Shooting one idea through the lens of another.

(A small excerpt from the new fourth edition of Hey Whipple, Squeeze This.)

In a screenwriting book I read years ago I stumbled on this basic Hollywood trick that seems to apply to what we do here in advertising. To create a story, the author said, “Create one world and then look at it through the eyes of another.”

Long before the term was popular, this author was talking about mash-ups. For instance, isn’t Bladerunner basically an old-fashioned gumshoe detective story seen from the future?  More recently we’ve had Cowboys and Aliens. I don’t mean to go all-sci-fi-geek on you, so how about Brokeback Mountain … which one could argue is sort of a Cowboys and Gay Guys. One world, seen through the eyes of another.

My point is this: thinking in terms of mash-ups may be a good mental exercise to add to your regular creative process; a doorknob you’ll want to rattle as you search up and down the hallways of your brain for ideas.

One of my very favorite mash-ups was a piece used to create talk for Mingle2, a dating site. It was called Zombie Harmony, a dating site for the undead. It’s worth a visit.

For an Aussie beer named Tooheys, they mixed the worlds of money and beer. In this world, doing a favor like helping a buddy move was worth a bottle of Tooheys, while helping him move in with your ex-girlfriend would cost him a case.

Another way to start the mash-up engine is with a meme. Take a popular cultural image or saying and shoot it through the world of your client’s brand. Kit-Kat candy bars started a nationwide buzz by taking the whole silly Shroud-of-Turin, Jesus-on-toast thing and mixing it with the world of candy. (Figure 6.4) Voila, you have Jesus on a Kit-Kat, a “story” that was planted in Facebook and eventually picked up by the news media (on what I can only hope was a very slow news day).

FIG 6.4 JESUS ON A KIT KAT BAR

Memes are in great supply on YouTube, as are mash-ups. With a few edits, The Shining + comedy became a trailer for a happy family movie. You can also mash up media. Foursquare is Google Maps + social. And Google Maps + Twitter = Twittervision, a site displaying the location of tweets and tweeters in real time.  And TiVO + lots of marijuana = the Domino’s/TiVO ordering service that lets furniture vegetables order pizza without having to stop watching The Princess Bride for the 800th time.

3 Comments

  1. Speaking of great screenwriting books, try the “Save the Cat” series. He has some really interesting things to say about stories that was fairly game changing to most of my screenwriter pals.

    Reply
    • I am going to check it out. Thx Bart.

      Reply
  2. Brilliant concept and it is duly

    Reply

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Luke Sullivan

Author, speaker, and ad veteran available to recharge, reinvigorate, and refocus marketing, advertising, and branding firms.

I give a hugely energetic series of presentations on innovation, creativity, branding, and marketing. I spent 32 years in the trenches of advertising (at agencies like Martin, GSD&M, and Fallon) and I’ve put everything I learned into my book, Hey Whipple, Squeeze This. But for me nothing beats taking the message out and speaking to living breathing audiences at clients, agencies, and conferences. You can book me on the button below.

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