Pulling Private Ryan

Pacifism, censoriousness or post-Janet Jackson caution - what made 20 US TV stations withdraw the Veterans Day screening of Spielberg's patriotic war flick?

On Veterans Day, at least 20 affiliate TV stations from the American network ABC decided against airing Steven Spielberg's Oscar-winning war flick, Saving Private Ryan. Considering events in Iraq, I wondered whether this was a sign that America couldn't stomach any more violence and bloodshed. But a sudden outburst of pacifism from the nation that re-elected George W Bush didn't seem quite right.

Read the full article on Spiked-Online.

The Hard Sell
The Republican Convention used a match-winning recipe of the American infomercial: few ideas, relentless competitor bashing, numerous testimonials and way too much airtime

Speaking at the end of the Republican Convention last week, Tom Brokaw of American TV Channel NBC described the convention as: 'mere "infomercials" with little to interest anyone beyond political partisans'.

This may be a resigned feeling among politically-savvy sectors of America, but the wider impact of the Convention should not be undermined. It has forced John Kerry off his surfboard and onto the offensive – scrambling to Bill Clinton to rethink a more aggressive and domestic-focused campaign strategy. If last week’s convention was just a 'infomercial', then it was pretty hard hitting one. Perhaps John Kerry should turn on his TV set, flick to channel 621 and watch a few himself.

Get the Message Out There

Whether it's kitchen utensils, stepladders, cleansing creams, gym equipment or even a better way of life, American infomercials aim to sell products directly to your living room. Each slot can last up to 30 minutes and, for most of us, are crass and difficult to endure. Yet infomercials are littered across American television and are now an estimated $6 billion dollar industry with over 250,000 aired each month.

Keep It Simple

In a ten-minute infomercial for an all-in-one stepladder, 'The Little Giant Ladder' advertises itself through one key idea: steadfast safety and reliability. Through the entire program, it will go to every length to reinforce this idea. It will invite studio presenters to climb on either side of the ladder thereby demonstrating its robustness, cite statistics on ladder-related injuries in America, get doctors to speculate on the emotional effects and show the product alongside leading competitors which appear rickety and unsafe in comparison. This proposition of safety is central to the sell. All other features – compactness, aesthetics, design, low price – are framed as purely additional benefits.

The Republican strategy was no different. By ensuring National Security as the central theme of the Republican campaign, George Bush tapped into an emotive weak spot of American psyche – one that bypasses of a more sophisticated political awareness. Few Americans can fail to be touched by the tragedies of September 11th just as few can argue with the ultimate vision of a safer country. This was the ideal fertile ground for Republicans to push their premise of strongleadership in dangerous times. Other Republican policy, such as simplifying the tax code or restraining government spending appeared as limp additional benefits of another Republican term.

Compete

By actively denouncing competitors, infomercials aim to show a wider understanding of their market. Often a side-by-side comparison of two products is more powerful way of demonstrating the differences. In an infomercial for Distinction Facelift Cleansing Cream the presenters take 'calls' from punterseager to discuss the benefits of the product against the virtues of their current brand of skin cleanser. An informed debate ensures that the potency of the competitor's key selling points are addressed, debated and subsequently diffused.

The relentless demonizing throughout the campaign of John Kerry as an indecisive, culturally out-of-touch, Massachusetts liberal was of stark contrast to the Republican image of strong, clear-minded henchmen to do a difficult job in dangerous times. The comparison was far more conceptually powerful than any rational debate of policy differences could have offered.

Convert

One of the most noticeable aspects of American infomercials is the prominence of testimonials. Saturated between the product demonstrations will be the many happy customers who, since purchasing the product, are now converted. They will bang on relentlessly about how a dose of miracle hair grow changed their life or how the ab-revolutionizer has not only increased their biceps but made them feel like a better person inside. The marketer's challenge with testimonials is to ensure that they are as widely reflective of the products potential customer base as possible. There is no use advertising exercise equipment through the endorsements of solely well built, bronze Californian athletes – as this invariably risks marginalizing certain groups.

The Republican Convention was littered with endorsements for George Bush. But the speeches of the Bush family were a frightfully blatant attempt to soften a die-hard aura that Republicans fear may be too hard for many moderates and undecided women. Like the saccharine sweet testimonials of happy customers who have lost 5lbs since using the ab-revolutionizer, Bush's daughters may have been cringe-worthy; but their wider role as a linchpin of a more compassionate conservatism was critical to the Republican cause.

Terms and Conditions Apply

Similarly, Arnold Schwarzenegger's championing of the American Dream ensured that another immigrant minority group of potential voters would not fall through the cracks. Perhaps his speech could have done with the caveat found on most American infomercials: 'Unique experience, your results may vary'.



Photo: Getty Images

New York's Corporate Concern
Forget Martha Stuart or Enron. Clearing spam from the email inbox of a recruitment company in Manhattan was a far sophisticated insight into the real insecurities of corporate America's workforce.

Penetrate the company firewall and the next impeding barrier is where the real rewards lie. For chip away at the veneer of power from the all-domineering aura of Donald Trump, Arnold Schwarznegger or the Republican government and you'll eventually reach a soft, vulnerable core of inner self. After the wormbugs and PIF files are erased, it is here where spam really looks to leave its mark. The questions it asks are often far more powerful than the products it sells.

Provided you can hold down your job, an online pill can take care of everything else. Xanax: for social anxiety. Valium: relieving nervousness and tension. Viagra: for erectile dysfunction. And, Ambien: for a great night's sleep. All that's missing is Wonax: for outstanding performance and payrise. It can only be a matter of time.

Then there's loneliness. Emails such as, '[Your name] Are you working late tonight? I've just seen your picture online' arrive bang on twenty past eight every evening. These are (at very least) a nuisance. Gradually their timed arrival serves as an indirect reminder to leave the office. And eventually (as attrition takes hold) perhaps a quick, curious distraction from the mismatched sums on the balance sheet. Yes, I am working late. No, I haven't put my photo online. Have I?

Weight problems, financial woes, bad credit ratings, debt cancellations. In fact, HGH is, 'the health discovery that actually reverses aging, while burning fat with less dieting and exercise.'

Spam email may be a hassle to deal with. But its presence is a critical systems-check on our own state of wellbeing. The unrelenting assault it delivers on our self-assurance is a warning to cater to our needs outside of the office. Ignore these at your own peril.

Damage Control

It's not just Michael Moore giving big institutions a headache

Having sat on the sidelines in the US earlier this year and watched a $65,000 film single-handedly destroy the very essence of its offering; McDonalds are not about to see history repeat itself in Britain. Not without a fight, anyway.

Morgan Spurlock's documentary, "Super Size Me", in which he consumes three McDonalds meals for thirty days on the trot (the effects on his health so dangerous that doctors warn of possible fatalities should he not stop) caused such a raucous in the US that McDonalds, shortly afterwards, withdrew their Super Size option and have since demonstrated a better commitment to health and nutrition. Now, with the film reel flying over to British theatres in less than three weeks time, the fast-food joint have launched a pre-emptive strike – urging punters to consider their side of the argument before boycotting the burger altogether.

The ad campaign attacking "Super Size Me", launched in national newspapers last week, is an unconventional step from McDonalds. It rounds off by assuring readers of its aspiration, "that in five to ten years time we may be as famous for our salads, our fruit or our organic food as we are for our Hamburgers." A bold vision. Mr Spurlock is understood to be delighted with the publicity. "It's fantastic –- we've created a film that makes a gigantic corporation examine its business practices and every function," he says.

With George Bush's election campaign already enduring the wrath of Michael Moore's film crew, McDonalds retaliation is the first sign that large institutions are prepared to roll up their sleeves and fight guerilla style against the like of documentary filmmakers with an opposing agenda. It may not be the last. "The Corporation" (released in the UK on 29th of October) features Chairman of Goodyear Sam Gibara, awkwardly lulled into admission that the plight of shareholders constrain him from choosing the ethical path over the profitable one. In "The Yes Men" (opening in the US on September 24th), two activists pass themselves off as members of World Trade Organization, breaking into conferences to deliver satirical (and often hilarious) satirical speeches on globalisation.

With determination not to let Mr Spurlock set the agenda for its crisis-management team in three weeks time, McDonalds have indirectly acknowledged the power that one filmmaker could have on its credibility (and sales). The Republican Party have seen it too. Now, it seems, would be a good time for other organisations to take note and start considering their options.

London Bytes
The American website Craigslist keeps the old school, hippy spirit of the Internet alive. No adverts. No corporations. No nonsense. Here you can buy, sell, barter, swap or share anything from a pair of socks to a submarine. Just type an ad, post it online and wait for the local community to rise to your needs.

Every young adult in New York knows about Craigslist. Last time I was there, my friend bartered front row tickets for us to see Coldplay at Madison Square Garden in return for a slap up meal at a nearby diner. The MTV producers who read his post, were hungry and had a few tickets spare. The site just generates this kind of love.

Perhaps I was always naive to assume the launch of Craigslist in London last year would have just the same effect. But the mix of Britain's web savvy and curious American's looking in, makes it a unique transatlantic spectacle in its very own right.

Here you'll struggle to find that new bike or electric guitar. Instead the personals section overflows with lonely American housewives desperately looking for their next British husband, fling or relief from their staid Midwestern marriage ('I've decided to chase dreams. Are you a charming English gentleman with accent?') Meanwhile, in the rants and raves section, British pundits taunt Bush as the patriotic, pro-Republican mob across the pond retort, 'you're all a bunch of limey snaggle-toothed ingrates who follow what America does anyway'.

It's hard to imagine the trendy Manhattan personalities such as those who sorted us with free Coldplay tickets, sitting behind their computer screens in Croydon. Especially given that the most earnest contribution from a Britin the freebies section reads: '300 VHS video boxes used once and in good condition. I can throw in bubble wrap too.'

Maybe Craigslist is a great American idea that just needs a bit of chaos and anarchy before it can truly fulfil its potential away from home. Time, I'm sure, will be the judge of that.

Into A Healing Heart
It is early morning in Jersey City. Across the Hudson River one can see the picture-perfect New York skyline beckoning. Sunlight beams off the Empire State Building, ferries dance across the water and further downtown the larger peaks of the Financial District stand tall awaiting the start of business.

From a distance, the gaping hole of Ground Zero is now an accepted part of the modern New York skyline. The journey into its center however, tells a different story - encompassing all the rawest emotions of New York’s recent history.

For those prone to seasickness, or living deeper within Jersey, the PATH (Port Authority Trans-Hudson) service is the preferred method of travel. It flows underneath the Hudson River into Manhattan in less than twenty minutes, making New York easily accessible to those living outside.

With the scores of commuters eager to get into the city each day, the platform at Newport Pavonia station fills quickly. A plethora of different backgrounds, nationalities and walks of life reinforce the diverse multiculturalism of East Coast America. Business men dressed in sharp suits, middle-aged Hispanic women wrapped up to protect themselves from the recent blizzards and young British interns discuss where to meet later for after-work drinks. An old man with a scraggy beard comes down with an important announcement. Jesus loves us and forgives our sin.

Monitors across the platform beam the time, as well as whereabouts of the incoming trains. Interspersed between regular commuter information are short bulletins that call to report any suspicious activity. The profile of a terrorist suspect appears nonchalantly on screen. This is the twenty-first century. National Security has quietly embedded itself within all parts of commuter life.

With only thirteen stops on the entire PATH network, one can virtually plan their journey blindfolded. Getting from Newport Pavonia to the World Trade Center is a two-stop ride with a total journey time of less than ten minutes. But speed is not the key consideration. This is a journey into a heart with a steely determination to regenerate and grow in the wake of tragedy.

Destroyed by the attacks of September 11th, the World Trade Center PATH station was reopened at the end of November last year. A $556m (300m) investment by the Port Authority of New York and New Jersey concentrated on rebuilding the tracks and replacing equipment in tunnels under the river that were flooded when the towers fell.

As we pull into the pit of the World Trade Center the atmosphere is dank and heavy as time slows down. There is a slow rattle into the heart of the construction zone.

On the right a huge concrete retaining wall dotted with steel bolts rises about forty feet above the carriage. On the left heavy machinery and construction equipment stand desolate on the site.

The train grinds to a halt amidst quiet both inside and outside of the carriage. Even now it is difficult not to be stirred by the surrounding view of the Ground Zero’s vast interior. Soon it stops. There is silence. And for a fleeting moment everything is still.

Commuters are lost in their own worlds at the best of times. But this is a rare moment where such worlds unite. For just a minute the nine o’clock meeting or all important phone call becomes irrelevant. Instead we to our own deeper thoughts: a memory, reflection or a moment to grieve. There is an overwhelming sense of empathy as passengers collectively find strength in each other and the significant progress marked by the reopening of the World Trade Center station.

All of a sudden there is a beep and the doors open. The bond is broken and its time to get on with the day. Outside eight escalators and two enormous concourses give views of the surrounding area. Photos of downtown Manhattan flank the walls of the 250,000 square foot station and a large metal overhang opens out onto the street. Big SWAT teams of newspaper vendors distributing the free daily paper, AM New York, can be heard from miles around. "Try one, it’s free. And it doesn’t hurt either."

The moment has passed and New York gets on with its working day. The journey may now be just another daily part of commuter life but it marks an important step towards New York’s healing and regeneration.

Published in the Metro Newspaper UK 8/3/04

Binning "Brand America"
America evokes far deeper and more fractured sentiments around the world than a box of soap powder. So why does adland think it has the answers?

Last weekend, Keith Reinhard, Chairman of Advertising Agency DDB, warned the Association of National Advertisers conference about the bleak perception of America in the eyes of the rest of the world. (1) He spoke of fears that American brands are taking over from local ones, that foreigners view Americans as arrogant, and that the war in Iraq had worsened tensions between the US and other countries.

His response was to address foreign concerns through a taskforce made up of leading ad executives and US brand leaders committed to understanding the perception problem overseas.

The new group, provisionally known as The Taskforce to Mobilise American Business for Public Diplomacy, comes in wake of a series of contentious attempts by the US government to sell the American Dream to the Muslim world. First was the "Shared Values" campaign, conceived last Autumn by ex-head of ad agency JWT, Charlotte Beers. The glossy commercials, showing Muslims living happy all-American lives were shunned by many Middle Eastern countries including Egypt, Lebanon and Jordan who deemed programming from a foreign country inappropriate and unacceptable. The commercials did not address the bigger issues of US Policy in the Middle East. Many critics wrote it off as straightforward propaganda. (2) Beers resigned in March.

A later attempt in July was the monthly Arabic Language Magazine, Hi, billed by the US State Department as an effort to "build a relationship with the people who will be the future leaders of the Arab world".(3) The goal of the magazine was to abstain from politics in favor of cultural and social material and gives a more balanced view of America to its readers. The result was an inoffensive publication that ignored foreign policy issues altogether. Instead it ran features on singer, Norah Jones, interviews with Arabs in US Universities enjoying the freedom of thought and the resurgence in interest in America for Arabic poetry. Hardly the intellectually stimulating material one would associate with future leaders of the Middle East.

If Reinhards new group is to be successful, there are certain issues that need to be considered in its handling of the perception problem.

Firstly, what is the real motive behind the taskforce? To understand the deep rifts in policy between the US and the rest of the world, or simply a large scale commercial focus group to benefit American businesses? With corporations such as McDonald's and American Airlines so high on its agenda, the initiative risks simply reinforcing the perception of US economic and financial self-interest at the core of its motivation. A panel of ad execs from Saatchi & Saatchi, DDB and Grey Worldwide will not help deflect this concern either.

Secondly, how is this perception problem to be addressed? Ever since the administration formed the Office of Global Communications after 9/11, there has been a growing tendency to think of American perception problem as an exercise in re-branding. The domination of large corporations, might of military intervention and imperialist foreign policies synonymous with US intention carry far deeper, emotional and more tangled associations than the consumer-perception problem of an out of fashion clothing label. In diagnosing the perception problem as a branding one, it may become more manageable within the confines of an advertising agency, but it also risks oversimplification. We cannot distil a fragmented perception problem into a all-encompassing global communication strategy. There is no longer an American brand identity to work with. "Shock & Awe" has woken the world from the shared ideal of an "American Dream".

Finally, do we really know how to reach our audience? The examples of the Shared Values campaign and Hi show negative perceptions of the US cannot be counteracted simply by projecting an appealing brand image onto our audience. To think of the "rest of the world" as a target audience is just as inappropriate as providing features on Norah Jones for those under the tyranny of dictatorships.

Reinhard has correctly shifted the debate away from just advertising per se, instead opting to look at programs that could help change perceptions of America. With careful handling, this could herald the beginning of better relationships with different cultures around the world and even become a critical asset of the Bush administration. Now the challenge is not to let commercial interest and the egos of adland get in the way of the real cause.


Published Sources:
(1) US Advertising Execs to tackle American's image problem", Staff, Brand Republic 20.10.2003
(2) US scraps Muslim Ad Campaign Cozens, Claire. Media Guardian 1.17.2003
(3) Quote from Christopher Ross, Special coordinator for public democracy. Hi Times: Citizen Powell's State Department Publishing Adventure. Tim Cavanaugh, Reasononline 30.9.03

Photo:adbusters
Economist Article: Selling The Flag

New York restores power, but cuts conversation
Picture your next Saturday night out. You walk into a bar. Instead of the usual sound of loud music, pumping beats, loud chatter and mobile phones, tonight is different. No one is speaking.

The only sounds are the gentle hum of ventilator fan, the clinking of ice in glasses, lots of scribbling and the occasional burst of giggles. The "rules" here are simple. If you want to make conversation, you have to write it down on a card and give it to someone.

The Quiet Party is New York's latest backlash against the increasingly loud and hectic pace of urban society. It was an idea of two old friends, Tony Noe and Paul Rebhan, who bumped into each other and spent a whole evening in the city looking for somewhere quiet to catch up.

"Wouldn't it be good a bar where you didn't have to speak loudly to be heard," recalls Noe, co-creator of The Quiet Party "In fact, how about bars where they didn't let you speak at all?"

With tables over spilling with pencils and cards, brains are ticking to think of the best words. Some smile as they write them, others squint and look confused as they decrypt bad handwriting. Some notes are funny, others philosophical. As the evening goes on and more drinks are consumed, inhibitions begin to fly and the notes become more provocative. Charlotte shoots a look across the room at Steve, who quickly writes something down on a card and brings it over to her. "I've just caught your glance," it says. "Now I can't shake it off."

In today's digital generation of email, Internet and text messaging, thoughts can be communicated across boundaries within seconds. But this party is more about bringing people back together again through the written word. "Everything's so electronic now, that you miss the vibe and electricity of human beings," Noe says.

The parties have taken place all around Manhattan. Other parties have been held in Washington and even Beijing. Noe and Rebhan are currently in talks with organizers in the UK for the first British Quiet Party to be held later this year.

"It challenges our normal ways of socialising," says Christina Steele, a teacher from Jersey. "And perhaps contributes to our more creative imagination."

Others remain less convinced. "It's just dark and weird, like a live Internet chatroom" says Daniel Murphy, a British intern at American Express. "A couple of months ago they banned smoking in bars. Last week they shut off the power. Now they've stopped talking. What's next for New York?"

Published by Metro Daily Newspaper, UK 29/8/03
Photo: Thinkstock
Quietparty: www.quietparty.com

Lights Out On The City That Never Sleeps
As much of New York returns to normality this weekend, Kunal Dutta looks back at the day the clocks stopped, hearts skipped and then the parties began.

Up on the 17th Floor in Midtown Manhattan, only a knife could cut through the atmosphere of the late afternoon boardroom meeting.

"We've been trying to get this moving for a while, and nothing's happening," Peter says, as he eyeballs his staff that squirm sheepishly around the table. "It's highly infuriating."

For just a split second, a flicker of light distracts his attention. Then the lights go out in an orderly and sensible fashion. All of a sudden, the server room alarm starts bleeping. Then the computers switch off. The air conditioning conks out, and silence prevails.

Within minutes, the clock near the New York public library has stopped on eleven minutes past four, and Fifth Avenue is transformed into a scene of movement and noise that resembles a rehearsal of an emergency on a movie set. Police sirens wail, fire engines with their horns blaring attempt to make their way downtown. The businessmen, young couples, tourists and children overspill the pavements, walking towards where they need to go.

This is a power outage. The possible darker significance of that is yet to be uncovered. If it plays on people minds, there is no time to unlock that fear. New Yorkers are resilient and run on clockwork, getting to where they have to, or "doing what they godda do" with an overriding sense of purpose and direction. The ice cream and hot dog stands sell out (keeping prices true) and within minutes all the torches and candles have been snapped up from the dollar store (at two dollars a pop).

Technologically advanced America is futile at times like this. Instead the traditional alternatives are the functional ones. As the mobile phone network goes into overload, the systems crash and queues start forming on the pavements payphones. Wireless communication systems, televisions, rolling news boards are eerily obsolete without power, and instead crowds swarm around the battery-powered transistor radios.

Immediately you can feel New York an immensely vulnerable city again. People try to sift out the facts from the rolling radio news coverage, traffic warnings, and continuous chopping and changing between studio commentary and on-scene reporters. Meanwhile the heat has risen to 89 degrees and a helicopter stays stationed above the Empire State Building.

As news passes that no planes are flying in or out of La Guardia, JFK or Newark airport, a man beats a drum singing 'Hare Krishna' and people line up at Immaculate Conception church on 14th street to pray, one cannot help noticing the darkest anxieties shielded behind New York's steely determination. Are we about to endure the very worst all over again?

At around 5:15pm, federal and New York State Officials said there were no signs of terrorism. The worst thoughts of tragedies are replaced with the immediate ones of inconvenience. But New Yorkers can live with that. Within hours, the transition of tension to relief culminates in the biggest all-night street party in downtown Manhattan.

In Johnny's bar, one of the most famous dives in Greenwich Village, the acrid smell of sweat filled the darkened room. Music is provided by MP3's on a customer's laptop, the glitter ball reflects candlelight and business is roaring. "I've got enough supplies to last a couple of days," says Veronica Roesberry, a wholefood retail seller. "Now I'm just pissed that I can't escape from New York cause the Holland Tunnel's closed and vacation starts tomorrow".

"Why go there now?" retorts Jack Eisenberg, clutching a round of beers for his friends. "The power has gone. There's no threat. This is an evening where New Yorkers should get together and have fun."

Already people have grasped this idea. In the early evening sunshine, many village neighbours come out onto their front porches with bottles of wine. This is, after all, mid summer. There is no threat. The weather has been sporadic recently. Days like this won't last forever.

Meanwhile whilst thousands try to evacuate the subways, others stream on foot over East River bridges. Overhead military jets meanwhile fly in precaution whilst Canada and the US argued over whodunit. As dusk is encroaching, Greenwich meanwhile was gearing itself up for one of the most spontaneous and highly spirited parties in history.

"Come on in, don't be bashful," drinkers called from inside Jane Tavern on 8th Avenue, "the bar is open and the beer is cold!"

Throughout the night, the crowds grew. People walked for miles, hitched rides or got as far as they can and gave up to enjoy the festivities instead. Some came out with their dogs, others played guitars, sang in harmonies or just lay on the road calmly smoking and drinking.

This was a kind of atmosphere that even the world's best party promoters could just have never planned for. The spontaneity, the relief, the laughter and the silhouettes only lit by occasional headlights on the empty roads unlocked the most intimate and positive tendencies in this newly formed community. People wanted to get to know each other, talk to each other, help each other and make each other happy.

"Dude, this is like 9/11" a young college boy told his friend "New Yorkers have got the stink out of their ass, and are being so nice." Meanwhile, Ruth Beattie, an intern from Ireland interrupted, "excuse me, did anyone ever tell you that you look like George Clooney?"

While his friend sniggered, the boy replied "Its blackout. Everyone looks amazing."

By 9:45pm Mayor Michael Bloomberg called it highly unlikely that power would return in a few hours. But it didn't matter anymore. Aided by a beautiful sky and full moon, one could not help feeling that magical things were happening. Smiles and laughter dominated the night as white and black, old and young, male and female all converged to make the most of the evening. For just one split second, it was as if human beings had learned to live together and that by morning all the world's problems would be solved. "This is the last time you'll ever see the stars in Manhattan," said Jo Elliott, a graphic designer from Jersey City. "I wish this night would never end."

With the calls of daylight soon approaching, there was still no sign of power. The impending thought of a three-day weekend was only to be another part of Bloomberg's greatest gift to the party people of downtown Manhattan.

"I'm going to make T-shirts tomorrow," said Suzanne Stanton, a graduate from Wisconsin University, "they're gonna say 'Where were you when the lights came on?'"

But tonight, no one here was in a hurry for lights.

Photo courtesy of Time Life Pictures