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TED2011

Morgan Spurlock: The greatest TED Talk ever sold

摩根‧斯珀洛克(Morgan Spurlock):史上最成功的TED講座販售

Filmed
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憑藉著幽默和毅力,導演摩根‧斯普爾洛克(Morgan Spurlock)潛入潛在且有影響力的品牌行銷的世界裡,他企圖拍攝一部由贊助商完全贊助的電影。(同時,這場演講的命名權也是來自廠商贊助。由誰贊助和贊助了多少錢?他會告訴你。)

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

I have spent花費 the past過去 few少數 years年份
我在過去的幾年裡
00:15
putting myself into situations情況
讓自己處在
00:18
that are usually平時 very difficult
非常困難的的情況裡
00:20
and at the same相同 time somewhat有些 dangerous危險.
同時也有點危險。
00:22
I went to prison監獄 --
我被關在監獄 -
00:26
difficult.
困難。
00:28
I worked工作 in a coal煤炭 mine --
我在煤礦場工作 -
00:30
dangerous危險.
危險。
00:33
I filmed拍攝 in war戰爭 zones --
我在戰區拍片 -
00:35
difficult and dangerous危險.
困難又危險。
00:37
And I spent花費 30 days eating nothing but this --
我花了30天不吃其他東西,只吃這個 -
00:39
fun開玩笑 in the beginning開始,
在開始時很好玩,
00:43
little difficult in the middle中間, very dangerous危險 in the end結束.
過程中有點困難,在結束時非常危險。
00:45
In fact事實, most of my career事業,
事實上,大部分我職業生涯裏,
00:49
I've been immersing浸泡 myself
我一直讓自己
00:51
into seemingly似乎 horrible可怕 situations情況
沉浸在看似可怕的情況裡
00:53
for the whole整個 goal目標 of trying
為的是
00:56
to examine檢查 societal社會的 issues問題
研究社會問題
00:58
in a way that make them engaging, that make them interesting有趣,
我用讓大家一同參與,使大家感興趣的方式,
01:00
that hopefully希望 break打破 them down in a way
希望讓這些研究
01:03
that make them entertaining娛樂 and accessible無障礙 to an audience聽眾.
變得有娛樂性和能讓觀眾觸及。
01:05
So when I knew知道 I was coming未來 here
所以,當我知道我要來這裡
01:08
to do a TEDTED Talk that was going to look at the world世界 of branding品牌 and sponsorship贊助,
做一場TED演講,探討世界上的品牌和贊助,
01:10
I knew知道 I would want to do something a little different不同.
我知道我想要做一些不一樣的東西。
01:13
So as some of you may可能 or may可能 not have heard聽說,
你們有些人可能有也可能沒有聽過,
01:15
a couple一對 weeks ago, I took out an ad廣告 on eBay易趣.
幾個星期前,我在Ebay貼出一則廣告。
01:18
I sent發送 out some FacebookFacebook的 messages消息,
我在Facebook發出了一些消息,
01:21
some Twitter推特 messages消息,
也在Twitter發出一些消息,
01:24
and I gave people the opportunity機會 to buy購買 the naming命名 rights權利
我讓大家有機會可以購買
01:26
to my 2011 TEDTED Talk.
我2011年TED演講名稱的命名權。
01:28
(Laughter笑聲)
(笑聲)
01:30
That's right, some lucky幸運 individual個人, corporation公司,
沒錯,一些幸運的人,公司行號,
01:32
for-profit以營利為目的 or non-profit非盈利,
營利或非營利的機構,
01:35
was going to get the once-in-a-lifetime一生一次的 opportunity機會 --
會得到一次千載難逢的機會 -
01:37
because I'm sure Chris克里斯 Anderson安德森 will never let it happen發生 again --
因為我敢說,克里斯安德森(TED總監)將永遠不會讓這事再發生 -
01:39
(Laughter笑聲)
(笑聲)
01:41
to buy購買 the naming命名 rights權利
大家可以來購買
01:43
to the talk you're watching觀看 right now,
你現在正在看的演講的命名權,
01:45
that at the time didn't have a title標題, didn't really have a lot of content內容
在拍賣當時,沒有主題,也沒有內容說明
01:47
and didn't really give much hint暗示
更沒有提供任何
01:50
as to what the subject學科 matter would actually其實 be.
關於實際上題材的線索。
01:52
So what you were getting得到 was this:
所以,買家得到的是:
01:55
Your name名稱 here presents禮物:
你的名字會刊登在這裡:
01:57
My TEDTED Talk that you have no idea理念 what the subject學科 is
你不知道我的TED演講的主題是什麼
01:59
and, depending根據 on the content內容, could ultimately最終 blow打擊 up in your face面對,
且根據不同的內容,可能最後事情會完全搞砸,
02:02
especially特別 if I make you or your company公司 look stupid for doing it.
尤其如果我做些讓你或你的公司看起來愚蠢的事。
02:05
But that being存在 said,
儘管如此,
02:08
it's a very good media媒體 opportunity機會.
這是一個非常好的宣傳機會。
02:10
(Laughter笑聲)
(笑聲)
02:12
You know how many許多 people watch these TEDTED Talks會談?
你知道有多少人會觀看這些 TEDTalks?
02:18
It's a lot.
很多人呢。
02:21
That's just a working加工 title標題, by the way.
順便提一下,這名稱只是暫定的。
02:24
(Laughter笑聲)
(笑聲)
02:26
So even with that caveat警告,
因此,即使有警告過了,
02:28
I knew知道 that someone有人 would buy購買 the naming命名 rights權利.
我知道還是有人會買命名權。
02:31
Now if you'd have asked me that a year ago,
如果你一年前問我
02:33
I wouldn't不會 have been able能夠 to tell you that with any certainty肯定.
我不會有把握能夠告訴你。
02:35
But in the new project項目 that I'm working加工 on, my new film電影,
但我現在正在努力的新計劃,就是我的新電影,
02:37
we examine檢查 the world世界 of marketing營銷, advertising廣告.
我們將探討行銷,也就是廣告。
02:39
And as I said earlier,
正如我剛才所說,
02:42
I put myself in some pretty漂亮 horrible可怕 situations情況 over the years年份,
多年來,我讓自己處在一些非常可怕的情況,
02:44
but nothing could prepare準備 me, nothing could ready準備 me,
但我再怎麽準備,再怎麽作心理建設,
02:47
for anything as difficult
也沒辦法來應付
02:50
or as dangerous危險
以下這個危險的狀況
02:53
as going into the rooms客房 with these guys.
那就是:和這些傢伙(廣告公司)同在一間房裏。
02:55
(Laughter笑聲)
(笑聲)
02:59
You see, I had this idea理念 for a movie電影.
你看,我有拍這種電影的想法。
03:02
(Video視頻) Morgan摩根 Spurlock斯普爾洛克: What I want to do is make a film電影
(影片)摩根‧斯珀洛克:我想做的就是拍部電影
03:05
all about product產品 placement放置, marketing營銷 and advertising廣告,
是關於置入性行銷,產品行銷和廣告,
03:07
where the entire整個 film電影 is funded資助
然後整齣電影的經費
03:10
by product產品 placement放置, marketing營銷 and advertising廣告.
就來自產品的置入性行銷,行銷和廣告。
03:12
So the movie電影 will be called "The Greatest最大 Movie電影 Ever Sold出售."
所以,這部電影,會被稱為“最成功的電影販售”。
03:14
So what happens發生 in "The Greatest最大 Movie電影 Ever Sold出售,"
那麼,在“最成功的電影販售”講的是
03:17
is that everything from top最佳 to bottom底部, from start開始 to finish,
一切從上到下,從開始到結束,
03:19
is branded品牌 from beginning開始 to end結束 --
完全的品牌化 -
03:22
from the above-the-title上述的標題 sponsor贊助 that you'll你會 see in the movie電影,
你會看到在電影中,看到冠名贊助商,
03:24
which哪一個 is brand X.
這是某某品牌。
03:26
Now this brand, the Qualcomm高通公司 Stadium體育場,
現在這個品牌,高通球場(Qualcomm Stadium),
03:28
the Staples斯台普斯 Center中央 ...
斯台普斯中心(Staples Center)...
03:30
these people will be married已婚 to the film電影 in perpetuity如履薄冰 -- forever永遠.
這些人將永久和電影連結在一起 - 直到永遠。
03:32
And so the film電影 explores探討 this whole整個 idea理念 -- (Michael邁克爾 KassanKassan: It's redundant.)
整齣電影將探討這個想法 - (Michael Kassan:這是多餘的。)
03:35
It's what? (MKMK: It's redundant.) In perpetuity如履薄冰, forever永遠?
你說什麼? (MK:我說這是多餘的。)你是說永久永遠嗎?
03:37
I'm a redundant person. (MKMK: I'm just saying.)
我是個多餘的人。 (MK:我只是這樣說。)
03:40
That was more for emphasis重點.
這只是爲了強調
03:42
It was, "In perpetuity如履薄冰. Forever永遠."
說,“永久——直到永遠”。
03:44
But not only are we going to have the brand X title標題 sponsor贊助,
不過,我們不僅擁有某某品牌冠名贊助商,
03:46
but we're going to make sure we sell out every一切 category類別 we can in the film電影.
我們還將確保,我們把電影裡能賣的贊助部分都給賣出。
03:48
So maybe we sell a shoe and it becomes the greatest最大 shoe you ever wore穿著 ...
所以,也許贊助鞋的部分,讓它成為有史以來你穿過最好的鞋...
03:50
the greatest最大 car汽車 you ever drove開車 from "The Greatest最大 Movie電影 Ever Sold出售,"
“最成功的電影販售”中,有史以來你開過最好的車,
03:53
the greatest最大 drink you've ever had, courtesy禮貌 of "The Greatest最大 Movie電影 Ever Sold出售."
“最成功的電影販售”,由有史以來你喝過最好喝的飲料所贊助,
03:56
Xavier澤維爾 Kochhar科赫哈: So the idea理念 is,
Xavier Kochhar:這樣的想法是,
03:59
beyond just showing展示 that brands品牌 are a part部分 of your life,
不止要展示說品牌是你生活的一部分,
04:01
but actually其實 get them to finance金融 the film電影? (MS女士: Get them to finance金融 the film電影.)
而且還要由他們來資助電影嗎? (MS:讓他們出資來拍電影。)
04:03
MS女士: And actually其實 we show顯示 the whole整個 process處理 of how does it work.
MS:實際上,我們會完整呈現這部分的工作。
04:06
The goal目標 of this whole整個 film電影 is transparency透明度.
我們的目標是要讓整齣電影的贊助透明化。
04:08
You're going to see the whole整個 thing take place地點 in this movie電影.
你在這部電影裡可以看到所有的過程。
04:10
So that's the whole整個 concept概念,
這是整體概念,
04:12
the whole整個 film電影, start開始 to finish.
整部影片,從開始到結束都是被贊助的。
04:14
And I would love for CEGCEG to help make it happen發生.
我非常希望有CEG的贊助,使拍片能成功。
04:16
Robert羅伯特 Friedman弗里德曼: You know it's funny滑稽,
Robert Friedman:説來有趣,
04:18
because when I first hear it,
因為當我第一次聽到這個主意時,
04:20
it is the ultimate最終 respect尊重
我覺得這是
04:22
for an audience聽眾.
對觀眾最極致的尊重
04:24
Guy: I don't know how receptive接受
Guy:我不知道
04:26
people are going to be to it, though雖然.
人們對這一切的接受度有多高。
04:28
XKXK: Do you have a perspective透視 --
XK:你有想過嗎 -
04:30
I don't want to use "angle角度" because that has a negative connotation意義 --
我不想用“角度”這個字,因為有負面的涵義 -
04:32
but do you know how this is going to play out? (MS女士: No idea理念.)
不過你知道電影要怎麼呈現嗎? (MS:我不知道。)
04:34
David大衛 Cohn科恩: How much money does it take to do this?
David Cohn:這樣做要花多少錢呢?
04:37
MS女士: 1.5 million百萬. (DCDC: Okay.)
MS:150萬美元。 (DC:好吧。)
04:40
John約翰 Kamen假面: I think that you're going to have a hard time meeting會議 with them,
John Kamen:我覺得你跟贊助商見面時,下場可能會蠻淒慘的,
04:43
but I think it's certainly當然 worth價值 pursuing追求
但我覺得這還是值得試試看
04:45
a couple一對 big, really obvious明顯 brands品牌.
找些知名的大品牌。
04:47
XKXK: Who knows知道, maybe by the time your film電影 comes out,
XK:誰知道,也許你電影拍出來的時候,
04:50
we look like a bunch of blithering胡扯的 idiots白痴.
我們看起來會像一群在胡扯的笨蛋。
04:52
MS女士: What do you think the response響應 is going to be?
MS:你認為這樣會得到什麼反應?
04:54
Stuart斯圖爾特 RuderferRuderfer: The responses回复 mostly大多 will be "no."
Stuart Ruderfer:大多數的反應應該會是“不要”。
04:57
MS女士: But is it a tough強硬 sell because of the film電影
MS:這是因為是電影本身所以找不到贊助嗎?
04:59
or a tough強硬 sell because of me?
還是因為我的關係?
05:01
JKJK: Both.
JK:兩個都是。
05:03
MS女士: ... Meaning含義 not so optimistic樂觀.
MS:...意思是不太樂觀。
05:05
So, sir先生, can you help me? I need help.
所以,你能幫我嗎?我需要幫助。
05:08
MKMK: I can help you.
MK:我可以幫忙。
05:10
MS女士: Okay. (MKMK: Good.)
MS:好的。 (MK:好。)
05:12
Awesome真棒.
真棒。
05:14
MKMK: We've我們已經 gotta總得 figure數字 out which哪一個 brands品牌.
MK:我們得弄清楚要哪些品牌。
05:16
MS女士: Yeah. (MKMK: That's the challenge挑戰.)
MS:是的。 (MK:這是個挑戰。)
05:18
When you look at the people you deal合同 with ..
當你看到和你交涉的人時 ..
05:21
MKMK: We've我們已經 got some places地方 we can go. (MS女士: Okay.)
MK:我們有一些門路。 (MS:好吧。)
05:23
Turn the camera相機 off.
把相機關掉。
05:25
MS女士: I thought "Turn the camera相機 off"
MS:我想他說“把相機關掉”
05:27
meant意味著, "Let's have an off-the-record關閉記錄 conversation會話."
意味著我們不要有任何談話的記錄。
05:29
Turns out it really means手段,
結果的真正意思是
05:31
"We want nothing to do with your movie電影."
“我們不希望與你拍的電影有任何關連。”
05:33
MS女士: And just like that, one by one,
MS:就這樣,一個接一個,
05:36
all of these companies公司 suddenly突然 disappeared消失.
所有這裡的公司突然都消失了。
05:39
None沒有 of them wanted anything to do with this movie電影.
沒有公司想要在這部電影裡贊助商品
05:42
I was amazed吃驚.
我很驚訝
05:44
They wanted absolutely絕對 nothing to do with this project項目.
他們完全不想參與這個計畫
05:46
And I was blown away, because I thought the whole整個 concept概念, the idea理念 of advertising廣告,
我被打敗了,因為我覺得整個廣告的概念,
05:48
was to get your product產品 out in front面前 of as many許多 people as possible可能,
是讓你的產品能盡可能出現在越多的人面前,
05:50
to get as many許多 people to see it as possible可能.
盡可能讓更多的人看到
05:53
Especially特別 in today's今天的 world世界,
特別是在當今世界,
05:55
this intersection路口 of new media媒體 and old media媒體
在新媒體和傳統媒體的交會下
05:57
and the fractured骨折 media媒體 landscape景觀,
還有不同的媒體區塊
05:59
isn't the idea理念 to get
我們不正是需要
06:01
that new buzz-worthy嗡嗡聲,值得 delivery交貨 vehicle車輛
用新穎時髦的傳播工具
06:03
that's going to get that message信息 to the masses群眾?
才能將訊息轉達給群眾嗎?
06:06
No, that's what I thought.
不,那是我的想法。
06:08
But the problem問題 was, you see,
但問題是,你看,
06:11
my idea理念 had one fatal致命 flaw缺陷,
我的想法有一個致命的缺陷,
06:13
and that flaw缺陷 was this.
那個缺陷是這個。
06:16
Actually其實 no, that was not the flaw缺陷 whatsoever任何.
其實不是,這不是任何缺陷。
06:20
That wouldn't不會 have been a problem問題 at all.
這本來是不會有問題的。
06:22
This would have been fine.
原本應該會很好的
06:24
But what this image圖片 represents代表 was the problem問題.
但是這個圖正顯示出問題在哪裏
06:26
See, when you do a Google谷歌 image圖片 search搜索 for transparency透明度,
你瞧,當你在Google圖片上搜尋“透明度”,
06:28
this is ---
這是 --
06:30
(Laughter笑聲)
(笑聲)
06:32
(Applause掌聲)
(掌聲)
06:34
This is one of the first images圖片 that comes up.
這是第一張會出現的圖。
06:37
So I like the way you roll, Sergey謝爾蓋 Brin布林. No.
Sergey Brin(Google創辦人之一)我真愛你管理的方式。不
06:40
(Laughter笑聲)
(笑聲)
06:43
This is was the problem問題: transparency透明度 --
這就是問題所在:透明度 -
06:47
free自由 from pretense虛偽 or deceit謊言;
不是虛偽或欺騙;
06:50
easily容易 detected檢測 or seen看到 through通過;
很容易發現或識破;
06:52
readily容易 understood了解;
很容易理解;
06:54
characterized特徵 by visibility能見度 or accessibility無障礙 of information信息,
特點是訊息的可見性和可得性,
06:56
especially特別 concerning關於 business商業 practices做法 --
特別是關於商業行為 -
06:59
that last line being存在 probably大概 the biggest最大 problem問題.
最後一句可能是最大的問題。
07:01
You see, we hear a lot about transparency透明度 these days.
想想,這些日子以來,我們聽到了很多關於透明度。
07:04
Our politicians政治家 say it, our president主席 says it,
我們的政治人物,我們的總統都在說,
07:07
even our CEO's首席執行官 say it.
甚至我們的CEO也在說。
07:09
But suddenly突然 when it comes down to becoming變得 a reality現實,
但是,當它突然變成現實的一部分,
07:11
something suddenly突然 changes變化.
事情就不一樣了。
07:13
But why? Well, transparency透明度 is scary害怕 --
但是為什麼呢?嗯,透明度是可怕的 -
07:15
(Roar怒吼)
(吼)
07:18
like that odd, still-screaming仍然尖叫 bear.
像隻又怪又會叫的熊。
07:20
(Laughter笑聲)
(笑聲)
07:23
It's unpredictable不可預料的 --
透明度無法捉摸 -
07:25
(Music音樂)
(音樂)
07:27
(Laughter笑聲)
(笑聲)
07:29
like this odd country國家 road.
像一條奇怪的鄉間小路。
07:31
And it's also very risky有風險.
而且是很危險的。
07:34
(Laughter笑聲)
(笑聲)
07:38
What else其他 is risky有風險?
還有什麼也是危險的?
07:41
Eating an entire整個 bowl of Cool Whip鞭子.
吃一整碗Cool Whip(一種冰奶油甜食)。
07:43
(Laughter笑聲)
(笑聲)
07:46
That's very risky有風險.
這是非常危險的。
07:51
Now when I started開始 talking to companies公司
當我開始和那些公司交涉
07:55
and telling告訴 them that we wanted to tell this story故事,
並告訴他們,我們想製作這樣的故事,
07:57
and they said, "No, we want you to tell a story故事.
他們說:“不,我們要你製作出一個故事。
07:59
We want you to tell a story故事,
我們希望你製作故事,
08:01
but we just want to tell our story故事."
我們希望你製作我們品牌的故事。“
08:03
See, when I was a kid孩子
你看,當我還是個孩子
08:06
and my father父親 would catch抓住 me in some sort分類 of a lie謊言 --
我父親會跟我說某些謊話 -
08:08
and there he is giving me the look he often經常 gave me --
而且他臉部的表情會像平常那樣 -
08:10
he would say, "Son兒子, there's three sides雙方 to every一切 story故事.
他會說:“兒子,每一個故事都有三種面向。
08:13
There's your story故事,
有你的,
08:17
there's my story故事
有我的,
08:20
and there's the real真實 story故事."
還有真實的部分。“
08:22
Now you see, with this film電影, we wanted to tell the real真實 story故事.
現在,這部電影,我們想說真實的故事。
08:24
But with only one company公司, one agency機構 willing願意 to help me --
但是,只有一個公司,一個機構願意幫助我 -
08:27
and that's only because I knew知道 John約翰 Bond and Richard理查德 KirshenbaumKirshenbaum for years年份 --
而且還是因為我認識John Bond和Richard Kirshenbaum很多年 -
08:29
I realized實現 that I would have to go on my own擁有,
我意識到,我必須自己來,
08:33
I'd have to cut out the middleman中間人
我不能再委託別人
08:35
and go to the companies公司 myself with all of my team球隊.
我得自己和我的團隊直接到贊助商那裡去。
08:37
So what you suddenly突然 started開始 to realize實現 --
然後,你突然開始意識到 -
08:40
or what I started開始 to realize實現 --
或者是我開始意識到 -
08:42
is that when you started開始 having conversations對話 with these companies公司,
當你開始和這些公司交涉,
08:44
the idea理念 of understanding理解 your brand is a universal普遍 problem問題.
了解品牌的概念是大家共同的問題。
08:46
(Video視頻) MS女士: I have friends朋友 who make great big, giant巨人 Hollywood好萊塢 films影片,
(影片)MS:我有位朋友是在製作大成本的好萊塢電影
08:49
and I have friends朋友 who make little independent獨立 films影片 like I make.
我也有朋友和我一樣是小型的獨立製片。
08:51
And the friends朋友 of mine who make big, giant巨人 Hollywood好萊塢 movies電影
我那位製作大成本好萊塢電影的朋友
08:54
say the reason原因 their films影片 are so successful成功
說他們的電影之所以是如此成功
08:56
is because of the brand partners夥伴 that they have.
是因為他們有合作的贊助品牌。
08:58
And then my friends朋友 who make small independent獨立 films影片
然後我那些小型的獨立製片的朋友
09:00
say, "Well, how are we supposed應該 to compete競爭
說:“那我們要如何
09:02
with these big, giant巨人 Hollywood好萊塢 movies電影?"
去和這些大成本製作的好萊塢電影競爭?“
09:04
And the movie電影 is called
而我們這部電影叫做
09:06
"The Greatest最大 Movie電影 Ever Sold出售."
“最成功的電影販售”。
09:08
So how specifically特別 will we see Ban禁止 in the film電影?
那要如何讓Ban這個牌子具體的在電影出現呢?
09:10
Any time I'm ready準備 to go, any time I open打開 up my medicine醫學 cabinet內閣,
每當我準備好,每當我打開了我的醫藥箱,
09:13
you will see Ban禁止 deodorant除臭劑.
你會看到Ban牌體香劑。
09:16
While anytime任何時候 I do an interview訪問 with someone有人,
每當我訪問一個人,
09:18
I can say, "Are you fresh新鮮 enough足夠 for this interview訪問?
我可以問,“你覺得現在體味清爽可以接受訪問嗎?
09:21
Are you ready準備? You look a little nervous緊張.
你準備好了嗎?你看起來有點緊張。
09:24
I want to help you calm冷靜 down.
我想幫助你平靜下來。
09:26
So maybe you should put some one before the interview訪問."
也許你應該在受訪前試用一下。“
09:28
So we'll offer提供 one of these fabulous極好 scents氣味.
因此,我們將提供其中一款絕妙的香味。
09:30
Whether是否 it's a "Floral花的 Fusion聚變" or a "Paradise天堂 Winds,"
無論是“綜合花香”或“天堂之風”
09:32
they'll他們會 have their chance機會.
都可以上鏡頭。
09:34
We will have them geared面向 for both male or female --
我們會讓他們準備好給男性或女性 -
09:36
solid固體, roll-on滾上 or stick, whatever隨你 it may可能 be.
不管是膏狀,滾珠的,或條狀的都可以。
09:39
That's the two-cent兩分 tour遊覽.
這算是種小的宣傳手法。
09:42
So now I can answer回答 any of your questions問題
所以現在我可以回答您的任何問題
09:44
and give you the five-cent五分錢 tour遊覽.
然後討論更好的宣傳方式。
09:46
Karen卡倫 Frank坦率: We are a smaller brand.
Karen Frank:我們是一個小品牌。
09:48
Much like you talked about being存在 a smaller movie電影,
就像你說作為一個小電影,
09:50
we're very much a challenger挑戰者 brand.
我們是來挑戰大厰的品牌。
09:52
So we don't have the budgets預算 that other brands品牌 have.
我們不像其他品牌有龐大的預算。
09:54
So doing things like this -- you know,
所以做這樣的事情 - 你知道,
09:56
remind提醒 people about Ban禁止 --
宣傳我們的牌子 -
09:58
is kind of why were interested有興趣 in it.
這也是爲什麽我們有興趣的原因。
10:00
MS女士: What are the words that you would use to describe描述 Ban禁止?
MS:那你會用什麼話來描述Ban這個牌子?
10:02
Ban禁止 is blank空白.
Ban是空白的。
10:04
KFKF: That's a great question.
KF:這是個好問題。
10:07
(Laughter笑聲)
(笑聲)
10:10
Woman女人: Superior優越 technology技術.
女:高科技。
10:15
MS女士: Technology's技術的 not the way you want to describe描述 something
MS:你不會想用科技來描述
10:17
somebody's某人的 putting in their armpit腋窩.
大家會放在在他們的腋下的東西。
10:19
Man: We talk about bold膽大, fresh新鮮.
男:我們的意思是自信,清爽。
10:21
I think "fresh新鮮" is a great word that really spins自旋 this category類別 into the positive,
我覺得“清爽”是一個很好的詞,和“對抗汗味和潮濕"比起來
10:23
versus "fights打架 odor氣味 and wetness."
讓人有正向的感覺。
10:26
It keeps保持 you fresh新鮮.
它讓你保持清爽。
10:28
How do we keep you fresher清新 longer -- better freshness新鮮,
我們讓你常保清爽 - 較清爽,
10:30
more freshness新鮮, three times fresher清新.
清爽度更高,高出三倍。
10:32
Things like that that are more of that positive benefit效益.
這樣的話,應該有更正面的效益。
10:34
MS女士: And that's a multi-million數百萬 dollar美元 corporation公司.
MS:這是一間市值數百萬美元的公司。
10:38
What about me? What about a regular定期 guy?
那我呢?對一位普通人來說?
10:41
I need to go talk to the man on the street,
我需要去和在街上的人交談,
10:43
the people who are like me, the regular定期 Joes喬斯.
像我一樣的人,一般人。
10:45
They need to tell me about my brand.
他們需要告訴我他們的品牌形象。
10:47
(Video視頻) MS女士: How would you guys describe描述 your brand?
(影片)MS:你會如何描述你自己的品牌?
10:49
Man: Um, my brand?
男子:嗯,我的品牌?
10:53
I don't know.
我不知道。
10:56
I like really nice不錯 clothes衣服.
我喜歡很漂亮的衣服。
10:58
Woman女人: 80's revival復興
女子:80年代的復古
11:00
meets符合 skater-punk滑冰朋克,
龐克風,
11:02
unless除非 it's laundry洗衣店 day.
洗衣服那一天除外。
11:04
MS女士: All right, what is brand Gerry格里?
MS:好,蓋瑞牌是什麼?
11:06
Gerry格里: Unique獨特. (MS女士: Unique獨特.)
蓋瑞:唯一的。 (MS:唯一的。)
11:08
Man: I guess猜測 what kind of genre類型, style樣式 I am
男子:我在想我是什麼樣的風格
11:10
would be like dark黑暗 glamor魅力.
我想應該是黑色誘惑。
11:12
I like a lot of black黑色 colors顏色,
我很喜歡黑色,
11:15
a lot of grays灰色 and stuff東東 like that.
類似灰色的東西。
11:17
But usually平時 I have an accessory附件,
通常我會戴配件,
11:19
like sunglasses墨鏡,
像太陽眼鏡,
11:21
or I like crystal水晶 and things like that too.
我喜歡水晶之類的東西。
11:23
Woman女人: If Dan were a brand,
女:如果丹是一個牌子,
11:25
he might威力 be a classic經典 convertible可兌換
他可能是一輛經典的敞篷車
11:27
Mercedes奔馳 Benz奔馳.
奔馳(Mercedes Benz)吧。
11:31
Man 2: The brand that I am
第二位男士:我的品牌
11:33
is, I would call it casual隨便 fly.
我可能會叫,休閒風吧。
11:35
Woman女人 2: Part部分 hippie嬉皮士, part部分 yogi修道者,
第二位女子:有點嬉皮,有點瑜珈,
11:37
part部分 Brooklyn布魯克林 girl女孩 -- I don't know.
有點布魯克林的女孩 - 我不知道。
11:39
Man 3: I'm the pet寵物 guy.
第三位男子:我是愛寵物的人。
11:41
I sell pet寵物 toys玩具 all over the country國家, all over the world世界.
我在國內國外賣寵物玩具。
11:43
So I guess猜測 that's my brand.
我想這是我的品牌。
11:45
In my warped扭曲 little industry行業, that's my brand.
我特異的小產業,這是我的品牌。
11:47
Man 4: My brand is FedEx聯邦快遞 because I deliver交付 the goods產品.
第四位男子:我的品牌是聯邦快遞,我是快遞人員。
11:50
Man 5: Failed失敗 writer-alcoholic作家酒精 brand.
第五位男子:失敗的酒鬼作家。
11:53
Is that something?
這樣可以嗎?
11:55
Lawyer律師: I'm a lawyer律師 brand.
律師:我的是律師牌。
11:57
Tom湯姆: I'm Tom湯姆.
湯姆:我叫湯姆。
12:03
MS女士: Well we can't all be brand Tom湯姆, but I do often經常 find myself
MS:嗯,我們不可能都成為湯姆牌,但我經常發現
12:06
at the intersection路口 of dark黑暗 glamor魅力 and casual隨便 fly.
自己介於黑色誘惑和休閒風之間。
12:09
(Laughter笑聲)
(笑聲)
12:12
And what I realized實現 is I needed需要 an expert專家.
而我意識到我需要一位專家。
12:14
I needed需要 somebody who could get inside my head,
我需要有個人可以讀出我的想法,
12:16
somebody who could really help me understand理解
有個人能真正幫我去理解
12:18
what they call your "brand personality個性."
他們說的“品牌性格”。
12:20
And so I found發現 a company公司 called Olson奧爾森 Zaltman薩爾特曼 in Pittsburg匹茲堡.
於是,我在匹茲堡找到了一家叫做Olson Zaltman的公司。
12:22
They've他們已經 helped幫助 companies公司 like Nestle貼近, Febreze紡必適, Hallmark霍爾馬克
他們幫過的公司,有雀巢,Febreze,Hallmark
12:24
discover發現 that brand personality個性.
他們不僅是發掘出品牌性格。
12:27
If they could do it for them, surely一定 they could do it for me.
如果他們能幫這些公司,他們肯定也能幫我。
12:29
(Video視頻) Abigail阿比蓋爾: You brought your pictures圖片, right?
(影片)Abigail:你帶了你的照片,對吧?
12:32
MS女士: I did. The very first picture圖片
MS:是的。第一張照片
12:34
is a picture圖片 of my family家庭.
是我的家人。
12:36
A: So tell me a little bit how it relates涉及 to your thoughts思念 and feelings情懷 about who you are.
A:說說看你的家人對你的想法和情感有什麼影響或關聯。
12:38
MS女士: These are the people who shape形狀 the way I look at the world世界.
MS:他們教導我如何看待世界。
12:41
A: Tell me about this world世界.
A:告訴我你對這個世界的看法。
12:43
MS女士: This world世界? I think your world世界 is the world世界 that you live生活 in --
MS:這個世界?我覺得世界是你的生活圈 -
12:45
like people who are around you, your friends朋友, your family家庭,
身邊有朋友,家人,
12:48
the way you live生活 your life, the job工作 you do.
你生活的方式,工作的方式。
12:51
All those things stemmed朵朵 and started開始 from one place地點,
所有的事情源於同一個地方,
12:53
and for me they stemmed朵朵 and started開始 with my family家庭 in West西 Virginia弗吉尼亞州.
對我來說都源於我在西維吉尼亞州的家人。
12:55
A: What's the next下一個 one you want to talk about?
A:接下來,你還想要說什麼?
12:58
MS女士: The next下一個 one: This was the best最好 day ever.
MS:接下來:這是我最快樂的一天。
13:00
A: How does this relate涉及 to your thoughts思念 and feelings情懷 about who you are?
A:請問這對你的想法和情感有什麼影響或關聯?
13:02
MS女士: It's like, who do I want to be?
MS:這像是我想變成誰。
13:04
I like things that are different不同.
我喜歡的是與眾不同的東西。
13:06
I like things that are weird奇怪的. I like weird奇怪的 things.
我喜歡的事情是怪異的。我喜歡奇怪的事情。
13:08
A: Tell me about the "why" phase -- what does that do for us?
A:告訴我“為什麼” - 那有甚麼關聯呢?
13:10
What is the machete彎刀? What pupa stage階段 are you in now?
什麼是大砍刀?你現在算是人生什麼階段?
13:12
Why is it important重要 to reboot重啟? What does the red represent代表?
你覺得重新開始重要嗎?紅色對你來說代表什麼?
13:14
Tell me a little bit about that part部分.
多告訴我相關的部分。
13:17
... A little more about you that is not who you are.
...多一點你不認同的特質。
13:19
What are some other metamorphoses變態 that you've had?
你曾有過的大改變是什麼?
13:22
... Doesn't have to be fear恐懼. What kind of roller滾筒 coaster杯墊 are you on?
...不要害怕。你坐過什麼樣的登山車呢?
13:24
MS女士: EEEEEEEEEEEE! (A: Thank you.) No, thank you.
MS:咿咿咿咿咿咿! (A:謝謝你。)不會,謝謝。
13:26
A: Thanks謝謝 for you patience忍耐. (MS女士: Great job工作.)
A:感謝你花這麼多時間。 (MS:好極了。)
13:28
A: Yeah. (MS女士: Thanks謝謝 a lot.) All right.
A:嗯。 (MS:非常感謝你。)沒什麼。
13:30
MS女士: Yeah, I don't know what's going to come of this.
MS:好,我不知道現在是怎麼回事。
13:32
There was a whole整個 lot of crazy going on in there.
在裡面有太多瘋狂的事了。
13:34
Lindsay林賽 Zaltman薩爾特曼: The first thing we saw was this idea理念
Lindsay Zaltman:首先看到的是這個想法
13:37
that you had two distinct不同, but complementary補充
你有兩種不同的品牌性格,
13:39
sides雙方 to your brand personality個性 --
但兩者間是互補的 -
13:41
the Morgan摩根 Spurlock斯普爾洛克 brand is a mindful銘記/play brand.
Morgan Spurlock牌是一個謹慎/玩樂的品牌
13:44
Those are juxtaposed並列 very nicely很好 together一起.
這些都非常漂亮排列在一起。
13:47
And I think there's almost幾乎 a paradox悖論 with those.
不過我認為這當中有一個矛盾的地方。
13:49
And I think some companies公司
而且我覺得有些公司
13:51
will just focus焦點 on one of their strengths優勢 or the other
將只專注在一個自家的長處或其他的事物
13:53
instead代替 of focusing調焦 on both.
而不是兩者都注重。
13:56
Most companies公司 tend趨向 to -- and it's human人的 nature性質 --
- 這是人性 - 大多數公司傾向於
13:58
to avoid避免 things that they're not sure of,
迴避那些他們還不確定的事情,
14:01
avoid避免 fear恐懼, those elements分子,
避免恐懼,不確定的元素,
14:03
and you really embrace擁抱 those,
而你真的接受這些不確定性,
14:05
and you actually其實 turn them into positives陽性 for you, and it's a neat整齊 thing to see.
實際上,你把它們看得很正向,這的確很好
14:07
What other brands品牌 are like that?
有哪些牌子像這樣呢?
14:10
The first on here is the classic經典, Apple蘋果.
第一個經典品牌,蘋果電腦。
14:12
And you can see here too, Target目標, WiiWii遊戲機,
也有別的牌子,Target,Wii遊戲機,
14:14
Mini微型 from the Mini微型 Coopers庫珀, and JetBlue捷藍航空.
Mini Coopers的Mini汽車,JetBlue航空。
14:17
Now there's playful調皮 brands品牌 and mindful銘記 brands品牌,
現在有玩樂的品牌和謹慎的品牌,
14:20
those things that have come and gone走了,
那些東西,來來去去,
14:22
but a playful調皮, mindful銘記 brand is a pretty漂亮 powerful強大 thing.
但一個玩樂的,又謹慎的品牌是非常強大的。
14:24
MS女士: A playful調皮, mindful銘記 brand. What is your brand?
MS:玩樂的,謹慎的品牌。你的品牌是什麼?
14:27
If somebody asked you to describe描述 your brand identity身分, your brand personality個性,
如果有人請你描述你的品牌識別,你的品牌性格,
14:29
what would you be?
你會怎樣說呢?
14:32
Are you an up attribute屬性? Are you something that gets得到 the blood血液 flowing流動?
你的屬性是向上的?你會令人感到血脈賁張嗎?
14:34
Or are you more of a down attribute屬性?
或者,你的屬性是向下的?
14:37
Are you something that's a little more calm冷靜, reserved保留的, conservative保守?
你是冷靜,內向,保守多一點的呢?
14:39
Up attributes屬性 are things like being存在 playful調皮,
上升的屬性是類似玩樂的東西,
14:42
being存在 fresh新鮮 like the Fresh新鮮 Prince王子,
新穎的像是新奇王子(Fresh Prince)一樣,
14:45
contemporary現代的, adventurous愛冒險的,
當代的,冒險的,
14:48
edgy前衛 or daring大膽 like Errol埃羅爾 Flynn弗林,
前衛或大膽的像埃勒爾‧弗林(Errol Flynn),
14:50
nimble敏捷 or agile敏捷, profane粗俗, domineering盛氣凌人,
或敏捷靈活,世俗的,盛氣凌人,
14:52
magical神奇 or mystical神秘 like Gandalf甘道夫.
奇幻的,或神秘的像甘道夫(電影魔戒巫師一腳)。
14:55
Or are you more of a down attribute屬性?
或者,你比較像是向下的屬性?
14:57
Are you mindful銘記, sophisticated複雜的 like 007?
你謹慎,精明的如007探員?
14:59
Are you established既定, traditional傳統, nurturing培育, protective保護的,
你有名,傳統,有教養,保護型,
15:01
empathetic感情移入的 like the Oprah奧普拉?
有同理心,像歐普拉(Oprah)?
15:04
Are you reliable可靠, stable穩定, familiar,
你可靠,穩定,令人熟悉的,
15:06
safe安全, secure安全, sacred神聖,
安全,可靠,神聖,
15:08
contemplative沉思 or wise明智的
沉穩,或明智
15:10
like the Dalai達賴 Lama喇嘛 or Yoda尤達?
像達賴喇嘛或尤達大師?
15:12
Over the course課程 of this film電影,
在這部影片的過程中,
15:14
we had 500-plus-加 companies公司
我們有500多家公司
15:17
who were up and down companies公司
有向上屬性和向下屬性的公司
15:19
saying, "no," they didn't want any part部分 of this project項目.
他們都表明“不願意”,不希望參與這個計畫的任何一部分。
15:21
They wanted nothing to do with this film電影, mainly主要 because they would have no control控制,
他們希望與此電影無關,主要是因為他們無法掌控,
15:23
they would have no control控制 over the final最後 product產品.
他們不能掌控的最終的結果。
15:26
But we did get 17 brand partners夥伴
但後來,我們確實得到17個品牌的合作贊助
15:28
who were willing願意 to relinquish放棄 that control控制,
他們願意放棄控制,
15:30
who wanted to be in business商業
他們想要嘗試
15:32
with someone有人 as mindful銘記 and as playful調皮 as myself
和我一樣謹慎又玩樂的人合作,
15:34
and who ultimately最終 empowered授權 us to tell stories故事
最後,他們決定讓我們拍攝這部片
15:37
that normally一般 we wouldn't不會 be able能夠 to tell --
說出通常我們沒辦法說的事 -
15:39
stories故事 that an advertiser廣告 would normally一般 never get behind背後.
也就是背後有廣告商贊助這件事。
15:42
They enabled啟用 us to tell the story故事 about neuromarketing神經營銷學,
他們讓我們說明了一種關於神經行銷的故事,
15:45
as we got into telling告訴 the story故事 in this film電影
我們在影片中說明這件事
15:48
about how now they're using運用 MRI'sMRI的
他們是如何利用核磁共振成像掃描
15:50
to target目標 the desire慾望 centers中心 of your brain
去探測當你看到廣告
15:52
for both commercials廣告 as well as movie電影 marketing營銷.
和電影宣傳時你大腦中慾望作用的區塊。
15:54
We went to San Paulo聖保羅 where they have banned取締 outdoor戶外 advertising廣告.
我們去了聖保羅,那邊已經禁止戶外廣告。
15:57
In the entire整個 city for the past過去 five years年份,
整個城市在過去的五年裡,
16:00
there's no billboards廣告牌, there's no posters海報, there's no flyers傳單, nothing.
沒有廣告牌,沒有海報,沒有傳單,什麼都沒有。
16:02
(Applause掌聲)
(掌聲)
16:05
And we went to school學校 districts
我們去學區
16:07
where now companies公司 are making製造 their way
現在美國有很多學校都資金短缺
16:09
into cash-strapped囊中羞澀 schools學校 all across橫過 America美國.
廣告公司就挾帶著大筆資金進入校園。
16:11
What's incredible難以置信 for me is the projects項目 that I've gotten得到 the most feedback反饋 out of,
對我來說是難以置信的是,我得到最多回應的計畫,
16:14
or I've had the most success成功 in,
或者我最成功的計劃,
16:17
are ones那些 where I've interacted互動 with things directly.
都是我直接跟對方有互動的計劃
16:19
And that's what these brands品牌 did.
而這正是這些品牌在做的
16:21
They cut out the middleman中間人, they cut out their agencies機構
他們不委託中間人,也不委託廣告公司
16:23
and said, "Maybe these agencies機構
或者說,這些廣告公司
16:25
don't have my best最好 interest利益 in mind心神.
無法替我作最大利益的考量。
16:27
I'm going to deal合同 directly with the artist藝術家.
我要直接和藝術家交涉。
16:29
I'm going to work with him to create創建 something different不同,
我要和他一起工作,創造出不同的東西,
16:31
something that's going to get people thinking思維,
一些會讓人們去思考的東西,
16:33
that's going to challenge挑戰 the way we look at the world世界."
那會改變我們看世界的方式。
16:35
And how has that been for them? Has it been successful成功?
這對他們來說又如何?這樣是成功嗎?
16:37
Well, since以來 the film電影 premiered首演 at the Sundance聖丹斯電影節 Film電影 Festival, let's take a look.
那麼,既然電影在日舞影展首映,讓我們來看看。
16:39
According根據 to BurrellesBurrelles, the movie電影 premiered首演 in January一月,
Burrelles(媒體數據統計公司)表示電影在一月時首映,
16:42
and since以來 then -- and this isn't even the whole整個 thing --
從那時起 - 這還不是全部完整的數據 -
16:45
we've我們已經 had 900 million百萬 media媒體 impressions印象 for this film電影.
我們已經讓這部片有9億的閲讀率。
16:47
That's literally按照字面 covering覆蓋 just like a two and a half-week半週 period.
這只花了兩個半星期的時間。
16:50
That's only online線上 -- no print打印, no TV電視.
只在網路宣傳 - 沒有平面文宣,沒有電視宣傳。
16:52
The film電影 hasn't有沒有 even been distributed分散式 yet然而.
這部影片甚至還沒有上映。
16:54
It's not even online線上. It's not even streaming.
它也不在線上播放。也沒有即時觀賞。
16:56
It's not even been out into other foreign國外 countries國家 yet然而.
甚至沒有賣到其他國家呢。
16:58
So ultimately最終,
所以,最後,
17:01
this film電影 has already已經 started開始 to gain獲得 a lot of momentum動量.
這部電影已經開始得到很高的氣勢。
17:03
And not bad for a project項目 that almost幾乎 every一切 ad廣告 agency機構 we talked to
結果是不錯的,因爲幾乎每間我們交涉過的廣告公司
17:06
advised建議 their clients客戶 not to take part部分.
都建議他們的客戶不要參與。
17:09
What I always believe
我始終相信
17:11
is that if you take chances機會, if you take risks風險,
如果你把握住機會,願意承擔風險,
17:13
that in those risks風險 will come opportunity機會.
那這些風險會變成機會。
17:15
I believe that when you push people away from that,
我覺得如果你把人往風險小的一邊的話
17:18
you're pushing推動 them more towards failure失敗.
你是把他們更推向失敗的那邊。
17:20
I believe that when you train培養 your employees僱員 to be risk風險 averse規避,
我相信,當你訓練你的員工要規避風險,
17:22
then you're preparing準備 your whole整個 company公司
最後你是讓整間公司的
17:25
to be reward獎勵 challenged挑戰.
獲利得到挑戰。
17:27
I feel like that what has to happen發生 moving移動 forward前鋒
我覺得,當往前邁進的時候
17:29
is we need to encourage鼓勵 people to take risks風險.
是我們需要鼓勵人們去冒險。
17:31
We need to encourage鼓勵 people to not be afraid害怕
我們要鼓勵人們不要害怕
17:34
of opportunities機會 that may可能 scare them.
可能會讓他們怕的機會。
17:36
Ultimately最終,, moving移動 forward前鋒,
最終,向前邁進,
17:38
I think we have to embrace擁抱 fear恐懼.
我們必須接受恐懼。
17:40
We've我們已經 got to put that bear in a cage.
我們得把那隻熊關在籠子裡。
17:42
(Laughter笑聲)
(笑聲)
17:44
Embrace擁抱 fear恐懼. Embrace擁抱 risk風險.
擁抱恐懼。擁抱風險。
17:51
One big spoonful一匙 at a time, we have to embrace擁抱 risk風險.
一次吃一大湯匙Cool Whip吧,我們必須接受的風險。
17:54
And ultimately最終, we have to embrace擁抱 transparency透明度.
最終,我們必須接受的透明度。
17:57
Today今天, more than ever,
今天,比以往任何時候
18:01
a little honesty誠實 is going to go a long way.
多一點誠實可以讓你走更長的路。
18:03
And that being存在 said, through通過 honesty誠實 and transparency透明度,
雖然是這麽說,透過誠實和透明的過程,
18:05
my entire整個 talk, "Embrace擁抱 Transparency透明度,"
我的整場演講,“擁抱透明度”
18:08
has been brought to you
最後是由
18:11
by my good friends朋友 at EMCEMC,
我在EMC的好朋友,
18:13
who for $7,100
付了7,100塊美金,
18:16
bought the naming命名 rights權利 on eBay易趣.
在Ebay購買了命名權。
18:18
(Applause掌聲)
(掌聲)
18:20
EMCEMC: Turning車削 big data數據
EMC:為世界各地的機構
18:29
into big opportunity機會
把大量的數據
18:32
for organizations組織 all over the world世界.
轉變成大的機會。
18:34
EMCEMC presents禮物: "Embrace擁抱 Transparency透明度."
EMC公司提出了“擁抱透明度。”
18:36
Thank you very much, guys.
非常感謝各位。
18:39
(Applause掌聲)
(掌聲)
18:41
June六月 Cohen科恩: So, Morgan摩根,
June Cohen:那麼,摩根,
18:54
in the name名稱 of transparency透明度,
以透明度為名,
18:57
what exactly究竟 happened發生 to that $7,100?
這7,100塊美金到底用在哪裡呢?
18:59
MS女士: That is a fantastic奇妙 question.
MS:這真是個奇妙的問題。
19:01
I have in my pocket口袋 a check
我在口袋裡有張支票
19:04
made製作 out to the parent organization組織 to the TEDTED organization組織,
是要支付給TED的上級組織,
19:07
the Sapling樹苗 Foundation基礎 --
種子基金會(Sapling Foundation) -
19:09
a check for $7,100
一張7,100塊美金的支票
19:11
to be applied應用的 toward my attendance for next下一個 year's年份 TEDTED.
要用作我明年出席TED的費用。
19:13
(Laughter笑聲)
(笑聲)
19:16
(Applause掌聲)
(掌聲)
19:18
Translated by Joyce Chou
Reviewed by Wang-Ju Tsai

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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.

 

More profile about the speaker
Morgan Spurlock | Speaker | TED.com