Ideas that are carried forward by culture live more.
Davis wrote in his blog once the seven things he learnt while at W+K one of them was this: 'Ideas that influence culture sell more'. For example: 'Chuck your Chintz' IKEA, 'Think Different' Apple etc. This is a fantastic principal but somehow felt like it's not quite right. Maybe I don't like the word influence so here is my take on the same principal: 'Ideas that are carried forward by culture live more'. A recent example: Snakes on a Plane. Snakes on a Plane is a new film starring Samuel L. Jackson and as the title suggests it is about Snakes on a Plane. Here is what the film makers did in order to make this an idea carried forward by culture: - They asked film buffs online what to call it and the reply was Snakes on a Plane - The movie wasn't shown to media in advance a typical thing in film marketing (they had to see it at the premier like everyone else) - However they only released 'audio trailers' of Samuel L. Jackson saying 'there are snakes on the motherfuckn' plane' - It is arguably the first Wikipedia-ised movie created by the users themselves. - Producers scanned fan sites for what should go in it and agreed to such gems as Samuel L. Jackson to say: 'I've had it with these motherfucking' snakes'on this motherfuckin' plane'doubtlessly going to go down in Hollywood as one of the finest lines ever written -:) And another one where the captain predicts the fate of a plane with snakes on: 'Go down quicker'n a Thai hooker'. - There is of-course endless blogs, spoofs, sites, films, virals etc that were created by fans around similar or same idea for example: - Snacks on a Plan - lamenting the decline of airline food - Steaks on a Train - about a steak on a Parisian train - Blanks on a Blank - a film making competition around the same theme The film topped the US box office in its openning weekend there is no doubt in my mind that allowing culture to carry the idea forward allows it sell more and live more an aspiration for all brands not just cool entertainment brands.