10 More Things// Salaryman, Top 2024 Campaigns & Snoopy
In this edition: a documentary on the Tokyo salaryman sub-culture, the top 50 campaigns of 2024 and some wise words from Charles M Schulz
Welcome to 2025! Hope you had a nice break and got all the presents you wanted. You’ll be pleased to know I stayed up to date with all the newsletters I read with enough content for 2 newsletters already saved. Here’s part 1 of what I saw over the Christmas break…
The good stuff
Salaryman. A documentary (on Amazon Prime) looking at a unique sub-culture in Tokyo: the salaryman. Dressing in identical suits they regularly spend their evenings getting absolutely wasted with their boss, just about getting their last train home or - if they miss the train - sleeping on the street. It’s like media in the 90s but everyone works in it.
The awful case of Matsuri Takahashi, who killed herself after overwork at Dentsu, is brought up. The documentary does a good job of adding context around the overwork, wrapped in the cultural context.
Pandemic lockdowns seems to have ended this sub-culture. Good news for the salaryman’s livers, mental health, physical health, self-worth, free-time, partners and kids.
Key AI Updates. Easy to read summary of the latest in AI.
Gen3 models now ‘think’ before they answer making them better reasoners than previous models. Expect more thoughtful, novel and clearer answers.
New developments mean AI can now analyse live video and voice at the same time - meaning AI will become more like a companion than a chatbot.
AI video has gone from terrible to really good. There’s a great video that demonstrates this in the actual link. If it doesn’t impress you yet, in 6 months it will be really really good and in 12 months it will be really really really good. Maybe then you’ll be impressed.
How the Michelin Guide Makes Money. Everyone knows that Michelin tires started the Michelin guide… but I had this thought the other day ‘how do they actually make money?’ It turns out - they’re STILL owned and operated by Michelin! But how does it make money? It doesn’t. It loses about $24m per year - justified as a marketing tool for Michelin, despite the fact there’s NO association between Michelin tires and Michelin guide. Surely this is the most wasted marketing opportunity on the planet.
The Most Watched Netflix Show on Boxing Day? I’ll give you a clue - it’s probably the most cheaply produced content in the history of TV/streaming.
Great work
Top 50 campaigns of 2024. A reminder of all the great work that happened in 2024. Great seeing some OOH media ideas on the list for Dorito’s, Sky Sports, LEGO and Waitrose.
Paramount Plus GOAT. A fantastic ad that hasn’t had much attention. It’s funny, charming, impactful and lands what content they have.
Kellogg’s See You In The Morning. Unsure on this one. It looks as good as the KFC ad it was inspired by but will this persuade anyone to pick Kellogg’s over their competitors... Cereal has massively climbed in price recently - special K is £4! This ad should have been a compelling case for Kellogg’s over supermarket own brand. Maybe I’ll be proven wrong by the sales.
Pick N Mix
How Charles M Schulz created Charlie Brown and Snoopy. One of those videos you don’t search for but you’re glad was suggested. An eloquent insight into a creative geniuses work and mindset: knowing your limitations, knowing your place and pride in what’s important.
Cloud Spotting. A delightful little website where you draw what you see in the clouds.
Snowflake Maker. Design your own paper snowflake. The ice crystal not the millennial insult.
Peace out ✌️
Alex