YouSaid · the spoken record

Chris Beresford-Hill

lines on the record: 172
first: 2024-01-11
most recent: 2024-01-11
sittings or episodes: 1
sources: podcast

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“Don't linger. But the other great thing is the best thing for me because this industry is full of a lot of heartbreak and rejection. You have a million ideas to sell one. And I think if that had happened for me, I would have been very successful at. And I liked my climb. I liked working my way up slowly and learning my craft and not doing something that might have made me very sought after and might have gotten me a bigger, better job faster. So it kind of, it was a heartache, but it kind of put me right on the path that I needed to have, which was the long path.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“Which has served me well, served many people well to not get into Lily Gilding and see what happens when everyone starts thinking about.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“So, anyway, so the client has to go to the Napster board to give them a progress update. And the Napster client is under no responsibility to share launch ideas or activations this fell under. So the client goes to the board and says, okay, here's our strategy, and we're going to go to market, and we have a new positioning and this and the other. And then he says, ooh, one more thing. We're going to do this next week. And he brings it up. And I'm not in the room, but this is the report we got back that he shares crashtor.com, walks through it. And the chairman of the board just interrupts him and just says, I'm going to interrupt you before you finish just to let you know we're not doing that. And that was it. And this thing could not have been more firmly dead. But that was for 21, I learned that if you get what you need, get the hell out of the room.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“These guys came up with a big sign, and they're like, What the hell's going on? They get escorted out, and then Bill Burr is like, what the hell's going to Napster sign? What do these guys do? It worked like a charm. So this thing was going to go. And it was like within a week of going. And, you know, I'm 22 years old and this thing would have been this overshot the GQ magazine cover that I dreamed of or whatever”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“Even did an inaugural practice Craster, where two interns from the company crashed a morning interview in Boston and interrupted a live interview with a little known comic named Bill Burke. So young Bill Burr was playing some crappy comedy club and was promoting it on Good Morning Boston. And”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“And we built a website with this cool design craster.com. We made a bounty list and it was all the way from $250 for a local radio show if you said 1.5 million songs, unlimited downloads, napster.com, all the way to if you crashed a presidential address, you got a million dollars. And I think we had two and a half million dollars if you said that line during a live televised spacewalk. And everything in between of like getting a sign on college game day or doing this, that. So anyway, this was kind of crazy stuff. Lawyers were okay with it. I know we just said something about lawyers, but this thing was done. We had insurance. We built the site.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“Database that you could subscribe to. Again, way ahead of its time. So we had been given the assignment to work on it at Modern East and of course we were a tiny agency and it was way too busy. So I got to take a big swing. And the idea we had that I had come up with as a 21-year-old or 22 year old was what if our campaign was instead of buying media, we share media? And what if we took a million dollars and we just put bounties and had regular people crash live broadcasts of every sort wearing napster shirts and holding signs? So it was called craster.com. And, you know, the bosses at Modernisa loved it. They were kind of cool and subversive. So we somehow, and this is, you know, I'm talking 2002, 2003, this would have been pretty ahead of time.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“And we were, and the statute of limitations has run out, but we were stealing. But what Sean Fanning, the founder, said, is, no, no, we're sharing. And that was the big soundbite. And we all remember that it was, he said sharing. And that was like, it became a bit of a joke, but it was synonymous with that. So Napster, turns out it maybe wasn't sharing. And it goes away. And then I think someone buys the naming rights or something and it relaunches a few years later. So it relaunches in maybe 2002 as a kind of a like a way too ahead of its time streaming platform where it was the proposition was 10 bucks a month and unlimited plays a million songs and it was a streaming”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“Some point. And it was a file sharing app or thing. I don't remember how the hell we got it. I guess it was like a plugin or a...”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“No, no, you learn what you can, you take that nugget, but going all the way back to that agency in Boston, Modernista, we had Napster as a client. Yes. So any of your listeners that are too young for this. So probably when Tim and I were in college, maybe you were just like finishing college and I was just in college. I was in college.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“Obviously, way more failures than successes. But I think, by the way, you know, you just have to have a short memory. So I don't really think about them very much. Actually, I was thinking about when I was coming to talk to you, I was like, probably that will come up. And I had to dig around, not because I haven't had a million of them, but because I just wash them out quickly.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“Here's what I thought. The truth is as you talk about what it feels like to get away with it, it's like a dog with a bone. It was like, I just knew the idea was so good. And I just saw so much upside. And then the only question I ask myself was, could someone be hurt by this? So could you do something that would marginalize a person or a community or, you know, and no, it would have been really pissing off a marketer. And that no one ever died from that. That was”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“We made a great case study out of it, and that client was included in juries to evaluate the biggest brand ideas of the year for notoriety for the highly disruptive Billie Jean King Your Shoes idea. So the lesson there. Not even the lesson, but the thing about it is when you're in a position where you can gatekeep or put yourself out there, it's like driving a car or something where you've got to, you're going to change lanes in between two and you got to say, I think I can do this. And sometimes you got to pump the brakes and then sometimes you got to gun it. But really like it's a lonely decision, but you got to make it and you got to have confidence that you're going to thread the needle. And that's the getting away with it.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“And I said, I will have our PR. And the tooth faces out of the tube Once it hits the internet, it's done. So I said I will have our PR reach out to all the publications and ask them to take it down because I know a thing or two about journalists and journalists would say, no thanks. It happened, so I'm going to cover what I want. But I said, we're going to do that. And I said, I'm very sorry, and I understand you're very angry with me. So it happens. And then the little hype beast community love it. And then, you know, and then it all goes away. And there was no problem. And people thought it was really cool. And they got some tip of the spear cred for doing something really innovative and all the hardcore sneaker nerds.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“Said, please hold on patching in our global legal. And I was like, fuck, here we go. This is it. And I got yelled at. I got screamed at. I got, you said that this wasn't going to happen and this happened. And how did this happen? And who would have done this and this and that? And I said, I told you this wasn't going to happen. It happened. So I accept responsibility. I did not volunteer that I had endorsed it, but I accepted the responsibility.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“No, actual vomit, like bile. It was like a bile one. So anyway, go back and I sit down and set and I show Nancy and I'm like, and she goes, oh, that's cool. Actually, she always says the word babe. She talks like a Hollywood proof. She goes, that's cool, babes. And I was like, thanks. And then my phone rings. And I see the number and I say, I think I'm about to really get unloaded on. And she goes, Good luck. And that's, by the way, but that was the, she was in on it, you know, and I was like, okay, I got my anchor here. So I walked outside, called the number back. And the client”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“Amy and Julia are sending me these shots of like, we stack the line with a pair of converse all-stars and Air Force Ones and Saukenes. And with the first five are the things, and they took pictures of them and they sent them to ad age and to Hype Beast and to sneaker freaker and to everywhere That's the one where I didn't have the Snickers bar. I felt like I was going to vomit. But it was so good. And I knew it was something.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“But there comes a moment where it's not even is it worth it. You say, okay, I understand lawyers are there to avert risk. But in my gut, I know that when someone at Nike sees a shoe of theirs defaced to look like a Billy Jean King shoe, I know as a human being that that brand will not come after Billy Jean King's legacy or empowering young girls in sport. I just knew it. Now the lawyer would not sign it, but I knew it. So that's the moment where you say fuck it. So our team is still going and our client is not at the US Open. Our client is still in Europe. And so I'm in Beverly Hills at the Hilton at the Beverly Hilton with my partner Nancy, my president, and we are filming a big campaign for Hilton. And the morning of the first day of the US Open, my phone buzzes.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“Says, I just want you to know, though, that we can only have people wearing Adidas shoes, that we can spray any Adidas shoe you want, but we can only have people spray Adidas shoes. And so this is a moment where, no, because then it takes all the coolness out of the idea. But if I say no now, I mean, she's got a week and a half to like lock us out of everything. And, you know, this is the client. And they hold the purse strings and they have the ultimate say they're the brand. So I can't argue it because if I lose the argument, it's over. So I lied. And so I said, absolutely. And I knew what I was doing. And I knew that I was straddling a third rail where if you do something like this and it doesn't work out for you, it could be very bad. My network's relationship with that giant company”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, let's make progress because we saw green light. This is not the kind of idea that gets green lit. I had a stolen Snickers in my pocket and I wanted out of that store. And so we start R&Ding it and we find someone that blends a cool kind of pearl blue paint and we make these stencils and we start doing these tests and we have, so we're spray painting like converse and Air Jordans and we're doing them around the agency. They look awesome. I mean, anyone who sees them goes, holy shit, what is that? I want that. I'm so into that. So we get maybe about a week and a half away from the US Open and this client didn't live in the States. It was a global client. And the phone call comes. And I knew the phone call was coming. And we get on the phone and the client.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“I've learned this lesson as many of us have and seen it in practice. So leaving the room, you know, normally we'd say, okay, we'll come back in two weeks and let's put it in a deck and let's draw out the comp. But in this one, we just knew that the more we sat on it, time would kill this deal. Time would give people time to think about the pros and cons. So our team was just go do it. Just go. We've got money. Nancy, our president in New York, loved the idea. So we said, can we just get like 10 grand to start paying people to test? Don't get client money. Let's just do it. So we started setting this whole thing up.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“Figure this out. And even someone in the room said, Oh, God, imagine if someone comes in like a pair of Nikes and everyone was rubbing their hands together. This was great. So a great lesson is when you get what you want, get out of the room. Don't like let the vibe dip and you start thinking about all the reasons why it might not work.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“The Battle of the Sexes. So, how exciting! And so we had the very obvious idea, or like, well, okay, for the US Open, we got to take her blue suede shoes. We got to bring them back. We got to bring them back and sell them. So obvious, done. And then as it turns out, it's a little more complicated than that. They've got to make that in a factory somewhere else in the world and then ship that volume of shoes on a big, slow ship. So that wasn't going to happen. And so one of the creators we brought into the room, his name is Ricardo Franco. He says, why don't we just change people's shoes into Billie Jean King's shoes? And it was just that. And we went, okay, that sounds like something I haven't heard before. And we didn't know what it meant. And we said, okay, so would we have like felt applications that we could stick on? You see if you came in, you know, wearing a pair of new balance, you could fix them. And we kept talking. So what about spray paint? What if we get like shoe artists? There are these people like the shoe surgeon and all these people. What if we got some of those people? And so we started saying, okay, maybe this is possible.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“Yeah, getting the gig and also the strategy and what we want to do and what our objective is and the challenge that we're going to meet with creative ideas. So we're having this day and we're talking a lot about how, and this, by the way, I think the statistic is still valid, but like something like 80% at the time of young girls would drop out of sport due to body confidence issues or not feeling like athletics were for them because obviously the kind of media biases towards male athletes. And so kind of an initiative not only with Adidas, but also with Nike and all these companies is about keeping young girls in sport because it obviously has great benefits not only that they could go on to be professional athletes, but for confidence in all kinds of teamwork and all the great things that come with it. So our client was excited about the idea of like, let's do something about girls in sport. Okay, we're talking and then our client says, you know, we have Billie Jean King. She's going to work with us. And we think Billie Jean King is awesome. I mean, she's a total rule breaker, trailblazer.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“18 point and a good client. We had the client in and we brought our strategists. We brought a strategist from another region that had worked on Adidas. We brought a creative team. You don't normally when a client... We went for the full core press. And by the way, another lesson, certainly in advertising, but anywhere is the more ground you can cover in a room, the better because you start further ahead than if you constantly come together and split off and come together and split off. So our intention was like, let's land a brief together.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“We are given an Adidas assignment, not the big brand Adidas assignment. There's Adidas works with a number of agencies on a number of projects, but we were granted an awesome opportunity to do something for tennis for the U.S. Open, what Adidas calls heartbeat sports, which is like tennis fencing, swimming. So we had this opportunity, and we thought, okay, for our motley crew, for our squad to get to do something for a brand like Adidas, we're going to show up at our very best. So we invited the client, and I'll refer to the client as the client. And we invited the client to visit us.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“This is a good landing spot because it's like the Mountain Dew one. It's a bit of a tail. Tales here. Okay, good. And I'll say every bit of it as much to not get in trouble. Everything ended well for everybody. So start there.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“It's not about speeds and feeds. It's about show me what about this is magical. It's about finding the one magical bit. I think you can just look at any great execution or any great ad and say, okay, that was focused. That was reductive. So no, I don't even, I think it's kind of, that's the difference between the good ones and the bad ones.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“But I think, you know, what an agency does is the clients come and say, we want to say this and this and this, and we say, no, no one's going to care. No one's going to care that you think you're soap makers or the best soap makers. No one's going to care that you're saying everyone says the ingredient. Look, we show you. Everyone says ingredients. So what you get from us is your jumble of all the things you want to do and we strip it down to like the most compelling core truth about why your product or service or offering is compelling. Everyone adds and really what you want from us is to subtract and come to you with the one thing and passionately and say we know and we know communication and this is what you have to do to make your point. So it really is the art of editing. Just down, down, down, down, down.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“Well, it's the case for creative agencies because if I'm a soap company, I could hire us or I could just make our own ads. Well, I'd say, well, our soap's the best soap. Obviously, and we put love into it and our people are, you know, you start to want to say everything and you want to say your Pollyanna version of it. And I think an agency partner.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“That's one tell. When you're like, oh boy, if I get out of this meeting. So if you know you're getting away with something and if you feel that in your bones, that's something. If people are nervous and they start to scenario, like we all love the idea, but they scenario plan. And the other is if you just can't get it out of your head, if you become a dog with a bone and like us creatives, you know, we are dying to get our best ideas into the world. And so if you, you know, we become insufferable when we attach to one. And that actually is a pretty good segue to the Adidas story, if you want, because that's one where we got away with one.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“Yeah. Grasping for it. And there's different feelings. I was a very good kid. But sometimes when you're presenting an idea and you think you might get it through, if you feel like maybe what you think you'd feel like if you were shoplifting a Snickers bar.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“He's a serious businessman, and he can talk to the CMO and CEO of any brand he works with and totally explain why he's doing what he's doing. But he has this way about him where it's going to be fun. And some days you go to work and it's your deadlines are tough and the client pressure is tough, but he just always behaved like it was fun, like he was having fun, whether he was or wasn't. And that kind of vibe is great. And that does embolden you to say, okay, we should be thinking about this as a form of play. In the day-to-day, you don't. It's about engineering and it's about we have to get this just right and we have to hit this timeline and we have to make everything neat and tidy. But it's really our responsibility to make it closer to art because that's what people respond to. People don't respond to tons of rational drivers. People don't respond to things that have been focus grouped to death. It's our job to sort of find the line and find like the edge and stay there. And that kind of attitude gives you that permission that like if you're feeling this could”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“The thing I love, by the way, about asking people advice is they give you advice, but people tell you who they are when they give you advice too. And that's Jeff. You know, Jeff. Is a super smart guy who went to Harvard and wrote for the Harvard lampoon and he happened in advertising, but he is just a vibey, really smart guy. And I think he kind of behaves like he wants to fuck around”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“So then we knew okay if you have something people want to see, don't leave it. So then we said, okay, maybe it's cast away. Maybe it's there will be blood. We would have never got to that if we didn't just go on a weird journey and stay creative the whole way”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“But anyway, got it. So Legal's So we think not. So, this is how it really happens. So we go back to the office and we're getting this new ideas and stuff. And we're sitting in the three of Amy and Julie are great. They're working with their teams. And then we would get together for an hour or two. And we're saying, you know what? There's just something about that weird ass scene with like the wrong actor just screaming about Mountain Dew that we just loved. We just loved it. So then you just go, okay, I don't know how you'd ever get to that without the Daniel Day Lewis thing, but let's cut off the Daniel Day Lewis thing and make sense of this. And so then we said, okay, well, what if it's about Mountain Do Zero Sugar is like almost as good as the original? Or what if it's like as good as the original, if not better? And then we, that's our idea and we put the wrong person in an iconic scene and have them go nuts and make it because we knew that when we saw the Will Farrell idea, we're like, I just want to see that.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“Okay, if you can't get into it, but just a little bit. I'll give it. Look, because nothing happened, nothing happened. So I think there was a case that perhaps”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“I just know we can't, I love it. And sure enough, and I won't even get into the myriad of reasons, but basically there was like a potential legal precedent that would have been altered Pepsi stock price forever if we pissed off Daniel DayLewis or whatever. So it was a”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“And it's Will Farrell and a mustache and a hat. And he does the beautiful performance piece of like, I take my straw and I drink your milkshake. And he just goes nuts yelling about how I take my straw and I drink your mountain to zero sugar and I drink it up. So then the rug pull becomes insane. So he's not going to do it. And then Will Farrell does an insane Daniel Day Lewis screaming about Mountain Dew Zero Sugar. So we know it's probably a long shot. But we go to Pepsi. We go with a bunch of ideas and we go. And the client was a woman named Nicole. And there's the CMO of Pepsi guy named Greg Lyons, who's been there a long time. And he's great. He knows creative. Again, when you talk about the kind of clients, you can work with that, understand creative people, but also understand their own business and can bridge that. That's why Pepsi Marketing has consistently been so strong. And so we show, Greg, and Greg's like, I love it. I love it. There's no way we can do this. And he goes, but he said, but you know what? But I will bring it to our legal because I love it.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“As I'm working with Amy and Julia on this, we're loving it, we're having fun. And this is when the best ideas are when you're like, we can never do this. We're going to get in big trouble. This is so wrong. When you feel that, you've got to stay there. You absolutely, that's where all the interesting stuff happens. So then we started saying, okay, well, what happens when he doesn't show? And so we're talking, we're like, okay, we made this up. We were going to, the whole pre-campaign, all the buzz, Daniel Day Lewis Sue's Mountain Dew because he doesn't want to be part of this. He's not going to participate, but we still had the TV ad. So a camera kind of winds through a set from like in there Will Be Blood and finds its way into this chapel and finds the back of this cloaked character. And it's Daniel Day Lewis's character turns around.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“And, you know, for sure, he would say go away if he acknowledged it, and for sure he would probably cease and desist if not sue. And our whole idea was going to be we were going to let this play, but we were going to stay because this Mountain Dew Zero sugar was so impossibly good, you deserve an impossibly hard to make Super Bowl ad. So we're going to do it. And we were going to even have like a live cam of a limousine parked in front of his last known address on the day of the Super Bowl. And we're going to have the set ready. And we were going to basically film and live stream like, is he going to come and do it?”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“And the idea, and I'm caveating here this idea never happened, was never purchased by PepsiCo. So I'm taking this behind the scenes in our house at the agency. We had the idea that for this impossible drink, we were going to do the impossible Super Bowl ad. And so what we were going to do is we were going to announce mega press release, billboards, front page of Variety that Daniel Daylis had agreed to star in Mountain Dew Zero Sugars Super Bowl ad. And we're going to do it without telling him.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“Ad we did because it started out as one thing and it became something totally different. And there's kind of a beauty in that sometimes the nonlinear way it really works. So this would be, I want to say it's like 2018 and we are mountain dew's agency of record. I'm working at TBWHI Day at the time. I'm the chief creative officer and I have these incredible executive creative directors named Amy and Julia that run the mountain do business. So we got the Super Bowl brief. And the idea we landed was something about how it was for Mountain Dew Zero Sugar. And this is like the zero that they really got right. Like this one tastes so close to the original that we needed to do something that was going to cause like a real reappraisal. And so I jotted down before we started talking. I was like, because I couldn't remember what it was. So our original idea was it's impossible taste. So that was like the core thought we were executing against. And Amy and Julia had this really gutsy idea.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“For sure. Time kills all deals. For sure, and it kills momentum and it kills energy, and it takes people. So if you've got people going, if you need to take something offline for yourself, just know that their muscles are going to cool. They're going to take a break and they're going to restart. And many times, the wrong decision can become the right decision. If it's actually an okay time, I'd love to tell you a little bit about a Mountain Dew Super Bowl.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“It's not mathematical. And so, you know, I've learned to trust myself. And I've learned that if you A-B something too long, you're lost. So I think the more I get stuck in something, the more I realize I need to make a fast decision because I don't think obsession when you're really deciding go, no, go, good idea, bad idea, excited about this, not excited about this. I don't think time is your friend. I think time pulls everything. It slows everything down. It takes the energy out of it. So I think. Sometimes you just got to let it fly. And then, by the way, you can correct and you can change as you go. I mean, I've approved ads that wound up being completely different ads that we're really proud of. So that's the other thing is that, you know, nothing is totally fixed.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“It is. And by the way, yielding the lily of someone who's looking at a two-minute case study for an award show and changing the mix on the music eight times, and you're like, listen, it doesn't really matter. And there's times to craft the hell out of it, but there's also this step back. And I think in our industry and in creativity, fast decisions are really stepping back, you know, as opposed to getting in the weeds.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“No, no, I was kind of probably working through my own. Process, but it was invaluable later because you do see people that in a high creative role, you've really got to make things happen and you will see some people in very senior roles that really gild the lily and that really obsess over.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“I used it then because BBO at that time was David's place. So David said to do it. David said, let's go. I don't think we ever got to look at an ORC chart or reporting structure. I don't think we ever knew that that carried muster, but a lot of us loved the decisions he was making. And so enough of us would constantly say, that's what David wants. And so whether or not that was be-all end-all, it became be-all, end-all. And so we were all emboldened to make moves. I myself couldn't, there wasn't much I could do with it at the time.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“Exactly He never would say, let me take this back, let me think about it, or let's pull more people into it. He would just give you these gut reads, and it always gave you permission to go forward. And it really taught that someone who's really pushing everyone and keeping everyone in motion just happens to always be at the center of so much. And that's why for that eight years, I mean, the agency was one of the most awarded in the world. And there was my little corner of the universe, but there was all these other corners. And he just amplified himself by empowering his people and saying a lot of yes, sometimes a no, but he was, you know, he was always game to move forward.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT
“So, David is the worldwide chairman and chief creative officer of BBDO. I worked for him for eight years, and I've kind of not shy of saying he was the best boss I ever had. He was the best boss I ever had because he was very clear and he was very consistent. And that's what you need in leadership. And so you could show him a bunch of work and he would tell you what he liked and what he chose right away. And that was that. And he didn't need to split hairs. He would come give you his response and he knew that he would make a bigger impact in this giant company by going around and saying, I think this is the most right thing, the most creative thing, the most interesting thing, and just go and do that and not be afraid to make decisions, create progress. And by the way, you know, if you pick something that was wrong, whoop-de-doo, we'd have to go back and do it again, or maybe we had one that wasn't as good as it could have been. But he never inhibited progress. He always facilitated progress by doing that.”
2024-01-11 · The Tim Ferriss Show · #715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers · IDENTIFIED FROM THE TRANSCRIPT