TED2011
Morgan Spurlock: The greatest TED Talk ever sold
Morgan Spurlock: Najveći TED Talk ikada prodan
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S humorom i ustrajanošću, redatelj Morgan Spurlock uranja u skriveni, ali utjecajni svijet marki i marketinga, u svojoj potrazi za potpuno sponzoriranim filmom o sponzorstvu. ( I da, na pozornici tražeći da prava za ovaj govor budu također sponzorirana. Od koga i za koliko? Reći će vam.)
Morgan Spurlock - Filmmaker
Morgan Spurlock makes documentary film and TV that is personal, political -- and, above all, deeply empathetic. Full bio
Morgan Spurlock makes documentary film and TV that is personal, political -- and, above all, deeply empathetic. Full bio
Double-click the English transcript below to play the video.
00:15
I have spent the past few years
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Potrošio sam zadnjih nekoliko godina
00:18
putting myself into situations
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stavljajući sebe u situacije
00:20
that are usually very difficult
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koje su uobičajeno jako teške
00:22
and at the same time somewhat dangerous.
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i u isto vrijeme na neki način opasne.
00:26
I went to prison --
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Bio sam u zatvoru --
00:28
difficult.
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teško.
00:30
I worked in a coal mine --
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Radio sam u rudniku ugljena --
00:33
dangerous.
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opasno.
00:35
I filmed in war zones --
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Snimao sam u ratnim zonama --
00:37
difficult and dangerous.
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teško i opasno.
00:39
And I spent 30 days eating nothing but this --
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I proveo sam 30 dana ne jedući ništa osim ovoga --
00:43
fun in the beginning,
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zabavno na početku,
00:45
little difficult in the middle, very dangerous in the end.
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pomalo teško u sredini, jako opasno na kraju.
00:49
In fact, most of my career,
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U stvari, većinu svoje karijere,
00:51
I've been immersing myself
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ulazio sam
00:53
into seemingly horrible situations
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u naoko strašne situacije
00:56
for the whole goal of trying
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isključivo pokušavajući
00:58
to examine societal issues
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istražiti društvene probleme
01:00
in a way that make them engaging, that make them interesting,
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na način koji ih je činio angažiranim, koji ih je činio interesantnima,
01:03
that hopefully break them down in a way
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koji ih je razlagao na način
01:05
that make them entertaining and accessible to an audience.
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da budu zabavni i dostupni publici.
01:08
So when I knew I was coming here
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Kada sam saznao da dolazim ovdje
01:10
to do a TED Talk that was going to look at the world of branding and sponsorship,
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na TEDTalk koji će gledati na svijet upravljanja markom i sponzorstava,
01:13
I knew I would want to do something a little different.
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znao sam kako želim učiniti nešto drugačije.
01:15
So as some of you may or may not have heard,
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Dakle, kao što su neki od vas ili nisu čuli,
01:18
a couple weeks ago, I took out an ad on eBay.
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prije nekoliko tjedana, stavio sam oglas na Ebay-u.
01:21
I sent out some Facebook messages,
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Poslao sam neke Facebook poruke,
01:24
some Twitter messages,
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neke Twitter poruke,
01:26
and I gave people the opportunity to buy the naming rights
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i dao sam ljudima mogućnost da kupe pripadajuća prava
01:28
to my 2011 TED Talk.
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na moj 2011 TEDTalk.
01:30
(Laughter)
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(Smijeh)
01:32
That's right, some lucky individual, corporation,
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To je točno, neki sretni pojedinac, korporacija,
01:35
for-profit or non-profit,
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profitna ili neprofitna,
01:37
was going to get the once-in-a-lifetime opportunity --
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će dobiti jedinstvenu životnu priliku --
01:39
because I'm sure Chris Anderson will never let it happen again --
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jer sam siguran kako Chris Anderson to više nikada neće dopustiti --
01:41
(Laughter)
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(Smijeh)
01:43
to buy the naming rights
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da kupe pripadajuća prava
01:45
to the talk you're watching right now,
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za govor koji upravo gledate,
01:47
that at the time didn't have a title, didn't really have a lot of content
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koji u to vrijeme nije imao naslov, nije stvarno imao puno sadržaja
01:50
and didn't really give much hint
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i nije davao puno nagovještaja
01:52
as to what the subject matter would actually be.
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o čemu će tu biti riječi.
01:55
So what you were getting was this:
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Dakle ono što ste dobivali bilo je ovo:
01:57
Your name here presents:
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vaše ime ovdje predstavlja:
01:59
My TED Talk that you have no idea what the subject is
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moj TEDTalk da nemate ideju o tome koja je tema
02:02
and, depending on the content, could ultimately blow up in your face,
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i, ovisno o sadržaju, može vam eksplodirati u lice,
02:05
especially if I make you or your company look stupid for doing it.
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posebno ako ispadne da ste vi ili vaša kompanija zbog toga glupi.
02:08
But that being said,
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Ali nakon što sam to rekao,
02:10
it's a very good media opportunity.
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to je jako dobra medijska prilika.
02:12
(Laughter)
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(Smijeh)
02:18
You know how many people watch these TED Talks?
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Znate li koliko ljudi gleda te govore an TED-u?
02:21
It's a lot.
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Puno.
02:24
That's just a working title, by the way.
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To je samo radni naslov, usput.
02:26
(Laughter)
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(Smijeh)
02:28
So even with that caveat,
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Dakle, čak i uz upozorenje,
02:31
I knew that someone would buy the naming rights.
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znao sam da će netko kupiti pripadajuća prava.
02:33
Now if you'd have asked me that a year ago,
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Da ste me to pitali prije godinu dana,
02:35
I wouldn't have been able to tell you that with any certainty.
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ne bih vam to mogao sa sigurnošću tvrditi.
02:37
But in the new project that I'm working on, my new film,
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Ali u novom projektu na kojem radim, mom novom filmu,
02:39
we examine the world of marketing, advertising.
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istražujemo svijet marketinga, promoviranja.
02:42
And as I said earlier,
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I kao što sam rekao ranije,
02:44
I put myself in some pretty horrible situations over the years,
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stavio sam se u neke prilično zastrašujuće situacije tijekom godina,
02:47
but nothing could prepare me, nothing could ready me,
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ali me ništa nije moglo pripremiti, ništa me nije moglo učiniti spremnim,
02:50
for anything as difficult
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za išta tako teško
02:53
or as dangerous
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ili tako opasno
02:55
as going into the rooms with these guys.
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kao što je odlazak u sobe s ovim ljudima.
02:59
(Laughter)
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(Smijeh)
03:02
You see, I had this idea for a movie.
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Vidite, imao sam tu ideju za film.
03:05
(Video) Morgan Spurlock: What I want to do is make a film
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(Video) Morgan Spurlock: Ono što želim napraviti jest film
03:07
all about product placement, marketing and advertising,
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o plasiranju proizvoda, marketingu i oglašavanju,
03:10
where the entire film is funded
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gdje će cijeli film biti financiran
03:12
by product placement, marketing and advertising.
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od strane plasmana proizvoda, marketinga i oglašavanja.
03:14
So the movie will be called "The Greatest Movie Ever Sold."
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Tako će se film nazvati "Najbolji film koji je ikada prodan".
03:17
So what happens in "The Greatest Movie Ever Sold,"
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Dakle što se događa u "Najboljem filmu koji je ikada prodan"
03:19
is that everything from top to bottom, from start to finish,
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jest da je sve od vrha prema dnu, od početka do kraja,
03:22
is branded from beginning to end --
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markirano --
03:24
from the above-the-title sponsor that you'll see in the movie,
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od sponzora iznad naslova kojeg ćete vidjeti u filmu,
03:26
which is brand X.
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koji je marka X.
03:28
Now this brand, the Qualcomm Stadium,
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Sada će ta marka, Qualcomm Stadium,
03:30
the Staples Center ...
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Staples Center...
03:32
these people will be married to the film in perpetuity -- forever.
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ti će ljudi biti oženjeni s filmom u vječnost -- zauvijek.
03:35
And so the film explores this whole idea -- (Michael Kassan: It's redundant.)
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I tako film istražuje tu ideju -- (Michael Kassan: On je prekomjeran.)
03:37
It's what? (MK: It's redundant.) In perpetuity, forever?
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On je što? (MK: On je prekomjeran.) U vječnost, zauvijek?
03:40
I'm a redundant person. (MK: I'm just saying.)
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Ja sam prekomjerna osoba. (MK: Samo sam rekao.)
03:42
That was more for emphasis.
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To je bilo više kao naglasak.
03:44
It was, "In perpetuity. Forever."
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To je bilo, "U vječnost. Zauvijek."
03:46
But not only are we going to have the brand X title sponsor,
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Ali ne samo da ćemo imati marku X kao sponzora naslova,
03:48
but we're going to make sure we sell out every category we can in the film.
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već ćemo se pobrinuti da prodamo svaku kategoriju koju možemo u filmu.
03:50
So maybe we sell a shoe and it becomes the greatest shoe you ever wore ...
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Tako možda prodamo cipele i to postanu najbolje cipele koje ste ikada nosili...
03:53
the greatest car you ever drove from "The Greatest Movie Ever Sold,"
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najbolji auto koji ste ikada vozili u "Najboljem filmu koji je ikada prodan",
03:56
the greatest drink you've ever had, courtesy of "The Greatest Movie Ever Sold."
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najbolje piće koje ste ikada imali, uz učtivost "Najboljeg filma koji je ikada prodan",
03:59
Xavier Kochhar: So the idea is,
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Xavier Kochhar: Dakle ideja je,
04:01
beyond just showing that brands are a part of your life,
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pored pukog pokazivanja da su marke dio našeg života,
04:03
but actually get them to finance the film? (MS: Get them to finance the film.)
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već ih stvarno potaknuti da financiraju naš film? (MS: Uhvatiti ih da financiraju film.)
04:06
MS: And actually we show the whole process of how does it work.
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MS: I mi smo u stvari pokazali kako cijeli proces u stvari funkcionira.
04:08
The goal of this whole film is transparency.
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Ključni cilj ovog cijelog filma je transparentnost.
04:10
You're going to see the whole thing take place in this movie.
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Vidjeti ćete cijelu stvar kako se događa u filmu.
04:12
So that's the whole concept,
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Dakle to je cijeli koncept,
04:14
the whole film, start to finish.
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cijeli film, od početka do kraja.
04:16
And I would love for CEG to help make it happen.
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I ja bih volio zbog CEG-a da se dogodi.
04:18
Robert Friedman: You know it's funny,
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Robert Friedman: Znate to je smiješno,
04:20
because when I first hear it,
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jer kada sam to čuo prvi puta,
04:22
it is the ultimate respect
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to je krajnje poštivanje
04:24
for an audience.
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za publiku.
04:26
Guy: I don't know how receptive
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Guy: Ne znam koliko će senzibilni
04:28
people are going to be to it, though.
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zaista ljudi biti prema njemu.
04:30
XK: Do you have a perspective --
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XK: Imaš li perspektivu --
04:32
I don't want to use "angle" because that has a negative connotation --
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ne želim koristiti "kut" jer ima negativnu konotaciju --
04:34
but do you know how this is going to play out? (MS: No idea.)
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ali znaš li kako će se ovo razviti? (MS: Nemam ideju.)
04:37
David Cohn: How much money does it take to do this?
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David Cohen: Koliko je potrebno novca da se ovo napravi?
04:40
MS: 1.5 million. (DC: Okay.)
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MS: 1,5 milijuna. (DC: OK.)
04:43
John Kamen: I think that you're going to have a hard time meeting with them,
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John Kamen: Mislim da će biti teško naći se s njima,
04:45
but I think it's certainly worth pursuing
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ali mislim da je svakako vrijedno pronaći
04:47
a couple big, really obvious brands.
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nekoliko velikih, stvarno očitih marki.
04:50
XK: Who knows, maybe by the time your film comes out,
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XK: Tko zna, možda do trenutka kada će film izaći,
04:52
we look like a bunch of blithering idiots.
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mi ćemo izgledati kao hrpa brbljavih idiota.
04:54
MS: What do you think the response is going to be?
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MS: Što misliš kakav će biti odaziv?
04:57
Stuart Ruderfer: The responses mostly will be "no."
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Stuart Ruderfer: Odgovor će biti uglavnom "ne".
04:59
MS: But is it a tough sell because of the film
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MS: Ali hoće li se prodati zbog filma
05:01
or a tough sell because of me?
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ili će se prodati zbog mene?
05:03
JK: Both.
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JK: Oboje.
05:05
MS: ... Meaning not so optimistic.
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MS: ... Znači nisi optimističan.
05:08
So, sir, can you help me? I need help.
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Dakle, gospodine možete li mi pomoći? Trebam pomoć.
05:10
MK: I can help you.
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MK: Ja mogu pomoći.
05:12
MS: Okay. (MK: Good.)
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MS: OK. (MK: Dobro.)
05:14
Awesome.
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Sjajno.
05:16
MK: We've gotta figure out which brands.
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MK: Moramo shvatiti koje marke.
05:18
MS: Yeah. (MK: That's the challenge.)
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MS: Točno. (MK: To je izazov.)
05:21
When you look at the people you deal with ..
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Kada pogledate ljude s kojima radimo...
05:23
MK: We've got some places we can go. (MS: Okay.)
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MK: Imamo neka mjesta do kojih možemo otići. (MK: OK.)
05:25
Turn the camera off.
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Isključi kameru.
05:27
MS: I thought "Turn the camera off"
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MS: Mislio sam "isključi kameru"
05:29
meant, "Let's have an off-the-record conversation."
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što znači, mogli bi imati neslužbeni razgovor.
05:31
Turns out it really means,
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Isključiti u stvari znači
05:33
"We want nothing to do with your movie."
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"Ne želimo imati ništa s tvojim filmom."
05:36
MS: And just like that, one by one,
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MS: I upravo tako, jedan po jedan,
05:39
all of these companies suddenly disappeared.
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sve su te kompanije naglo nestale.
05:42
None of them wanted anything to do with this movie.
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Niti jedna od njih nije htjela imati ništa s tim filmom.
05:44
I was amazed.
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Bio sam začuđen.
05:46
They wanted absolutely nothing to do with this project.
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Nisu željeli imati apsolutno ništa s tim projektom.
05:48
And I was blown away, because I thought the whole concept, the idea of advertising,
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I bio sam iznenađen, jer sam mislio kako je cijeli koncept, cijela ideja oglašavanja,
05:50
was to get your product out in front of as many people as possible,
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bila predstaviti svoj proizvod pred što je više ljudi moguće,
05:53
to get as many people to see it as possible.
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da ga vidi što je više ljudi moguće.
05:55
Especially in today's world,
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Posebno u današnjem svijetu,
05:57
this intersection of new media and old media
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na raskrsnici između novih medija i starih medija
05:59
and the fractured media landscape,
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i polomljenog medijskog krajobraza,
06:01
isn't the idea to get
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zar nije ideja dobiti
06:03
that new buzz-worthy delivery vehicle
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to novo dostavno vozilo
06:06
that's going to get that message to the masses?
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koje će prenijeti tu poruku masama.
06:08
No, that's what I thought.
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Ne, to sam ja mislio.
06:11
But the problem was, you see,
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Ali problem je bio, vidite,
06:13
my idea had one fatal flaw,
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moja ideja je imala jedan fatalni previd,
06:16
and that flaw was this.
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a taj je previd bio slijedeći.
06:20
Actually no, that was not the flaw whatsoever.
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U stvari ne, to nije bio previd kakobilo.
06:22
That wouldn't have been a problem at all.
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To ne bi bio uopće problem.
06:24
This would have been fine.
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To bi bilo dobro.
06:26
But what this image represents was the problem.
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Ali ono što taj imidž predstavlja jest problem.
06:28
See, when you do a Google image search for transparency,
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Vidite, kada istražite Googleov imidž za transparentnost,
06:30
this is ---
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to je --
06:32
(Laughter)
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(Smijeh)
06:34
(Applause)
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(Pljesak)
06:37
This is one of the first images that comes up.
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Ovo je jedna od prvih slika koju dobijete.
06:40
So I like the way you roll, Sergey Brin. No.
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Sviđa mi se kako se kotrljaš Sergei Brin. Ne.
06:43
(Laughter)
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(Smijeh)
06:47
This is was the problem: transparency --
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To je bio problem: transparentnost --
06:50
free from pretense or deceit;
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slobodan od izgovora i prijevara;
06:52
easily detected or seen through;
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jednostavno otkriven ili proziran;
06:54
readily understood;
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smjesta razumljiv;
06:56
characterized by visibility or accessibility of information,
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okarakteriziran vidljivošću ili dostupnošću informacija,
06:59
especially concerning business practices --
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posebno kada se radi o poslovnoj praksi --
07:01
that last line being probably the biggest problem.
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ta zadnja linija je vjerojatno najveći problem.
07:04
You see, we hear a lot about transparency these days.
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Vidite, ovih dana čujemo jako puno o transparentnosti.
07:07
Our politicians say it, our president says it,
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Naši političari o tome govore. Naš predsjednik o tome govori,
07:09
even our CEO's say it.
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čak i naši izvršni direktori o tome govore.
07:11
But suddenly when it comes down to becoming a reality,
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Ali iznenada kada dođe do volje da se stvarno postane,
07:13
something suddenly changes.
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odjednom se nešto promijeni.
07:15
But why? Well, transparency is scary --
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Ali zašto? Transparentnost je strašna --
07:18
(Roar)
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(Rika)
07:20
like that odd, still-screaming bear.
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poput tog čudnog ali još uvijek vrištućeg medvjeda.
07:23
(Laughter)
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(Smijeh)
07:25
It's unpredictable --
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To je nepredvidljivo --
07:27
(Music)
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(Muzika)
07:29
(Laughter)
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(Smijeh)
07:31
like this odd country road.
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poput čudne seoske ceste.
07:34
And it's also very risky.
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I to je također jako riskantno.
07:38
(Laughter)
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(Smijeh)
07:41
What else is risky?
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Što je još riskantno?
07:43
Eating an entire bowl of Cool Whip.
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Pojesti cijelu zdjelu šlaga.
07:46
(Laughter)
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(Smijeh)
07:51
That's very risky.
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To je jako riskantno.
07:55
Now when I started talking to companies
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Kada sam započeo pričati kompanijama
07:57
and telling them that we wanted to tell this story,
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i govoriti im kako želimo ispričati ovu priču,
07:59
and they said, "No, we want you to tell a story.
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i oni su rekli, "Ne, mi želimo da vi ispričate priču.
08:01
We want you to tell a story,
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Mi želimo da vi ispričate priču,
08:03
but we just want to tell our story."
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ali mi samo želimo reči svoju priču."
08:06
See, when I was a kid
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Gledajte, dok sam bio djete
08:08
and my father would catch me in some sort of a lie --
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i kada bi me otac uhvatio u nekoj vrsti laži --
08:10
and there he is giving me the look he often gave me --
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a ovdje je kako mi baca pogled koji je često bacao --
08:13
he would say, "Son, there's three sides to every story.
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on bi rekao, "Sine, postoje tri strane svake priče.
08:17
There's your story,
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Postoji tvoja priča,
08:20
there's my story
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postoji moja priča,
08:22
and there's the real story."
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i postoji stvarna priča."
08:24
Now you see, with this film, we wanted to tell the real story.
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Vidite, s ovim filmom, mi smo željeli ispričati stvarnu priču.
08:27
But with only one company, one agency willing to help me --
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Ali samo s jednom kompanijom, jednom agencijom koje su nam bile spremne pomoći --
08:29
and that's only because I knew John Bond and Richard Kirshenbaum for years --
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i to samo jer sam znao John Bonda i Richard Kirshenbauma godinama --
08:33
I realized that I would have to go on my own,
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shvatio sam kako ću morati krenuti samostalno,
08:35
I'd have to cut out the middleman
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morati ću odsječi posrednike
08:37
and go to the companies myself with all of my team.
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i otići kompanijama sam sa svojim timom.
08:40
So what you suddenly started to realize --
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Ono što uskoro započinjete shvaćati --
08:42
or what I started to realize --
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ili ono što sam ja započeo shvaćati --
08:44
is that when you started having conversations with these companies,
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kada krenete s konverzacijom s tim kompanijama,
08:46
the idea of understanding your brand is a universal problem.
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ideja razumjevanja vaše marke je univerzalni problem.
08:49
(Video) MS: I have friends who make great big, giant Hollywood films,
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(Video) MS: Imam prijatelje koji stvaraju velike, gigantske hollywoodske filmove,
08:51
and I have friends who make little independent films like I make.
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i imam prijatelje koji stvaraju male neovisne filmove kakve i sam radim.
08:54
And the friends of mine who make big, giant Hollywood movies
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I moji prijatelji koji rade velike, gigantske hollywoodske filmove
08:56
say the reason their films are so successful
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kažu kako je razlog zašto su njihovi filmovi toliko uspješni
08:58
is because of the brand partners that they have.
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upravo zbog marke partnera koju imaju.
09:00
And then my friends who make small independent films
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I onda moji prijatelji koji stvaraju neovisne filmove
09:02
say, "Well, how are we supposed to compete
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kažu, "Kako se možemo takmičiti
09:04
with these big, giant Hollywood movies?"
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s tim velikim, gigantskim hollywoodskim filmovima?"
09:06
And the movie is called
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A film se zove
09:08
"The Greatest Movie Ever Sold."
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"Najveći film ikada prodan".
09:10
So how specifically will we see Ban in the film?
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Pa kako ćemo vidjeti posebno Ban-a u filmu?
09:13
Any time I'm ready to go, any time I open up my medicine cabinet,
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U svako vrijeme sam spreman krenuti, svaki put sam spreman otvoriti svoj medicinski spremnik,
09:16
you will see Ban deodorant.
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vidjeti ćete Banov dezodorans.
09:18
While anytime I do an interview with someone,
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Dok svaki puta radim intervju s nekim,
09:21
I can say, "Are you fresh enough for this interview?
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mogu reći: "Jeste li dovoljno svježi za ovaj intervju?
09:24
Are you ready? You look a little nervous.
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Jeste li spremni? Izgledate malo nervozno.
09:26
I want to help you calm down.
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Želim vam pomoći da se smirite.
09:28
So maybe you should put some one before the interview."
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Dakle, možda ste trebali staviti malo prije intervjua."
09:30
So we'll offer one of these fabulous scents.
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Tako ćemo ponuditi jedan od ovih sjajnih mirisa.
09:32
Whether it's a "Floral Fusion" or a "Paradise Winds,"
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Bilo da je to "Cvjetna fuzija" ili "Vjetrovi raja",
09:34
they'll have their chance.
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imati će svoju priliku.
09:36
We will have them geared for both male or female --
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Imati ćemo ih usmjerene za oboje, muškarce i žene --
09:39
solid, roll-on or stick, whatever it may be.
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tvrde, s rolom, ili stick, što god je moguće.
09:42
That's the two-cent tour.
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To je pregled.
09:44
So now I can answer any of your questions
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Sada mogu odgovoriti na bilo koje od vaših pitanja
09:46
and give you the five-cent tour.
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i dati vam skuplji pregled.
09:48
Karen Frank: We are a smaller brand.
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Karen Frank: Mi smo manja marka.
09:50
Much like you talked about being a smaller movie,
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Na tragu onoga što si govorio o manjem filmu,
09:52
we're very much a challenger brand.
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mi smo prilično izazivačka marka.
09:54
So we don't have the budgets that other brands have.
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Tako da nemamo budžete koje druge marke imaju.
09:56
So doing things like this -- you know,
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Tako radeći stvari poput ove -- znaš,
09:58
remind people about Ban --
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podsjetit će ljude na Ban --
10:00
is kind of why were interested in it.
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to je razlog zbog kojeg smo zainteresirani.
10:02
MS: What are the words that you would use to describe Ban?
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MS: Kojim riječima biste opisali Ban?
10:04
Ban is blank.
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Ban je praznina.
10:07
KF: That's a great question.
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KF: To je sjajno pitanje.
10:10
(Laughter)
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(Smijeh)
10:15
Woman: Superior technology.
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Žena: Superiorna tehnologija.
10:17
MS: Technology's not the way you want to describe something
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MS: Tehnologija nije način na koji želite opisati nešto
10:19
somebody's putting in their armpit.
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što netko stavlja na svoj pazuh.
10:21
Man: We talk about bold, fresh.
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Muškarac: Govorimo o smionom, svježem.
10:23
I think "fresh" is a great word that really spins this category into the positive,
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Mislim kako je "svježe" sjajna riječ koja će stvarno zarotirati proizvod u nešto pozitivno,
10:26
versus "fights odor and wetness."
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umjesto "borbe protiv smrada i znoja".
10:28
It keeps you fresh.
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Održava vas svježim.
10:30
How do we keep you fresher longer -- better freshness,
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Kako održavamo vašu svježinu na duži rok -- bolja svježina,
10:32
more freshness, three times fresher.
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više svježine, tri puta svježiji.
10:34
Things like that that are more of that positive benefit.
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Stvari poput ovih su više pozitivno korisne.
10:38
MS: And that's a multi-million dollar corporation.
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MS: I to je multi-milijunska korporacija.
10:41
What about me? What about a regular guy?
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Što je sa mnom? Što je s običnim dečkom?
10:43
I need to go talk to the man on the street,
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Moram otići razgovarati s ljudima na cesti,
10:45
the people who are like me, the regular Joes.
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s ljudima koji su poput mene, običnim ljudima.
10:47
They need to tell me about my brand.
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Oni mi moraju reći o mojoj marki.
10:49
(Video) MS: How would you guys describe your brand?
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(Video) MS: Kako biste vi opisali svoju marku?
10:53
Man: Um, my brand?
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Muškarac: Hm, moju marku?
10:56
I don't know.
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Ne znam.
10:58
I like really nice clothes.
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Ja volim stvarno lijepu odjeću.
11:00
Woman: 80's revival
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Žena: Oživljavanje 80ih
11:02
meets skater-punk,
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sreće skater-punk,
11:04
unless it's laundry day.
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osim ako nije dan za pranje.
11:06
MS: All right, what is brand Gerry?
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MS: Dobro, što je marka Gerry?
11:08
Gerry: Unique. (MS: Unique.)
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Gerry: Jedinstvena. (MS: Jedinstvena.)
11:10
Man: I guess what kind of genre, style I am
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Muškarac: Pretpostavljam kakav žanr, stil jesam
11:12
would be like dark glamor.
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bio bi tamni glamur.
11:15
I like a lot of black colors,
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Volim crne boje,
11:17
a lot of grays and stuff like that.
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puno sivoga i stvari poput toga.
11:19
But usually I have an accessory,
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Ali obično imam neki dodatak
11:21
like sunglasses,
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poput sunčanih naočala,
11:23
or I like crystal and things like that too.
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ili volim kristal i stvari poput toga, također.
11:25
Woman: If Dan were a brand,
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Žena: Kada bi Dan bio marka
11:27
he might be a classic convertible
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mogao bi biti klasični kabriolet
11:31
Mercedes Benz.
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Mercedes Benz.
11:33
Man 2: The brand that I am
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Muškarac 2: Marka koja sam ja
11:35
is, I would call it casual fly.
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bila bi, nazvao bih ju, neformalni let.
11:37
Woman 2: Part hippie, part yogi,
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Žena 2: Dijelom hipi, dijelom yogi,
11:39
part Brooklyn girl -- I don't know.
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dijelom djevojka iz Brooklyna -- ne znam.
11:41
Man 3: I'm the pet guy.
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Muškarac 3: Ja sam dečko ljubimac.
11:43
I sell pet toys all over the country, all over the world.
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Prodajem igračke ljubimce širom zemlje, širom svijeta.
11:45
So I guess that's my brand.
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Dakle pretpostavljam da je to moja marka.
11:47
In my warped little industry, that's my brand.
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U mojoj izvitoperenoj industriji, to je moja marka.
11:50
Man 4: My brand is FedEx because I deliver the goods.
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Muškarac 4: Moja marka je FedEx jer ja isporučujem dobra.
11:53
Man 5: Failed writer-alcoholic brand.
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Muškarac 5: Propao pisac-alkoholičar marka.
11:55
Is that something?
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Je li to nešto?
11:57
Lawyer: I'm a lawyer brand.
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Odvjetnik: Ja sam marka odvjetnika.
12:03
Tom: I'm Tom.
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Tom: Ja sam Tom.
12:06
MS: Well we can't all be brand Tom, but I do often find myself
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MS: Dobro ali ne možemo svi biti marka Tom, ali često se nađem
12:09
at the intersection of dark glamor and casual fly.
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na raskrižju tamnog glamura i neformalnog leta.
12:12
(Laughter)
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(Smijeh)
12:14
And what I realized is I needed an expert.
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I ono što sam shvatio jest da mi je potreban stručnjak.
12:16
I needed somebody who could get inside my head,
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Trebam nekoga tko će mi ući u glavu,
12:18
somebody who could really help me understand
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nekoga tko će mi stvarno pomoći da razumijem
12:20
what they call your "brand personality."
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ono što nazivaju vašom "osobnom markom".
12:22
And so I found a company called Olson Zaltman in Pittsburg.
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I tako sam pronašao kompaniju pod imenom Olson Zaltman u Pittsburg-u.
12:24
They've helped companies like Nestle, Febreze, Hallmark
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Ono su pomogli kompanijama poput Nestle-a, Febreze-a, Hallmark-a
12:27
discover that brand personality.
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da otkriju svoju osobnost marke.
12:29
If they could do it for them, surely they could do it for me.
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Ako to mogu napraviti za njih, sigurno mogu i za mene.
12:32
(Video) Abigail: You brought your pictures, right?
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(Video) Abigail: Donio si svoju sliku, točno?
12:34
MS: I did. The very first picture
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MS: Jesam. Moja prva slika
12:36
is a picture of my family.
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je slika moje obitelji.
12:38
A: So tell me a little bit how it relates to your thoughts and feelings about who you are.
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A: Pričaj mi malo kako su oni povezani s tvojim mislima i osjećajima o tome tko si.
12:41
MS: These are the people who shape the way I look at the world.
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MS: To su ljudi koji oblikuju način na koji gledam na svijet.
12:43
A: Tell me about this world.
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A: Reci mi nešto o tom svijetu.
12:45
MS: This world? I think your world is the world that you live in --
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MS: Tom svijetu? Mislim kako je tvoj svijet onaj svijet u kojem živiš --
12:48
like people who are around you, your friends, your family,
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poput ljudi koji su oko tebe, tvoji prijatelji, tvoja obitelj,
12:51
the way you live your life, the job you do.
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način na koji živiš svoj život, posao koji radiš.
12:53
All those things stemmed and started from one place,
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Sve te stvari proizašle su i počele iz jednog mjesta,
12:55
and for me they stemmed and started with my family in West Virginia.
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a za mene su proizašle i počele s mojom obitelji u zapadnoj Virginia-i.
12:58
A: What's the next one you want to talk about?
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A: Što je slijedeće o čemu bi želio razgovarati?
13:00
MS: The next one: This was the best day ever.
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MS: Slijedeće: To je bio najbolji dan ikada.
13:02
A: How does this relate to your thoughts and feelings about who you are?
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A: Kako je to povezano s tvojim mislima i osjećajima o tome tko si?
13:04
MS: It's like, who do I want to be?
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MS: To je poput onoga što želiš biti.
13:06
I like things that are different.
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Volim stvari koje su drugačije.
13:08
I like things that are weird. I like weird things.
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Sviđaju mi se stvari koje su čudne. Volim čudne stvari.
13:10
A: Tell me about the "why" phase -- what does that do for us?
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A: Reci mi o "zašto" fazi -- što to predstavlja za nas?
13:12
What is the machete? What pupa stage are you in now?
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Što je mačeta? U kojoj pupa fazi si sada?
13:14
Why is it important to reboot? What does the red represent?
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Zašto je važno ponovno podignuti sustav? Što predstavlja crveno?
13:17
Tell me a little bit about that part.
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Reci mi nešto o tom dijelu.
13:19
... A little more about you that is not who you are.
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... Malo više o tome tko ti nisi.
13:22
What are some other metamorphoses that you've had?
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Koje su neke druge metamorfoze koje si imao?
13:24
... Doesn't have to be fear. What kind of roller coaster are you on?
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... Ne mora biti strah. Na kojoj vrsti tobogana ste?
13:26
MS: EEEEEE! (A: Thank you.) No, thank you.
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MS: Eeeeee! (A: Hvala vam.) Ne, hvala vama.
13:28
A: Thanks for you patience. (MS: Great job.)
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A: Hvala na strpljivosti. (MS: Sjajan posao.)
13:30
A: Yeah. (MS: Thanks a lot.) All right.
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A: Da. (MS: Puno hvala.) Dobro.
13:32
MS: Yeah, I don't know what's going to come of this.
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MS: Da, ne znam što će ispasti iz ovoga.
13:34
There was a whole lot of crazy going on in there.
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Puno toga ludoga se ovdje dogodilo.
13:37
Lindsay Zaltman: The first thing we saw was this idea
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Lindsay Zaltman: Prva stvar koju je vidio bila je ova ideja
13:39
that you had two distinct, but complementary
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da imate dvije različite, ali komplementarne,
13:41
sides to your brand personality --
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strane vaše osobnosti marke --
13:44
the Morgan Spurlock brand is a mindful/play brand.
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Morgan Spurlock marka je pažljiva/zaigrana marka.
13:47
Those are juxtaposed very nicely together.
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One su suprotstavljene vrlo lijepo zajedno.
13:49
And I think there's almost a paradox with those.
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I mislim kako postoji paradoks s njima.
13:51
And I think some companies
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I mislim kako će se neke kompanije
13:53
will just focus on one of their strengths or the other
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usmjeriti samo na jednu od svojih snaga ili drugu
13:56
instead of focusing on both.
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umjesto da se usmjere na obje.
13:58
Most companies tend to -- and it's human nature --
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Većina kompanija ima namjeru -- i to je ljudska priroda --
14:01
to avoid things that they're not sure of,
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izbjegavati stvari u koje nisu sigurne,
14:03
avoid fear, those elements,
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izbjegavati strah, te elemente,
14:05
and you really embrace those,
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i stvarno prihvatiti te,
14:07
and you actually turn them into positives for you, and it's a neat thing to see.
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i u stvari ih pretvoriti u pozitivno za sebe, i to je lijepo za vidjeti.
14:10
What other brands are like that?
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Koje su druge marke takve?
14:12
The first on here is the classic, Apple.
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Prva ovdje je klasik, Apple.
14:14
And you can see here too, Target, Wii,
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I možete vidjeti također ovdje, Target, Wii,
14:17
Mini from the Mini Coopers, and JetBlue.
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Mini od Mini Cooper-a, i JetBlue.
14:20
Now there's playful brands and mindful brands,
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Postoje razigrane i svjesne marke,
14:22
those things that have come and gone,
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te stvari koje dođu i odu,
14:24
but a playful, mindful brand is a pretty powerful thing.
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ali razigrana, svjesna marka je prilično snažna stvar.
14:27
MS: A playful, mindful brand. What is your brand?
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MS: Svjesna, razigrana marka. Koja je vaša marka?
14:29
If somebody asked you to describe your brand identity, your brand personality,
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Kada bi vas netko pitao da mu opišete identitet marke, osobnost vaše marke,
14:32
what would you be?
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što bi to bilo?
14:34
Are you an up attribute? Are you something that gets the blood flowing?
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Jeste li atribut koji ide gore? Jeste li nešto od čega krv poteče?
14:37
Or are you more of a down attribute?
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Ili ste atribut koji ide dolje?
14:39
Are you something that's a little more calm, reserved, conservative?
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Jeste li nešto što je više smireno, rezervirano, konzervativno?
14:42
Up attributes are things like being playful,
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Gornji atributi su stvari poput razigranosti,
14:45
being fresh like the Fresh Prince,
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biti svijež poput Fresh Prince-a,
14:48
contemporary, adventurous,
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suvremen, avanturističan,
14:50
edgy or daring like Errol Flynn,
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naoštren ili onaj koji se usuđuje poput Errol Flynn-a,
14:52
nimble or agile, profane, domineering,
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okretan i agilan, profane, nadmen,
14:55
magical or mystical like Gandalf.
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magičan ili mističan poput Gandalf-a.
14:57
Or are you more of a down attribute?
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Ili imate donje atribute?
14:59
Are you mindful, sophisticated like 007?
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Jeste li pažljivi, sofisticirani poput 007?
15:01
Are you established, traditional, nurturing, protective,
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Jeste li uspostavljeni, tradicionalni, njegovani, obrambeni,
15:04
empathetic like the Oprah?
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empatični poput Oprah?
15:06
Are you reliable, stable, familiar,
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Jeste li pouzdani, stabilni, poznati,
15:08
safe, secure, sacred,
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sigurni, osigurani, sveti,
15:10
contemplative or wise
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kontemplativni ili mudri
15:12
like the Dalai Lama or Yoda?
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poput Dalai Lame ili Yode?
15:14
Over the course of this film,
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Tijekom ovog filma,
15:17
we had 500-plus companies
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imali smo više od 500 kompanija
15:19
who were up and down companies
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koje su bile gornje i donje kompanije
15:21
saying, "no," they didn't want any part of this project.
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govoreći, 'ne', one ne žele biti dio ovog projekta.
15:23
They wanted nothing to do with this film, mainly because they would have no control,
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Nisu željele imati ništa s ovim filmom, uglavnom jer ne bi imale kontrolu,
15:26
they would have no control over the final product.
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ne bi imale kontrolu nad krajnjim proizvodom.
15:28
But we did get 17 brand partners
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Ali dobili smo 17 marki partnera
15:30
who were willing to relinquish that control,
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koje su bile spremne odreći se te kontrole,
15:32
who wanted to be in business
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koji su htjeli biti u poslu
15:34
with someone as mindful and as playful as myself
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s nekim pažljivim i zaigranim poput mene,
15:37
and who ultimately empowered us to tell stories
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i koje su nas osnažile da ispričamo priču
15:39
that normally we wouldn't be able to tell --
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koja se normalno ne bi mogla ispričati --
15:42
stories that an advertiser would normally never get behind.
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priče iza kojih oglašivač normalno ne bi nikada stao.
15:45
They enabled us to tell the story about neuromarketing,
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One su nam omogućile da ispričamo priče o neuromarketingu,
15:48
as we got into telling the story in this film
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kao što smo ušli u pričanje priče u ovom filmu
15:50
about how now they're using MRI's
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o tome kako sada koriste MRI
15:52
to target the desire centers of your brain
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kako bi ciljale poželjne centre u vašem mozgu
15:54
for both commercials as well as movie marketing.
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za oboje komercijalni kao i filmski marketing.
15:57
We went to San Paulo where they have banned outdoor advertising.
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Otišli smo u San Paulo gdje su zabranili vanjsko oglašavanje.
16:00
In the entire city for the past five years,
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U cijelom gradu u proteklih pet godina,
16:02
there's no billboards, there's no posters, there's no flyers, nothing.
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nema oglasnih panoa, nema postera, nema flajera, ništa.
16:05
(Applause)
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(Pljesak)
16:07
And we went to school districts
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I otišli smo u škole
16:09
where now companies are making their way
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gdje kompanije stvaraju svoje putove
16:11
into cash-strapped schools all across America.
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u gotovinom oskudne škole širom Amerike.
16:14
What's incredible for me is the projects that I've gotten the most feedback out of,
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Ono što je nevjerojatno za mene jest projekt iz kojeg sam dobio najviše povratnih informacija,
16:17
or I've had the most success in,
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ili u kojima sam imao najviše uspjeha,
16:19
are ones where I've interacted with things directly.
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a to su oni gdje sam ušao u interakciju direktno.
16:21
And that's what these brands did.
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A to je ono što su te marke napravile,
16:23
They cut out the middleman, they cut out their agencies
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odrezale su posrednike, odrezale su agencije
16:25
and said, "Maybe these agencies
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i rekle, možda te agencije
16:27
don't have my best interest in mind.
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nemaju moj najbolji interes na umu.
16:29
I'm going to deal directly with the artist.
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Surađivati ću direktno s umjetnikom.
16:31
I'm going to work with him to create something different,
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Raditi ću s njime kako bi stvorio nešto drugačije,
16:33
something that's going to get people thinking,
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nešto što će potaknuti ljude da razmisle,
16:35
that's going to challenge the way we look at the world."
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nešto što će izazvati način na koji gledamo na svijet.
16:37
And how has that been for them? Has it been successful?
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I kako je to bilo za njih? Je li bilo uspješno?
16:39
Well, since the film premiered at the Sundance Film Festival, let's take a look.
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Dakle, otkako je film imao premijeru na Sundance filmskom festivalu, pogledajmo.
16:42
According to Burrelles, the movie premiered in January,
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Prema Burrelles-u film je imao premijeru u siječnju,
16:45
and since then -- and this isn't even the whole thing --
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i od tada -- a to nije čak ni cijela stvar --
16:47
we've had 900 million media impressions for this film.
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imali smo 900 milijuna medijskih impresija o filmu.
16:50
That's literally covering just like a two and a half-week period.
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To doslovno pokriva samo period od dva i pol tjedna.
16:52
That's only online -- no print, no TV.
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To je samo on-line -- bez printa, bez TV-a.
16:54
The film hasn't even been distributed yet.
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Film još nije krenuo s distribucijom.
16:56
It's not even online. It's not even streaming.
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Čak ga nema on-line. Ne odašilja se.
16:58
It's not even been out into other foreign countries yet.
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Nema ga još u drugim stranim zemljama.
17:01
So ultimately,
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Dakle ultimativno,
17:03
this film has already started to gain a lot of momentum.
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taj je film počeo prikupljati snažan momentum.
17:06
And not bad for a project that almost every ad agency we talked to
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I nije tako loše za projekt, za koji je gotovo svaka oglašivačka agencija s kojom smo razgovarali
17:09
advised their clients not to take part.
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savjetovala svojim klijentima da ne budu dio toga.
17:11
What I always believe
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Ono u što ja uvijek vjerujem
17:13
is that if you take chances, if you take risks,
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jest da ako pokušaš, ako riskiraš,
17:15
that in those risks will come opportunity.
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onda će se u tim rizicima pojaviti prilika.
17:18
I believe that when you push people away from that,
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Vjerujem ako otjeraš ljude od tamo,
17:20
you're pushing them more towards failure.
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onda ih guraš još više u neuspjeh.
17:22
I believe that when you train your employees to be risk averse,
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Vjerujem u to, kada istreniraš svoje zaposlenike da budu neskloni riziku,
17:25
then you're preparing your whole company
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onda pripremaš svoju cijelu kompaniju
17:27
to be reward challenged.
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da bude izazvana nagradama.
17:29
I feel like that what has to happen moving forward
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Osjećam kako ono što će se morati dogoditi dok se krećemo naprijed
17:31
is we need to encourage people to take risks.
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jest potreba da ohrabrimo ljude da riskiraju.
17:34
We need to encourage people to not be afraid
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Moramo ohrabriti ljude da se ne boje
17:36
of opportunities that may scare them.
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prilika koji ih mogu uplašiti.
17:38
Ultimately, moving forward,
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Ultimativno, napredujući,
17:40
I think we have to embrace fear.
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mislim da moramo prigrliti strah.
17:42
We've got to put that bear in a cage.
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Moramo staviti tog medvjeda u kavez.
17:44
(Laughter)
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(Smijeh)
17:51
Embrace fear. Embrace risk.
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Prigrlite strah. Prigrlite rizik.
17:54
One big spoonful at a time, we have to embrace risk.
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Jednu po jednu punu žlicu, moramo prigrliti rizik.
17:57
And ultimately, we have to embrace transparency.
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I na kraju, moramo prigrliti transparentnost.
18:01
Today, more than ever,
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Danas, više nego ikada,
18:03
a little honesty is going to go a long way.
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malo iskrenosti nas može dugo voditi.
18:05
And that being said, through honesty and transparency,
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I nakon što sam to rekao, kroz iskrenost i transparentnost,
18:08
my entire talk, "Embrace Transparency,"
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moj cijeli govor, "Prigrlite transparentnost",
18:11
has been brought to you
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vam je donesen
18:13
by my good friends at EMC,
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od mojih dobrih prijatelja u EMC-u,
18:16
who for $7,100
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koji su za 7.100$,
18:18
bought the naming rights on eBay.
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kupili prava na Ebay-u.
18:20
(Applause)
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(Pljesak)
18:29
EMC: Turning big data
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EMC: Pretvara velike podatke
18:32
into big opportunity
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u velike prilike
18:34
for organizations all over the world.
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za organizacije širom svijeta.
18:36
EMC presents: "Embrace Transparency."
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EMC predstavlja "Prigrlite transparentnost".
18:39
Thank you very much, guys.
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Hvala vam puno, dečki.
18:41
(Applause)
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(Pljesak)
18:54
June Cohen: So, Morgan,
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June Cohen: Dakle, Morgan,
18:57
in the name of transparency,
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u ime transparentnosti,
18:59
what exactly happened to that $7,100?
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što se točno dogodilo s tih 7.100$?
19:01
MS: That is a fantastic question.
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MS: To je sjajno pitanje.
19:04
I have in my pocket a check
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Imam u džepu ček
19:07
made out to the parent organization to the TED organization,
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koji je naslovljen na roditeljsku organizaciju TED-a,
19:09
the Sapling Foundation --
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Sapling fondaciju --
19:11
a check for $7,100
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ček na 7.100$
19:13
to be applied toward my attendance for next year's TED.
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koji će se iskoristiti za moju prisutnost na slijedećem TED-u.
19:16
(Laughter)
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(Smijeh)
19:18
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Morgan Spurlock - FilmmakerMorgan Spurlock makes documentary film and TV that is personal, political -- and, above all, deeply empathetic.
Why you should listen
Though it was as high-concept as any reality-TV show, Morgan Spurlock's 2004 film Super Size Me was something else entirely: a critique of modern fast-feeding, wrapped in the personal story of a charming, curious host. And "host" can be taken literally: eating only McDonald's for 30 days straight, Spurlock went into a shocking physical and emotional decline, showing via his own body the truth about junk food. After this Oscar-nominated doc came Spurlock's three-seasons-long unscripted TV show, 30 Days, based on another lifehack: Send a person to live, for 30 days, inside another worldview. Stories from 30 Days are human, engaging, surprising: An anti-immigrant activist warms to a tight-knit family of border-crossers; an outsourced US engineer meets the Indian engineer who holds his old job; a former pro football player spends 30 days navigating the world in a wheelchair.
In 2008, Spurlock released Where in the World Is Osama Bin Laden?, about his months-long trek through Afghanistan, Saudi Arabia, Egypt, Israel, Palestine ... following leads and interviewing people along the way. (In an interview, he guessed he got within 50 miles of Osama before winding up the hunt.) He was also part of a group-filmed version of Freakonomics. He wrote a book about his fast-food odyssey, called Don't Eat This Book -- while his wife, vegan chef Alex Jamieson, wrote a bestseller about the eight-week cleansing diet she put Spurlock on after he got supersized.
His latest film, The Greatest Movie Ever Sold, dives into the mysterious world of brand sponsorship, a major influence on how pop culture is developed and shared. Almost totally sponsored itself, the film was the first to be sold at Sundance 2011, and, it's said, made a profit before it even opened. The film debuts in US theaters on April 22, 2011.
Morgan Spurlock | Speaker | TED.com