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TED2011

Morgan Spurlock: The greatest TED Talk ever sold

Morgan Spurlock: Det bedste TED foredrag der nogensinde er solgt

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Views 2,064,593

Med humor og vedholdendhed dykker filmskaberen Morgan Spurlock ned i den skjulte, men indflydelsesrige, verden af brand marketing, på hans søgen, til at lave en film om sponsorering, udelukkende lavet for penge fra sponsorering. (Og ja, retten til at blive nævnt på scenen ved dette foredrag, blev også sponsoreret. Af hvem og for hvor meget? Det fortæller han.)

- Filmmaker
Morgan Spurlock makes documentary film and TV that is personal, political -- and, above all, deeply empathetic. Full bio

I have spent the past few years
Jeg har brugt de sidste par år
00:15
putting myself into situations
på at sætte mig selv i situationer,
00:18
that are usually very difficult
der typisk er meget svære
00:20
and at the same time somewhat dangerous.
og samtidig farlige i nogen grad.
00:22
I went to prison --
Jeg kom i spjældet --
00:26
difficult.
svært.
00:28
I worked in a coal mine --
Jeg arbedede i en kulmine --
00:30
dangerous.
farligt.
00:33
I filmed in war zones --
Jeg filmede i krigszoner --
00:35
difficult and dangerous.
svært og farligt.
00:37
And I spent 30 days eating nothing but this --
Og jeg brugte 30 dage på udelukkende at spise dette --
00:39
fun in the beginning,
sjovt i starten,
00:43
little difficult in the middle, very dangerous in the end.
lidt svært i midten, meget farligt til slut.
00:45
In fact, most of my career,
Faktisk, det meste af min karriere,
00:49
I've been immersing myself
har jeg fordybet mig
00:51
into seemingly horrible situations
i tilsyneladende forfærdelige situationer,
00:53
for the whole goal of trying
med målet om at prøve
00:56
to examine societal issues
at undersøge samfundsmæssige emner
00:58
in a way that make them engaging, that make them interesting,
på en måde der gør dem indtagende,
der gør dem interessante,
01:00
that hopefully break them down in a way
der forhåbentligt bryder dem ned på en måde
01:03
that make them entertaining and accessible to an audience.
der gør dem underholdende og
tilgængelige for et publikum.
01:05
So when I knew I was coming here
Så da jeg vidste at jeg ville komme her
01:08
to do a TED Talk that was going to look at the world of branding and sponsorship,
for at holde et TED foredrag, der kiggede på branding og sponsorat verdenen,
01:10
I knew I would want to do something a little different.
vidste jeg, at jeg ville gøre noget,
der var lidt anderledes.
01:13
So as some of you may or may not have heard,
Så som nogle af jer måske har hørt,
01:15
a couple weeks ago, I took out an ad on eBay.
satte jeg en reklame på eBay for et par uger siden.
01:18
I sent out some Facebook messages,
Jeg sendte nogle Facebook beskeder,
01:21
some Twitter messages,
nogle Twitter beskeder,
01:24
and I gave people the opportunity to buy the naming rights
og jeg gav mennesker muligheden
for at købe rettighederne til at blive nævnt
01:26
to my 2011 TED Talk.
ved mit 2011 TED foredrag.
01:28
(Laughter)
(Latter)
01:30
That's right, some lucky individual, corporation,
Det er rigtigt, et heldigt individ, en virksomhed,
01:32
for-profit or non-profit,
for profit eller non-profit,
01:35
was going to get the once-in-a-lifetime opportunity --
ville få en enestående mulighed --
01:37
because I'm sure Chris Anderson will never let it happen again --
fordi jeg er sikker på at Chris Anderson ikke vil tillade,
at det sker igen --
01:39
(Laughter)
(Latter)
01:41
to buy the naming rights
til at købe retten til at blive nævnt
01:43
to the talk you're watching right now,
til det foredrag I ser lige nu,
01:45
that at the time didn't have a title, didn't really have a lot of content
der på det tidspunkt ikke havde nogen titel.
Havde egentlig ikke meget indhold
01:47
and didn't really give much hint
og ikke gav noget hint
01:50
as to what the subject matter would actually be.
til hvad emnet faktisk ville være.
01:52
So what you were getting was this:
Så det man fik var dette:
01:55
Your name here presents:
Dit navn præsenterer her:
01:57
My TED Talk that you have no idea what the subject is
Mit TED foredrag, hvor man ikke har nogen ide om hvad emnet er
01:59
and, depending on the content, could ultimately blow up in your face,
og, afhængigt af indholdet, i sidste ende kunne gå helt i vasken,
02:02
especially if I make you or your company look stupid for doing it.
især hvis jeg får dig eller dit firma,
til at se dumme ud ved at gøre dette.
02:05
But that being said,
Men når det er sagt,
02:08
it's a very good media opportunity.
er det en virkelig god medie mulighed.
02:10
(Laughter)
(Latter)
02:12
You know how many people watch these TED Talks?
Ved I hvor mange mennesker, der ser disse TED foredrag?
02:18
It's a lot.
Det er mange.
02:21
That's just a working title, by the way.
Det er for øvrigt bare en arbejdstitel.
02:24
(Laughter)
(Latter)
02:26
So even with that caveat,
Så selv med den advarsel,
02:28
I knew that someone would buy the naming rights.
vidste jeg, at nogen ville købe retten til at blive nævnt.
02:31
Now if you'd have asked me that a year ago,
Hvis man nu havde spurgt mig om det for et år siden,
02:33
I wouldn't have been able to tell you that with any certainty.
ville jeg ikke med sikkerhed have kunnet fortælle det.
02:35
But in the new project that I'm working on, my new film,
Men i det nye projekt som jeg arbejder på, min nye film,
02:37
we examine the world of marketing, advertising.
undersøger vi marketings- og reklameverden.
02:39
And as I said earlier,
Og som jeg sagde tidligere,
02:42
I put myself in some pretty horrible situations over the years,
satte jeg mig selv i nogle temmelig
forfærdelige situationer i løbet af årene,
02:44
but nothing could prepare me, nothing could ready me,
men intet kunne forberede mig, intet kunne gøre mig klar,
02:47
for anything as difficult
til noget så svært
02:50
or as dangerous
eller så farligt
02:53
as going into the rooms with these guys.
som det at gå ind i et rum med disse mennesker.
02:55
(Laughter)
(Latter)
02:59
You see, I had this idea for a movie.
Ser I, jeg havde denne ide til en film.
03:02
(Video) Morgan Spurlock: What I want to do is make a film
(Video) Morgan Spurlock: Det jeg vil gøre er, at jeg vil lave en film
03:05
all about product placement, marketing and advertising,
udelukkende om product placement, marketing og reklame,
03:07
where the entire film is funded
hvor hele filmen er finansieret
03:10
by product placement, marketing and advertising.
af product placement, marketing og reklamer.
03:12
So the movie will be called "The Greatest Movie Ever Sold."
Så filmen hedder "The Greatest Movie Ever Sold".
03:14
So what happens in "The Greatest Movie Ever Sold,"
Så det der sker i "The Greatest Movie Ever Sold",
03:17
is that everything from top to bottom, from start to finish,
er at alt fra top til bund, fra start til slut,
03:19
is branded from beginning to end --
er branded fra start til slut --
03:22
from the above-the-title sponsor that you'll see in the movie,
fra den sponsor, der er oven over titlen som man ser i filmen,
03:24
which is brand X.
som er brand X.
03:26
Now this brand, the Qualcomm Stadium,
Dette brand, Qualcomm Stadium,
03:28
the Staples Center ...
Staples Center ...
03:30
these people will be married to the film in perpetuity -- forever.
disse mennesker vil være gift med filmen i al evighed -- for altid.
03:32
And so the film explores this whole idea -- (Michael Kassan: It's redundant.)
Så filmen udforsker hele denne ide -- (Michael Kassan: Det er overflødigt.)
03:35
It's what? (MK: It's redundant.) In perpetuity, forever?
Det er hvad? (MK: Det er overflødigt.) I al evighed, for altid?
03:37
I'm a redundant person. (MK: I'm just saying.)
Jeg er en overflødig person. (MK: Jeg siger det bare.)
03:40
That was more for emphasis.
Det var mere for at pointere det.
03:42
It was, "In perpetuity. Forever."
Det var, "I al evighed. For altid."
03:44
But not only are we going to have the brand X title sponsor,
Men vi nøjes ikke med at have brand X som titel sponsor,
03:46
but we're going to make sure we sell out every category we can in the film.
vi vil være sikre på at vi sælger hver kategori vi kan i filmen.
03:48
So maybe we sell a shoe and it becomes the greatest shoe you ever wore ...
Så måske sælger vi en sko, og det bliver den bedste sko man nogensinde har gået i ...
03:50
the greatest car you ever drove from "The Greatest Movie Ever Sold,"
den bedste bil man nogensinde har kørt i, fra "The Greatest Movie Ever Sold,"
03:53
the greatest drink you've ever had, courtesy of "The Greatest Movie Ever Sold."
den bedste drink man nogensinde har drukket, stillet til rådighed af "The Greatest Movie Ever Sold."
03:56
Xavier Kochhar: So the idea is,
Xavier Kochhar: Så ideen er,
03:59
beyond just showing that brands are a part of your life,
ud over bare at vise, at brandsene er en del af ens liv,
04:01
but actually get them to finance the film? (MS: Get them to finance the film.)
men at få dem til at finansiere filmen? (MS: Få dem til at finansiere filmen.)
04:03
MS: And actually we show the whole process of how does it work.
MS: Og faktisk vise dem hele processen om hvordan det virker.
04:06
The goal of this whole film is transparency.
Målet med denne film er gennemskuelighed.
04:08
You're going to see the whole thing take place in this movie.
Man kommer til at se det hele finde sted i denne film.
04:10
So that's the whole concept,
Så det er hele konceptet,
04:12
the whole film, start to finish.
hele filmen, fra start til slut.
04:14
And I would love for CEG to help make it happen.
Og jeg ville elske at CEG kunne hjælpe med at gøre det til virkelighed.
04:16
Robert Friedman: You know it's funny,
Robert Friedman: Det er sjovt,
04:18
because when I first hear it,
fordi når jeg først hører det,
04:20
it is the ultimate respect
er det den ultimative respekt
04:22
for an audience.
til et publikum.
04:24
Guy: I don't know how receptive
Guy: Jeg ved dog ikke hvor modtagelige
04:26
people are going to be to it, though.
mennesker vil være overfor det.
04:28
XK: Do you have a perspective --
XK: Har I et perspektiv ..
04:30
I don't want to use "angle" because that has a negative connotation --
jeg vil ikke bruge "angrebsvinkel" fordi det har en negativ konnotation --
04:32
but do you know how this is going to play out? (MS: No idea.)
men ved I hvordan dette vil udspille sig? (MS: Ingen anelse.)
04:34
David Cohn: How much money does it take to do this?
David Cohn: Hvor mange penge kræver det at gøre dette?
04:37
MS: 1.5 million. (DC: Okay.)
MS: 1,5 million. (DC: Okay.)
04:40
John Kamen: I think that you're going to have a hard time meeting with them,
John Kamen: Jeg tror at du får svært ved at mødes med dem,
04:43
but I think it's certainly worth pursuing
men jeg mener det bestemt er værd at forfølge
04:45
a couple big, really obvious brands.
et par store, virkelig åbenlyse brands.
04:47
XK: Who knows, maybe by the time your film comes out,
XK: Hvem ved, til den tid filmen udkommer,
04:50
we look like a bunch of blithering idiots.
vil vi måske ligne en flok lallende idioter.
04:52
MS: What do you think the response is going to be?
MS: Hvad tror du reaktionen vil være?
04:54
Stuart Ruderfer: The responses mostly will be "no."
Stuart Ruderfer: Reaktionen vil for det meste være "nej."
04:57
MS: But is it a tough sell because of the film
MS: Men er det en svært ide at sælge på grund af filmen,
04:59
or a tough sell because of me?
eller svær at sælge på grund af mig?
05:01
JK: Both.
JK: Begge dele.
05:03
MS: ... Meaning not so optimistic.
MS: ... Hvilket betyder at det ikke er så optimistisk.
05:05
So, sir, can you help me? I need help.
Så, sir, kan du hjælpe mig? Jeg har brug for hjælp.
05:08
MK: I can help you.
MK: Jeg kan hjælpe dig.
05:10
MS: Okay. (MK: Good.)
MS: Okay. (MK: Godt.)
05:12
Awesome.
Fedt.
05:14
MK: We've gotta figure out which brands.
MK: Vi skal regne ud hvilke brands det skal være.
05:16
MS: Yeah. (MK: That's the challenge.)
MS: Ja. (MK: Det er udfordingen.)
05:18
When you look at the people you deal with ..
Når man ser på de mennesker du handler med ...
05:21
MK: We've got some places we can go. (MS: Okay.)
MK: Vi har nogle steder vi kan gå hen. (MS: Okay.)
05:23
Turn the camera off.
Sluk for kameraet.
05:25
MS: I thought "Turn the camera off"
MS: Jeg troede "Sluk for kameraet"
05:27
meant, "Let's have an off-the-record conversation."
betød, "Lad os have en samtale uden kamera på."
05:29
Turns out it really means,
Det viste sig at det i virkeligheden betyder,
05:31
"We want nothing to do with your movie."
"Vi vil ikke have noget med din film at gøre."
05:33
MS: And just like that, one by one,
MS: Og uden videre, en efter en,
05:36
all of these companies suddenly disappeared.
forsvandt alle disse virksomheder pludseligt.
05:39
None of them wanted anything to do with this movie.
Ingen af dem ville have noget med denne film at gøre.
05:42
I was amazed.
Jeg blev forbavset.
05:44
They wanted absolutely nothing to do with this project.
De ville slet ikke have noget med dette projekt at gøre.
05:46
And I was blown away, because I thought the whole concept, the idea of advertising,
Og jeg blev imponeret, fordi jeg troede at hele konceptet, ideen om reklamering,
05:48
was to get your product out in front of as many people as possible,
var at få ens produkt ud til så mange mennesker som muligt,
05:50
to get as many people to see it as possible.
til at få så mange mennesker som muligt til at se det.
05:53
Especially in today's world,
Specielt i nutidens verden,
05:55
this intersection of new media and old media
denne skæring mellem nye medier og gamle medier
05:57
and the fractured media landscape,
og det opdelte medie landskab,
05:59
isn't the idea to get
er ikke ideen til at få
06:01
that new buzz-worthy delivery vehicle
den nye omtalte udtryksmåde
06:03
that's going to get that message to the masses?
det får bragt det budskab til masserne?
06:06
No, that's what I thought.
Nej, det var det jeg tænkte.
06:08
But the problem was, you see,
Men problemet var, ser I,
06:11
my idea had one fatal flaw,
at min ide havde en fatal fejl,
06:13
and that flaw was this.
og fejlen var dette.
06:16
Actually no, that was not the flaw whatsoever.
Nej, det var faktisk overhovedet ikke fejlen.
06:20
That wouldn't have been a problem at all.
Det havde overhovedet ikke været et problem.
06:22
This would have been fine.
Dette ville have været fint.
06:24
But what this image represents was the problem.
Men det dette billede repræsenterer var problemet.
06:26
See, when you do a Google image search for transparency,
Se, når man laver en Google billedsøgning på gennemskuelighed,
06:28
this is ---
dette er --
06:30
(Laughter)
(Latter)
06:32
(Applause)
(Bifald)
06:34
This is one of the first images that comes up.
Dette er et af de første billeder der dukker op.
06:37
So I like the way you roll, Sergey Brin. No.
Så jeg kan godt lide den måde du tænker på, Sergey Brin. Nej.
06:40
(Laughter)
(Latter)
06:43
This is was the problem: transparency --
Dette var problemet: gennemskuelighed --
06:47
free from pretense or deceit;
fri fra påskud eller bedrageri;
06:50
easily detected or seen through;
nemt opdaget eller gennemskuet;
06:52
readily understood;
forstået med lethed;
06:54
characterized by visibility or accessibility of information,
karakteriseret ved synlighed eller informations tilgængelighed,
06:56
especially concerning business practices --
specielt bekymrende forretningsskik --
06:59
that last line being probably the biggest problem.
den sidste replik sandsynligvis værende det største problem.
07:01
You see, we hear a lot about transparency these days.
Ser I, vi hører meget om gennemskuelighed disse dage.
07:04
Our politicians say it, our president says it,
Vores politikere siger det, vores præsident siger det,
07:07
even our CEO's say it.
selv vores administrerende direktører siger det.
07:09
But suddenly when it comes down to becoming a reality,
Men når det pludseligt skal blive til virkelighed,
07:11
something suddenly changes.
ændrer noget sig pludseligt.
07:13
But why? Well, transparency is scary --
Men hvorfor? Men, gennemskuelighed er skræmmende --
07:15
(Roar)
(Brøl)
07:18
like that odd, still-screaming bear.
ligesom den mærkelige, stadig-brølende bjørn.
07:20
(Laughter)
(Latter)
07:23
It's unpredictable --
Det er uforudsigeligt --
07:25
(Music)
(Musik)
07:27
(Laughter)
(Latter)
07:29
like this odd country road.
ligesom denne mærkelige markvej.
07:31
And it's also very risky.
Og det er også meget risikabelt.
07:34
(Laughter)
(Latter)
07:38
What else is risky?
Hvilke andre ting er risikable?
07:41
Eating an entire bowl of Cool Whip.
At spise en skål Cool Whip.
07:43
(Laughter)
(Latter)
07:46
That's very risky.
Det er meget risikabelt.
07:51
Now when I started talking to companies
Da jeg begyndte at snakke med virksomheder
07:55
and telling them that we wanted to tell this story,
og fortælle dem at vi ville fortælle denne historie,
07:57
and they said, "No, we want you to tell a story.
og de sagde, "Nej, vi vil have dig til at fortælle en historie.
07:59
We want you to tell a story,
Vi vil have dig til at fortælle en historie,
08:01
but we just want to tell our story."
men vi vil bare fortælle vores historie."
08:03
See, when I was a kid
Se, da jeg var barn
08:06
and my father would catch me in some sort of a lie --
og min far fangede mig i at fortælle en løgn --
08:08
and there he is giving me the look he often gave me --
og der sender han mig et blik som han sendte mig ofte --
08:10
he would say, "Son, there's three sides to every story.
ville han sige, "Søn, der er tre sider til alle historier.
08:13
There's your story,
Der er din historie,
08:17
there's my story
der er min historie
08:20
and there's the real story."
og der er den rigtige historie."
08:22
Now you see, with this film, we wanted to tell the real story.
Ser I, med denne film ville vi fortælle den rigtige historie.
08:24
But with only one company, one agency willing to help me --
Men med kun en virksomhed, et bureau der var villig til at hjælpe mig --
08:27
and that's only because I knew John Bond and Richard Kirshenbaum for years --
og det er kun fordi jeg kendte John Bond og Richard Kirshenbaum igennem flere år --
08:29
I realized that I would have to go on my own,
jeg blev klar over at jeg skulle klare mig selv,
08:33
I'd have to cut out the middleman
jeg skulle fjerne mellemmanden
08:35
and go to the companies myself with all of my team.
og gå til virksomhederne selv med hele mit team.
08:37
So what you suddenly started to realize --
Så det man pludselig begynder at forstå --
08:40
or what I started to realize --
eller hvad jeg begyndte at forstå --
08:42
is that when you started having conversations with these companies,
er at når man begynder at have samtaler med disse virksomheder,
08:44
the idea of understanding your brand is a universal problem.
er ideen om at forstå ens brand et universelt problem.
08:46
(Video) MS: I have friends who make great big, giant Hollywood films,
(Video) MS: Jeg har venner der laver store, enorme Hollywood film,
08:49
and I have friends who make little independent films like I make.
og jeg har venner der laver små uafhængige film som jeg laver.
08:51
And the friends of mine who make big, giant Hollywood movies
Og disse venner der laver store, enorme Hollywood film
08:54
say the reason their films are so successful
siger at grunden til at deres film er så succesfulde
08:56
is because of the brand partners that they have.
er på grund af de brand-partnere de har.
08:58
And then my friends who make small independent films
Og så siger mine venner der laver små, uafhængige film
09:00
say, "Well, how are we supposed to compete
"Jamen, hvordan skal vi kunne konkurrere
09:02
with these big, giant Hollywood movies?"
med disse store, enorme Hollywood film?"
09:04
And the movie is called
Og filmen hedder
09:06
"The Greatest Movie Ever Sold."
"The Greatest Movie Ever Sold."
09:08
So how specifically will we see Ban in the film?
Så hvordan vil vi specifikt se Ban i filmen?
09:10
Any time I'm ready to go, any time I open up my medicine cabinet,
Hver gang jeg gør klar til at gå, hver gang jeg åbner mit medicinskab,
09:13
you will see Ban deodorant.
vil man se Ban deoderant.
09:16
While anytime I do an interview with someone,
Mens hver gang jeg laver et interview med nogen,
09:18
I can say, "Are you fresh enough for this interview?
kan jeg sige, "Er du frisk nok til dette interview?
09:21
Are you ready? You look a little nervous.
Er du klar? Du ser lidt nervøs ud.
09:24
I want to help you calm down.
Jeg vil hjælpe dig med at slappe af.
09:26
So maybe you should put some one before the interview."
Så måske skulle du bruge noget inden interviewet."
09:28
So we'll offer one of these fabulous scents.
Så vi tilbyder en af disse fantastiske dufte.
09:30
Whether it's a "Floral Fusion" or a "Paradise Winds,"
Hvadenten det er "Floral Fusion" eller "Paradise Winds,"
09:32
they'll have their chance.
vil de få deres chance.
09:34
We will have them geared for both male or female --
Vi vil have dem gearet til både mandlige eller kvindelige --
09:36
solid, roll-on or stick, whatever it may be.
solide, roll-on eller stick, hvad det end må være.
09:39
That's the two-cent tour.
Det er den billige tour.
09:42
So now I can answer any of your questions
Så nu kan jeg besvare alle jeres spørgsmål
09:44
and give you the five-cent tour.
og give jer den dyre tour.
09:46
Karen Frank: We are a smaller brand.
Karen Frank: Vi har et mindre brand.
09:48
Much like you talked about being a smaller movie,
Meget ligesom det du talte om at være en mindre film,
09:50
we're very much a challenger brand.
vi er meget et udfordrende brand.
09:52
So we don't have the budgets that other brands have.
Så vi har ikke den slags budget som andre brands har.
09:54
So doing things like this -- you know,
Så det at gøre ting som dette -- du ved,
09:56
remind people about Ban --
at minde folk om Ban --
09:58
is kind of why were interested in it.
det er sådan noget vi er interesserede i.
10:00
MS: What are the words that you would use to describe Ban?
MS: Hvad er de ord som du ville bruge til at beskrive Ban med?
10:02
Ban is blank.
Ban er blankt.
10:04
KF: That's a great question.
KF: Det er et godt spørgsmål.
10:07
(Laughter)
(Latter)
10:10
Woman: Superior technology.
Kvinde: Overlegen teknologi.
10:15
MS: Technology's not the way you want to describe something
MS: Teknologi er ikke måden man ville beskrive noget
10:17
somebody's putting in their armpit.
som nogen putter i deres armhule.
10:19
Man: We talk about bold, fresh.
Mand: Vi snakker om modig, frisk.
10:21
I think "fresh" is a great word that really spins this category into the positive,
Jeg tænker "frisk" er et stort ord som virkelig spinner kategorien til noget positivt,
10:23
versus "fights odor and wetness."
kontra "bekæmper lugt og vådhed."
10:26
It keeps you fresh.
Det holder een frisk.
10:28
How do we keep you fresher longer -- better freshness,
Hvordan holder vi dig frisk i længere tid -- bedre friskhed,
10:30
more freshness, three times fresher.
mere friskhed, tre gange mere frisk.
10:32
Things like that that are more of that positive benefit.
Den slags ting er mere den slags positive fordel.
10:34
MS: And that's a multi-million dollar corporation.
MS: Og det er en multimillion dollar virksomhed.
10:38
What about me? What about a regular guy?
Hvad med mig? Hvad med en almindelig fyr?
10:41
I need to go talk to the man on the street,
Jeg har brug for at snakke med den almindelige mand på gaden,
10:43
the people who are like me, the regular Joes.
de mennesker der er ligesom mig, de almindelige mennesker.
10:45
They need to tell me about my brand.
De skal fortælle mig om mit brand.
10:47
(Video) MS: How would you guys describe your brand?
(Video) MS: Hvordan ville I beskrive jeres brand?
10:49
Man: Um, my brand?
Mand: Um, mit brand?
10:53
I don't know.
Det ved jeg ikke.
10:56
I like really nice clothes.
Jeg kan godt lide rigtig pænt tøj.
10:58
Woman: 80's revival
Kvinde: 80'er revival,
11:00
meets skater-punk,
kontra skaterpunk,
11:02
unless it's laundry day.
medmindre det er vaskedag.
11:04
MS: All right, what is brand Gerry?
MS: Okay, hvad er brandet Gerry?
11:06
Gerry: Unique. (MS: Unique.)
Gerry: Unikt. (MS: Unikt.)
11:08
Man: I guess what kind of genre, style I am
Mand: Jeg tror den genre, stil, jeg er
11:10
would be like dark glamor.
ville være mørk glamour.
11:12
I like a lot of black colors,
Jeg kan godt lide mange sorte farver,
11:15
a lot of grays and stuff like that.
mange grå og den slags.
11:17
But usually I have an accessory,
Men jeg har for det meste noget tilbehør,
11:19
like sunglasses,
som solbriller,
11:21
or I like crystal and things like that too.
eller jeg kan lide krystaller og den slags.
11:23
Woman: If Dan were a brand,
Kvinde: Hvis Dan var et brand,
11:25
he might be a classic convertible
kunne han være en klassisk Mercedes Benz
11:27
Mercedes Benz.
cabriolet.
11:31
Man 2: The brand that I am
Mand 2: Brandet som jeg er
11:33
is, I would call it casual fly.
jeg ville kalde det casual.
11:35
Woman 2: Part hippie, part yogi,
Kvinde 2: Delvis hippie, delvis yogi,
11:37
part Brooklyn girl -- I don't know.
delvis Brooklyn pige -- jeg ved det ikke.
11:39
Man 3: I'm the pet guy.
Mand 3: Jeg er kældyrs fyren.
11:41
I sell pet toys all over the country, all over the world.
Jeg sælger legetøj til kæledyr i hele landet, i hele verden.
11:43
So I guess that's my brand.
Så jeg tror det er mit brand.
11:45
In my warped little industry, that's my brand.
I min sære lille industri, er det mit brand.
11:47
Man 4: My brand is FedEx because I deliver the goods.
Mand 4: Mit brand er FedEx fordi jeg leverer varerne.
11:50
Man 5: Failed writer-alcoholic brand.
Mand 5: Mislykket forfatter-alkoholiker brand.
11:53
Is that something?
Er det noget?
11:55
Lawyer: I'm a lawyer brand.
Advokat: Jeg er et advokat brand.
11:57
Tom: I'm Tom.
Tom: Jeg er Tom.
12:03
MS: Well we can't all be brand Tom, but I do often find myself
MS: Jamen vi kan ikke alle være brand Tom, men jeg finder ofte mig selv
12:06
at the intersection of dark glamor and casual fly.
ved skæringen mellem mørk glamour og causal.
12:09
(Laughter)
(Latter)
12:12
And what I realized is I needed an expert.
Og det jeg blev klar over var, at jeg havde brug for en ekspert.
12:14
I needed somebody who could get inside my head,
Jeg havde brug for een, der kunne komme ind i hovedet på mig,
12:16
somebody who could really help me understand
en der virkelig kunne hjælpe mig med at forstå
12:18
what they call your "brand personality."
det man kalder ens "brand personlighed."
12:20
And so I found a company called Olson Zaltman in Pittsburg.
Så jeg fandt en virksomhed der hedder Olson Zaltman i Pittsburg.
12:22
They've helped companies like Nestle, Febreze, Hallmark
De har hjulpet virksomheder som Nestle, Febreze, Hallmark
12:24
discover that brand personality.
til at opdage den brand personlighed.
12:27
If they could do it for them, surely they could do it for me.
Hvis de kunne gøre det for dem, ville de helt sikkert kunne gøre det for mig.
12:29
(Video) Abigail: You brought your pictures, right?
(Video) Abigail: Du medbragte dine billeder, ikke?
12:32
MS: I did. The very first picture
MS: Det gjorde jeg. Det allerførste billede
12:34
is a picture of my family.
er et billede af min familie.
12:36
A: So tell me a little bit how it relates to your thoughts and feelings about who you are.
A: Så fortæl mig en lille smule om hvordan det forbinder dine tanker og dine følelser med den du er.
12:38
MS: These are the people who shape the way I look at the world.
MS: Dette er de mennesker der former måden jeg ser på verden på.
12:41
A: Tell me about this world.
A: Fortæl mig om denne verden.
12:43
MS: This world? I think your world is the world that you live in --
MS: Denne verden? Jeg tror ens verden er den verden man lever i --
12:45
like people who are around you, your friends, your family,
ligesom de mennesker omkring en, ens venner, ens familie,
12:48
the way you live your life, the job you do.
måden hvorpå man lever sit liv, jobbet man har.
12:51
All those things stemmed and started from one place,
Alle disse ting stammer og starter et sted,
12:53
and for me they stemmed and started with my family in West Virginia.
og for mig stammede og startede de hos min familie i West Virginia.
12:55
A: What's the next one you want to talk about?
A: Hvad er det næste du gerne vil tale om?
12:58
MS: The next one: This was the best day ever.
MS: Det næste: Dette var den bedste dag nogensinde.
13:00
A: How does this relate to your thoughts and feelings about who you are?
A: Hvordan relaterer det sig til dine tanker og følelser om hvem du er?
13:02
MS: It's like, who do I want to be?
MS: Det er som, hvem vil jeg gerne være?
13:04
I like things that are different.
Jeg kan godt lide ting der er anderledes.
13:06
I like things that are weird. I like weird things.
Jeg kan godt lide ting der er mærkelige. Jeg kan lide mærkelige ting.
13:08
A: Tell me about the "why" phase -- what does that do for us?
A: Fortæl mig om "hvorfor" fasen -- hvad gør det for os?
13:10
What is the machete? What pupa stage are you in now?
Hvad er macheten? Hvilket pupa stadie er du i nu?
13:12
Why is it important to reboot? What does the red represent?
Hvorfor er det vigtigt at genstarte? Hvad repræsenterer det røde?
13:14
Tell me a little bit about that part.
Fortæl mig lidt om den del.
13:17
... A little more about you that is not who you are.
... En lille smule mere om dig, der ikke handler om hvem du er.
13:19
What are some other metamorphoses that you've had?
Hvad er nogle andre forvandlinger, som du har oplevet?
13:22
... Doesn't have to be fear. What kind of roller coaster are you on?
... Det behøver ikke at være frygt. Hvilken slags rutsjebane er du i?
13:24
MS: EEEEEE! (A: Thank you.) No, thank you.
MS: EEEEEE! (A: Tak.) Nej, tak.
13:26
A: Thanks for you patience. (MS: Great job.)
A: Tak for din tålmodighed. (MS: Godt arbejde.)
13:28
A: Yeah. (MS: Thanks a lot.) All right.
A: Ja. (MS: Mange tak.) Okay.
13:30
MS: Yeah, I don't know what's going to come of this.
MS: Ja, jeg ved ikke hvad det her ender med.
13:32
There was a whole lot of crazy going on in there.
Der skete en hel masse mærkelige ting derinde.
13:34
Lindsay Zaltman: The first thing we saw was this idea
Lindsay Zaltman: De første ting vi så, var denne ide
13:37
that you had two distinct, but complementary
om, at man havde to forskellige, men supplerende
13:39
sides to your brand personality --
sider til ens brand personlighed --
13:41
the Morgan Spurlock brand is a mindful/play brand.
Morgan Spurlock brandet er en opmærksomt/spøgefuldt brand.
13:44
Those are juxtaposed very nicely together.
De er stillet meget godt sammen.
13:47
And I think there's almost a paradox with those.
Og jeg tror, der næsten er et paradoks med dem.
13:49
And I think some companies
Og jeg tror nogle virksomheder
13:51
will just focus on one of their strengths or the other
bare vil fokusere på en eller anden af deres styrker
13:53
instead of focusing on both.
i stedet for at fokusere på begge.
13:56
Most companies tend to -- and it's human nature --
De fleste virksomheder har den tendens -- og det er den menneskelige natur --
13:58
to avoid things that they're not sure of,
for at undgå ting, som de ikke er sikre på,
14:01
avoid fear, those elements,
undgå frygt, de elementer,
14:03
and you really embrace those,
og man tager dem virkelig til sig,
14:05
and you actually turn them into positives for you, and it's a neat thing to see.
og man vender dem faktisk til positive ting for en selv, og det er en fin ting at se.
14:07
What other brands are like that?
Hvilke andre brands gør det?
14:10
The first on here is the classic, Apple.
Den første her er klassikeren, Apple.
14:12
And you can see here too, Target, Wii,
Og man kan også se Target, Wii,
14:14
Mini from the Mini Coopers, and JetBlue.
Mini fra Mini Cooper, og JetBlue her.
14:17
Now there's playful brands and mindful brands,
Nu er der spøgefulde og opmærksomme brands,
14:20
those things that have come and gone,
de ting er kommet og gået,
14:22
but a playful, mindful brand is a pretty powerful thing.
men et spøgefuldt, opmærksomt brand er en temmelig kraftfuld ting.
14:24
MS: A playful, mindful brand. What is your brand?
MS: Et spøgefuldt, opmærksomt brand. Hvad er ens brand?
14:27
If somebody asked you to describe your brand identity, your brand personality,
Hvis nogen bad een om at beskrive ens brand identitet, ens brand personlighed,
14:29
what would you be?
hvad vil man være?
14:32
Are you an up attribute? Are you something that gets the blood flowing?
Har man et op karaktertræk? Er man noget, der får blodet til at strømme?
14:34
Or are you more of a down attribute?
Eller er man et mere negativt karaktertræk?
14:37
Are you something that's a little more calm, reserved, conservative?
Er man noget, der er lidt mere rolig, reserveret, konservativt?
14:39
Up attributes are things like being playful,
Positive karaktertræk er ting, der kan lide at være spøgefulde,
14:42
being fresh like the Fresh Prince,
være friske ligesom the Fresh Prince,
14:45
contemporary, adventurous,
nulevende, eventyrlystne,
14:48
edgy or daring like Errol Flynn,
med kant, eller dristig ligesom Errol Flynn,
14:50
nimble or agile, profane, domineering,
smidig eller adræt, verdslig, dominerende,
14:52
magical or mystical like Gandalf.
magisk eller mystisk ligesom Gandalf.
14:55
Or are you more of a down attribute?
Eller er man mere som et mere negativt karaktertræk?
14:57
Are you mindful, sophisticated like 007?
Er man opmærksom, sofistikeret som 007?
14:59
Are you established, traditional, nurturing, protective,
Er du etableret, traditionel, omsorgsgivende, beskyttende,
15:01
empathetic like the Oprah?
empatisk ligesom Oprah?
15:04
Are you reliable, stable, familiar,
Er du pålidelig, stabil, hjemmevant,
15:06
safe, secure, sacred,
sikker, forsvarlig, hellig,
15:08
contemplative or wise
eftertænksom eller vis
15:10
like the Dalai Lama or Yoda?
ligesom Dalai Lama eller Yoda?
15:12
Over the course of this film,
I løbet af denne film,
15:14
we had 500-plus companies
havde vi over 500 virksomheder
15:17
who were up and down companies
der var alle forskellige slags virksomheder
15:19
saying, "no," they didn't want any part of this project.
der sagde, "nej," de ville ikke have noget med dette projekt at gøre.
15:21
They wanted nothing to do with this film, mainly because they would have no control,
De ville ikke have noget med denne film at gøre, hovedsageligt fordi de ikke ville have nogen kontrol,
15:23
they would have no control over the final product.
de ville ikke have nogen kontrol over det endelige produkt.
15:26
But we did get 17 brand partners
Men vi fik 17 brand-partnere,
15:28
who were willing to relinquish that control,
der var ville til at frasige den kontrol,
15:30
who wanted to be in business
der ville samarbejde,
15:32
with someone as mindful and as playful as myself
med nogen der var så opmærksom og spøgefuld som jeg
15:34
and who ultimately empowered us to tell stories
og som i sidste ende bemyndiggjorde os til at fortælle historier,
15:37
that normally we wouldn't be able to tell --
som vi normalt ikke ville være i stand til at fortælle --
15:39
stories that an advertiser would normally never get behind.
historier som en annoncør normalt aldrig ville se.
15:42
They enabled us to tell the story about neuromarketing,
De gjorde os i stand til at fortælle historien om neuromarketing,
15:45
as we got into telling the story in this film
som vi kom ind i under fortællingen af historien af denne film
15:48
about how now they're using MRI's
om hvordan de nu bruger en MRI
15:50
to target the desire centers of your brain
til at ramme begærcenteret i ens hjerne
15:52
for both commercials as well as movie marketing.
til både reklamer, såvel som film marketing.
15:54
We went to San Paulo where they have banned outdoor advertising.
Vi tog til San Paulo, hvor de har bandlyst udendørs annoncering.
15:57
In the entire city for the past five years,
I løbet af de sidste fem år har der i hele byen,
16:00
there's no billboards, there's no posters, there's no flyers, nothing.
ikke været nogen reklamesøjer, ingen posters, ingen fliers, ingenting.
16:02
(Applause)
(Bifald)
16:05
And we went to school districts
Og vi tog ud til skoledistrikter
16:07
where now companies are making their way
hvor virksomheder nu gør deres indtog
16:09
into cash-strapped schools all across America.
til skoler der mangler penge, over hele USA.
16:11
What's incredible for me is the projects that I've gotten the most feedback out of,
Det, der er utroligt for mig, er, at de projekter jeg har fået mest feedback ud af,
16:14
or I've had the most success in,
eller har haft mest succes med,
16:17
are ones where I've interacted with things directly.
er dem hvor jeg har interageret med tingene direkte.
16:19
And that's what these brands did.
Og det er hvad disse brands gjorde.
16:21
They cut out the middleman, they cut out their agencies
De skar mellemmanden ud, de skar bureauerne ud
16:23
and said, "Maybe these agencies
og sagde, "Måske har disse bureauer
16:25
don't have my best interest in mind.
ikke mine bedste interesser for øje.
16:27
I'm going to deal directly with the artist.
Jeg vil handle direkte med artisten.
16:29
I'm going to work with him to create something different,
Jeg vil handle direkte med ham til at skabe noget anderledes,
16:31
something that's going to get people thinking,
noget der vil få folk til at tænke,
16:33
that's going to challenge the way we look at the world."
noget der vil udfordre måden vi ser verden på."
16:35
And how has that been for them? Has it been successful?
Og hvordan er det gået for dem? Har det været en succes?
16:37
Well, since the film premiered at the Sundance Film Festival, let's take a look.
Jamen, siden filmen havde premiere ved Sundance Film Festival, så lad os se på det.
16:39
According to Burrelles, the movie premiered in January,
Ifølge Burrelles, havde filmen premiere i januar,
16:42
and since then -- and this isn't even the whole thing --
og siden da -- og dette er ikke engang det hele --
16:45
we've had 900 million media impressions for this film.
har vi 900 millioner gange fået medie omtale for denne film.
16:47
That's literally covering just like a two and a half-week period.
Det dækker bogstavelig talt kun lige en periode på to og en halv uge.
16:50
That's only online -- no print, no TV.
Det er kun online -- ikke trykskrift, ikke TV.
16:52
The film hasn't even been distributed yet.
Denne film er ikke engang blevet distribueret endnu.
16:54
It's not even online. It's not even streaming.
Den er ikke engang online. Det er ikke engang streaming.
16:56
It's not even been out into other foreign countries yet.
Den er ikke engang bragt ud i udlandet endnu.
16:58
So ultimately,
Så alt i alt,
17:01
this film has already started to gain a lot of momentum.
er denne film allerede begyndt at få en masse momentum.
17:03
And not bad for a project that almost every ad agency we talked to
Og det er ikke dårligt for et projekt, hvor næsten alle de reklamebureauer vi snakkede med
17:06
advised their clients not to take part.
adviserede deres klienter til ikke at tage del.
17:09
What I always believe
Det jeg altid troede på
17:11
is that if you take chances, if you take risks,
var, at hvis man tager chancer, hvis man løber en risiko,
17:13
that in those risks will come opportunity.
vil der i de ricisi opstå en mulighed.
17:15
I believe that when you push people away from that,
Jeg tror på, at når man skubber mennesker væk fra det,
17:18
you're pushing them more towards failure.
skubber man dem mere mod fiasko.
17:20
I believe that when you train your employees to be risk averse,
Jeg tror på, at når man træner sine ansatte til at være uvillige til at løbe risici,
17:22
then you're preparing your whole company
så gør man hele sin virksomhed klar til
17:25
to be reward challenged.
at belønnings udfordret.
17:27
I feel like that what has to happen moving forward
Jeg føler, at det der skal ske for at komme videre,
17:29
is we need to encourage people to take risks.
er at vi skal opmuntre mennesker til at tage chancer.
17:31
We need to encourage people to not be afraid
Vi skal opmuntre mennesker til ikke at være bange
17:34
of opportunities that may scare them.
for muligheder, der måske gør dem bange.
17:36
Ultimately, moving forward,
I sidste ende, for at komme videre,
17:38
I think we have to embrace fear.
tror jeg vi skal tage frygt til os.
17:40
We've got to put that bear in a cage.
Vi skal sætte den bjørn i et bur.
17:42
(Laughter)
(Latter)
17:44
Embrace fear. Embrace risk.
Vi skal tage frygt til os. Vi skal tage risici til os.
17:51
One big spoonful at a time, we have to embrace risk.
Vi skal tage risici til os, en stor skefuld ad gangen.
17:54
And ultimately, we have to embrace transparency.
Og i sidste ende, skal vi tage gennemskuelighed til os.
17:57
Today, more than ever,
I dag, mere end nogensinde,
18:01
a little honesty is going to go a long way.
en lille smule ærlighed vil hjælpe meget.
18:03
And that being said, through honesty and transparency,
Og når det er sagt, gennem ærlighed og gennemsigtighed,
18:05
my entire talk, "Embrace Transparency,"
er hele mit foredrag, "Tag gennemskueligheden til dig,"
18:08
has been brought to you
blevet bragt til jer,
18:11
by my good friends at EMC,
af mine gode venner hos EMC,
18:13
who for $7,100
der for $7.100
18:16
bought the naming rights on eBay.
på eBay købte retten til at blive blive nævnt.
18:18
(Applause)
(Bifald)
18:20
EMC: Turning big data
EMC: Vender store data
18:29
into big opportunity
til store muligheder
18:32
for organizations all over the world.
for virksomheder i hele verden.
18:34
EMC presents: "Embrace Transparency."
EMS præsenterer: "Tag gennemskueligheden til dig."
18:36
Thank you very much, guys.
Mange tak gutter.
18:39
(Applause)
(Bifald)
18:41
June Cohen: So, Morgan,
June Cohen: Så, Morgan,
18:54
in the name of transparency,
i gennemskuelighedens navn,
18:57
what exactly happened to that $7,100?
hvad skete der præcist med de $7.100?
18:59
MS: That is a fantastic question.
MS: Det er et fantastisk spørgsmål.
19:01
I have in my pocket a check
Jeg har en check i min lomme,
19:04
made out to the parent organization to the TED organization,
der er udstedt til den overordnede organisation for TED,
19:07
the Sapling Foundation --
Sapling Foundation --
19:09
a check for $7,100
en check på $7.100
19:11
to be applied toward my attendance for next year's TED.
der skal bruges på min deltagelse til næste års TED.
19:13
(Laughter)
(Latter)
19:16
(Applause)
(Bifald)
19:18
Translated by David J. Kreps Finnemann
Reviewed by Niels Justus

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About the speaker:

Morgan Spurlock - Filmmaker
Morgan Spurlock makes documentary film and TV that is personal, political -- and, above all, deeply empathetic.

Why you should listen

Though it was as high-concept as any reality-TV show, Morgan Spurlock's 2004 film Super Size Me was something else entirely: a critique of modern fast-feeding, wrapped in the personal story of a charming, curious host. And "host" can be taken literally: eating only McDonald's for 30 days straight, Spurlock went into a shocking physical and emotional decline, showing via his own body the truth about junk food. After this Oscar-nominated doc came Spurlock's three-seasons-long unscripted TV show, 30 Days, based on another lifehack: Send a person to live, for 30 days, inside another worldview. Stories from 30 Days are human, engaging, surprising: An anti-immigrant activist warms to a tight-knit family of border-crossers; an outsourced US engineer meets the Indian engineer who holds his old job; a former pro football player spends 30 days navigating the world in a wheelchair.

In 2008, Spurlock released Where in the World Is Osama Bin Laden?, about his months-long trek through Afghanistan, Saudi Arabia, Egypt, Israel, Palestine ... following leads and interviewing people along the way. (In an interview, he guessed he got within 50 miles of Osama before winding up the hunt.) He was also part of a group-filmed version of Freakonomics. He wrote a book about his fast-food odyssey, called Don't Eat This Book -- while his wife, vegan chef Alex Jamieson, wrote a bestseller about the eight-week cleansing diet she put Spurlock on after he got supersized.

His latest film, The Greatest Movie Ever Sold, dives into the mysterious world of brand sponsorship, a major influence on how pop culture is developed and shared. Almost totally sponsored itself, the film was the first to be sold at Sundance 2011, and, it's said, made a profit before it even opened. The film debuts in US theaters on April 22, 2011.

 

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Morgan Spurlock | Speaker | TED.com