing him
26:58for thousands of thousands of years.
27:01I think what's sort of,
27:03I guess,
27:05depressing
27:05is how they're doing it.
27:08So using an app,
27:09using a digital platform to do it.
27:12So for many people,
27:13they're getting anxiety
27:14and detachment
27:15and loneliness,
27:16issues
27:17because of technology.
27:19And once again,
27:20we're turning to the technology
27:22that makes us feel distracted
27:23to help us straighten out.
27:25And that, to me,
27:26is what's a bit off about this.
27:28I'm just shocked at,
27:29since when did religion become mainstream
27:31to talk about in ads?
27:33And so that, for me,
27:34is very surprising.
27:35I think we went through
27:36a big period of time
27:37where you just didn't see it.
27:38Now they're like taking Super Bowl ads out
27:40and they're doing big things with this.
27:41But it's clearly this ambition to go,
27:44OK, how do we make young people
27:46connect with faith again?
27:47Because that doesn't exist
27:48in a younger space.
27:49But I also think the delivery of that ad,
27:52the execution of it,
27:53was way too fake for me.
27:55Like, I think Mark Wahlberg
27:57was a choice, right?
27:58So they weren't using celebrity endorsements
28:00before they brought him on.
28:01And I actually read an interview
28:02with the CEO and co-founder
28:03where he said
28:04it was to attract an audience
28:06of lapsed Christians
28:07but also the non-religious.
28:09So people who might be agnostic
28:10or God-curious
28:11and to get them in.
28:13Because we know that
28:13celebrity endorsements,
28:14that people are more likely
28:15to buy a product
28:16if it is sold with celebrity.
28:18And what's really interesting
28:19is that audience of people
28:20who are unsure,
28:22this helps to reinforce with them,
28:24which all humans have,
28:25is that we're looking for
28:26like-minded people
28:27to reinforce our worldviews
28:29so that we can think
28:29that it is right.
28:30So when you're seeing
28:31your, like, group of bros
28:33like Chris Pratt
28:34and Mark Wahlberg
28:34and a bunch of other religious people
28:36all on there doing it,
28:37you're like,
28:37ah, I've made the right choice
28:39in choosing this religion
28:41or doing this every day,
28:42which is really
28:43an interesting sort of thing
28:44that works.
28:45But also, like, the app,
28:47even though, you know,
28:47as you were saying,
28:48it's like using that
28:49when people have an app addiction,
28:50it's actually borrowing
28:51a lot of behaviour
28:52that people have online
28:54and using it.
28:55So in the Hello app,
28:56you can have, like,
28:58Bible sleep stories,
29:01calm meditations,
29:02I think, like,
29:02there's calm readings,
29:03and things that people
29:04are already downloading apps
29:06for and using.
29:07But also,
29:08the behaviours of religion
29:09are often time-based
29:11and ritual-based
29:11and your phone supports that.
29:13So you've got calendars,
29:13you've got timers,
29:14you've got notifications,
29:16you can even have, like,
29:17audio playing,
29:17so you can listen to the Bible
29:18while you're driving.
29:20Interesting, isn't it?
29:21Is the objective of Hello
29:23to actually get people
29:24into, you know,
29:25to practise religion
29:27and go to church
29:28and, you know,
29:28and practise how they go
29:30about their life
29:31in a different way
29:31or is it because
29:32they want to get
29:33the subscription?
29:34I think it's a subscription.
29:35This is a replacement of church.
29:37They're not being like,
29:38hey, do some of our
29:4040 days of Lent
29:41and go to church every Sunday.
29:42This is your church.
29:43You've got a father on there,
29:44you've got a nun on there,
29:45you've got everything you need.
29:46They're actually,
29:47it's really interesting
29:48because this is privately owned.
29:49It is competing against the church
29:51on the basis of religion.
29:53And that's the issue
29:53I have with it.
29:54I think in most cases
29:55you can get away with your,
29:57you know,
29:57who you're using
29:58as your celebrity ambassador.
30:00But in this case,
30:01I think it's not cool of them
30:02not to show
30:03that he's an investor
30:04in the company.
30:05That, that's a bit like,
30:07come on.
30:07You are,
30:08you have equity
30:09in the thing
30:10that you're selling
30:10on behalf of God
30:12that you're going
30:12to make money from.
30:13It's a nice logo.
30:15Done.
30:18That was a beautiful pivot
30:20by you.
30:21I love that.
30:22Todd got a bit serious
30:23and you were like,
30:23logo nice?
30:27Heather Russell whispering
30:28in your ear,
30:29logo nice.
30:30Logo nice.
30:31Say the logo's nice.
30:35Surely that line though.
30:36That line,
30:37I can't stand that line.
30:38Stay prayed up.
30:38Yeah.
30:39Stay prayed up.
30:40Are you staying prayed up?
30:41It felt so forced.
30:42Stay prayed up.
30:44Yeah.
30:44Hey,
30:45stay prayed up.
30:46Yeah.
30:47I know, right?
30:48Yeah,
30:48that's,
30:49that's one of those,
30:49like,
30:50you know when your uncle's
30:50trying to be cool
30:51type of thing?
30:51It feels like that.
30:52But again,
30:53it's usage,
30:53right?
30:54You know,
30:54the line's designed
30:55and all these,
30:56all these platforms,
30:57the key is,
30:57you know,
30:58reach and then usage.
30:59So you've got to get
30:59repeat usage.
31:00So stay prayed up
31:01is a,
31:01it's a usage line.
31:02Don't say amen
31:03because that won't
31:03get usage going.
31:04So stay prayed up.
31:08From one resurrection
31:09to another,
31:10the death of Jeans West
31:12hit devoted denim
31:13demons like me
31:15so hard
31:15that I haven't worn
31:16pants since.
31:17Don't look under the desk.
31:20But now Jeans West
31:22is back,
31:23sort of.
31:34A warm,
31:36cosy Australian
31:37cafe
31:38atmosphere
31:39with relaxed
31:41indie folk vibes.
31:43Why do these two
31:44look so alike?
31:46It's not good jeans,
31:47it's A.I.,
31:48which is why
31:48the song lyrics
31:49sound suspiciously
31:50like the prompt
31:51that Jeans West
31:53put into the A.I.
31:54generator.
31:55A warm,
31:56cosy Australian
31:57cafe
31:58atmosphere
31:59with relaxed
32:01indie folk vibes.
32:03The Jeans West.
32:05The Jeans West marketing
32:09is full of the Jeans
32:11worst slop slogans
32:12like,
32:12jeans time is here
32:13and the more
32:15straight to the point,
32:16buy jeans!
32:18Personally,
32:19I can't wait
32:20to dress in all denim
32:21and go for a romantic walk
32:22to
32:24Haute La Rue.
32:26Come on, baby,
32:27let's climb it!
32:29Karen,
32:30can Jeans West
32:31sell a bootleg?
32:33You know,
32:33I think this is a great
32:34example of when
32:35marketers,
32:36or anyone really,
32:37has too much confidence
32:38in the output of A.I.
32:39cos I think the discussion
32:40isn't whether you use A.I.,
32:41it's whether it made
32:42something worse.
32:44And in this,
32:44for example,
32:45a lot of discussion
32:46has been about
32:47what is the relationship
32:48between these two women,
32:50right?
32:50Are they sisters?
32:51Is it a mother-daughter thing?
32:52Is it a twin?
32:53Is this a W situation?
32:55Is it her in the future?
32:57Like,
32:57it's not clear
32:58because they both
32:59have the same hair
32:59but one's a little bit longer
33:01and they look similar
33:02but not.
33:03Where if you did this
33:04in real life,
33:05you would have gone
33:05through a casting process
33:06where you would have
33:07had those discussions
33:08of being like,
33:09is this clear enough?
33:10Does she look like
33:11she's her whatever
33:12she's meant to be?
33:13And you would have
33:13made sure through
33:14styling and propping
33:15and through acting
33:16and directing
33:17that that was clear
33:18to the viewer.
33:19Where this is just
33:19confusing.
33:20It also isn't shot
33:21like a fashion ad.
33:23Like,
33:23the angles that
33:24this AI model is at,
33:25some of them are like
33:25really forward
33:26and blocky looking
33:27and that the clothes
33:28make it look like a Gumby
33:29where like some of the angles
33:30like them seeing like that,
33:31it's like you get a good view
33:32up an armhole
33:33and like those aren't things
33:34that sell clothes.
33:36But then I think
33:37the lyrics at the end
33:37just cap off
33:38that they just churned
33:39something out
33:40and this was probably
33:40made in China
33:41where Jeans West
33:41is located,
33:42that they didn't do
33:43the due diligence
33:44of checking with anyone
33:46what those lyrics mean
33:47because they were being like,
33:47this all seems fine,
33:48tick, tick, tick, tick, tick.
33:50Here's the tragedy.
33:51No.
33:52Excuse me.
33:52Russell's choked up.
33:53Yeah.
33:54Here's the tragedy.
33:55Yeah, what's the tragedy?
33:55The tragedy is it doesn't matter.
33:57It doesn't matter
33:57because in the end,
33:59so Jeans West is a brand
34:00that, you know,
34:00there's,
34:01it's incredible,
34:02like all these brands
34:02that are in our brain
34:03and all you've got to do
34:04is just set it alight
34:06and that's really
34:07all this advertising
34:08is doing.
34:08So there's this notion,
34:10you know,
34:10in the investment world
34:11that we are on our way
34:13to having single person
34:14billion dollar companies.
34:15So you can have
34:16a single person
34:17billion dollar company
34:17making,
34:18like let's say
34:19it's Jeans West,
34:20so there's a brand
34:21that you just have to
34:22ignite very readily,
34:23very cheaply with AI
34:25and then you can just
34:26sit at a desk
34:26and just,
34:27you know,
34:27get all the orders
34:28and send them out.
34:29Like it's this incredible
34:30low cost model
34:31to go about
34:32building a business.
34:34I'm not so sure
34:34it builds a brand
34:35but it definitely
34:36is going to build a business.
34:37I think it's tragic,
34:38I think it's really tragic
34:39but that is where we're at.
34:41Like I get it on paper,
34:43right?
34:43So on paper
34:44using AI for advertising
34:45makes sense.
34:46It's cheaper,
34:47it's highly scalable
34:48and it's faster.
34:50But fashion
34:51doesn't just sell fabric.
34:53You know,
34:53it sells aspiration
34:55and it sells
34:55lots of other things.
34:57It sells a look
34:57and it sells,
34:58and so when you look
34:59at this
34:59and it's so cheap
35:00and obviously
35:02like stupid,
35:04you don't just question
35:05the product,
35:07you question
35:07the whole company again.
35:09And I think
35:10making a forgettable ad
35:12faster
35:13still makes it forgettable.
35:14If it was for a brand name
35:16that we'd never heard of before
35:17then I would agree with you
35:18but because we've heard of it,
35:19it works.
35:20The amount of content
35:22being created
35:22on channels
35:23that people are consuming
35:24these days
35:24is ridiculous.
35:25AI swap is real,
35:27this is part of that as well.
35:28And so I can totally
35:29understand the ambition
35:30of going,
35:31we don't have that much budget,
35:32we want to create something
35:33but how do we still
35:35have that human connection
35:36in it?
35:37That is the big challenge
35:38and I think no one's
35:39answered that yet.
35:40Everyone's trying
35:40to do it in some way
35:41but I do think
35:42you're going to start
35:43alienating audiences.
35:44Fashion is something
35:45that's so representative
35:46of who you are
35:47and how you put yourself
35:48out there
35:48that you can't just,
35:49you know,
35:50throw AI in
35:51and take over
35:52the emotional part
35:53of what it should be
35:54at the end of the day.
35:54Hello promises
35:55our prayers will be answered
35:56but only if Mark Wahlberg
35:58doesn't hang up first.
36:00Hey buddy.
36:01Hey buddy.
36:02I noticed you seem
36:03to be hanging up
36:04on people in these ads.
36:06Just what...
36:06Yeah, you know it.
36:07Hey father.
36:08Hey, son,
36:09I guess.
36:10I really want to talk
36:11to you about
36:12how you're hanging up
36:13on people in...
36:13Sister,
36:14you're joining us again
36:15on the app this year, right?
36:16Girl,
36:17it feels like you're
36:17not listening to me.
36:19Love it.
36:19Check it out.
36:20Download hallow today.
36:21Hello?
36:22Hello?
36:22Are you still there?
36:29Please thank our panel,
36:30Todd Sampson,
36:31Cairn Ferry,
36:32Caudillard,
36:32Cairn Ferry
36:33and Russell Howcroft.
36:38We were going
36:39to leave you tonight
36:40with something
36:40made by humans
36:41but then we were
36:42prompted to go
36:43in a different direction.
36:47An ABC comedy panel show
36:50Like that murder one
36:51and that museum one
36:53and the quiz one
36:54and these are the quiz ones
36:56and whatever this one was
36:58make the ads get slowly worse
37:01and the hosts get rapidly older
37:03at 18 seasons
37:05of heavy sexual tension
37:07and hide it in a brand
37:08that everyone thought
37:09was already dead.
37:13Generating the wind.
37:14Thank you so much together.
37:15I'll see you next week.
37:15I'll see you next week.
37:15I'm gonna end it
37:16I'll see you next week.
37:16I'll give you next week.
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