02:04:15 · John Coogan, Will Mayer, Tyler, Jordi Hays
[02:04:15] S1: Sure. [02:04:16] S7: I got a call, like, three weeks before the World Cup. And if you guys know, like, people now are working on Super Bowl ads. [02:04:21] S5: Yep. [02:04:22] S7: It's like a six month process. Normally, that whole thing from, like, concept to production to post to being online and routed for TV was, like, three, three and a half weeks. [02:04:30] S0: Wow. [02:04:31] S7: So it was insane. [02:04:32] S0: Yeah. What how did you process all the different reactions? I I think I saw the Reuben ad, like, while watching UFC. I watched it too. And I was like, woah, Rick Rubin in a prediction market ad. Yeah. The ad was obviously very cool. A lot of people were surprised by that. I brought it up to you. You were like, Rick Rubin came out of the rap game. Why is it surprising that he would do like a Prediction market? Prediction market. UFC? So so, yeah. I feel like it was very yeah, very mixed reactions to it. You know, not not on the creative. I think that was universally, like, creative was awesome. How did you process people's reaction to it? [02:05:09] S7: I mean, I feel like a lot of the best campaigns are pretty controversial. I mean, in our time with Equinox, we, like, banned membership sales on January 1, and that became, like, the most heated moment that business has ever had, but also the most successful campaign in history for them. So I think with with someone like Rick, what was great is there's nobody that represents questions better than him for those who feel like either the creative actor [02:05:29] S1: Oh, yeah.
02:05:29 · John Coogan, Will Mayer, Jordi Hays
[02:05:29] S1: Oh, yeah. [02:05:29] S7: Anything else. So he felt like a great fit. [02:05:31] S1: Yeah. [02:05:33] S0: I've been feeling over you know, we're we're sort of at, like, peak marketing content. And yet, like, it feels like advertising has never been in a worse place. I don't know if you feel the same way. The the the campaign with Polymarket is like, it is a campaign. It feels like the the the craft of of advertising and that's why I think it broke through as much as, like, again, the actual creative was good. Do you feel the same way? Do you have launch video fatigue? It used to be, like, you know, maybe a company would come out with a video, but they were really just hoping for, like, a TechCrunch article. Now it's, like, well, we're definitely doing a video and it'll look exactly the same as every other video. And then, yeah, maybe we get a TechCrunch article, but it feels like people are trying to create their own artifacts. [02:06:21] S7: I mean, dude, I don't wanna I don't wanna point it back at you, but you guys created like the OG launch video, I feel like. I remember that was my first experience at TBPN was, like, you guys on a helicopter or something. [02:06:32] S1: Yeah. Yeah. [02:06:32] S7: Yeah. So I I'd say [02:06:34] S0: No. And and we you you you'll appreciate. We had 20 other videos planned, and then it it just started this sort of snowball where everyone was launching videos. And we were like, this is no longer a good way to actually break through and get attention. So we just switched to
02:06:34 · Jordi Hays, John Coogan, Will Mayer
[02:06:34] S0: No. And and we you you you'll appreciate. We had 20 other videos planned, and then it it just started this sort of snowball where everyone was launching videos. And we were like, this is no longer a good way to actually break through and get attention. So we just switched to [02:06:50] S1: gratitude. We we literally had the whole production team here, like, geared up for, like, weekly video shoots with ideas and different songs that we 're gonna play on, and then it just got so [02:06:58] S0: tired. Saturated. [02:06:59] S1: We're like, ah, okay. Let's not do that. [02:07:01] S0: Yeah. Should have we should have made 10. [02:07:02] S1: We should have made them one day at a time or something like that. But I don't know. What yeah. What what do you think about, like, the the the the the oversaturation of things, like how fast the Internet moves, when you wanna jump on something, when you wanna bring back something from the archive that hasn't been touched in years? [02:07:17] S7: It's tricky, man. I mean, again, like, not to throw it back to the seventies again, but the average American, I think, then saw, like, 500 ads a day, and now it's more than 5,000. And who knows what it'll be in, like, a few years from now. [02:07:28] S1: Wow.
02:07:28 · John Coogan, Will Mayer, Jordi Hays
[02:07:28] S1: Wow. [02:07:28] S7: I we get hit up, like, every day for, like, countless launch videos. Sure. I'm not sure how long the trend's gonna last. I think just, like, it's cliche to say, but, like, taste and a contrarian point of view will cut through. The approach I would give to people to try is I think the poly market work resonated because we took somebody who would the whole team, like, from creatives on in internally there to the photographer to the talent, normally wouldn't be a part of a prediction market campaign. [02:07:56] S0: Mhmm. [02:07:57] S7: When you think of, like, Equinox, every photographer we ever hired for Equinox had never shot fitness before. Oh. They only shot fashion. All of our design team came from museums that we would poach. I think, like, hiring people out of category [02:08:09] S1: Yeah. [02:08:09] S7: You have enough subject matter experts in the business, so bring in people who don't know the category and can bring new things to it. [02:08:14] S0: Yeah. When you have a campaign that hits, where do you do you think the value is primarily coming from a great idea or the execution? [02:08:25] S7: I think a lot it's hard to [02:08:27] S0: The the the great the great idea is, like, let's make it impossible to sign up for a membership on January 1. Right? Like, that's the idea and that's what sticks with people. I don't even remember, like, a lot of the visuals, but to me that that's what made it a great campaign.
02:08:27 · Jordi Hays, Will Mayer, John Coogan
[02:08:27] S0: The the the great the great idea is, like, let's make it impossible to sign up for a membership on January 1. Right? Like, that's the idea and that's what sticks with people. I don't even remember, like, a lot of the visuals, but to me that that's what made it a great campaign. [02:08:44] S7: Yeah. I think that we spent less than 1% of what we would normally spend on a January campaign that year for what we launched, which we don't speak January. It was just black and white text, which is why you don't remember it. But, like, brand actions, I think, cut through more than anything now. Yeah. Especially with, like, I feel like AI is gonna democratize creativity and skill Yeah. To so many people. That there'll be such an abundance of beautiful visuals over the next few years that, like, the concept and what the company actually does will probably be the most important thing. [02:09:09] S0: Interesting. What action are you willing to take? [02:09:12] S1: Yeah. Yeah. Yeah. Actions speak louder than words and maybe slop as well. How how do you how is working with Brian Johnson different? Because it feels like, Polymarket, it's sort of like a standard playbook. You have a celebrity. You have a video. It's going in the World Cup. It's like it's like standard inventory. Obviously, executed very well. But, with Brian Johnson, it's like this massive owned media influencer driven individual. He's huge on Twitter. It it just feels like a different company. How did you approach that? What'd you wind up working with him on?
02:09:12 · John Coogan, Will Mayer, Jordi Hays
[02:09:12] S1: Yeah. Yeah. Yeah. Actions speak louder than words and maybe slop as well. How how do you how is working with Brian Johnson different? Because it feels like, Polymarket, it's sort of like a standard playbook. You have a celebrity. You have a video. It's going in the World Cup. It's like it's like standard inventory. Obviously, executed very well. But, with Brian Johnson, it's like this massive owned media influencer driven individual. He's huge on Twitter. It it just feels like a different company. How did you approach that? What'd you wind up working with him on? [02:09:43] S7: It's massive. Him and Kate hit us up, like, probably late twenty twenty four, early twenty five because they heard we were focused on, like, building religions. Yeah. And the brief was basically, build a build a religion for Don't Die. [02:09:53] S1: That makes sense. [02:09:54] S7: So we spent a lot of last year. We had to, like, to basically collaborate with them on what the doctrine of Don't Die became. Yeah. A lot of the rituals around it. There's, like, a I don't know, like, five core tenants of, like, how to build a cult brand. And I think Brian's, like, done all of those completely naturally authentically on his own. [02:10:09] S0: Do you know Were you were [02:10:10] S1: you responsible for getting him on [02:10:12] S0: the cigarette box? You know about this? [02:10:17] S7: I was not responsible for that. [02:10:19] S1: In in France, they have pictures of, I think cancer patients on the on the boxes of cigarettes and one of them looks exactly like Brian Johnson.