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TED2011

Morgan Spurlock: The greatest TED Talk ever sold

Morgan Sparlok: Najveći TED govor ikada prodat

Filmed
Views 2,064,593

Humorom i upornošću, filmski stvaralac Morgan Sparlok uranja u skriveni ali uticajni svet brend marketinga, u okviru svog poduhvata da napravi u potpunosti sponzorisan film o sponzorstvu. (I da, prava za spominjanje u ovom govoru su takođe sponzorisana. Od koga i za koliko? Sve će vam reći.)

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

I have spent the past few years
Proveo sam prethodnih nekoliko godina
00:15
putting myself into situations
stavljajući se u situacije
00:18
that are usually very difficult
koje su jako teške
00:20
and at the same time somewhat dangerous.
i u isto vreme pomalo opasne.
00:22
I went to prison --
Bio sam u zatvoru -
00:26
difficult.
teško.
00:28
I worked in a coal mine --
Radio sam u rudniku uglja -
00:30
dangerous.
opasno.
00:33
I filmed in war zones --
Snimao sam u ratnim zonama -
00:35
difficult and dangerous.
teško i opasno.
00:37
And I spent 30 days eating nothing but this --
30 dana sam jeo ništa drugo osim ovoga -
00:39
fun in the beginning,
veselo u početku.
00:43
little difficult in the middle, very dangerous in the end.
pomalo teško na sredini, vrlo opasno na kraju.
00:45
In fact, most of my career,
U stvari, tokom većeg dela moje karijere,
00:49
I've been immersing myself
dovodio sam se u
00:51
into seemingly horrible situations
naizgled užasne situacije
00:53
for the whole goal of trying
sa ciljem da pokušam
00:56
to examine societal issues
da istražim društvena pitanja
00:58
in a way that make them engaging, that make them interesting,
na način koji će ih učiniti uključujućim, interesantnim,
01:00
that hopefully break them down in a way
koji će ih, nadam se, objasniti tako da
01:03
that make them entertaining and accessible to an audience.
ih učini zabavnijim i pristupačnim publici.
01:05
So when I knew I was coming here
Tako da kada sam saznao da dolazim ovde
01:08
to do a TED Talk that was going to look at the world of branding and sponsorship,
da održim TED govor koji bi trebalo da osvetli svet brendinga i sponzorstva,
01:10
I knew I would want to do something a little different.
znao sam da želim to da uradim malo drugačije.
01:13
So as some of you may or may not have heard,
Kao što možda znate, a možda i ne,
01:15
a couple weeks ago, I took out an ad on eBay.
pre nekoliko nedelja sam postavio oglas na Ebay.
01:18
I sent out some Facebook messages,
I poslao sam nekoliko Facebook poruka,
01:21
some Twitter messages,
nekoliko Twitter poruka,
01:24
and I gave people the opportunity to buy the naming rights
i dao ljudima priliku da kupe prava imenovanja
01:26
to my 2011 TED Talk.
mom 2011 TED govoru.
01:28
(Laughter)
(smeh)
01:30
That's right, some lucky individual, corporation,
Upravo to, jedna srećna osoba, korporacija,
01:32
for-profit or non-profit,
profitna ili neprofitna,
01:35
was going to get the once-in-a-lifetime opportunity --
će dobiti priliku koja se dobija jednom u životu -
01:37
because I'm sure Chris Anderson will never let it happen again --
jer sam siguran da Chris Anderson to više nikada neće dozviliti -
01:39
(Laughter)
(smeh)
01:41
to buy the naming rights
da kupe pravo imenovanja
01:43
to the talk you're watching right now,
govora koji upravo gledate,
01:45
that at the time didn't have a title, didn't really have a lot of content
koji u to vreme nije imao naslov, u stvari i nije imao puno sadržaja
01:47
and didn't really give much hint
i nije pružao puno uvida
01:50
as to what the subject matter would actually be.
u to o čemu će govor u stvari biti.
01:52
So what you were getting was this:
Tako da ono što su dobili je ovo:
01:55
Your name here presents:
vaše ime ovde predstavlja:
01:57
My TED Talk that you have no idea what the subject is
moj TED govor o kome nemate predstave o čemu će biti
01:59
and, depending on the content, could ultimately blow up in your face,
i, u zavisnosti od sadržaja, može vam se loše vratiti,
02:02
especially if I make you or your company look stupid for doing it.
pogotovo ako učinim da ste vi ili vaša kompanija glupi zato što ste to uradili.
02:05
But that being said,
Ali pošto je ovo rečeno,
02:08
it's a very good media opportunity.
ovo je vrlo dobra medijska ponuda.
02:10
(Laughter)
(smeh)
02:12
You know how many people watch these TED Talks?
Da li znate koliko ljudi gleda ove TED govore?
02:18
It's a lot.
Puno.
02:21
That's just a working title, by the way.
Ovo je samo radna verzija naslova.
02:24
(Laughter)
(smeh)
02:26
So even with that caveat,
Čak i sa ovim upozorenjem,
02:28
I knew that someone would buy the naming rights.
znao sam da će neko kupiti prava imenovanja.
02:31
Now if you'd have asked me that a year ago,
Da ste me ovo pitali pre godinu dana,
02:33
I wouldn't have been able to tell you that with any certainty.
ne bih bio u stanju da vam to kažem sa bilo kakvom sigurnošću.
02:35
But in the new project that I'm working on, my new film,
Ali u novom projektu na kom radim, mom novom filmu,
02:37
we examine the world of marketing, advertising.
istražujemo svet marketinga, reklamiranja.
02:39
And as I said earlier,
Kao što sam ranije rekao,
02:42
I put myself in some pretty horrible situations over the years,
dovodim se u prilično užasne situacije tokom godina,
02:44
but nothing could prepare me, nothing could ready me,
i ništa me nije moglo pripremiti
02:47
for anything as difficult
za nešto toliko teško
02:50
or as dangerous
ili toliko opasno
02:53
as going into the rooms with these guys.
kao što je odlazak u sobu sa ovim ljudima.
02:55
(Laughter)
(smeh)
02:59
You see, I had this idea for a movie.
Dakle, imao sam tu ideju za film.
03:02
(Video) Morgan Spurlock: What I want to do is make a film
(Video) Morgan Sparlok: Ono što želim da uradim je da napravim film
03:05
all about product placement, marketing and advertising,
koji je sav o prikazivanju proizvoda, marketinga i reklamiranja,
03:07
where the entire film is funded
gde je kompletan film finansiran
03:10
by product placement, marketing and advertising.
prikazivanjem proizvoda, marketingom i reklamiranjem.
03:12
So the movie will be called "The Greatest Movie Ever Sold."
Film bi se zvao "Najveći film ikada prodat"
03:14
So what happens in "The Greatest Movie Ever Sold,"
Dakle, ono što se događa u "Najvećem filmu ikada prodatom"
03:17
is that everything from top to bottom, from start to finish,
je da je sve od vrha do dna,
03:19
is branded from beginning to end --
brendirano, od početka do kraja -
03:22
from the above-the-title sponsor that you'll see in the movie,
od sponzorisanog nadnaslova koji ćete videti u filmu,
03:24
which is brand X.
koji je brend X.
03:26
Now this brand, the Qualcomm Stadium,
Ovaj brend, Qualcomm Stadium,
03:28
the Staples Center ...
Staples Center...
03:30
these people will be married to the film in perpetuity -- forever.
ovi ljudi će biti povezani sa filmom u nedogled - zauvek.
03:32
And so the film explores this whole idea -- (Michael Kassan: It's redundant.)
I tako film istražuje ovu ideju - (Majkl Kasan: To je preterano.)
03:35
It's what? (MK: It's redundant.) In perpetuity, forever?
To je šta? (MK: To je preterano.) U nedogled, zauvek?
03:37
I'm a redundant person. (MK: I'm just saying.)
Ja sam preterana osoba. (MK: Samo kažem.)
03:40
That was more for emphasis.
Ovo je bilo zbog isticanja.
03:42
It was, "In perpetuity. Forever."
"U nedogled. Zauvek."
03:44
But not only are we going to have the brand X title sponsor,
Ali, nismo hteli samo da imamo brend X kao sponzora naslova,
03:46
but we're going to make sure we sell out every category we can in the film.
nego smo hteli da se potrudimo da prodamo svaku kategoriju u filmu.
03:48
So maybe we sell a shoe and it becomes the greatest shoe you ever wore ...
Kao da prodajemo cipele i one postaju najbolje cipele koje ste ikada nosili...
03:50
the greatest car you ever drove from "The Greatest Movie Ever Sold,"
najbolji auto koji ste ikada vozili, iz filma "Najveći film ikada prodat,"
03:53
the greatest drink you've ever had, courtesy of "The Greatest Movie Ever Sold."
najbolje piće koje ste ikada popili, ljubaznošću "Najvećeg filma ikada prodatog."
03:56
Xavier Kochhar: So the idea is,
Xavier Kochhar: Dakle ideja je,
03:59
beyond just showing that brands are a part of your life,
osim proste demonstracije da su brendovi deo tvog života,
04:01
but actually get them to finance the film? (MS: Get them to finance the film.)
i to da bi ih trebalo nagovoriti da finansiraju ovaj film? (MS: Nagovoriti ih da finansiraju film)
04:03
MS: And actually we show the whole process of how does it work.
MS: I da u stvari prikažemo ceo proces koji prikazuje kako to funkcioniše.
04:06
The goal of this whole film is transparency.
Cilj celog filma je transparentnost.
04:08
You're going to see the whole thing take place in this movie.
Videćete sve to u ovom filmu.
04:10
So that's the whole concept,
Dakle, to je ceo koncept,
04:12
the whole film, start to finish.
ceo film, od početka do kraja.
04:14
And I would love for CEG to help make it happen.
I voleo bih kada bi CEG pomogao da se ovo dogodi.
04:16
Robert Friedman: You know it's funny,
Robert Fridman: Znaš da je to smešno,
04:18
because when I first hear it,
jer kada prvi put čuješ za to,
04:20
it is the ultimate respect
to je odraz krajnjeg poštovanja
04:22
for an audience.
prema publici.
04:24
Guy: I don't know how receptive
Gaj: Ne znam koliko će to biti prihvatljivo
04:26
people are going to be to it, though.
za one koji slušaju.
04:28
XK: Do you have a perspective --
XK: Imaš li perspektivu -
04:30
I don't want to use "angle" because that has a negative connotation --
Ne želim da koristim "posebno gledište" zato što taj izraz ima negativnu konotaciju -
04:32
but do you know how this is going to play out? (MS: No idea.)
ali znate li kako će se ovo završiti? (MS: Nemam pojma.)
04:34
David Cohn: How much money does it take to do this?
David Kon: Koliko će sve ovo koštati?
04:37
MS: 1.5 million. (DC: Okay.)
MS: 1,5 miliona. (DC: Ok.)
04:40
John Kamen: I think that you're going to have a hard time meeting with them,
Džon Kejmen: Mislim da ti neće biti lako tokom sastanka sa njima,
04:43
but I think it's certainly worth pursuing
ali sigurno je vredno proveriti sa
04:45
a couple big, really obvious brands.
nekoliko velikih, vrlo očiglednih brendova.
04:47
XK: Who knows, maybe by the time your film comes out,
XK: Ko zna, možda u trenutku kada tvoj film ugleda svetlo dana,
04:50
we look like a bunch of blithering idiots.
mi budemo prikazani kao gomila živahnih idiota.
04:52
MS: What do you think the response is going to be?
MS: Šta mislite kakav će biti odgovor?
04:54
Stuart Ruderfer: The responses mostly will be "no."
Stjuart Raderfer: Odgovori će uglavnom biti "ne".
04:57
MS: But is it a tough sell because of the film
MS: Ali da li će to biti teško prodati zbog filma
04:59
or a tough sell because of me?
ili zbog mene?
05:01
JK: Both.
JK: Zbog obe stvari.
05:03
MS: ... Meaning not so optimistic.
MS: ... dakle nije tako optimistično.
05:05
So, sir, can you help me? I need help.
Dakle, gospodine, možete li mi pomoći? Potrebna mi je pomoć.
05:08
MK: I can help you.
MK: Mogu pomoći.
05:10
MS: Okay. (MK: Good.)
MS: Ok. (MK: Dobro.)
05:12
Awesome.
Sjajno.
05:14
MK: We've gotta figure out which brands.
MK: Moramo da smislimo koji su to brendovi.
05:16
MS: Yeah. (MK: That's the challenge.)
MS: Da. (MK: To je izazov.)
05:18
When you look at the people you deal with ..
Kada pogledaš sa kim bi trebalo da radiš...
05:21
MK: We've got some places we can go. (MS: Okay.)
MK: Znamo neka mesta na koja bi mogli da odemo. (MS: Ok.)
05:23
Turn the camera off.
Ugasi kameru.
05:25
MS: I thought "Turn the camera off"
MS: Pomislio sam da "ugasi kameru"
05:27
meant, "Let's have an off-the-record conversation."
znači, hajde da popričamo nezvanično.
05:29
Turns out it really means,
Ispostavilo se da to u stvari znači
05:31
"We want nothing to do with your movie."
"Ne želimo da imamo ništa sa tvojim filmom."
05:33
MS: And just like that, one by one,
MS: I samo tako, jedna po jedna,
05:36
all of these companies suddenly disappeared.
svaka od ovih kompanija je iznenada nestala.
05:39
None of them wanted anything to do with this movie.
Ni jedna od njih nije htela da bude povezana sa ovim filmom.
05:42
I was amazed.
Bio sam začuđen.
05:44
They wanted absolutely nothing to do with this project.
Nisu želeli da imaju bilo kakve veze sa ovim projektom.
05:46
And I was blown away, because I thought the whole concept, the idea of advertising,
I bio sam zapanjen, jer sam mislio da je ceo koncept, cela ideja reklamiranja,
05:48
was to get your product out in front of as many people as possible,
u tome da se tvoj proizvod postavi ispred što je više moguće ljudi,
05:50
to get as many people to see it as possible.
da ga što više ljudi vidi.
05:53
Especially in today's world,
Pogotovo u današnjem svetu,
05:55
this intersection of new media and old media
ova tačka preseka novih i starih medija
05:57
and the fractured media landscape,
u razdeljenom medijskom pejzažu,
05:59
isn't the idea to get
nije li ideja da se upotrebi
06:01
that new buzz-worthy delivery vehicle
taj novi zanimljivi način isporuke
06:03
that's going to get that message to the masses?
koji će poruku preneti masama.
06:06
No, that's what I thought.
Ne, to je bilo ono što sam mislio.
06:08
But the problem was, you see,
Ali problem je bio u tome,
06:11
my idea had one fatal flaw,
što je moja ideja imala jednu fatalnu grešku,
06:13
and that flaw was this.
a ta greška je bila u ovome.
06:16
Actually no, that was not the flaw whatsoever.
U stvari, ne, to nije bila greška.
06:20
That wouldn't have been a problem at all.
To uopšte ne bi bio problem.
06:22
This would have been fine.
To bi bilo u redu.
06:24
But what this image represents was the problem.
Ali ono što ova slika predstavlja je problem.
06:26
See, when you do a Google image search for transparency,
Kada u Google potrazi za slikama tražite "transparentnost",
06:28
this is ---
ovo je -
06:30
(Laughter)
(smeh)
06:32
(Applause)
(aplauz)
06:34
This is one of the first images that comes up.
Ovo je jedna od prvih slika koje izlaze.
06:37
So I like the way you roll, Sergey Brin. No.
Sviđa mi se kako radiš, Sergeju Brine. Ne.
06:40
(Laughter)
(smeh)
06:43
This is was the problem: transparency --
Ovo je problem: transparentnost -
06:47
free from pretense or deceit;
oslobođeno pretvaranja ili prevare;
06:50
easily detected or seen through;
očigledno i prozirno;
06:52
readily understood;
jednostavno razumiljivo;
06:54
characterized by visibility or accessibility of information,
karakerisano vidljivošću i pristupom informacijama,
06:56
especially concerning business practices --
pogotovo o poslovnim praksama -
06:59
that last line being probably the biggest problem.
što je verovatno i bilo najveći problem.
07:01
You see, we hear a lot about transparency these days.
Puno toga nam pričaju ovih dana o transparentnosti.
07:04
Our politicians say it, our president says it,
Naši političari izgovaraju tu reč, naš predsednik je izgovara,
07:07
even our CEO's say it.
čak i naši generalni diretori je izgovaraju.
07:09
But suddenly when it comes down to becoming a reality,
Ali iznenada kada stvari svedete na realnost,
07:11
something suddenly changes.
nešto se namah promeni.
07:13
But why? Well, transparency is scary --
Ali zašto? Pa, transparentnost je zastrašujuća -
07:15
(Roar)
(Grrrrrr)
07:18
like that odd, still-screaming bear.
kao ovaj čudni vrišteći medved.
07:20
(Laughter)
(smeh)
07:23
It's unpredictable --
Nepredvidljiva je -
07:25
(Music)
(muzika)
07:27
(Laughter)
(smeh)
07:29
like this odd country road.
kao ovaj čudni seoski put.
07:31
And it's also very risky.
I veoma je rizična.
07:34
(Laughter)
(smeh)
07:38
What else is risky?
Šta je još rizično?
07:41
Eating an entire bowl of Cool Whip.
Pojesti celu činiju slatke pavlake.
07:43
(Laughter)
(smeh)
07:46
That's very risky.
To je jako rizično.
07:51
Now when I started talking to companies
Kada sam počeo da razgovaram sa kompanijama
07:55
and telling them that we wanted to tell this story,
i govorio im šta želim da kažem ovom pričom,
07:57
and they said, "No, we want you to tell a story.
oni su rekli, "Ne, mi želimo da ti ispričaš priču.
07:59
We want you to tell a story,
Mi želimo da ispričaš priču,
08:01
but we just want to tell our story."
ali želimo da ispričaš našu priču."
08:03
See, when I was a kid
Vidite, kada sam bio dete
08:06
and my father would catch me in some sort of a lie --
i kada bi me otac uhvatio u laži -
08:08
and there he is giving me the look he often gave me --
i ovde me on gleda onako kako me često gledao -
08:10
he would say, "Son, there's three sides to every story.
rekao bi, "Sine, postoje tri strane svake priče.
08:13
There's your story,
Postoji tvoja priča,
08:17
there's my story
postoji moja priča,
08:20
and there's the real story."
i postoji stvarna priča."
08:22
Now you see, with this film, we wanted to tell the real story.
Dakle, ovim filmom smo hteli da ispričamo stvarnu priču.
08:24
But with only one company, one agency willing to help me --
Ali sa samo jednom kompanijom, jednom agencijom koja je htela da mi pomogne -
08:27
and that's only because I knew John Bond and Richard Kirshenbaum for years --
i to samo zato što godinama poznajem Johna Bonda i Richarda Kirshenbauma -
08:29
I realized that I would have to go on my own,
shvatio sam da moram da nastavim samostalno,
08:33
I'd have to cut out the middleman
da treba da odustanem od posrednika
08:35
and go to the companies myself with all of my team.
i da idem u kompanije sam sa celim svojim timom.
08:37
So what you suddenly started to realize --
Ono što iznenada saznajete -
08:40
or what I started to realize --
to jest, ono što sam ja krenuo da shvatam -
08:42
is that when you started having conversations with these companies,
je da kada krenete u razgovore sa ovim kompanijama,
08:44
the idea of understanding your brand is a universal problem.
ideja razumevanja vašeg brenda je univezalni problem.
08:46
(Video) MS: I have friends who make great big, giant Hollywood films,
(video) MS: Imam prijatelje koji pravi velike holivudske filmove,
08:49
and I have friends who make little independent films like I make.
i imam prijatelje koji prave male nezavisne filmove kao ove koje ja pravim.
08:51
And the friends of mine who make big, giant Hollywood movies
Moj prijatelj koji pravi velike holivudske filmove
08:54
say the reason their films are so successful
kaže da je razlog njihovog velikog uspeha
08:56
is because of the brand partners that they have.
to što imaju brendirane partnere.
08:58
And then my friends who make small independent films
Onda moji prijatelji koji prave male nezavisne filmove kažu
09:00
say, "Well, how are we supposed to compete
"Pa kako se možemo nadmetati
09:02
with these big, giant Hollywood movies?"
sa ovim velikim holivudskim filmovima?"
09:04
And the movie is called
A film je nazvan
09:06
"The Greatest Movie Ever Sold."
"Najveći film ikada prodat."
09:08
So how specifically will we see Ban in the film?
Dakle kako ćemo konkretno videti Ban u filmu?
09:10
Any time I'm ready to go, any time I open up my medicine cabinet,
U svakom trenutku kada sam spreman za polazak, u svakom trenutku kada otvorim ormarić sa lekovima,
09:13
you will see Ban deodorant.
videće se Ban dezodorans.
09:16
While anytime I do an interview with someone,
Kada budem intervjuisao nekoga,
09:18
I can say, "Are you fresh enough for this interview?
mogu da kažem, "Da li ste dovoljno sveži za ovaj interju?
09:21
Are you ready? You look a little nervous.
Da li ste spremni? Izgledate pomalo nervozno.
09:24
I want to help you calm down.
Želim da Vam pomognem da se smirite.
09:26
So maybe you should put some one before the interview."
Možda bi mogli da stavite malo dezodoransa pre nego počnemo intervju."
09:28
So we'll offer one of these fabulous scents.
I tada bi ponudili neke od ovih fenomenalnih mirisa.
09:30
Whether it's a "Floral Fusion" or a "Paradise Winds,"
"Cvetna Fuzija" ili "Rajski vetrovi",
09:32
they'll have their chance.
svi će imati svoju priliku.
09:34
We will have them geared for both male or female --
Imaćemo spremne i muške i ženske -
09:36
solid, roll-on or stick, whatever it may be.
čvrste, rol-on ili stik, u kom god da su obliku.
09:39
That's the two-cent tour.
Ovo je kratki pregled.
09:42
So now I can answer any of your questions
Sada mogu odgovoriti na bilo koje vaše pitanje
09:44
and give you the five-cent tour.
i pružiti vam malo dublji uvid.
09:46
Karen Frank: We are a smaller brand.
Karen Frank: Mi smo manji brend.
09:48
Much like you talked about being a smaller movie,
Svidela mi se tvoja priča o manjem filmu,
09:50
we're very much a challenger brand.
mi smo više izazivački brend.
09:52
So we don't have the budgets that other brands have.
Pa nemamo velike budžete kao drugi brendovi.
09:54
So doing things like this -- you know,
I radeći ovakve stvari - znate,
09:56
remind people about Ban --
podsećati ljude na Ban -
09:58
is kind of why were interested in it.
je nešto zbog čega smo zainteresovani za ovo.
10:00
MS: What are the words that you would use to describe Ban?
MS: Kojim rečima biste opisali Ban?
10:02
Ban is blank.
Ban je šta?
10:04
KF: That's a great question.
KF: To je sjajno pitanje.
10:07
(Laughter)
(smeh)
10:10
Woman: Superior technology.
Superiorna Tehnologija.
10:15
MS: Technology's not the way you want to describe something
MS: Tehnologija nije reč koju želite da upotrebite opisujući nešto
10:17
somebody's putting in their armpit.
što ljudi guraju u pazuh.
10:19
Man: We talk about bold, fresh.
Govorimo o srčanosti, svežini.
10:21
I think "fresh" is a great word that really spins this category into the positive,
Mislim da je reč "svežina" sjajna u spinovanju ove kategorije u pozitivnost,
10:23
versus "fights odor and wetness."
kao suprotnost "borba protis smrada i vlage."
10:26
It keeps you fresh.
Održava vas svežim.
10:28
How do we keep you fresher longer -- better freshness,
Kako vas održavamo svežim - bolja svežina,
10:30
more freshness, three times fresher.
više svežine, tri puta više svežine,
10:32
Things like that that are more of that positive benefit.
Ovakve stvari više ističu pozitivnu korist.
10:34
MS: And that's a multi-million dollar corporation.
MS: I ovo je milionska korporacija.
10:38
What about me? What about a regular guy?
A šta je sa mnom? Šta je sa običnim momkom?
10:41
I need to go talk to the man on the street,
Trebalo bi da pričam sa čovekom na ulici,
10:43
the people who are like me, the regular Joes.
ljudima koji su kao ja, obični ljudi.
10:45
They need to tell me about my brand.
Oni bi trebalo da mi kažu nešto o mom brendu.
10:47
(Video) MS: How would you guys describe your brand?
(Video) MS: Kako biste opisali vaš brend?
10:49
Man: Um, my brand?
Uh, moj brend?
10:53
I don't know.
Ne znam.
10:56
I like really nice clothes.
Volim lepu odeću.
10:58
Woman: 80's revival
Oživljavanje mode osamdesetih
11:00
meets skater-punk,
koje se sreće sa skejt-pank stilom,
11:02
unless it's laundry day.
osim ako je dan za pranje veša.
11:04
MS: All right, what is brand Gerry?
MS: U redu, šta je brend Geri?
11:06
Gerry: Unique. (MS: Unique.)
Geri: Jedinstven. (MS: Jedinstven.)
11:08
Man: I guess what kind of genre, style I am
Čini mi se da je moj žanr, stil me čini
11:10
would be like dark glamor.
nešto slično mračnom glamuru.
11:12
I like a lot of black colors,
Volim crne boje,
11:15
a lot of grays and stuff like that.
dosta sive i takve stvari.
11:17
But usually I have an accessory,
Ali obično imam dodatak,
11:19
like sunglasses,
naočare za sunce, na primer,
11:21
or I like crystal and things like that too.
ili kristal ili nešto slično.
11:23
Woman: If Dan were a brand,
Kad bi Dan bio brend,
11:25
he might be a classic convertible
bio bi klasični kabriolet,
11:27
Mercedes Benz.
Mercedes Benc.
11:31
Man 2: The brand that I am
Brend koji mene čini
11:33
is, I would call it casual fly.
nazvao bih ležernim šlicom.
11:35
Woman 2: Part hippie, part yogi,
Delimično hipi, delimično jogi,
11:37
part Brooklyn girl -- I don't know.
delimično Devojka iz Bruklina - nemam pojma.
11:39
Man 3: I'm the pet guy.
Ja sam momak za ljubmce.
11:41
I sell pet toys all over the country, all over the world.
Prodajem igračke za kućne ljubimce po celoj zemlji, po celom svetu.
11:43
So I guess that's my brand.
Mislim da je to moj brend.
11:45
In my warped little industry, that's my brand.
U mojoj ubrzanoj maloj industriji, to je moj brend.
11:47
Man 4: My brand is FedEx because I deliver the goods.
Moj brend je FedEx jer ja isporučujem robu.
11:50
Man 5: Failed writer-alcoholic brand.
Propali pisac alkoholičar - to je moj brend.
11:53
Is that something?
Da li se to računa?
11:55
Lawyer: I'm a lawyer brand.
Pravnik: Ja sam advokatski brend.
11:57
Tom: I'm Tom.
Tom: Ja sam Tom.
12:03
MS: Well we can't all be brand Tom, but I do often find myself
MS: Pa, ne možemo svi biti brendirani Tom, ali se često nalazim
12:06
at the intersection of dark glamor and casual fly.
na preseku crnog glamura i ležernog šlica.
12:09
(Laughter)
(smeh)
12:12
And what I realized is I needed an expert.
I ono što sam shvatio je da mi je potreban stručnjak.
12:14
I needed somebody who could get inside my head,
Potreban mi je neko ko će ući u moju glavu,
12:16
somebody who could really help me understand
neko ko će mi stvarno pomoći da razumem
12:18
what they call your "brand personality."
ono što se naziva "ličnost brenda."
12:20
And so I found a company called Olson Zaltman in Pittsburg.
I tako sam pronašao kompaniju koja se zove Olson Zaltman iz Pitsburga.
12:22
They've helped companies like Nestle, Febreze, Hallmark
Oni su pomogli kompanijama kao što su Nestle, Febreze i Hallmark
12:24
discover that brand personality.
da otkriju "ličnost brenda."
12:27
If they could do it for them, surely they could do it for me.
Ako su uspeli sa njima, sigurno to mogu uraditi i za mene.
12:29
(Video) Abigail: You brought your pictures, right?
(Video) Abigejl: Poneli ste svoje slike, zar ne?
12:32
MS: I did. The very first picture
MS: Jesam.
12:34
is a picture of my family.
Prva slika je slika moje porodice.
12:36
A: So tell me a little bit how it relates to your thoughts and feelings about who you are.
A: Reci mi nešto o tome kako je ona povezana sa tvojim mislima i osećanjima o tome ko si ti.
12:38
MS: These are the people who shape the way I look at the world.
MS: Ovo su ljudi koji su oblikovali moj pogled na svet.
12:41
A: Tell me about this world.
A: Reci mi nešto o tom svetu.
12:43
MS: This world? I think your world is the world that you live in --
MS: O ovom svetu? Mislim da je tvoj svet onaj svet u kom živiš -
12:45
like people who are around you, your friends, your family,
ljudi oko tebe, tvoji prijatelji, tvoja porodica,
12:48
the way you live your life, the job you do.
način na koji živiš svoj život, posao koji radiš.
12:51
All those things stemmed and started from one place,
Sve te stvari su proklijale i krenule iz jednog mesta,
12:53
and for me they stemmed and started with my family in West Virginia.
a za mene, one su sve nastale sa mojom porodicom u Zapadnoj Virdžiniji.
12:55
A: What's the next one you want to talk about?
A: Koja je sledeća slika o kojoj želiš da pričaš?
12:58
MS: The next one: This was the best day ever.
MS: Sledeća. Ovo je moj najbolji dan ikada.
13:00
A: How does this relate to your thoughts and feelings about who you are?
A: Kako je ona povezana sa tvojim mislima i osećanjima o tome ko si?
13:02
MS: It's like, who do I want to be?
MS: Ovo je nešto nalik onome što bih želeo da budem.
13:04
I like things that are different.
Volim stvari koje se razlikuju.
13:06
I like things that are weird. I like weird things.
Volim stvari koje su čudne. Volim čudne stvari.
13:08
A: Tell me about the "why" phase -- what does that do for us?
A: Reci mi nešto o "zašto" fazi - šta nam to čini?
13:10
What is the machete? What pupa stage are you in now?
Šta je mačeta? Na kojoj si fazi razvoja sada?
13:12
Why is it important to reboot? What does the red represent?
Zašto je važno restartovati se? Šta predstavlja crveno?
13:14
Tell me a little bit about that part.
Reci mi nešto o ovom delu.
13:17
... A little more about you that is not who you are.
... nešto više o tome što ti nisi.
13:19
What are some other metamorphoses that you've had?
Koje su još neke od metamorfoza kroz koje si prošao?
13:22
... Doesn't have to be fear. What kind of roller coaster are you on?
... ne mora biti strah. Na kojim si drugim ringišpilima?
13:24
MS: EEEEEE! (A: Thank you.) No, thank you.
MS: EEEEEEEEEEEE! (A: Hvala ti.) Ne, hvala tebi.
13:26
A: Thanks for you patience. (MS: Great job.)
A: Hvala ti na strpljenu. (MS: Sjajan posao.)
13:28
A: Yeah. (MS: Thanks a lot.) All right.
A: Da. (MS: Veliko hvala.) U redu.
13:30
MS: Yeah, I don't know what's going to come of this.
MS: Da, nemam pojma šta će ispasti iz ovoga.
13:32
There was a whole lot of crazy going on in there.
Toliko je ludosti koje se upravo odvijaju.
13:34
Lindsay Zaltman: The first thing we saw was this idea
Lindsej Zaltman: Prva stvar koju sam videla u ovoj ideji
13:37
that you had two distinct, but complementary
je da imaš dve različite, ali nadopunjujuće
13:39
sides to your brand personality --
strane tvoje "ličnosti brenda" -
13:41
the Morgan Spurlock brand is a mindful/play brand.
Morgan Sparlok brend je promišljen/razigran brend.
13:44
Those are juxtaposed very nicely together.
Veoma su lepo suprotstavljeni zajedno.
13:47
And I think there's almost a paradox with those.
I u tome skoro pa da ima nekog paradoksa.
13:49
And I think some companies
Mislim da se neke kompanije
13:51
will just focus on one of their strengths or the other
previše fokusiraju samo na neke svoje prednosti
13:53
instead of focusing on both.
umesto da se fokusiraju na obe strane.
13:56
Most companies tend to -- and it's human nature --
Većina kompanija - i to je u ljudskoj prirodi -
13:58
to avoid things that they're not sure of,
teži da izbegne stvari u koje nisu sigurni,
14:01
avoid fear, those elements,
da izbegnu strah, takve elemente,
14:03
and you really embrace those,
a ti ih u stvari prihvataš,
14:05
and you actually turn them into positives for you, and it's a neat thing to see.
i pretvaraš ih u nešto pozitivno za sebe, i to je lepo videti.
14:07
What other brands are like that?
Ima li još takvih brendova?
14:10
The first on here is the classic, Apple.
Pa na prvom mestu je klasik, Apple.
14:12
And you can see here too, Target, Wii,
Ima ih još, Target, Wii,
14:14
Mini from the Mini Coopers, and JetBlue.
Mini Kuper, i JetBlue.
14:17
Now there's playful brands and mindful brands,
Postoje razigrani brendovi i postoje promišljeni brendovi,
14:20
those things that have come and gone,
one stvari koje su došle i otišle,
14:22
but a playful, mindful brand is a pretty powerful thing.
ali razigran i promišljen brend je prilično moćna stvarčica.
14:24
MS: A playful, mindful brand. What is your brand?
MS: Razigran, promišljen brend. Koji je vaš brend?
14:27
If somebody asked you to describe your brand identity, your brand personality,
Ako bi vas neko pitao da opišete identitet svog brenda, njegovu ličnost,
14:29
what would you be?
šta biste rekli?
14:32
Are you an up attribute? Are you something that gets the blood flowing?
Da li ste podizački element? Da li ste vi nešto od čega krv brže struji?
14:34
Or are you more of a down attribute?
Ili ste više spuštački element?
14:37
Are you something that's a little more calm, reserved, conservative?
Da li ste nešto što je više mirno, rezervisano, konzervativno?
14:39
Up attributes are things like being playful,
Podizački elementi su stvari koje su razigrane,
14:42
being fresh like the Fresh Prince,
sveže kao Fresh Prince,
14:45
contemporary, adventurous,
savremene, avanturističke,
14:48
edgy or daring like Errol Flynn,
granične ili hrabre, kao Errol Flynn,
14:50
nimble or agile, profane, domineering,
žustre i hitre, poročne, dominirajuće,
14:52
magical or mystical like Gandalf.
magične ili mistične, kao Gandalf.
14:55
Or are you more of a down attribute?
Ili ste više smirujući element?
14:57
Are you mindful, sophisticated like 007?
Da li ste promišljeni, prefinjeni kao 007?
14:59
Are you established, traditional, nurturing, protective,
Da li ste utemeljeni, tradicionalni, negujući, zaštitnički,
15:01
empathetic like the Oprah?
puni razumevanja kao Opra?
15:04
Are you reliable, stable, familiar,
Da li ste pouzdani, stabilni, pristupačni,
15:06
safe, secure, sacred,
sigurni, bezbedni, sveti,
15:08
contemplative or wise
promišljeni ili mudri
15:10
like the Dalai Lama or Yoda?
kao Dalaj Lama ili Yoda?
15:12
Over the course of this film,
Tokom pravljenja ovog filma,
15:14
we had 500-plus companies
imali smo više od 500 kompanija
15:17
who were up and down companies
koje su bile raznovrsne kompanije
15:19
saying, "no," they didn't want any part of this project.
i govorili su "ne", nisu želeli da budu deo ovog projekta.
15:21
They wanted nothing to do with this film, mainly because they would have no control,
Nisu želeli da imaju ništa sa ovim filmom, uglavnom stoga što ne bi imali nikakvu kontrolu,
15:23
they would have no control over the final product.
nikakvu kontrolu nad konačnim proizvodom.
15:26
But we did get 17 brand partners
Ali uspeli smo da dobijemo 17 brendova za partnere
15:28
who were willing to relinquish that control,
koji su bili spremni da se odreknu ove kontrole,
15:30
who wanted to be in business
koji su želeli da posluju
15:32
with someone as mindful and as playful as myself
sa nekim koje je ovoliko promišljen i razigran kao što sam ja,
15:34
and who ultimately empowered us to tell stories
i koji su nam omogućili da pričamo priče
15:37
that normally we wouldn't be able to tell --
koje inače ne bi mogli da ispričamo -
15:39
stories that an advertiser would normally never get behind.
priče koje inače ne bi stigle dalje od onoga ko se bavi reklamiranjem.
15:42
They enabled us to tell the story about neuromarketing,
Omogućili su nam da ispričamo priču o neuro-marketingu,
15:45
as we got into telling the story in this film
i tako smo u ovom filmu mogli da ispričamo priču
15:48
about how now they're using MRI's
o tome kako koriste magnetnu rezonancu
15:50
to target the desire centers of your brain
da naciljaju centre za želju u vašem mozgu
15:52
for both commercials as well as movie marketing.
za reklame, a takođe i za reklamiranje filmova.
15:54
We went to San Paulo where they have banned outdoor advertising.
Otišli smo u Sao Paolo koji je zabranio reklamiranje na otvorenom.
15:57
In the entire city for the past five years,
U celom gradu u proteklih pet godina,
16:00
there's no billboards, there's no posters, there's no flyers, nothing.
nema nijednog bilborda, plaklata, nema flajera, ničega.
16:02
(Applause)
(aplauz)
16:05
And we went to school districts
I otišli smo u škole
16:07
where now companies are making their way
gde nove kompanije prave svoje puteve
16:09
into cash-strapped schools all across America.
u škole zavisne od novca po celoj Americi.
16:11
What's incredible for me is the projects that I've gotten the most feedback out of,
Ono što mi je neverovatno u ovom projektu je da sam najviše odgovora dobio
16:14
or I've had the most success in,
ili sam najviše uspeha imao
16:17
are ones where I've interacted with things directly.
sa onima sa kojima sam komunicirao direktno.
16:19
And that's what these brands did.
I to je ono što su ovi brendovi učinili.
16:21
They cut out the middleman, they cut out their agencies
izbegli su posrednika, preskočili su svoje agencije
16:23
and said, "Maybe these agencies
i rekli su da možda te agencije nemaju
16:25
don't have my best interest in mind.
njihove interese na umu.
16:27
I'm going to deal directly with the artist.
Radiću direktno sa umetnikom.
16:29
I'm going to work with him to create something different,
Radiću sa njim i stvorićemo nešto drugačije,
16:31
something that's going to get people thinking,
nešto što će ljude naterati da razmišljaju,
16:33
that's going to challenge the way we look at the world."
što će ih naterati da preispitaju način na koji vide svet oko sebe.
16:35
And how has that been for them? Has it been successful?
I kako su prošli? Da li je to bilo uspešno?
16:37
Well, since the film premiered at the Sundance Film Festival, let's take a look.
Pa, od kako je film premijerno prikazan na Sandens festivalu, pogledajmo.
16:39
According to Burrelles, the movie premiered in January,
Prema Barels-u, od kako je film imao premijeru u januaru -
16:42
and since then -- and this isn't even the whole thing --
i ovo uopšte nije sve -
16:45
we've had 900 million media impressions for this film.
imali smo 900 miliona medijskih pojavljivanja.
16:47
That's literally covering just like a two and a half-week period.
Ovo je samo u okviru perioda od dve i po nedelje.
16:50
That's only online -- no print, no TV.
I to samo onlajn - bez štampe, bez televizije.
16:52
The film hasn't even been distributed yet.
Film uopšte nije stigao do distribucije.
16:54
It's not even online. It's not even streaming.
Čak nije ni onlajn. Nema striminga.
16:56
It's not even been out into other foreign countries yet.
I nije se pojavio u drugim zemljama.
16:58
So ultimately,
Sve u svemu,
17:01
this film has already started to gain a lot of momentum.
ovaj film se počeo da pokreće veliku priču.
17:03
And not bad for a project that almost every ad agency we talked to
To nije loše za film za koji su skoro sve marketing agencije sa kojima smo pričali
17:06
advised their clients not to take part.
savetovale svoje klijete da ga se klone.
17:09
What I always believe
Ono u šta ću uvek verovati je da
17:11
is that if you take chances, if you take risks,
ako prihvataš šansu, ako rizikuješ,
17:13
that in those risks will come opportunity.
u tom riziku postoji prilika.
17:15
I believe that when you push people away from that,
Verujem da ako odvojite ljude od toga,
17:18
you're pushing them more towards failure.
gurate ih prema neuspehu.
17:20
I believe that when you train your employees to be risk averse,
Verujem u to da ako vežbate svoje zaposlene da izbegavaju rizike,
17:22
then you're preparing your whole company
onda pripremate celu svoju kompaniju
17:25
to be reward challenged.
da ne prihvataju nagradu.
17:27
I feel like that what has to happen moving forward
Čini mi se da ono što se mora dogoditi da bi napredovali
17:29
is we need to encourage people to take risks.
je da moramo ohrabriti ljude da rizikuju.
17:31
We need to encourage people to not be afraid
Moramo da ohrabrimo ljude da se ne plaše
17:34
of opportunities that may scare them.
prilika koje ih mogu uplašiti.
17:36
Ultimately, moving forward,
Konačno, za napredak
17:38
I think we have to embrace fear.
mislim da moramo prigrliti strah.
17:40
We've got to put that bear in a cage.
Moramo da stavimo ovog medveda u kavez.
17:42
(Laughter)
(smeh)
17:44
Embrace fear. Embrace risk.
Prigrlite strah. Prigrlite rizik.
17:51
One big spoonful at a time, we have to embrace risk.
Malo po malo, moramo da prigrlimo rizik.
17:54
And ultimately, we have to embrace transparency.
I konačno, moramo da prigrlimo transparentnost.
17:57
Today, more than ever,
Danas, više nego ikada,
18:01
a little honesty is going to go a long way.
malo iskrenosti će vas odvesti daleko.
18:03
And that being said, through honesty and transparency,
Imajući ovo na umu, kroz iskrenost i transparentnost,
18:05
my entire talk, "Embrace Transparency,"
cela moja priča "Prigrlite transparentnost"
18:08
has been brought to you
vam je omogućena
18:11
by my good friends at EMC,
zahvaljujući mojim dobrim prijateljima u EMC,
18:13
who for $7,100
koji su za $7,100
18:16
bought the naming rights on eBay.
na Ebay-u kupili pravo pojavljivanja
18:18
(Applause)
(aplauz)
18:20
EMC: Turning big data
EMC: Pretvaramo velike podatke
18:29
into big opportunity
u velike prilike
18:32
for organizations all over the world.
za organizacije širom sveta.
18:34
EMC presents: "Embrace Transparency."
EMC vam predstavlja "Prigrlite transparentnost"
18:36
Thank you very much, guys.
Veliko vam hvala.
18:39
(Applause)
(aplauz)
18:41
June Cohen: So, Morgan,
Džun Koen: Dakle,
18:54
in the name of transparency,
u ime transparentnosti,
18:57
what exactly happened to that $7,100?
šta se tačno dogodilo sa tih $7,100?
18:59
MS: That is a fantastic question.
MS: To je fenomenalno pitanje.
19:01
I have in my pocket a check
Imam u džepu ček
19:04
made out to the parent organization to the TED organization,
na osnivača TED organizacije,
19:07
the Sapling Foundation --
Sapling fondaciju,
19:09
a check for $7,100
ček na $7,100
19:11
to be applied toward my attendance for next year's TED.
koji će biti primenjen na moje učestvovanje na TEDu sledeće godine.
19:13
(Laughter)
(smeh)
19:16
(Applause)
(aplauz)
19:18
Translated by Dejan Dojčinović
Reviewed by Radica Stojanovic

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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