Readers Digest and I have had a long history together…
- We’ve spent many hours together (often on the loo, but that may be TMI).
- I used to explain that I subscribed to the mini magazine because I wanted to monitor the pharmaceutical advertising (it’s my day job… I gotta know who’s advertising). The truth is I like the jokes and cartoons. Forbes and Managed Care magazine don’t exactly wake me up.
- One year my mother-in-law got me a subscription! That’s love.
- When my grandmother was alive, I sent her a large-print subscription. Years later after she died, Reader’s Digest sent a letter with the following on the direct-mail solicitation: “Granny Hanemann… we miss you.” My mom thought it was cute, because she missed her mom too. Decades later I still have it.
- I attended a meeting at my day job a few months ago, and met one of the smartest direct-mail data analysts I’ve seen. He was from Reader’s Digest, but resigned a couple weeks ago and went to a competitor. Bummer.
- I once sent a “life in a day” kinda story to the editors about my wife meeting Harry Connick, Jr. You see, Jo was a big fan, and when I saw Harry (a classmate of mine at Jesuit) outside a New Orleans diner, I asked if he’d pose in a picture with Jo as a surprise. He politely refused, and Jo overheard that and was indignant. “I can’t believe that man wouldn’t take our picture,” she said. I told her to look more closely at the guy, and explained that I was trying to take her picture with Harry Connick, Jr. Anyway, the Reader’s Digest editors called me and verified the story, but never ran it as far as I know… I could’ve used the cash too.
Well you can imagine how excited I was last month when I heard they wanted a Nalts video. Great timing since I’m on video 700, and “running shy of ideas” (hah). Readers Digest online is packed full of stories that make for good parody. We shot a few extras that didn’t make this cut, but they were a bit corny and made the video drag. I dig when a client sees value in brevity.
So here’s the video. I’m glad we got it launched while Sarah Palin and her lipstick pitbull gags are still topical. Ultimately it seems people were less interested in me riding a child’s bike, being terrified by a turtle, and trying to put makeup on the neigbors’ pit bull… and more interested with my wife and her freakishly perfect teeth. 🙂
A big thanks to those of you who have already made “Out of Video Ideas” the top #6 rated comedy of the day and #39th of the week on YouTube! That really helps assure advertisers that they can brand and still create fun content! I tried something new by launching it at night (I usually post in the morning), and it’s encouraging to see 7,000 people watched it as I slept).