The Competitive Enterprise Institute (@ceidotorg), a non-profit public policy organization dedicated to advancing the principles of limited government, free enterprise, and individual liberty, produced the above video I, Pencil, a new short film adapted from the 1958 essay by Leonard E. Read, founder of the Foundation for Economic Freedom.
The essay, under its full title, I, Pencil: My Family Tree as Told to Leonard E. Read, had a simple goal: "to show that economics cannot be 'planned' since no one, no matter how smart, can create something as incredibly ordinary as a pencil." Instead, its creation requires a highly complex global industrial network organized not by a master planner but by the spontaneous supply-and-demand workings of the "invisible hand" in the peaceful, voluntary, libertarian, laissez-faire free market.
We include the video here on the Somersault blog only to showcase its creative and fun use of animation in a video (based on what might be a solemn essay) intended to go viral. That, and because authors, perhaps less often these days, have written their bestsellers using only a simple pencil!
Ann Patchett, award-winning author of such novels as Bel Canto and State of Wonder, is also the co-owner of Parnassus (@ParnassusBooks1), an independent bookstore in Nashville. In the above video from the Oprah Winfrey Network, Patchett says independent bookstores are vital for the health of local communities. She says a bookstore is “a community center.”
Years ago I noticed that during the course of my day I’d have these impressions to do something I was reasonably certain Jesus wanted me to do. It could be an impression to either do something good for someone or a warning about a sin I was about to commit. It might be to stop for a car broken down on the highway, speak to a co-worker about Jesus, or simply turn off my computer before I ended up at a site where no Christian should go.
Almost simultaneously I would sense another voice whispering to me. “You don’t have time to do that – helping that person could get messy – you can’t afford to help them right now – it’s okay, one more time won’t kill you – send it, you’ve been wronged!”
If I listened to this other voice and thought about it long enough, the moment for obedience would pass, often to my relief. It finally dawned on me that by procrastinating, I was unintentionally teaching myself the habit of disobedience. Why is that?
In the above video, Athena Dean of BookJolt (@BookJolt) explains the concept behind the website BookJolt, a new channel of book discovery and distribution. She says ebooks are offered for free http://bookjolt.com/hey-authors/ while the author shares in revenue made through banner advertising in BookJolt’s “free-embeddable-viral-book-reader-widget.”
74-year-old independent Christian bookstore Baker Book House (@bakerbookstore) (blog), Grand Rapids, MI, held its ribbon cutting grand re-opening ceremony this morning, celebrating the completion of its nearly year-long 28,000-square foot reconstruction project.
In his remarks, Dwight Baker, president of BPG, emphasized the communal aspect of the store and how the remodeling’s objective is to make the space an inviting place for people to gather, hold meetings, and attend events (see above video).
John Topliff, general manager of Somersault, says, "The new Baker Book House truly is a dynamic store with natural light, excellent inventory, wide-enough aisles for browsing, WiFi and a cafe to make the store a third-place, a used book department, and an area for events and meetings that makes the store a valuable community-building hub. The staff is welcoming, service-oriented, and knowledgeable. This store is already a destination store and the remodeling provides more reasons for people to stop in and shop. The joy on the faces of the Baker staff was wonderful to see."
11-year-old James Groccia, who has Asperger syndrome, saved his money for 2 years to buy his dream toy: the LEGO Emerald Night Train set. But when he was able to finally buy it, he discovered it was discontinued.
He wrote of his disappointment to LEGO (@LEGO_Group) and the company replied with a cordial, corporate-sounding apology letter. Then, a few days before his birthday, a package arrived containing the discontinued set with a sweet letter commending his will power and even suggesting someday he might work at LEGO. His parents hid a camera to catch James' reaction when he opened the package.
The resulting video above, with the title, "Why LEGO is the BEST Company in the World!," has become a viral sensation with over 1 million views and mentions on major newscasts.
It demonstrates the power of consumer generated media on a brand’s reputation (for the cost of a single Emerald Night Train set). Contrast this with the stilted, long-winded, slow-moving corporate video LEGO produced earlier this year.
In many ways, successful branding depends on delighting the consumer with stellar customer service.
Contact Somersault (@smrsault) to help you protect and strategically manage your brand's reputation.
Public Service Announcements can be boring and people often ignore them. Yet, despite its 3-minute length, a video PSA (produced by McCann@McCann_Melb), reminding people to have common sense around the high-powered trains of the Melbourne Metro in Australia, has reached 31 million views since only Nov. 14. Why?
Titled “Dumb Ways to Die,” it’s a simple animated spot that’s heavy on the macabre — but in a whimsical way — with a song you’ll be humming all day. Adweekcalls it an “adorably grim viral megahit.”
The many examples of dumb ways to die (eat medicine that’s out of date, use a clothes dryer as a hiding place, get your toast out with a fork) have nothing to do with train safety until the last 3, leaving the viewer to remember the focus of the spot even after it’s ended.
Simple video + catchy music + whimsy (even on a serious topic) = success.
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