Playing with Approachability

An article posted today by AdAge talked about how the LPGA is launching its first ever brand campaign to gain more fans. With sponsors pulling out and viewership down, the women's golf organization needs a major boost.

They've picked a theme of "approachability," highlighting how these women are great golfers because of their accessibility to fans. Take a look at the spot below, which features a unique autograph experience with Natalie Gulbis.

My reaction: Really? That is supposed to get me to watch the LPGA? Why aren't they highlighting how badass these women are at golf? Sweetness isn't exciting when it comes to sports. I think it's especially important to emphasize their athletic skill because they are women. It's pretty safe to say that women are traditionally expected to take on the characteristics of warm, motherly and approachable and less expected to be incredible athletes. So why not bring the unexpected and focus on what they're really good at - golf?

Ok, the campaign aside, this is also an exposure issue. Most people simply aren't exposed to women's golf. According to the AdAge article, "of the 94 official rounds of golf played on the LPGA Tour in 2010, 38 were shown on tape delay and 11 rounds had no live TV coverage at all." That means over half of the rounds had no live coverage; instead, they were played at random times at night. Who watches golf at night? No one. It's a Sunday afternoon, chill on the couch with your family, kind of viewing experience. This statistic tells me that the potential for a strong fan base isn't necessarily impossible, they just haven't been tapped into yet.

Has LPGA ever even been given a shot to establish and prove its popularity? I don't think so.

#notsexy

I rarely look at my trends column on twitter, but for some reason today's caught my eye because in it was #notsexy #verysexy and #thatssexy. I was curious so I clicked first on #notsexy. Here's the examples of what I saw:

So then I clicked on #verysexy. It showed a lot of woman shouting out what they find sexy in guy. Interesting. As for the last trend: #thatssexy, this one has a mix of everyone throwing out what they find attractive.

So my curiosity drove me to try and figure out where this trend came from. I was unsuccessful but I did find an interesting article from The Independent that gave a little more information about the trend.

But again, where does this trend come from? And how come #notsexy and #verysexy have such opposite genders reacting so differently? It's interesting to see how the chance to point out the negative was scooped up by the male population of twitter, and how the positive the female. Maybe I should start paying more attention to trends on twitter.

Inspired by Tamara de Lempicka

I first saw Tamara de Lempicka's artwork at a club in Dublin and immediately fell in love. Unfortunately, there was so signature at the bottom of the print, and none of the staff knew where it came from. I saw her again at Cuff's in Boston's Back Bay Hotel, but once again there was no signature on the painting. Somehow I managed to search through enough "art deco" before I rediscovered her!

Lempicka glorified females in her work by nearly always painting the "provocative woman." She was also openly bisexual in the 1920s, which was rather scandalous for that time. I'm inspired by her because she was able to fearlessly expressed herself both personally and professionally. I think that's something we can all learn from.

Poker Face

I love these portraits by a New Orleanian artist Hayley Gaberlavage.

(Reposted from The Love List)

Express yourself

Yes, you are completely right, T. In October, I said "I love you" for the first time, and I was the first to say it. I think it's important to express yourself openly in a relationship, just like it's important to express yourself in a work setting. If you don't say what you believe, then know one will ever know it. Neither your boss nor your boyfriend are mind readers. So open up and express yourself ladies!

Attention Please!

Alright, so this post relates back to Gaga, but also to something a friend said to me today. She said "I love him, but I think he should say it first, you know". No I don't know. I also don't think he knows.

When Lady Gaga dresses up and does a show she is screaming for attention. She is calling out for everyone to stop what they are doing and check out her act. It works. It is so over the top, bazaar, and like K said, art directed. People take note, they look and wonder "what is she up to?".

How does this relate back to what my friend said? Men, well not just men, people in general are not mind readers. Gaga's act may be extreme but it gets people's attention. If you want to know if someone loves you back, say it first. If you are in an office scenario and you want something, it takes an act, it takes a move. Want to get promoted? You need to work hard, be your best, possibly kiss a little ass, maybe directly ask. Either way, whatever you do, it's an act.

Well friend, get him when he's looking, have his undivided attention, and let him know how you feel. Tell him you love him.

Lady Gaga and the Art of Fame

T and I talked about the issue of sex in advertising and pop culture the other night. We came to the conclusion that a lot of the issue has to do with who's behind the sex. In terms of music, is it the producer or the artist? T had a good point. She said to look at Lady Gaga. She is clearly the one behind her wacky/contraversial stunts. That's what makes it genuine and intersting. I was fascinated to hear her speak on 60 minutes last night and see how strategic she is about her career.

She talked on the sociology of fame and how so many people fail at it. As the "art director" of her life, she uses her costumes and strong political statements as a way to distract people from the things she'd rather keep private. She's full-disclosure and honest on so many topics, that it keeps her hungry "monsters" and the paparazzi under her control. Every public appearance she makes is calculated and purposeful, making her even more than a performance artist. She's a phenomenal business woman. She's the director of her own life and career.

After seeing her speak, I realized she's an amazing inspiration for all career women. Her philosophy is sort of the basis of this entire blog. We're trying to successfully art direct our lives in order to get ahead in advertising.

We actively direct our colleagues and bosses to see what we want them to see. In the past, I've dropped into conversation that I was going to different networking events or that I was asked to speak at another agency. Why not let your boss know that you're not a commodity? Why not let him know that you're well connected in town? As long as you stay honest and tasteful, it's both acceptable and helpful to your career.

How do you direct people's perceptions of you in the office?