Arts & Entertainment, Business
Bringing Humanity to the Corporate World
Lesson time 5:30 min
Jeff and Rich talk about how they’ve worked with corporations to amplify messages for the greater good.
Students give MasterClass an average rating of 4.7 out of 5 stars
Topics include: Case Study: Specialized Foundation - ADHD • Case Study: Comcast Xfinity - Emily's Oz • Case Study: Hewlett Packard - Get Real
[MUSIC PLAYING] - A lot of advertising is something that is in the air, and you can't avoid it. And it becomes a part of your life. It affects you in the environment that we live in. And I think we want to make a better environment for our children, and for our friends, and for us, you know? - Connecting yourself with something people cared about, that's the new world of advertising. - And that's something you can do. You can think about what could a company do that's around my neighborhood or in my world? What could they do that would be good for the world? And go to them, and talk about that. [MUSIC PLAYING] - Potentially, I have ADHD. I don't really know if I do, but I'm a very impatient person. They found out-- Specialized has a foundation-- they're doing research with Duke University and Stanford-- that kids in middle school with ADHD, if they would do a repetitive exercise like cycling, it evens them out, less drugs or no drugs. But it's funny about the mind and this repetitiveness. Now, I cycle. Jeff swims. I would suggest people who think they might have this to do an exercise. But we made a wonderful film for Specialized. It shows you kids who go, oh, I can't fit in the world. And then you show them how cycling levels them out. It's very powerful. JEFF GOODBY: It was very powerful. RICH SILVERSTEIN: I think we like to do things where we feel we can really connect with them. We don't just try to go search for something to do. We have to feel it. JEFF GOODBY: But I talked about that Emily's Oz project that we did for Xfinity. That was a very small product that they had. - That's right. - It was for blind people. I mean, how many blind customers do they have? Not that many. And you know, it had the sound thing that allowed a blind customer to kind of watch this movie. Well, we took that and made it into something much bigger. We built this set. The set is at the Smithsonian Museum now. This little blind girl, a seven-year-old girl, she went on all the talk shows, you know? It was amazing. You know, and this girl was such a star. She's so magnetic that she brought the thing to life. And it felt like it was doing something good. It empowered blind people all over the world. [MUSIC PLAYING] So I think there's a trend in the world right now-- and you can feel that if you think about it-- against digital media coming into our lives. And we can't stop it. It just washes in, whether we like it or not. And you know, it's something we depend on every morning. We love to connect with our friends. We love to read the news. But at some point, it becomes a lot. And we know it's affected elections. It's affected the way we feel about the digital world. It's affected the way that people feel about advertising and advertisers. And we feel that. And we've been thinking about it a lot. - Recently, HP printing division came to us and said, we'd like to make a holiday campaign. And we looked into ...
About the Instructor
As the minds behind the “got milk?” campaign, the Budweiser lizards, and countless other ads that have permeated pop culture, Jeff Goodby and Rich Silverstein never stop reimagining the possibilities of advertising. Now they’re sharing how they make the beautiful and edgy work that’s seen by millions. Learn how to come up with great ideas, tell funny and compelling stories, and dazzle at your next pitch or presentation.
Featured Masterclass Instructor
Jeff Goodby & Rich Silverstein
Advertising icons Jeff Goodby and Rich Silverstein teach you how to break rules, change minds, and create the best work of your life.Explore the Class