Hard can be the opposite of easy or the opposite of soft; we can solve hard problemswhile listening to hard rock. Or we can think long and hard about two new ad campaigns that use hard in a specific, modern way.
Fritinancy Fashion Week continues with the story of a venerable retailer, a mysterious ad, and a clever tagline/hashtag.
The September 2015 issue of American Vogue contains 832 pages, and on only two of those pages do we see women who aren’t whippet-thin. The women on those two pages are photographed in silhouette against a gray background, and although the spread appears to be an ad, no brand is identified – there’s only a date (9.14.15), an enigmatic hashtag (#PlusIsEqual) and web URL (plusisequal.com), and “It’s time for change. Be part of it.”
It’s hard to stay clean when you’re sleeping on the streets. A new San Francisco nonprofit, Lava Mae, has an ingenious remedy: transforming old Muni buses into mobile bathrooms, complete with stall showers and toilets, that travel to neighborhoods with the greatest need.
Lave Mae and its founder, former public-relations executive Doniece Sandoval, were featuredin the San Francisco Chronicle earlier this week on the occasion of the unveiling of Bus No. 2. Sandoval’s plans include expansion throughout California.
“Delivering dignity, one shower at a time.” For more on the “One X at a Time” sloganclone, seethis 2012 post(and follow the links for more).
According to the Chronicle story:
Lava Mae’s simple solution of providing homeless people with showers and toilets has captured the attention of people around the world, many of whom have asked Sandoval to help them create a similar program.
To deal with the huge interest, Sandoval is working with the International Centre for Social Franchising, which is based in London but also has an office in San Francisco. It seeks to help organizations with a social benefit replicate their work in other places around the world.
Sandoval has decided to focus on serving 30,000 homeless people around California by 2020 — and recently met with state Sen. Holly Mitchell of Los Angeles to discuss a Lava Mae-type program there.
There’s a feel-good story behind the Lava Mae name, too. Here’s how the organization’s website tells it (verbatim):
In Spanish, “lavame” means “wash me”
In our culture, we refer to vehicles in the feminine as in, “She’s a beauty, isn’t she?”
In the South, (where our founder grew up), it’s not uncommon for people to have two first names e.g Billy Bob, Peggy Sue. Putting it all together gave birth to the name Lava Mae
OK, the copy needs some, um, cleaning up. If you want to be picky about it – hey, it’s in my job description! – it’s “lávame,” with an acute accent to mark the stress on the first syllable. And I cringed a little at the bio that reads “Brett is the principle and founder of StudioTerpeluk.”
I’ll stop quibbling now and instead reaffirm that I like the Lava Mae name: it’s friendly, personal, down-home, clever, and bilingual. (The echoes of Fannie Mae and Sallie Mae, which also aim to help people in need, may be intentional.) And I applaud the work Lava Mae is doing. In a region dominated by whiz-kid techpreneurs whose idea of “making the world a better place” is selling an app that does stuff your mom used to do for you, this is a truly creative and, yes, disruptive initiative.
Gee, it seems like only last week that I brought you tidings of “family” and “museum” being used as verbs. Hang on – it was last week! And now I can make it a trifecta: the cable network TCM (Turner Classic Movies) has launched a new ad campaign that verbifies “movie.”
A new brand campaign for Turner Classic Movies not only puts the emphasis on movies, but turns the word into a verb.
With the slogan “Let’s Movie,” the channel is urging people who love movies—not just the classics—to tune in.
Watch the 60-second spot, which contrary to the mission statement does in fact spotlight classic movies like Casablanca and Ben-Hur, and whose narrator coos, “Let’s live. Let’s love. Let’s go. Let’s movie!”
And mark your calendars: September 19 is Let’s Movie Day. “Hopefully that will get a little buzz,” TCM general manager Jennifer Dorian told B&C, a little plaintively.
By the way, “Let’s Movie” is not to be confused with “Let’s Move,” which is First Lady Michelle Obama’s campaign to reduce childhood obesity.
How do you translate a colloquial, nonliteral expression like Trainwreck—the title of the new Amy Schumer feature film—into non-English languages? IMDb has a list of global akas; Mashable has helpfully re-translated some of them. (Not included in the Mashable list: Y de repente tú (“And suddenly you”), probably the most romantically inclined of the bunch. In France, by the way, the official title is Crazy Amy—yes, in English.
Translation of the French Canadian title, Cas désespéré.
Three guys were watching HBO’s “Silicon Valley” when it occurred to them to create a dictionary of jargon used on the show. The result is Silicon Valley Dictionary, where you’ll find definitions for terms like This changes everything (“Nothing has changed. Pure marketing”) and Awesome journey (“used when a startup has failed”).
“When Simon Tam dropped out of college in California and moved to Portland, Ore., to become a rock star, the last tangle he imagined falling into was a multiyear battle with the U.S. Patent and Trademark Office over his band’s name.” The trademark tussle over “The Slants,” which the USPTO has deemed “disparaging” and thus ineligible for protection. (For a more technical perspective, see this Brent Lorentz post at Duets Blog.)
The strange charm of cutthroat compounds like pickpocket, scarecrow, and, well, cutthroat: Stan Carey on these rare English words“that have a long, colourful history and constitute a very interesting category.” (I wonder how the newish fondleslab fits in?)
The 2014 Social Security Administration stats on baby names are out, and the Baby Name Wizard blog has discovered some interesting trends in the data. The biggest trend? What naming expert Laura Wattenberg calls “the great smoothing of American baby names”: goodbye “chunky” names (Jayden, Jessica), hello “silky,” vowel-rich names (Amanda, Mia, Noah, Liam).
Speaking of popular names, here’s a fun tool to discover what your “today baby name” would be, based on the ranking of your own name in the year you were born. The tools works backward too: If I’d been born in the 1890s, chances are I’d have been named Minnie. More than a time-waster, the tool can be a big help in character-naming. (May take a while for the tool to load.)
“She originally went by Flo White, then Lord of the Strings. She eventually settled on the Period Fairy. It was more straightforward.” A new ad from category-busing Hello Flo, which sells a Period Starter Kit to adolescent girls.