Pushing for cool.

Seems every time OK Go comes out with a new video I have to post about it.

What does this have to do with advertising? As I’ve written before, OK Go does a great job of surprising the viewer. That’s what great advertising does. We say “That was cool.” What we mean was, “That surprised me.”

The band could have made this entire video about those Honda Uni-Cub scooters, and it would have been been pretty cool.

And that’s where a lot of advertising creatives stop. We come up with one idea and say, “Cool. Let’s do it.”

But what OK Go did was say, “Cool. And then what?”

We take them outside the studio and ride around.

“Cool. And then what?”

We have a bunch of Japanese girls come dance around us.

“Cool. And then what?”

We film this with a drone to get a bird’s eye view of us and the Japanese girls.

“Very cool. And then what?”

We make patterns that can only be seen from the drone’s eye view.

“Cool. And then what?”

We incorporate umbrellas opening and closing to add some color.

“Cool. And then what?”

We use the umbrella’s as pixels and create patterns only the drone could see.

“Very cool. And then what?”

Let’s not just create patterns. Let’s create images. And even text.

They could have just stopped at “Let’s ride around on Honda Uni-Cub scooters.”

And that’s where most of us stop creatively.

But there’s always more we can do.

Don’t stop too early.

You’ve got to push for cool.

(On a side note, I just did my first shoot with a drone. Loved it. Shout out to Charlie Kaye, our drone pilot.)