YouSaid · the spoken record

Chris Beresford-Hill

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172
first
2024-01-11
most recent
2024-01-11
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  1. “He was, and I feel like Jeff could be and him had head to head a few times and Jeff wasn't a big fan, but he liked it. And I think it was, you know, kind of early days of YouTube. And I think it was like for a day or two, it was like the number one comedy video on YouTube or something crazy like that. So it worked. And the sales went 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

  2. “It did really well. It was the ad age the next morning ranked it number one. They had an ad critiquer named Bob Garfield.”

    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

  3. “And I started to think that it might be more original. And I think that was the case. And I kind of learned a great lesson there, which is once you take feedback and definitely share your ideas. But once you've kind of locked in and you're sure you're good with it, you really don't have to look back. It didn't rattle me. I'm glad it didn't. And I think to this day, if there's something that I believe in, if I get luke results, it just does not phase me at all. And usually you'll find your audience. People will like it. People will respond differently than your inner circles.”

    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

  4. “And by the way, I think some people respond as professionals. They immediately think what they would have done with the opportunity maybe. Or I don't know what. But for some reason, and I don't know why, it didn't bother me at all. And in many ways, I started getting a little excited by the fact that people didn't get it. And I've not really unpacked this. I'm talking about this kind of long form for the first time in a long time. But I kind of felt like there was something more special happening if it wasn't an easy get for people.”

    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

  5. “More happens in the edit than people think because it's not lining it up in order. You know, it's speeding up shots. It's arts and crafts. It's punching in. The amount of raw stuff we do in the avid where we'll split the screen, take this take from that, and the amount of experimentation that happens there, and that's really, you know, in many ways, like that's the most important moment. So we walked with this edit. I showed it to Jeff Goodbye and Steve Simpson, and they liked it and it was good. And then a very interesting thing happened. I had the quick time on my computer. And I showed a couple people in the office and I played it for a couple people. And they went, huh? And I distinctly remember this. I showed two or three people.”

    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

  6. “And of course, you know, at the end of the day, when someone has never seen it, They're going to kind of see the best version of it by you torture 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

  7. “You're exactly right. And what I've learned with Ian, and I just, for a Super Bowl ad we made this year, I brought a young team for the first time to work with him. So how fun I'm seeing them get to do what I did, you know, 15 years ago. And the advice I gave them is I said, just know whatever Ian shows you first is going to be closest to where you end. Because that's what I know about. So we kind of walked around the moon with him. And of course.”

    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

  8. “Can make it backwards. In some ways, it allows you to explore anything, but maybe in other ways, it takes some of the thinking out of it, which could be a shame. But anyway, we go through a couple days where we try a whole bunch of different things, we try some different music, we change the order of this little afternoon maraud. Experiment. And then what I've learned with Ian, because I've now, you know, been working with him for 15 years, ultimately we start to feel really good about it, me and the art director I was working with and our much.”

    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

  9. “Become so creative that they mirror the job. But sometimes the best clients are let the creatives be creative and you're there to say, like, I think this is okay. I'm not comfortable with this. Here's a note on why making this change would actually be more effective, not less. But our client Andrew was just there to supervise and make sure that we were getting the right stuff in the can, protecting his investment, but giving us liberal room to play. So it was a magical shoot. It was right before Christmas. And then you hire an editor separately. And so there's an editor named Ian McKenzie who cuts a ton of Super Bowl ads and he's very good at it. Early January, we go into his suite in the flat iron in New York City, and I'm super excited and he plays it and I'm super disappointed because it's not, didn't live up to all my dreams. I don't know, it feels flat. Is it funny? You know, I see nothing but the problems with it. And what you end up doing with the editors think, I think back in the day, when you had to cut film with a razor blade,”

    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

  10. “Yeah, I know, I know, I know. And there are these two former ad creatives that became directors and they got into it and we did a call with Robert and his wife Vera. We can talk a little bit about celebrity advertising because this was my greatest experience because normally celebrity is very, they're very specific on what they will or won't do and there's always some pushes from their team. Robert just wanted to know if he could choose his own wardrobe. And we said sounds good. So we filmed it in Toronto over two days and it was very fun. Again, the client, and this is probably maybe inside baseball in the industry, but I think sometimes clients.”

    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

  11. “Those questions are asked, and it passes people say what we wanted them to say. And, of course, again, maybe the reason why this one sailed through it, I have many a horror story, was, again, because they got a natural energy message when they had convinced their board they were just going to entertain. So it was already in the bonus round. So it was favored. And that gives you that lift so you can move through. So then we hired a director. It was a duo called the Perlorian Brothers out of Toronto, Canada.”

    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

  12. “I think sometimes when you Henry Ford ask people what they want and they'll say a faster horse, I think sometimes when you ask your audience to tell you what it should be, you get a lot of mirroring. But when you make the conversation about what are you getting from it, then you can give them something unexpected and you can push yourself. So we did that kind of research, thank God.”

    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

  13. “Yeah, yeah, yeah. Like people were like, okay, people roughly in the demographic and they, you know, were kind of read the script. It wasn't performed. It was read by a third party. And instead of saying the dreaded do you like it, which is how many a great idea gets unraveled, they just said, okay, so what did you see? What did you understand from it? What did it make you understand about peanuts? And, you know, what do you think of emerald nuts now? It was very, again, it was asking customers the right questions”

    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

  14. “Yeah, and it's simple. And it's bone simple. And then the creativity and the surprising connections you make and the surprising things you write, that's the magic. But it's always magic on top of something very simple and easy to understand. It has to be. So to go back to this. So we go through it. So it's sold. And I will say to this client's credit, it was not. Over researched or heavily researched. So, what they did is they put it in to some quantitative research to show the storyboards. We made some storyboards and a moderator shared it with a panel of people and it was not.”

    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

  15. “And they said, great, we're just going to have a hot guy talk to ladies about it. And again, and then they made it entertaining, but it's almost like...”

    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

  16. “When we went to the client with it, and it was a guy named Andrew Burke, who was the CMO of Emerald Nuts at the time, we had a very literal idea. We had an idea about a little mick from Rocky kind of coach that would keep you awake in the afternoon and tell you to eat. You know, we had stuff that was a little bit on the nose. But to his credit, he didn't see this weird poltergeist thing. He's like, oh, I get it. We're going to show people that there's actual danger in being sluggish in the afternoon. And we're going to make up what that is and we'll position ourselves. He immediately saw past the kind of insanity of the execution to the strategy. And that, you know, ultimately a great client does that and great work does that. And I was talking to my friends Eric and Craig who did the old spice, the man your man could smell like. And that is also, you know, a completely bat shit idea. But the strategy was we make body wash for guys, but their lady friends buy it for them.”

    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

  17. “Ahead of time, either. So they liked it. I don't think they, you know, I mean, I think they liked it and they're like, okay, that's cool. And then you know what ended up happening again is the craziest ad ideas are really highly, highly rational strategies brought to life in highly, highly surprising, memorable ways because”

    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. “I think many of us saw that and went, oh my God, I want something like that. So I kind of had the sentence I wrote. And then I thought, let's make this like a weird kind of dance around an office where everyone's asleep and Robert Goulet is pouring coffee on keyboards and taping people to chairs and just doing whatever. So it's written. And I think another thing, obviously, I show my bosses and it's Steve and it's Jeff Goodbye and Jeff Goodbye is in the advertising world, one of the Mount Rushmore kind of figures. So I also learned if he's 10 times better than me, don't try to sell him on anything. He knows. So I read it. Meaning let him jump.”

    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

  19. “I would start logically. So I thought about the brief I got to with my friend Matt was there's an afternoon energy slump and peanuts are a good pick-me-up. So I wrote around 3 p.m. when your blood sugar and energy are low. And then I sat there and then I wrote Robert Goule appears and messes with your things. And I didn't have that idea. I just started a sentence and I said, finish it, fucker. And so that was, again, one of a bunch of ideas, but that was the idea was basically to turn Robert Goulet, the now past, but the iconic crooner and singer And so basically, I think I had also seen that incredible fat boy slim Spike Jones video with Chris Walkin.”

    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

  20. “It's really good pop art, and he sometimes uses these crazy color combinations. And I think someone, it must have been a written question someone asked, how do you make sense of these colors? He kind of reverse painted himself into a corner. He would start in a corner with a bunch of colors that didn't make sense. And then he used the rest of the canvas to make sense of it. So he forced himself. Make sense out of what he did here all the way here. And that I learned later, but that was just something I would do to myself. So I started writing a sentence and I didn't know what the end of the sentence would be. And I would do that to myself a lot just to force myself. I would start an answer without knowing what the answer was. And then I would so.”

    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

  21. “Bring all that raw material and a creative director tells you what's good. That's how you learn some taste. Good creative director. So these three are the interesting ones. As you get better, you start to be able to sift your own material. But you've got to get all the material out now. 20 plus years in, I think I can vomit in my head and extract the bits. But I think the journey is get everything inside of you out. And then in the beginning, someone tells you what it is. In the middle, you get it out and then you work through it yourself. And then in the end, you can have your private vomits. But anyway, so I wrote all kinds of them. And the one that went through, I trapped myself to write it. And a few years ago, I was reading something or I saw an interview, the artist cause, K-A-W-S, I'm sure you.”

    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

  22. “Fuck with yourself. And it's almost like trying to make yourself vomit. Basically, I mean, I've never said it that way before, but you got to get it all out. And then essentially, you know, when you're a babe, when you're young,”

    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

  23. “So I wrote a lot of them, and we can chat a little bit later about the techniques, but I spilled my brains and I wrote the trick when you're coming up with creative ideas. I think everyone has slightly different techniques, but I think the one consistent thing is you have to cajole yourself to release every possible thought you can and get it all out of your head. And then when you think you're empty, you have to trick yourself into coming up with more ideas. You've got to mine yourself. You've got to say, What is the ad I think we should make? What is the absolute wrong ad to make? What is the worst ad to make? What is the ad my hero David Fincher would make? What is the ad Peter and Bobby Fairley would make? My friend Jason has one where he says, what would I do if the laws of gravity and physics were not in place? Like you have to.”

    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

  24. “I think a 60 is somewhere in like the 10 to 12. At this point, I think Super Bowl was the Super Bowl, but I think it was like a million dollars in 2005, 2006.”

    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

  25. “And if table stakes or table stakes, if you can in anything, creativity or whatever your job is, if you can figure out one more thing that what you're being asked to do could do and you cover everything and that. You're more attractive, you're more appealing always.”

    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

  26. “That's right to kind of translate the ask from the client into something that might be inspiring in a brief that would get the creatives thinking. And it was a guy named Matt Herman. And I remember I kind of grabbed him and he was a nice guy. And I knew him socially. And I just said, hey, tell me, is there anything that I could put in this that would make the client like it even more? And he had said, well, you know, we're having these conversations about maybe thinking about peanuts as like a source of energy, not just like a snack, but something that can give you like a pick-me-up. And so I took that and then I ran and I wrote 20 scripts, but every single one of them had the peanuts as this source of energy that gave you something that got you out of something that protected you from something, but I made them feel like more of a utility. You know, and as a result, I kind of gained the system and then all the ads I wrote were the ones that went forward because they just did more.”

    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

  27. “Peanuts or parody. So just do our peanut ad and make it amazing. And I remember we were sitting in a conference room on the sixth floor and everyone kind of funneled out. And I felt like I was so close to this chance to do a Super Bowl ad that I just, I needed it. I had to give myself the best shot to win. So the strategist was one of the last people to leave the room. And the strategists are the ones that work with the client and they align on like what needs to be communicated, what are the core elements, and what do we know about our audience and that kind of stuff.”

    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

  28. “That's right. And it gives that creative lead. I was scoped for two teams. I just found a third writer. So I did that and I was fortunate. It was a guy named Steve Simpson who worked. It was him and Jeff Goodbye together. And we got the brief. And the brief was when the Super Bowl ad meter. And that means, you know, to win the popularity contest. So”

    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

  29. “So this would be 2005. San Francisco, it could be Silverstein and Partners, and the previous two years they'd done a Super Bowl ad for Emerald Nuts. And so I went to the creative director of it and I said, I very much love this campaign. It's one of the reasons why I was so excited to be here. If you would have me, I will, it doesn't even have to be formally assigned. I would just give anything to work on it. That was 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

  30. “It's a little bit of the, it may be a nature nurture thing as well. If the nurture is my dad who kind of figured out how to remove obstacles to where he was going to get a Super Bowl brief. 10, 15 years ago, things were much more hierarchical. I think today it's not uncommon to give big opportunities to all levels of creative people or any strategists or account people, anyone in the agency. But back then, it was very hierarchical. And I went, and again, this is like the most 1A thing, but I went and I asked for the assignment”

    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

  31. “And when you're feeling like things are stagnating or going south, you've got to almost invent your own opportunities. So it's a mix.”

    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

  32. “You know, like anything, I think it's if you're being challenged and if you have all the opportunities under the sun in your current roster or whatever your workload is, then you give your all to that. But if you're feeling like maybe there's a lower ceiling on some of the things in front of you, then naturally I think you've just got to get proactive because again, at the end of the day, The clock runs out, or when the year is over, whatever you made is what you have to show for it. So if things start to go south, I mean, sometimes there'll be maybe a host of great clients, but maybe the CEO has very questionable taste, doesn't like ideas that are too big or bold or creative. And you've got to account for that and you've got to kind of hedge on that. You've got to have a lot of irons in the fire.”

    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

  33. “I suppose it's what you're attracted to and what you love. And I'm not here to say that all of advertising, when you drive past the billboard or flick on Instagram or turn on TV, it's mostly not good. And in fact, most of it is not even ideas, I think. Oftentimes it's just information. So there's a lot of it. And I think for whatever reason, my interest in the industry latched on to somewhere in the top 20%. Because I don't think I wanted a job in advertising. I think I wanted to express myself in an interesting way. And I wanted to put provocative or interesting ideas into the world. So I think I was obsessed with the best of the best. And so I would in my early years spend time with award show annuals and look at what the industry said were the best. And I'd form my own opinions and I would say, okay, I think that's okay, but I love that. You know, so I started to shape where I wanted to go with it. And then, of course, you figure out, okay, well, what are the places or who are the people that are doing that and how the hell do I get near them?”

    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

  34. “And I realized, like, okay, you could go to Jeff with something that makes someone laugh out loud, or you could go to him with something profound and the color palette there because of who Jeff and Rich are and because of the amount of the scale and size of the agency and the amount of talent they'd had through the halls over the years, the aperture was just wide. But at that point, I think some level of taste, some level of maybe standards came of like it has to feel fresh. It has to feel interesting. It has to be succinct. Like those kind of lessons were learned and then you could apply them to goofy things and profound things. But I think it's like the taste and the skills kind of were merged”

    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

  35. “It was very art and copy. It was very tightwriting, and it was beautiful art direction. And that was the hallmark. And that was the box there. And if you came with something that was too wacky or too dry or too intellectual, too much like maybe like the economist or too much like a big broad Super Bowl ad, it just didn't fit into the kind of clients that were attracted to modern East and that Modern East A service very well. So I really learned how to find that voice and write in it. And then when I went to Goodbye, the four ends of the box just fell 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

  36. “Well, the first thing I'll say about it too is I don't know the nature, nurture, answer, but I've definitely learned that over time and also radically open-minded versus. And Lance would say that the modernist style was kind of you put an idea out there and the vibe of it is like, that's cool. They really did know how to do one of the hardest things, which is cool is or isn't. And it's hard to convince of cool. But there was just a way of writing, you know, there's an ad for the big H2 hummer truck at a three-quarter angle that made it look like almost like a piece of jewelry. And then the line on it said perfect for rugby moms. But it was smart, but it was just kind of badass, kind of sexy, kind of those things. And so 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

  37. “Great lesson, which is that it's not totally about you as an advertising writer, you've got to be a chameleon, you've got to understand not everything can be your voice. It has to be the correct voice.”

    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

  38. “And it was incremental. I knew that I was not going to do the Super Bowl my first year. I accepted that. But every time it was, okay, now I'm regularly writing print ads and print headlines. Okay, now I really want to do a TV production. I really want to go learn that and do that. And that's bigger. And that was that gave you more weight. And as I did that, I slowly accrued a body of work. And that's the beauty of this industry is, you know, you can have a resume and you can say whatever you want about yourself, but you actually have a basket of your ideas and you can be appraised on those. So I built up just enough to get a job in San Francisco at Goodbye Silverstein, which was, I think that was my big break because that was, you know, I was learning my craft in Boston, but I didn't realize that when I went to Goodbye, that was a then and now is still one of the greatest creative ad agencies in the world that came up with got milk, for God's sake. So, you know, doesn't get that much better than that. But when I got there, what I realized is I had learned how to write in the modernista style. And that taught me.”

    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

  39. “Yeah, but it's fine. It's a nice place if you're on a golf course in the morning. Life's not bad. But I was taught that when you put, if the hole is 20 feet away, what you do is you measure 10 inches in front of the ball on the path through the hole. So you don't aim for the hole. You aim for that spot 10 inches in front. And I think. That advice landed well with me because I think I kind of had a sense of my dreams, but I was only really looking at the incremental of, okay, I made a Mark Cuban Dallas Mavericks ad, now what I really want is to write something that's going to be on the back cover of GQ, you know? And that was everything.”

    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

  40. “Well, yeah, it just felt like I was able to create the life of my dreams, even if the day-to-day reality didn't totally match it. And that was fine by me.”

    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

  41. “With a patience of a saint. And this is when I said I was like little. She lifted me over the barricade. And they brought me in, and I got to sit behind the table with those guys for the whole morning and Stan Lee came by, you know, and I got to visit from the godfather, you know, yes. So all that stuff, I found out where the Dave Matthews band recorded their albums and I would send a self a letter and a self-addressed envelope to make it real easy for them to say yes and write back. And he became a pen pal for a couple years. But then I would go to school and I'd have my two big backpack and be a mediocre student, but I kind of was living this world where you're super.”

    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

  42. “Anne, I swear to God, Tim, this woman walks up to me because I'm yelling and she goes, Are you Chris? And I was like, yes, and she was the woman that had answered the phone 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

  43. “I think we convinced. I think it was my parents' time to drive us in early. And we, with like a few, like maybe 10 or 20 people, we went to the service entrance of the Java Center where there were some barricades. And at this time, comics were big. Limousines were showing up. And these guys were getting out with their teams. And so I was here for it. I wanted that chance to see them. And lo and behold, like the image crew roll up. And at this time, they were really the Marvel was the old school and image were these bad boys and they'd all exodus and it was Jim Lee and it was Todd McFarland, it was Rob Leiffold or whatever. So they all walk out. So I start yelling to get attention just like everyone else.”

    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

  44. “To Jacob Javit Center for the New York Comic-Con, which is a very big deal, and this must have been like 1990 or 1991. Instead of just going in with our tickets, I had to enhance my surface area for something magical to happen. So again, my poor friend Stephen, I don't talk him that much anymore. It's a voice of reason who is shackled.”

    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

  45. “Every day because I just wanted the off chance, maybe that receptionist was going to be sick one day. Maybe she'd have some mercy. Maybe he'd pick up the phone himself, but I had to talk to him just for the contact high. I just needed that. So later that year, we went.”

    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

  46. “Young bloods, but he actually famously created Deadpool among many great characters. I would come home from school every day and I found out That the image office, I will remember this, was in Venice, California. And so I called 411 and I got the number and I came home from school every single day. And I called the number and a woman would pick up and say image comics. And I said, hi, my name is Chris. I'd like to speak to Rob Leifeld. And she said, okay, Chris, let me take your number and I'll give him the message. And so I did that. And then the phone would ring and it'd be my mom's friend. It was never him. But I did 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

  47. “Straight out of Disney movie the day before they were going to be facing off against Michael Jordan, the Chicago Bulls at Madison Square Garden. And so I go to school Monday and I'm sitting at the luncht table and everyone's talking about that game and I can't even tell them because they wouldn't even believe me that I played basketball with them the day before But my parents supported that. They thought it was great. I know you've had Todd McFarlane on before. I'm a huge image comics fan. I grew up loving him, and my favorite was Rob Leifeld, who I don't know if you know of.”

    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

  48. “And so my friend who I'm coaxing with me, because he's my friend Stephen did not want to do this. So we start shooting and then I swear on my life, Tim, maybe it wasn't as like pronouncer as dramatic as this. But in my memory, I heard a ball slap and I turn around and it's Anthony Mason and John Starks who were the heart and soul of this Knicks team at center court. And they go, two on two. And so we played a five-minute game. The day before they were playing.”

    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

  49. “Doesn't look like student transfer giant Mercedes. And we staked it out. And when people started walking out, like trainers, they had those exit-only gymnasium doors. I grabbed my friend and we ran for it and we slipped in and practice was just ending. And you could see people were filtering everywhere, and a few Nicks were like staying maybe to work on some stuff. And I don't know what possessed me, but I grabbed a ball and I started dribbling it and I kind of figured, okay, maybe they're going to think I'm like a trainer's kid or 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

  50. “I remember the Starks Mason, Oakley Ewing. I mean, they were, that was an incredible team. And I'd never been to a Knicks game, but I loved them and I never missed watching one. So as I watched it, I absorbed everything. So when Marv Albert would reference that the Knicks had a big day of practice at SUNY purchase before the game, I banked that and I happened to have a friend that I would go see and I noticed that the SUNY purchase was on the way to his house. Giant beige building with like eight Mercedes in front. So we're like, I think this is where the Nicks are.”

    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