“There it is!” I thought to myself.

I studied it for a bit and then tracked down the ad online. There is a 30-second and a 90-second version.

A story in Creativity Online captured this:

“It starts with a very simple premise, about how something as small as an Oreo cookie can bring about a positive change in perspective,” said Janda Lukin, Director, Oreo at Mondelez International, Inc.

A true ponderable with excellent execution. See both versions below.

I applaud The Martin Agency for coming up with this awesome, colorful “Wonderfilled” campaign.

One more item of note — The music really makes this ad memorable.

The spot’s playful tune was written by Martin Agency creative director Dave Muhlenfeld, who’s also composed music and lyrics for the agency’s campaigns for FreeCreditReport.com, Xfinity and Walmart. To perform it, the agency tapped indie artist Adam Young, aka OwlCity, chosen specifically for how his point of view meshed with Oreo’s vibe. “One thing we’re definitely not trying to do is to make music to make it cooler, or for street cred,” said Mr. Muhlenfeld. “We needed an artist who’s going to be as uncynical as Oreo itself. It had to feel honest and fun.” The song will serve as the campaign’s backbone, of sorts, and the brand plans to bring in other types of artists of different genres to reinterpret the tune for new executions.

Source: Creativity Online
 

Awesome!

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She also pointed out that “Joe Torre, MLB’s vice president of baseball operations, allowed the decision to stand – no homer for Rosales, though baseball officials in New York realized that the ball hit the railing above the left-field fence. Any thoughts of picking up Wednesday night’s game with two outs in the top of the ninth and the game tied were crushed.”

Pretty lame, right?

Sounds like the umps were having a really bad week. In the game between the Houston Astros and the Los Angeles Angels (of Anaheim), something really weird happened.

Astros manager called to the bullpen for a relief pitcher who warms up and then, before he throws a pitch, is replaced by another relief pitcher — apparently after seeing which batter the Angels were sending to the plate.

The norm is for the reliever to throw at least one pitch before being replaced.

Check out this clip. The umps met 3 times to discuss whether it was okay. Angels manager Mike Scioscia filed an official protest to no avail.

What’s going on? Are the umps having a collective brain kack?

***
ESPN’s Jayson Stark wrote a piece titled, “MLB must get replay right,” that has some good points about accountability and getting the call right.

> If players and managers have to explain themselves when things go wrong, umpires should never be exempt from that responsibility. Ever.

> There’s nothing worse than a critical missed call with two outs in the ninth. But it’s a billion times worse if the umpires review it and still get it wrong.

We have the technology. If the umps on the field are only given one view on a tiny monitor, call for backup. The fans and MLB executives are all benefiting from big hi-res screens and multiple video angles. No excuses. A hotline to a central control booth will suffice.

This is a change that needs to happen straightaway. No explanations. No excuses. No apologies.

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>> This just in from DeadSpin:  MLB is suffering from “bad tech.”

That is a 19-inch monitor supplied by Sharp.  Apparently, MLB uses the Sharp Aquos models not because of their quality but because Sharp paid the league an unknown sum of money to become its official TV sponsor.

Frankie is Frank Capra, an Academy Award-winning director whose movies were suffused with affectionate portrayals of the common man and the strengths and foibles of American democracy. He was the first to win three directorial Oscars — for “It Happened One Night” (1934), “Mr. Deeds Goes to Town” (1936) and “You Can’t Take It With You” (1938).

Most people know him for “It’s a Wonderful Life” which has become a holiday classic.

But what some may not know is that Capra did a series of “Why We Fight” World War II propaganda films per the request of General George Marshall and the U.S. War Department.

His approach, “one-man, one film” with complete control from concept to delivery, was unique for that time period.

Notable Quotables:

“A hunch is creativity trying to tell you something.”

“There are no rules in filmmaking, only sins. And the cardinal sin is dullness.”

“What interests people most is people.”

The last quote came from Capra’s autobiography.

Imagine a world where you could play a swift round of golf, scoring well, while getting a great cardio workout at the same time.

Better yet, imagine watching a televised event where extremely skilled golfers (maybe even PGA Tour Pros), could complete their entire 18-hole round under an hour.

That’s crazy talk, right?

Don’t say that to Tim Scott, the executive director of Speedgolf International. The need for speed (NFS) is something the game of golf has desired for quite some time. In a story by John Paul Newport of The Wall Street Journal (Golf’s Worst Enemy Rears Its Head: Slow Play Is Bad for the Game. How the PGA Tour Could Do Something About It, and Why It Won’t), he pointed out “Survey after survey show that slow play is a major factor in creating ex-golfers.”

Earlier this year, Tiger Woods was noticeably frustrated on how slow the round was at the Farmers Insurance Open that took place at Torrey Pines.

“I started losing my patience out there. It was just so friggin’ slow,” Woods said after posting a final-round 3-under 69.

Not only is there a need for speed, but also a need for a paradigm shift on how the game is approached.

What if you don’t have time to think? What if your score combined the time taken to complete the round with the total strokes taken?

That’s pretty much the gist behind Speedgolf. And if you want to see how it works, make sure to tune into the 30-minute special that CBS is planning on airing before the start of the third round of the Masters (Masters Saturday, April 13, 2013).

What you will see is an edited version of the Inaugural Speedgolf World Championships. The event consisted of 45 amateurs and 15 professionals who competed for a $50K purse. For the professional field it was a 2-day event where they played at Old Macdonald course on Saturday (Oct. 20) and the Bandon Dunes course on Sunday (Oct. 21). The amateurs only ran on Oct. 21 at Bandon Dunes.

The overall winner was Chris Walker with a final score of 263:28. To put that in perspective, on day one he had a score of 77 in 53 minutes and 29 seconds for a total of 130:29. On day two, he was a stroke lower and a few minutes slower at 76 and 56:29.

The runner up was Tim Scott, 264:47 (81-52:21; 80-51:26). And the first woman, Gretchen Johnson, finished 8th overall with a score of 273:38 (84-55:19; 79-55:19).
To get a sense, here are the vitals of each course:

• Day 1: Old Macdonald from the Black tees is a Par 71 at 6978 yards and a slope rating of 133.

• Day 2: Bandon Dunes from the Black tees is a Par 72 at 6732 yards and slope rating of 143.

Bandon Dunes, a tough, tough course, is also quite picturesque so it makes a great setting for a televised event (similar to Pebble Beach in that regard).

Stop and ponder those numbers. A fairly decent round of golf under an hour is quite impressive.

The mission of Speedgolf International as stated on their website is to promote the game of Speedgolf, emphasizing faster play, fitness, creativity, fun, and better golf performance.

I had a chance to interview Speedgolf executive director, Tim Scott regarding Speedgolf and this first ever television event.

“A Pro Tour of Speedgolf would make a great televised event,” said Mr. Scott. “Quality par golf played in 45-55 minutes… people would watch that.”

Apparently owner of Bandon Dunes and “speedy round” advocate Mike Keiser paved the path to CBS television. You may have read about him. Mr. Keiser made a fortune selling greeting cars on recycled paper, and then turned around and created a golf resort on the southern Oregon coast. The Bandon Dunes Golf Resort attracts wealthy people in private jets from around the world (Source: NY Times “Assisting the Good Life,” 15 June 2007).

Mr. Scott told me that Mr. Keiser is a big fan of Speedgolf because of its combination of fast play and exercise. The first Bandon Dunes Speedgolf Classic took place in 2002.

“It’s pretty cool,” said Mr. Scott. “Mike Keiser is really who turned it into what it is, but if we hadn’t kept doing it, this would have never happened.”

Mr. Scott said that he sees Speedgolf as being a catalyst to speed up regular golf. His organization is actively promoting the idea that you don’t have to take forever to play good golf. A “win” is being able to shave 20-30 minutes off per round of “regular” golf. That would definitely draw more people into playing on a regular basis.

How it is played:

Let’s step back and talk about how Speedgolf is played. Competitors generally carry 5-6 clubs in a small bag (Speedgolf International recommends a lightweight, Sun Mountain bag with legs that has been specially designed for Speedgolf), wear athletic golf attire, put on their running shoes (like the Montrail trail running shoes) and they are ready to go.

Speedgolfers play as singles and generally tee off in three-minute intervals. As for the distance, be prepared for approximately five miles of running.

The only real differences from traditional golf are the flagstick is left in when putting and lost balls are dropped anywhere on the line of flight of the previous shot with a one-shot penalty.

As in traditional golf, course care is solely the responsibility of the player. Repairing ball-marks, replacing divots, and raking bunkers are the responsibility of the player. Occasionally, in tournament play with a large volunteer contingent, course care will be taken care of by the volunteers.

Occasionally, in tournament, league, or recreational play, a player will need to play through a slower player ahead of them. The player who is passing has the right of way. A simple “fore” by the passing player lets the player ahead know that he/she must halt play momentarily while the faster player plays through.

The Future of Speedgolf:

Speedgolf International is making its website serve as a gathering spot for Speedgolfers. Mr. Scott told me he has been getting a lot of inquiries about starting leagues. Worth noting is that 30% of the emails are from women.

There is a PowerPoint presentation that Speedgolf International has put together to help pitch leagues to prospective golf courses. The advantages include:

> Attracting approximately one to two dozen players each week (many net new). The number is based on leagues already formed in other cities.

> Speedgolfers play as singles and generally tee off in three-minute intervals for league play. Courses would be able to get more rounds played (and associated fees) by attracting a Speedgolf crowd.

> It wouldn’t disrupt the current members / players because Speedgolfers would play fast rounds at first light or within a couple hours of dusk.

> Speedgolf International will help publicize the league and help attract more players and business for the golf course.

> Speedgolf International is also willing to work with golf course staff to make sure other golfers are aware of the Speedgolf league AND to enable both Speedgolfers and traditional golfers to coexist and have equal enjoyment

Per the Speedgolf International website, leagues have been formed in Portland, Indianapolis, Raleigh, Sacramento, and Prentice (Washington State).

Conclusion:

In the brief period of time I spent being a golf course marshal, my priority was to make sure groups of golfers weren’t “out-of-position.” That meant they had to keep up with the group in front of them. In a Speedgolf conscious world, if everyone was thinking less and playing faster, the rounds would be a lot quicker and more satisfying. Plus, for golf course owners, they would be attracting more golfers playing more frequently. The sounds of cash registers ringing in the Pro Shop would be like music to their ears. And for the ecosystem of golf, more players mean more equipment sold and more time with teaching pros. It’s a “win-win” situation.

But, as Stephen Covey has said early and often, “First things first.”

Make sure you book the time to view, or set your DVR to record this 30-minute special on the Speedgolf World Championship taking place on Masters Saturday. See for yourself what can happen when skilled golfers lace up running shoes and take off on a picturesque and challenging course. I think you’ll agree that this is where the sport needs to go.

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To learn more, check out Speedgolf International’s website:
http://www.speedgolfinternational.com/

“The unpardonable sin, in Campbell’s book, was the sin of inadvertence, of not being alert, not quite awake.”

It is from the Power of Myth.

You can find it on the page here (at the bottom).

The book, “You’re Only Human: A Guide to Life,” is retailing at $11.95.
Amazon Prime customers can obtain it for a mere $8.41.
The Kindle version is $7.99.

According to the story at MediaPost.com, the book’s publisher Workman approached the insurance company’s longtime advertising firm, The Martin Agency, about 18 months ago inquiring whether the Gecko had ever thought about writing a book, says Ted Ward, GEICO vice president of marketing.

At first glance, this seems like a “cute” flip-through at the doctor’s or dentist’s office.

The good news is that it was published as a paperback and the size is not overwhelming.
( 6.9 x 6 x 0.6 inches and 12 ounces).

Here’s the trailer for the book (yes, you read that right.).

When you see the types of books Workman publishes (, the Gecko’s book actually fits in quite nicely.

ABOUT WORKMAN PUBLISHING

“Workman Publishing Company has been producing award-winning calendars, cookbooks, parenting guides, and children’s titles, as well as gardening, humor, self-help, and business books, since 1968. From our What to Expect® pregnancy and parenting series and Page-A-Day® Calendars to the iconic 1,000 Places to See Before You Die and Brain Quest® children’s products, our wide range of high-quality non-fiction titles and products inspire, educate, and entertain readers around the globe.”

Guess it could be considered a win-win for both Workman and GEICO from a publicity standpoint.

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Apparently last week (April 15-21) was designated as “the one week in the year for everyone, at the same time, to be open to and generate new ideas, be open to and make new decisions and to be open to and take new actions that make the world a better place and make their place in the world better too. What you do during this time counts in your life and the lives of others.”

Yeah… they should have promoted this more heavily leading up to the week. For most of us here in the States, a week that starts with Tax Day isn’t exactly when we’d be thinking creatively. But I digress. For me, encouraging a wandering mind is a daily exercise… while I exercise.

Circling back, an agency called Zulu Alpha Kilo (http://www.zulualphakilo.com) launched a pretty cool campaign for “World Creativity and Innovation Week,” that included a hilarious “wandering brain” stunt where a little brain with wheels was filmed wandering all over downtown Toronto.

Zulu also did a series of calendar-based prints that encouraged people to change up the way they do things for that week.

There’s a Facebook page if you want to stay looped into all things WCIW.

Check out the wandering mind (brain) here.

That’s some creative work, Zulu!

Let’s break down the deal…

MLB.TV subscribers pay $109.99 / $129.99 a season ($19.99 / $24.99 a month) to “watch every out-of-market game LIVE online and on your favorite mobile and connected devices (like Xbox 360* and Sony Playstation® 3) including iPhone, iPad, select Android phones and tablets.”

This is separate from the MLB At Bat 13 app.

So this promo helps draw attention to Domino’s AND, perhaps helps stimulate some MLB.TV sign-ups during week two of the season.

In the press release are some interesting facts.

Other diamond facts:

— It would take 308 pizzas lined up to cover the distance around the bases
of a Major League Baseball diamond. That’s one delicious home run.
— There’s a Domino’s Pizza within 4.5 miles of every Major League Baseball
stadium, and more than half of those stores are within 1.5 miles.
— Domino’s delivery experts drive about 1.4 million miles a day – that’s
more than 19 million trips around the base paths.
— The last season without a no-hitter was 2005.
— With six, April 27 boasts the most no-hitters thrown on any single date.
— April 4, 2001, was the earliest a no-hitter was thrown in a season.

Seems like MLB is really working the sponsors this season.

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