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TED2011

Morgan Spurlock: The greatest TED Talk ever sold

Morgan Spurlock: Najväčšia TED prednáška, aká bola kedy predaná

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S humorom a vytrvalosťou filmár Morgan Spurlock sa ponára do skrytého, ale vplyvného sveta značkového marketingu, na misii urobiť kompletne sponzorovaný film o sponzoringu. (A áno, práva na názov prednášky na pódiu boli tiež zasponzorované. Kým a za koľko? Povie vám.)

- Filmmaker
Morgan Spurlock makes documentary film and TV that is personal, political -- and, above all, deeply empathetic. Full bio

00:15
I have spent the past few years
Strávil som posledných niekoľko rokov
00:18
putting myself into situations
vkladaním sa do situácií,
00:20
that are usually very difficult
ktoré sú obyčajne veľmi zložité
00:22
and at the same time somewhat dangerous.
a tiež trocha nebezpečné.
Šiel som do väzenia –
00:26
I went to prison --
00:28
difficult.
zložité.
00:30
I worked in a coal mine --
Pracoval som v uhoľnej bani –
nebezpečné.
00:33
dangerous.
Filmoval som vo vojnových zónach –
00:35
I filmed in war zones --
zložité a nebezpečné.
00:37
difficult and dangerous.
00:39
And I spent 30 days eating nothing but this --
A 30 dní som jedol iba toto –
zábava na začiatku,
00:43
fun in the beginning,
trochu zložité uprostred,
veľmi nebezpečné na konci.
00:45
little difficult in the middle, very dangerous in the end.
00:49
In fact, most of my career,
Po pravde, väčšinu mojej kariéry
00:51
I've been immersing myself
som sa ponáral
do zdanlivo otrasných situácií,
00:53
into seemingly horrible situations
čoho cieľom bolo
00:56
for the whole goal of trying
preskúmať spoločenské problémy
00:58
to examine societal issues
spôsobom, ktorý ich robí
blízkymi, zaujímavými,
01:00
in a way that make them engaging, that make them interesting,
ktorý ich snáď zanalyzuje tak,
01:03
that hopefully break them down in a way
že to bude zaujímavé a prístupné divákom.
01:05
that make them entertaining and accessible to an audience.
Takže, keď som vedel, že idem sem
urobiť prednášku,
01:08
So when I knew I was coming here
01:10
to do a TED Talk that was going to look at the world of branding and sponsorship,
ktorá sa mala pozrieť na svet
značiek a sponzoringu,
vedel som, že chcem
spraviť niečo trochu iné.
01:13
I knew I would want to do something a little different.
01:15
So as some of you may or may not have heard,
Takže, ako ste mohli počuť, alebo aj nie,
pred niekoľkými týždňami
som dal inzerát na eBay.
01:18
a couple weeks ago, I took out an ad on eBay.
Rozposlal som správy na Facebooku,
01:21
I sent out some Facebook messages,
na Twitteri
01:24
some Twitter messages,
a dal som ľuďom možnosť
kúpiť si práva na názov
01:26
and I gave people the opportunity to buy the naming rights
mojej TED prednášky v 2011.
01:28
to my 2011 TED Talk.
01:30
(Laughter)
(smiech)
01:32
That's right, some lucky individual, corporation,
Presne tak. Nejaký šťastný
jednotlivec, spoločnosť,
01:35
for-profit or non-profit,
neziskovka alebo ziskovka,
mala dostať jedinečnú príležitosť -
01:37
was going to get the once-in-a-lifetime opportunity --
01:39
because I'm sure Chris Anderson will never let it happen again --
pretože Chris Anderson
to už viac nedovolí –
01:41
(Laughter)
(smiech)
kúpiť si práva na názov
01:43
to buy the naming rights
prednášky, ktorú práve sledujete,
01:45
to the talk you're watching right now,
ktorá vtedy nemala názov, nemala
v skutočnosti ani poriadny obsah
01:47
that at the time didn't have a title, didn't really have a lot of content
01:50
and didn't really give much hint
a nedávala ani tušiť,
čo vlastne bude jej predmetom.
01:52
as to what the subject matter would actually be.
Takže mali ste dostať toto:
01:55
So what you were getting was this:
Vaše meno predstavuje:
01:57
Your name here presents:
Moja TED prednáška, o ktorej
nemáte ani šajnu, o čom bude
01:59
My TED Talk that you have no idea what the subject is
a, vzhľadom na jej obsah,
sa môže obrátiť proti vám,
02:02
and, depending on the content, could ultimately blow up in your face,
hlavne, ak sa ukáže, že ste
za hlupákov, keď ste sa na to dali.
02:05
especially if I make you or your company look stupid for doing it.
02:08
But that being said,
Ale mimo toho
je to veľmi dobrá mediálna príležitosť.
02:10
it's a very good media opportunity.
02:12
(Laughter)
(smiech)
Viete, koľko ľudí pozerá tieto prednášky?
02:18
You know how many people watch these TED Talks?
Veľa.
02:21
It's a lot.
To je, mimochodom, len pracovný názov.
02:24
That's just a working title, by the way.
(smiech)
02:26
(Laughter)
Ale aj popri týchto námietkach
02:28
So even with that caveat,
som vedel, že ktosi kúpi tie práva.
02:31
I knew that someone would buy the naming rights.
02:33
Now if you'd have asked me that a year ago,
Ak by ste sa ma na to spýtali pred rokom,
02:35
I wouldn't have been able to tell you that with any certainty.
nemohol by som to povedať s určitosťou.
02:37
But in the new project that I'm working on, my new film,
Ale v mojom novom filme, na ktorom robím,
02:39
we examine the world of marketing, advertising.
skúmame svet marketingu, reklamy.
02:42
And as I said earlier,
A ako som už povedal,
02:44
I put myself in some pretty horrible situations over the years,
za tie roky sa vkladám
do dosť hrozných situácií,
ale nič ma nemohlo pripraviť, skutočne nič
02:47
but nothing could prepare me, nothing could ready me,
02:50
for anything as difficult
na čosi také zložité
alebo také nebezpečné
02:53
or as dangerous
ako ísť do jednej miestnosti
s týmito ľuďmi.
02:55
as going into the rooms with these guys.
(smiech)
02:59
(Laughter)
Viete, dostal som nápad na film.
03:02
You see, I had this idea for a movie.
(Video) Chcem spraviť film
03:05
(Video) Morgan Spurlock: What I want to do is make a film
celý o umiestňovaní produktov,
marketingu a reklame,
03:07
all about product placement, marketing and advertising,
kde bude celý film financovaný
03:10
where the entire film is funded
umiestňovaním produktu,
marketingom a reklamou.
03:12
by product placement, marketing and advertising.
03:14
So the movie will be called "The Greatest Movie Ever Sold."
Bude sa volať „Najlepší film,
aký bol kedy predaný“.
03:17
So what happens in "The Greatest Movie Ever Sold,"
V tomto filme sa deje to,
že všetko odvrchu po spodok,
od začiatku do konca
03:19
is that everything from top to bottom, from start to finish,
je značkované –
03:22
is branded from beginning to end --
od sponzora nad nadpisom,
03:24
from the above-the-title sponsor that you'll see in the movie,
ktorým je značka X.
03:26
which is brand X.
Táto značka, Qualcomn Stadium,
03:28
Now this brand, the Qualcomm Stadium,
Staples Center...
03:30
the Staples Center ...
Títo ľudia budú zosobášení
s filmom na večnosť – navždy.
03:32
these people will be married to the film in perpetuity -- forever.
Takže film skúma tento nápad –
03:35
And so the film explores this whole idea -- (Michael Kassan: It's redundant.)
Čo je to? Že je to navždy?
03:37
It's what? (MK: It's redundant.) In perpetuity, forever?
Som nadbytočná osoba.
03:40
I'm a redundant person. (MK: I'm just saying.)
To bolo na zvýraznenie.
03:42
That was more for emphasis.
„Na večnosť. Navždy.“
03:44
It was, "In perpetuity. Forever."
Ale nielenže budeme mať
sponzora pre nadpis,
03:46
But not only are we going to have the brand X title sponsor,
ale zabezpečíme, že predáme
každú možnú kategóriu.
03:48
but we're going to make sure we sell out every category we can in the film.
03:50
So maybe we sell a shoe and it becomes the greatest shoe you ever wore ...
Topánka sa stane tou
najskvelejšou, akú ste kedy nosili,
najskvelejším autom z „Najskvelejšieho
filmu, aký bol kedy predaný“,
03:53
the greatest car you ever drove from "The Greatest Movie Ever Sold,"
03:56
the greatest drink you've ever had, courtesy of "The Greatest Movie Ever Sold."
najskvelejší nápoj, za ktorý vďačíme
„Najskvelejšiemu filmu“.
03:59
Xavier Kochhar: So the idea is,
Xavier Kochlar: Takže ide o to,
že neukážeme len to, že značky
sú súčasťou vášho života,
04:01
beyond just showing that brands are a part of your life,
04:03
but actually get them to finance the film? (MS: Get them to finance the film.)
ale ich aj donútime zafinancovať film?
Áno a ukážeme celý proces,
ako to funguje.
04:06
MS: And actually we show the whole process of how does it work.
Cieľom celého filmu je transparentnosť.
04:08
The goal of this whole film is transparency.
Vo filme uvidíte, ako sa všetko deje.
04:10
You're going to see the whole thing take place in this movie.
To je celý koncept,
04:12
So that's the whole concept,
celý film, od začiatku do konca.
04:14
the whole film, start to finish.
A bol by som rád, keby CEG
pri tom pomohlo.
04:16
And I would love for CEG to help make it happen.
Robert Friedman: Je to sranda,
04:18
Robert Friedman: You know it's funny,
lebo keď to počujem prvýkrát,
04:20
because when I first hear it,
je to vzdanie najvyššej úcty
04:22
it is the ultimate respect
04:24
for an audience.
divákom.
Guy: Neviem, akí vnímaví
04:26
Guy: I don't know how receptive
budú ľudia.
04:28
people are going to be to it, though.
XK: Máte výhľad –
04:30
XK: Do you have a perspective --
Nechcem sa na to dívať z iného uhla,
má to negatívnu konotáciu,
04:32
I don't want to use "angle" because that has a negative connotation --
04:34
but do you know how this is going to play out? (MS: No idea.)
- ...ale viete, ako to vypáli?
- Nemám šajnu.
David Cohn: Koľko na to treba peňazí?
04:37
David Cohn: How much money does it take to do this?
- 1,5 milióna.
- Okej.
04:40
MS: 1.5 million. (DC: Okay.)
John Kamen: Bude tvrdý
oriešok stretnúť sa s nimi,
04:43
John Kamen: I think that you're going to have a hard time meeting with them,
ale myslím, že stojí za to osloviť
04:45
but I think it's certainly worth pursuing
04:47
a couple big, really obvious brands.
niekoľko veľkých,
skutočne nápadných značiek.
04:50
XK: Who knows, maybe by the time your film comes out,
XK: Možno v čase, keď váš film vyjde,
04:52
we look like a bunch of blithering idiots.
budeme vyzerať ako
partia utáraných idiotov.
04:54
MS: What do you think the response is going to be?
MS: Aká bude podľa vás reakcia?
Stuart Ruderfer:
Odpoveď bude väčšinou „nie“.
04:57
Stuart Ruderfer: The responses mostly will be "no."
04:59
MS: But is it a tough sell because of the film
MS: Ale predáva sa to ťažko kvôli filmu
05:01
or a tough sell because of me?
alebo kvôli mne?
JK: Kvôli obidvom.
05:03
JK: Both.
MS: Takže nie sú veľmi optimistickí.
05:05
MS: ... Meaning not so optimistic.
05:08
So, sir, can you help me? I need help.
Takže, pane, môžete mi pomôcť?
Potrebujem pomoc.
05:10
MK: I can help you.
MK: Môžem vám pomôcť.
05:12
MS: Okay. (MK: Good.)
MS: Okej.
MK: Dobre.
Skvelé.
05:14
Awesome.
MK: Musíme určiť, ktoré značky.
05:16
MK: We've gotta figure out which brands.
MS: Áno.
MK: To je výzva.
05:18
MS: Yeah. (MK: That's the challenge.)
Čo ľudia, s ktorými máte dočinenia?
05:21
When you look at the people you deal with ..
MK: Máme nejaké miesta, kam môžeme ísť.
05:23
MK: We've got some places we can go. (MS: Okay.)
Vypnite kameru.
05:25
Turn the camera off.
MS: Myslel som si, že „vypnite kameru“
05:27
MS: I thought "Turn the camera off"
znamená „poďme sa pobaviť mimo záznam“.
05:29
meant, "Let's have an off-the-record conversation."
Ale ukázalo sa, že to znamená
05:31
Turns out it really means,
„nechceme mať nič s tvojím filmom“.
05:33
"We want nothing to do with your movie."
MS: A podobne, jedna za druhou,
05:36
MS: And just like that, one by one,
všetky tieto spoločnosti zrazu zmizli.
05:39
all of these companies suddenly disappeared.
Žiadna z nich nechcela mať
čokoľvek s týmto filmom.
05:42
None of them wanted anything to do with this movie.
05:44
I was amazed.
Bol som v úžase.
Absolútne nič s týmto projektom.
05:46
They wanted absolutely nothing to do with this project.
Odrovnalo ma to, myslel som,
že celý nápad reklamovať,
05:48
And I was blown away, because I thought the whole concept, the idea of advertising,
05:50
was to get your product out in front of as many people as possible,
mal za účel dostať váš produkt
pred čo najviac ľuďí,
aby ho videlo čo najviac ľudí.
05:53
to get as many people to see it as possible.
Hlavne v dnešnom svete,
05:55
Especially in today's world,
táto križovatka nových a starých médií,
05:57
this intersection of new media and old media
krajina rozdrobených médií,
05:59
and the fractured media landscape,
nie je práve toto ten správny nápad,
06:01
isn't the idea to get
ten nový pozoruhodný spôsob doručenia,
06:03
that new buzz-worthy delivery vehicle
ktorý dostane vašu správu masám?
06:06
that's going to get that message to the masses?
06:08
No, that's what I thought.
To som si vážne myslel.
Ale, viete, problémom bolo,
06:11
But the problem was, you see,
že môj nápad mal jednu fatálnu chybu
06:13
my idea had one fatal flaw,
06:16
and that flaw was this.
a tou bolo toto.
06:20
Actually no, that was not the flaw whatsoever.
Vlastne nie, to vôbec nebolo chybou.
06:22
That wouldn't have been a problem at all.
To by vôbec nebolo problémom.
06:24
This would have been fine.
Toto by bolo fajn.
Problémom bolo, čo
tento obraz reprezentuje.
06:26
But what this image represents was the problem.
06:28
See, when you do a Google image search for transparency,
Keď si cez Google
vyhľadáte „transparentnosť“,
06:30
this is ---
toto je –
(smiech)
06:32
(Laughter)
(potlesk)
06:34
(Applause)
Toto je jeden z prvých obrázkov,
ktoré vybehnú.
06:37
This is one of the first images that comes up.
Páči sa mi, ako na to idete,
Sergey Brin. Nie.
06:40
So I like the way you roll, Sergey Brin. No.
06:43
(Laughter)
(smiech)
Toto bol problém: transparentnosť –
06:47
This is was the problem: transparency --
oslobodená od domýšľania a podvodu;
06:50
free from pretense or deceit;
06:52
easily detected or seen through;
ľahko spozorovateľná a priehľadná;
06:54
readily understood;
ľahko zrozumiteľná;
06:56
characterized by visibility or accessibility of information,
charakterizovaná viditeľnosťou,
dostupnosťou informácií,
hlavne čo sa týka
podnikateľských praktík –
06:59
especially concerning business practices --
07:01
that last line being probably the biggest problem.
tá posledná poznámka je
asi najväčším problémom.
07:04
You see, we hear a lot about transparency these days.
Viete, dnes počúvame
veľa o transparentnosti.
Hovoria o nej naši politici, prezidenti,
07:07
Our politicians say it, our president says it,
07:09
even our CEO's say it.
dokonca aj naši riaditelia.
07:11
But suddenly when it comes down to becoming a reality,
Ale keď príde na rad uskutočnenie,
07:13
something suddenly changes.
niečo sa zrazu zmení.
07:15
But why? Well, transparency is scary --
Ale prečo? Nuž, transparentnosť
je strašidelná –
07:18
(Roar)
(zaručanie)
07:20
like that odd, still-screaming bear.
ako tento divný, staticky-revúci medveď.
07:23
(Laughter)
(smiech)
Je nepredvídateľná –
07:25
It's unpredictable --
(hudba)
07:27
(Music)
(smiech)
07:29
(Laughter)
07:31
like this odd country road.
ako táto divná vidiecka cesta.
07:34
And it's also very risky.
A je tiež veľmi riskantná.
(smiech)
07:38
(Laughter)
07:41
What else is risky?
Čo iné je ešte riskantné?
07:43
Eating an entire bowl of Cool Whip.
Zjesť celý kelímok toppingu Cool Whip.
(smiech)
07:46
(Laughter)
07:51
That's very risky.
To je veľmi riskantné.
Keď som sa začal rozprávať s firmami,
07:55
Now when I started talking to companies
že chceme vyrozprávať tento príbeh,
07:57
and telling them that we wanted to tell this story,
07:59
and they said, "No, we want you to tell a story.
povedali: „My chceme,
aby ste vyrozprávali príbeh.
08:01
We want you to tell a story,
ale chceme vyrozprávať náš príbeh.“
08:03
but we just want to tell our story."
08:06
See, when I was a kid
Viete, keď som bol malý
08:08
and my father would catch me in some sort of a lie --
a otec ma nachytal pri nejakom klamstve –
a tu sa na mňa díva tak, ako to robieval –
08:10
and there he is giving me the look he often gave me --
08:13
he would say, "Son, there's three sides to every story.
povedal: „Synu, každý
príbeh má tri stránky.
08:17
There's your story,
Je tu tvoj príbeh,
môj príbeh
08:20
there's my story
a skutočný príbeh.“
08:22
and there's the real story."
08:24
Now you see, with this film, we wanted to tell the real story.
Týmto filmom sme chceli
vyrozprávať skutočný príbeh.
Ale iba s jedinou agentúrou
ochotnou pomôcť mi –
08:27
But with only one company, one agency willing to help me --
08:29
and that's only because I knew John Bond and Richard Kirshenbaum for years --
vďaka tomu, že som poznal Johna Bonda
a Richarda Kirshenbauma dlhé roky –
08:33
I realized that I would have to go on my own,
uvedomil som si, že som
odkázaný sám na seba,
08:35
I'd have to cut out the middleman
budem musieť vynechať sprostredkovateľa
08:37
and go to the companies myself with all of my team.
a ísť za firmami sám s celým mojím tímom.
08:40
So what you suddenly started to realize --
Zrazu si uvedomíte –
08:42
or what I started to realize --
teda ja som si uvedomil –
08:44
is that when you started having conversations with these companies,
že keď sa začnete baviť s týmito firmami,
08:46
the idea of understanding your brand is a universal problem.
myšlienka pochopenia vašej
značky je všeobecne problémom.
08:49
(Video) MS: I have friends who make great big, giant Hollywood films,
MS: Mám priateľov, ktorí robia
veľké hollywoodske filmy,
08:51
and I have friends who make little independent films like I make.
a mám priateľov, ktorí robia
malé nezávislé filmy ako ja.
08:54
And the friends of mine who make big, giant Hollywood movies
A tí, čo robia tie veľké filmy,
08:56
say the reason their films are so successful
hovoria, že sú úspešné
08:58
is because of the brand partners that they have.
vďaka značkovým partnerom.
09:00
And then my friends who make small independent films
A potom tí, čo robia malé nezávislé filmy,
09:02
say, "Well, how are we supposed to compete
hovoria: „Ako máme súťažiť
09:04
with these big, giant Hollywood movies?"
s tými veľkými hollywoodskymi filmami?“
09:06
And the movie is called
A film sa volá
„Najväčší film, aký bol kedy predaný“.
09:08
"The Greatest Movie Ever Sold."
Ako konkrétne uvidíme Ban v tom filme?
09:10
So how specifically will we see Ban in the film?
Vždy, keď budem pripravený,
vždy, keď otvorím lekárničku,
09:13
Any time I'm ready to go, any time I open up my medicine cabinet,
uvidíte dezodorant Ban.
09:16
you will see Ban deodorant.
09:18
While anytime I do an interview with someone,
Keď budem robiť rozhovor s niekým,
09:21
I can say, "Are you fresh enough for this interview?
poviem: „Ste dosť čerstvý na rozhovor?
09:24
Are you ready? You look a little nervous.
Ste pripravený? Vyzeráte trochu nervózne.
09:26
I want to help you calm down.
Chcem vám pomôcť upokojiť sa.
09:28
So maybe you should put some one before the interview."
Možno by ste mali použiť
predtým trochu Banu.
09:30
So we'll offer one of these fabulous scents.
Ponúkneme jednu z týchto úžasných vôní.“
09:32
Whether it's a "Floral Fusion" or a "Paradise Winds,"
„Florálna fúzia“ alebo „Rajské vetry“,
09:34
they'll have their chance.
budú mať na výber.
09:36
We will have them geared for both male or female --
Budú vybavení aj pre mužov, aj pre ženy –
pevný, rolovací alebo tyčinku, čokoľvek.
09:39
solid, roll-on or stick, whatever it may be.
To je tak z rýchlika.
09:42
That's the two-cent tour.
09:44
So now I can answer any of your questions
Teraz môžem odpovedať na vaše otázky
09:46
and give you the five-cent tour.
a troška to rozmeniť na drobné.
09:48
Karen Frank: We are a smaller brand.
Karen Frank: Sme menšia značka.
09:50
Much like you talked about being a smaller movie,
Podobne ako ste hovorili o menšom filme,
09:52
we're very much a challenger brand.
sme tiež menšia značka.
09:54
So we don't have the budgets that other brands have.
Takže nemáme rozpočet ako iné značky.
09:56
So doing things like this -- you know,
Takže robiť veci ako táto – viete,
09:58
remind people about Ban --
upozorňovať ľudí na Ban –
10:00
is kind of why were interested in it.
to je dôvod, prečo nás to zaujíma.
10:02
MS: What are the words that you would use to describe Ban?
MS: Aké slová by ste
použili pri opise Banu?
10:04
Ban is blank.
Ban je „niečo“.
10:07
KF: That's a great question.
KF: To je skvelá otázka.
(smiech)
10:10
(Laughter)
Žena: Lepšia technológia.
10:15
Woman: Superior technology.
MS: To nie je slovo,
ktorým chcete opísať vec,
10:17
MS: Technology's not the way you want to describe something
10:19
somebody's putting in their armpit.
ktorú si niekto dáva na podpazušie.
Muž: Rozprávame o odvážnom, čerstvom.
10:21
Man: We talk about bold, fresh.
„Čerstvý“ je skvelé slovo,
obracia túto kategóriu do pozitívna,
10:23
I think "fresh" is a great word that really spins this category into the positive,
oproti „bojuje s pachmi a vlhkosťou“.
10:26
versus "fights odor and wetness."
10:28
It keeps you fresh.
Udržiava vás čerstvým.
10:30
How do we keep you fresher longer -- better freshness,
Udržíme vás čerstvým
dlhšie – lepšia čerstvosť,
10:32
more freshness, three times fresher.
viac čerstvosti, trikrát čerstvejší.
10:34
Things like that that are more of that positive benefit.
Podobné veci majú pozitívnejší úžitok.
10:38
MS: And that's a multi-million dollar corporation.
MS: A to je multimiliónová spoločnosť.
10:41
What about me? What about a regular guy?
Čo ja? Čo obyčajný človek?
Musím sa ísť rozprávať s ľuďmi na ulici,
10:43
I need to go talk to the man on the street,
s ľuďmi ako ja, obyčajnými chlapíkmi.
10:45
the people who are like me, the regular Joes.
Musia mi povedať o mojej značke.
10:47
They need to tell me about my brand.
MS: Ako by ste mi opísali vašu značku?
10:49
(Video) MS: How would you guys describe your brand?
10:53
Man: Um, my brand?
Muž: Moju značku?
10:56
I don't know.
Neviem.
10:58
I like really nice clothes.
Mám rád pekné oblečenie.
11:00
Woman: 80's revival
Žena: 80. roky
11:02
meets skater-punk,
sa stretávajú so skejter-punkom,
11:04
unless it's laundry day.
pokiaľ nie je deň prania.
MS: Aká je značka Gerryho?
11:06
MS: All right, what is brand Gerry?
Gerry: Unikátna.
11:08
Gerry: Unique. (MS: Unique.)
Muž: Myslím, že môj žáner, štýl
11:10
Man: I guess what kind of genre, style I am
by bol čosi ako tmavé kúzlo.
11:12
would be like dark glamor.
11:15
I like a lot of black colors,
Mám rád veľa tmavých farieb,
11:17
a lot of grays and stuff like that.
veľa šedej a také veci.
Ale zvyčajne mám doplnky
11:19
But usually I have an accessory,
11:21
like sunglasses,
ako okuliare
alebo ako kryštál a podobné.
11:23
or I like crystal and things like that too.
11:25
Woman: If Dan were a brand,
Žena: Ak by Dan bol značkou,
11:27
he might be a classic convertible
mohol by byť klasickým kabrioletom
Mercedes Benz.
11:31
Mercedes Benz.
11:33
Man 2: The brand that I am
Muž 2: Moja značka je,
11:35
is, I would call it casual fly.
nazval by som ju ľahostajná mucha.
11:37
Woman 2: Part hippie, part yogi,
Žena 2: Sčasti hippie, sčasti yogi,
11:39
part Brooklyn girl -- I don't know.
sčasti dievča z Brooklynu – neviem.
11:41
Man 3: I'm the pet guy.
Muž 3: Mám rád zvieratá.
11:43
I sell pet toys all over the country, all over the world.
Predávam hračky pre zvieratá
po celej krajine.
11:45
So I guess that's my brand.
Takže asi to bude moja značka.
11:47
In my warped little industry, that's my brand.
Môj malý komplikovaný biznis,
to je moja značka.
11:50
Man 4: My brand is FedEx because I deliver the goods.
Muž 4: Mojou značkou je FedEx,
lebo doručujem tovar.
11:53
Man 5: Failed writer-alcoholic brand.
Muž 5: Spisovateľ-
-alkoholik, ktorý zlyhal.
11:55
Is that something?
Môže byť?
11:57
Lawyer: I'm a lawyer brand.
Právnik: Mojou značkou je právnik.
Tom: Som Tom.
12:03
Tom: I'm Tom.
12:06
MS: Well we can't all be brand Tom, but I do often find myself
MS: Nemôžeme byť všetci značkou
Tom, ale často sa nachádzam
na rozhraní medzi tmavým okúzlením
a ľahostajnou muchou.
12:09
at the intersection of dark glamor and casual fly.
(smiech)
12:12
(Laughter)
A uvedomil som si, že potrebujem experta.
12:14
And what I realized is I needed an expert.
Potrebujem človeka, čo
by sa mi dostal do hlavy,
12:16
I needed somebody who could get inside my head,
12:18
somebody who could really help me understand
kto by mi pomohol pochopiť to,
čo sa nazýva „osobnostná značka“.
12:20
what they call your "brand personality."
Tak som našiel firmu
Olson Zaltman v Pittsburgu.
12:22
And so I found a company called Olson Zaltman in Pittsburg.
12:24
They've helped companies like Nestle, Febreze, Hallmark
Pomohli spoločnostiam ako
Nestlé, Febreze, Hallmark,
12:27
discover that brand personality.
aby objavili tú osobnostnú značku.
12:29
If they could do it for them, surely they could do it for me.
Ak to dokázali pre nich,
určite to dokážu aj pre mňa.
Abigail: Priniesli ste fotky, že?
12:32
(Video) Abigail: You brought your pictures, right?
MS: Áno. Celkom prvá
12:34
MS: I did. The very first picture
je fotka mojej rodiny.
12:36
is a picture of my family.
A: Povedzte mi, ako sa to týka
vašich myšlienok a pocitov o sebe.
12:38
A: So tell me a little bit how it relates to your thoughts and feelings about who you are.
12:41
MS: These are the people who shape the way I look at the world.
MS: Títo ľudia formujú
spôsob, akým sa pozerám na svet.
12:43
A: Tell me about this world.
A: Povedzte mi o tomto svete.
12:45
MS: This world? I think your world is the world that you live in --
MS: Je to svet, v ktorom žijete.
12:48
like people who are around you, your friends, your family,
Ľudia okolo vás, priatelia, rodina,
12:51
the way you live your life, the job you do.
to, ako žijete, práca, ktorú robíte.
Všetko to začalo z jedného miesta
12:53
All those things stemmed and started from one place,
12:55
and for me they stemmed and started with my family in West Virginia.
a pre mňa to začalo s rodinou
v Západnej Virgínii.
12:58
A: What's the next one you want to talk about?
A: O čom ďalšom sa chcete baviť?
MS: Ďalší: toto bol najlepší deň vôbec.
13:00
MS: The next one: This was the best day ever.
A: V akom je to vzťahu k myšlienkam
a pocitom o sebe?
13:02
A: How does this relate to your thoughts and feelings about who you are?
13:04
MS: It's like, who do I want to be?
MS: V zmysle „kým chcem byť“.
Mám rád veci, ktoré sú iné.
13:06
I like things that are different.
Mám rád veci, ktoré sú čudné.
13:08
I like things that are weird. I like weird things.
A: Povedzte, čo pre vás
znamená slovo „prečo“.
13:10
A: Tell me about the "why" phase -- what does that do for us?
13:12
What is the machete? What pupa stage are you in now?
Čo je mačeta?
V akom štádiu kukly ste teraz?
13:14
Why is it important to reboot? What does the red represent?
Prečo je dôležité reštartovať sa?
Čo reprezentuje červená?
13:17
Tell me a little bit about that part.
Povedzte mi viacej o tejto časti.
13:19
... A little more about you that is not who you are.
... Viacej o tom, kto nie ste.
Aké sú ďalšie metamorfózy, čo ste mali?
13:22
What are some other metamorphoses that you've had?
... Nemusí ísť o strach.
Na akom kolotoči ste?
13:24
... Doesn't have to be fear. What kind of roller coaster are you on?
13:26
MS: EEEEEE! (A: Thank you.) No, thank you.
A: Ďakujem
MS: Ja ďakujem.
13:28
A: Thanks for you patience. (MS: Great job.)
A: Ďakujem za trpezlivosť.
MS: Skvelá práca.
13:30
A: Yeah. (MS: Thanks a lot.) All right.
MS: Veľká vďaka.
A: Jasné.
MS: Neviem, čo z toho vylezie.
13:32
MS: Yeah, I don't know what's going to come of this.
13:34
There was a whole lot of crazy going on in there.
Dialo sa tam veľa šialeností.
Lindsay Zaltman: Najprv sme uvideli,
13:37
Lindsay Zaltman: The first thing we saw was this idea
že máte dve rozdielne ale dopĺňajúce sa
13:39
that you had two distinct, but complementary
13:41
sides to your brand personality --
časti vašej značkovej osobnosti –
13:44
the Morgan Spurlock brand is a mindful/play brand.
značka Morgana Spurlocka
je pozorná, hravá značka.
13:47
Those are juxtaposed very nicely together.
Sú pekne postavené k sebe.
13:49
And I think there's almost a paradox with those.
A myslím, že je v tom takmer paradox.
13:51
And I think some companies
A myslím, že niektoré firmy
13:53
will just focus on one of their strengths or the other
sa zamerajú iba na jednu
alebo druhú stránku,
13:56
instead of focusing on both.
namiesto na obidve.
13:58
Most companies tend to -- and it's human nature --
Väčšina firiem sa zvykne vyhýbať
– je to v ľudskej prirodzenosti –
14:01
to avoid things that they're not sure of,
veciam, o ktorých si nie sú istí,
14:03
avoid fear, those elements,
strachu, týchto elementov
14:05
and you really embrace those,
a vy ich skutočne prijímate
14:07
and you actually turn them into positives for you, and it's a neat thing to see.
a meníte ich na svoje pozitíva
a je to veľmi pekné vidieť.
Aké iné značky sú podobné?
14:10
What other brands are like that?
Prvá je klasická, Apple.
14:12
The first on here is the classic, Apple.
A tiež vidíte, Target, Wii,
14:14
And you can see here too, Target, Wii,
Mini z Mini Cooperov and JetBlue.
14:17
Mini from the Mini Coopers, and JetBlue.
Existujú hravé značky a pozorné značky,
14:20
Now there's playful brands and mindful brands,
čo vznikli a zanikli,
14:22
those things that have come and gone,
ale hravá, pozorná značka
je celkom silná vec.
14:24
but a playful, mindful brand is a pretty powerful thing.
14:27
MS: A playful, mindful brand. What is your brand?
MS: Hravá, pozorná značka.
Aká je vaša?
14:29
If somebody asked you to describe your brand identity, your brand personality,
Ak by vás ktosi požiadal, aby ste
opísali svoju značku osobnosti,
14:32
what would you be?
aká by bola?
Ste ten vyšší atribút?
Ste niečím, čo rozhýbe krv?
14:34
Are you an up attribute? Are you something that gets the blood flowing?
14:37
Or are you more of a down attribute?
Alebo ste skôr ten nižší atribút?
14:39
Are you something that's a little more calm, reserved, conservative?
Ste niečím viac pokojným,
rezervovaným, konzervatívnym?
14:42
Up attributes are things like being playful,
Vyššie atribúty sú ako napríklad hravý,
14:45
being fresh like the Fresh Prince,
čerstvý ako Fresh Prince,
súčasný, dobrodružný,
14:48
contemporary, adventurous,
popudlivý alebo odvážny ako Errol Flynn,
14:50
edgy or daring like Errol Flynn,
svižný alebo agilný, neúctivý, panovačný,
14:52
nimble or agile, profane, domineering,
kúzelný alebo mystický ako Gandalf.
14:55
magical or mystical like Gandalf.
Alebo ste skôr dolný atribút?
14:57
Or are you more of a down attribute?
Ste pozorný, sofistikovaný ako 007?
14:59
Are you mindful, sophisticated like 007?
Ste ustálený, konzervatívny,
vychovaný, obraňujúci,
15:01
Are you established, traditional, nurturing, protective,
empatický ako Oprah?
15:04
empathetic like the Oprah?
Ste spoľahlivý, stabilný, rodinný,
15:06
Are you reliable, stable, familiar,
15:08
safe, secure, sacred,
bezpečný, zabezpečený, duchovný,
15:10
contemplative or wise
kontemplatívny alebo múdry
15:12
like the Dalai Lama or Yoda?
ako Dalai Lama alebo Yoda?
15:14
Over the course of this film,
Počas prác na filme
15:17
we had 500-plus companies
sme mali vyše 500 firiem,
15:19
who were up and down companies
ktoré boli horné a dolné,
15:21
saying, "no," they didn't want any part of this project.
hovorili „nie“, nechceli
byť súčasťou projektu.
15:23
They wanted nothing to do with this film, mainly because they would have no control,
Nechceli mať s filmom nič,
hlavne lebo by nemali
15:26
they would have no control over the final product.
žiadnu kontrolu nad finálnym produktom.
15:28
But we did get 17 brand partners
Ale získali sme 17 značkových partnerov,
15:30
who were willing to relinquish that control,
ktorí boli ochotní vzdať sa kontroly,
15:32
who wanted to be in business
ktorí chceli byť v biznise
s niekým pozorným a hravým ako ja
15:34
with someone as mindful and as playful as myself
a ktorí nás splnomocnili,
aby sme rozprávali príbehy,
15:37
and who ultimately empowered us to tell stories
15:39
that normally we wouldn't be able to tell --
ktoré by sme normálne
neboli schopní rozprávať –
príbehy, za ktoré by sa bežne
inzerent nikdy nepostavil.
15:42
stories that an advertiser would normally never get behind.
15:45
They enabled us to tell the story about neuromarketing,
Umožnili nám rozprávať
príbeh o neuromarketingu,
keď sme v tomto filme
začali rozprávať o tom,
15:48
as we got into telling the story in this film
15:50
about how now they're using MRI's
ako sa dnes používa MRI,
aby sa zistili cieľové
partie vo vašom mozgu
15:52
to target the desire centers of your brain
15:54
for both commercials as well as movie marketing.
ako pre reklamy,
tak pre filmový priemysel.
15:57
We went to San Paulo where they have banned outdoor advertising.
Šli sme do San Paula, kde zakázali
reklamy na vonkajších priestranstvách.
16:00
In the entire city for the past five years,
V celom meste už päť rokov
16:02
there's no billboards, there's no posters, there's no flyers, nothing.
nie sú žiadne billboardy,
žiadne plagáty, letáky, nič.
(potlesk)
16:05
(Applause)
A šli sme do školských zariadení,
16:07
And we went to school districts
kde sa dnes firmy dostávajú
16:09
where now companies are making their way
na školy po celej Amerike,
ktoré sú bez peňazí.
16:11
into cash-strapped schools all across America.
16:14
What's incredible for me is the projects that I've gotten the most feedback out of,
Pre mňa je neuveriteľné, že projekty,
ktoré mali najväčší ohlas,
16:17
or I've had the most success in,
respektíve som mal cez ne najväčší úspech,
16:19
are ones where I've interacted with things directly.
sú tie, kde som sa s vecami
stretával priamo.
16:21
And that's what these brands did.
A to dokázali tieto značky.
16:23
They cut out the middleman, they cut out their agencies
Odstránili sprostredkovateľov,
ich agentúry
16:25
and said, "Maybe these agencies
a povedali: „Možno tieto agentúry
16:27
don't have my best interest in mind.
nemajú na zreteli môj najlepší záujem.
16:29
I'm going to deal directly with the artist.
Idem sa s umelcom baviť priamo.
Idem s ním pracovať,
aby vytvoril niečo iné,
16:31
I'm going to work with him to create something different,
16:33
something that's going to get people thinking,
niečo, čo prinúti ľudí rozmýšľať,
niečo, čo bude výzvou
pre naše videnie sveta.“
16:35
that's going to challenge the way we look at the world."
16:37
And how has that been for them? Has it been successful?
A ako im to šlo? Boli úspešné?
Odkedy sa film odpremiéroval
na Sundance Film Festival, pozrime sa.
16:39
Well, since the film premiered at the Sundance Film Festival, let's take a look.
16:42
According to Burrelles, the movie premiered in January,
Podľa Burrelles, film
mal premiéru v januári
a odvtedy – a to ani nie je celé –
16:45
and since then -- and this isn't even the whole thing --
sme naň mali 900 miliónov
mediálnych vyjadrení.
16:47
we've had 900 million media impressions for this film.
To doslova pokrýva obdobie 2 a pol týždňa.
16:50
That's literally covering just like a two and a half-week period.
To je iba online – bez tlače, bez TV.
16:52
That's only online -- no print, no TV.
Film ešte ani nebol distribuovaný.
16:54
The film hasn't even been distributed yet.
Nie je ani len online.
Ani sa nestreamuje.
16:56
It's not even online. It's not even streaming.
Ešte ani nebol v zahraničí.
16:58
It's not even been out into other foreign countries yet.
Takže napokon
17:01
So ultimately,
tento film začal naberať slušné tempo.
17:03
this film has already started to gain a lot of momentum.
Nie je to zlé na projekt, ktorý takmer
každá oslovená reklamná agentúra
17:06
And not bad for a project that almost every ad agency we talked to
17:09
advised their clients not to take part.
neodporučila svojim klientom.
17:11
What I always believe
Ja vždy verím,
17:13
is that if you take chances, if you take risks,
že ak sa chopíte šance, ak riskujete,
17:15
that in those risks will come opportunity.
v tých rizikách príde príležitosť.
Verím, že keď ľudí od toho odtlačíte,
17:18
I believe that when you push people away from that,
tlačíte ich k zlyhaniu.
17:20
you're pushing them more towards failure.
17:22
I believe that when you train your employees to be risk averse,
Verím, že keď školíte svojich
zamestnancov, aby neriskovali,
17:25
then you're preparing your whole company
pripravujete celú svoju firmu
17:27
to be reward challenged.
o budúce víťazstvá.
17:29
I feel like that what has to happen moving forward
Cítim, že aby sme sa pohli dopredu,
17:31
is we need to encourage people to take risks.
potrebujeme povzbudiť ľudí, aby riskovali.
17:34
We need to encourage people to not be afraid
Treba ich povzbudiť, aby sa nebáli
17:36
of opportunities that may scare them.
príležitostí, ktoré ich môžu vystrašiť.
17:38
Ultimately, moving forward,
Nakoniec, napredujúc,
myslím, že musíme akceptovať strach.
17:40
I think we have to embrace fear.
Musíme zavrieť toho medveďa do klietky.
17:42
We've got to put that bear in a cage.
(smiech)
17:44
(Laughter)
17:51
Embrace fear. Embrace risk.
Prijať strach. Prijať risk.
17:54
One big spoonful at a time, we have to embrace risk.
Postupne po veľkých lyžiciach
musíme prijať risk.
17:57
And ultimately, we have to embrace transparency.
A nakoniec, musíme prijať transparentnosť.
18:01
Today, more than ever,
Dnes viac ako inokedy
18:03
a little honesty is going to go a long way.
malá čestnosť znamená veľký dosah.
18:05
And that being said, through honesty and transparency,
A pritom všetkom, cez
čestnosť a transparentnosť,
18:08
my entire talk, "Embrace Transparency,"
moju celú prednášku
„Prijmite transparentnosť“,
vám prinášajú
18:11
has been brought to you
moji dobrí priatelia v EMC,
18:13
by my good friends at EMC,
ktorí za 7 100 $
18:16
who for $7,100
kúpili na eBay práva na názov.
18:18
bought the naming rights on eBay.
(potlesk)
18:20
(Applause)
18:29
EMC: Turning big data
EMC: Meníme veľké dáta
na veľké príležitosti
18:32
into big opportunity
pre organizácie po celom svete.
18:34
for organizations all over the world.
EMC uvádza:
„Prijmite transparentnosť“.
18:36
EMC presents: "Embrace Transparency."
Ďakujem veľmi pekne, ľudkovia.
18:39
Thank you very much, guys.
(potlesk)
18:41
(Applause)
June Cohen: Takže, Morgan,
18:54
June Cohen: So, Morgan,
v mene transparentnosti,
18:57
in the name of transparency,
čo sa presne stalo s tými 7 100 $?
18:59
what exactly happened to that $7,100?
19:01
MS: That is a fantastic question.
MS: To je fantastická otázka.
Mám vo vrecku šek
19:04
I have in my pocket a check
vystavený pre materskú organizáciu TEDu,
19:07
made out to the parent organization to the TED organization,
19:09
the Sapling Foundation --
Sapling Foundation –
19:11
a check for $7,100
šek na 7 100 $,
19:13
to be applied toward my attendance for next year's TED.
aby som si zaplatil účasť
na TEDe na budúci rok.
19:16
(Laughter)
(smiech)
19:18
(Applause)
(potlesk)
Translated by Linda Magáthová
Reviewed by Peter Štrba

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About the speaker:

Morgan Spurlock - Filmmaker
Morgan 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.

 

More profile about the speaker
Morgan Spurlock | Speaker | TED.com