715 Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up With Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control
This is a OPEN AI summary of the Tim Ferriss Podcast #715- visit www.TinyTim.blog for more AI summaries, or www.Tim.blog for the official Tim Ferriss Podcasts
Tim Ferriss and Chris Beresford-Hill discuss Chris's first job at a trendy ad agency in Boston, where he started as an unpaid intern and eventually got hired after impressing his boss with a creative ad idea for the Dallas Mavericks. They also touch on the competitive nature of the advertising industry at the time and how Chris used his creativity to stand out and secure a job offer.
Chris Beresford-Hill discusses how he landed his first job in advertising by cold emailing a potential client with a clever subject line, and how luck played a role in his success. He also shares his approach to getting his foot in the door, starting with offering to do anything for free. He eventually worked his way up to bigger tasks, such as writing for GM conventions.
The speaker discusses the importance of working your way up in the advertising industry and the role of luck in finding success. He shares his experience interning at Modernista, a renowned ad agency, where he learned about taste and high standards from the owner, a well-known and talented writer. He also mentions the impact of books on copywriting and print advertising in his own journey towards entrepreneurship.
The speaker discusses their fascination with advertising and the power of language to influence thoughts. They also mention their success in booking an interview on a podcast through a cold email, highlighting the importance of establishing credibility and getting to the point quickly. They also mention their interest in discussing not just successes, but also failures and the ability to execute ideas.
The speaker discusses the importance of making one's ideas and products easy to buy, using his experience as an agency pitch as an example. He also mentions a well-crafted father-son trip to California that was formative for him and how it sparked his passion for production and sets.
A man recalls a childhood memory where his father taught him the definition of creativity by finding an alternative way to access Universal Studios. He also shares how his father's determination and ambition influenced him to take risks and pursue his passions. The man's frequent moves as a child led him to observe people and develop his creativity, which he used to fulfill his dream of seeing the New York Knicks play.
The speaker, Chris Beresford-Hill, recalls his experience of sneaking into a New York Knicks basketball practice with his friend and getting to play a game with NBA players Anthony Mason and John Starks. He also shares his persistent attempts to contact his favorite comic book artist, Rob Liefeld, and his excitement when he finally gets to see him at a comic convention.
The author, Chris Beresford-Hill, shares his journey in the advertising industry, from being a mediocre student to working at Modernista and then Goodby, Silverstein. He credits his success to his ability to adapt and learn from different styles and experiences. A pivotal moment for him was when he received a positive response from Mark Cuban, which gave him the confidence to pursue his dreams and work towards bigger goals.
Tim Ferriss and Chris Beresford-Hill discuss the Modernista style of advertising and the role of taste in creativity. They also touch on the importance of being open-minded and finding one's unique voice within the constraints of a given project or job.
The speaker discusses working with constraints in a team or with contractors and how it can lead to creativity. They also talk about the challenges of navigating different hurdles and building a successful portfolio in the advertising industry. They share their personal experience and approach to finding opportunities and pursuing their goals, including being proactive and taking control of their own destiny. They also briefly mention their first Super Bowl ad and the process behind it.
The speaker, Chris Beresford-Hill, shares his experience of securing a Super Bowl ad assignment by asking for it and using a strategic approach. He discusses the changing dynamics in the advertising industry and how he leveraged his relationship with a strategist to create a successful campaign. By asking targeted questions and using his skills, he was able to stand out and secure the opportunity.
The discussion is about the process of creating a 30-second spot for a Super Bowl ad, which is a significant investment for the company and reputationally important. The guest, Chris Beresford-Hill, shares his techniques for coming up with creative ideas, such as cajoling oneself to release every possible thought and tricking oneself into coming up with more ideas. He also talks about how he used the technique of "reverse-painting himself into a corner" to come up with a successful ad.
The conversation between Tim Ferriss and Chris Beresford-Hill discusses the process of creating an ad for Emerald Nuts. Beresford-Hill explains how the idea of turning Robert Goulet into an afternoon poltergeist came about and how it was received by the advertising world. He also emphasizes the importance of a simple and rational strategy behind even the most creative and surprising ad ideas. The ad was ultimately successful in conveying the message of the dangers of an energy slump in the afternoon.
The focus group for a commercial involved people in the targeted demographic reading the script and answering questions about it. The questions focused on understanding and perceptions of peanuts and the brand. The commercial was well-received, possibly due to the natural energy message and a celebrity endorsement from Robert Downey Jr. The shoot went smoothly with a supportive client, and the final product was edited by Ian McKenzie.
The use of final cut technology allows for experimentation and exploration in the editing process, but it also means less thinking and a potential loss of perfectionism. Working with a familiar editor can ease the process, and the final product may be different from what was originally envisioned. The role of editors is important and often overlooked, as they have the power to shape the final product. Feedback and criticism can be valuable, but ultimately it is important to trust in one's own vision and not let lukewarm reactions deter from that.
Chris Beresford-Hill, a former employee of BBDO, discusses his experience working for worldwide chairman and chief creative officer David Lubars. He explains that Lubars was a great boss because he was clear and consistent in his decision-making, which allowed for progress to be made. Lubars encouraged his team to make decisions and move forward without hesitation, which ultimately led to the agency being one of the most awarded in the world. Beresford-Hill also shares how he used this leadership style during his time at BBDO and how it influenced his own approach to managing teams.
Chris Beresford-Hill discusses the importance of making fast decisions in the creative industry and trusting one's instincts. He believes that obsessing over decisions can be counterproductive and that it's better to take action and make adjustments as needed. He also shares an example of a Mountain Dew Super Bowl ad that started as one idea but evolved into something completely different, showcasing the value of non-linear thinking.
The author, Chris Beresford-Hill, was the chief creative officer at TBWA\Chiat\Day when they were the agency of record for Mountain Dew. They came up with a bold and daring idea for a Super Bowl ad featuring Daniel Day-Lewis, but it was never purchased by PepsiCo due to potential legal issues. The ad would have featured Will Ferrell in a surprise twist and was ultimately not approved by the client.
In a conversation between Tim Ferriss and Chris Beresford-Hill, they discuss the idea of getting away with something naughty in regards to creative advertising. They give the example of a potential legal issue involving Daniel Day-Lewis and Pepsi, and how they came up with a successful commercial idea involving Bryan Cranston and Tracee Ellis Ross. They also mention the importance of staying creative and taking risks in the advertising industry. Additionally, they touch on the idea of using a feeling of excitement or quickening as an indicator for success in investments or creative ideas.
The conversation discusses the importance of approaching work with a playful and creative mindset in order to produce successful and memorable results. It also touches on the role of an agency partner in helping clients focus and streamline their messaging.
The discussion is about the importance of reducing and editing marketing messages to focus on the most compelling aspect of a product or service. Examples are given, such as "Got Milk?" and "A thousand songs in your pocket," to illustrate effective messaging. The conversation then shifts to a specific project for Adidas, where the team used a full-court press approach to land the gig and develop a strategy that would address body confidence issues for young girls in sports.
A client wanted to promote girls in sports and partnered with Billie Jean King. They initially planned to sell her iconic blue suede shoes, but decided to create a campaign where people could transform their own shoes into replicas of King's. They quickly started the project and secured internal funding to jumpstart it. However, the client later specified that only Adidas shoes could be used for the campaign.
A creative agency is tasked with creating a campaign for Adidas, but the client, a major brand, has strict guidelines. The agency decides to take a risk and spray other brands' shoes with the Adidas logo, which causes controversy but ultimately gains attention and praise from sneaker enthusiasts. The agency takes responsibility and makes the best of the situation, resulting in success and recognition for their innovative idea.
Billie Jean King discusses the importance of taking risks and making bold decisions when in a position of power. Tim Ferriss compares it to racing, where drivers have to carefully calculate their moves. Chris Beresford-Hill shares a personal failure from his time at an agency, working with Napster as a client. He emphasizes the importance of learning from failures and not dwelling on them.
The founder of Napster, Shawn Fanning, initially described the platform as a way to share music, but it was later shut down for copyright infringement. In 2002, the platform was relaunched as a streaming service with a unique marketing campaign called "Crashster," which involved paying people to disrupt live broadcasts and promote Napster. However, the idea was shut down by the Napster board and taught the lesson to "get what you need and get out of the room." Despite the rejection, it was a valuable learning experience for the 22-year-old creator.
The speaker reflects on the missed opportunity that could have made them successful at a young age, but ultimately led them on the path to their desired career. They discuss the importance of asking questions and recommend a book, "Hey, Whipple, Squeeze This," as a guide to understanding the advertising industry and creative work.
The conversation is about a book that is highly recommended and includes three videos that are inspiring for creative individuals. The videos mentioned are "South Park, 6 Days to Air", "Some Kind of Monster" about Metallica, and "Conan O'Brien Can't Stop". These documentaries show the pressure and challenges of being a creative individual and provide insight into team dynamics and pushing oneself to the limit. The conversation ends with anticipation and excitement to watch the recommended videos.
Tim Ferriss and Chris Beresford-Hill discuss the challenges of being a writer and how to overcome writer's block and stay focused. They mention using different techniques, such as tricking oneself and exploring personal interests, to generate ideas. They also talk about the importance of endurance and taking care of oneself while pursuing a creative career. The book "Bird by Bird" is recommended as a helpful resource for writers.
The author's little brother was struggling to write a report on birds, but their father's advice to take it "bird by bird" provided a sense of permission and empowerment. The author also shares their own struggle with meditation and how they have found fitness to be a form of meditation for them. They describe their intense workout routine at a gym called Tone House and how it has helped them let go of anxiety and focus on their day.
Tim Ferriss and Chris Beresford-Hill discuss the importance of physical exercise and how it can help improve mental well-being. They also talk about books that have had a significant impact on their lives, including "The Easy Way to Quit Smoking" by Allen Carr, which has helped many people quit smoking, and another book that has been recommended to them called "The Easy Way to Quit Caffeine." Both books use a similar method of dispelling reasons for addiction and have received positive reviews.
The conversation is about the book "The Culture Code" by Daniel Coyle. Tim Ferriss has not read it yet but has been recommended by Chris Beresford-Hill, who believes it is a valuable read for both leaders and individuals. They also mention their admiration for Conan O'Brien and Arthur Ashe. Tim highly recommends a book by John McPhee called "Levels of the Game," which showcases the author's mastery of nonfiction writing.
Two friends discuss their best investments under a hundred dollars, including a life-changing fitness class and weekly breakfast at a beloved restaurant. They also touch on the power of effective communication, and the importance of capturing and collecting good ideas.
Tim Ferriss and Chris Beresford-Hill discuss their experiences starting a direct response business in sports nutrition. Tim shares how he would save ads and take notes on what made him buy a product. He also studied headlines and art direction in magazines to see what grabbed his attention. He learned the importance of composition and how clutter can be used as branding.
The conversation discusses the power of art direction and the use of words in advertising. It emphasizes the importance of understanding the manipulation of thoughts and behavior through words and urges listeners to study them for defensive purposes. The speaker also mentions the Netflix special "The Push" as an example of how easily people can be influenced.
The importance of understanding human behavior and persuasion is discussed, along with the idea that practitioners often have a better understanding than scientists and theoreticians. The value of studying psychology and learning from successful persuasion tactics is emphasized. The need for defense against overwhelming personalized pitches and the importance of balancing blue-sky thinking with real-world constraints in advertising are also touched upon. It is noted that good ideas can often find the necessary resources, but constraints can also be beneficial for creativity.
Chris Beresford-Hill, a creative director, shares a story about a successful advertising campaign for Foot Locker, where they were able to pitch and execute bold and crazy ideas by first building goodwill and trust with the client. He also credits his mentor, Rob Reilly, for the mantra of always bringing extra ideas to clients.
The speaker, Chris Beresford-Hill, shares two stories about his experiences in the advertising industry. One involves convincing a client to take a risk on a complicated idea, which ended up being successful. The other story involves working with Kanye West on an ad and almost getting fired. The speaker also mentions a lesson learned from a different project involving wheelchair basketball.
The story follows a group of friends playing wheelchair basketball to support their friend who is in a wheelchair. The ad was created for Guinness with the tagline "Made of More" and aimed to portray the idea of doing something for a friend that would mean everything. However, the process of making the ad was difficult due to clashes with the client and ultimately, the team felt like they had lost every battle and considered taking their names off the project. Despite this, the ad was released and became a hit, receiving over a million views overnight. It resonated with viewers as it touched on the concept of friendship and doing something selfless for someone else.
Chris Beresford-Hill, a creative in the advertising industry, shares a lesson he learned about not getting caught up in the small details and staying open to feedback. He also shares his message for others to "see what's possible" and encourages creative pursuits. He hopes to attract talented individuals to the advertising industry to keep it vibrant and exciting.
In this conversation, Tim Ferriss and Chris Beresford-Hill discuss the importance of collaboration in marketing and the trade-offs of being an independent creator. They also emphasize the value of connecting with others and expanding one's horizons in a collaborative environment. The links to their LinkedIn profiles and show notes are provided for further information. The conversation ends with a reminder to be kind to others and oneself.
https://tim.blog/2024/01/11/chris-beresford-hill/
