February 28, 2025 • 36 mins
It’s been a busy week on and offline: From Gen Z collectively losing it over the death of an angler fish, to landline phones making a comeback, we’re not sure if we’re okay. In this episode we also dive into Canada’s huge win at the 4 Nations Face-Off, IKEA’s creative social media campaign, and key moments from the SAG awards.
More from us:
- Mitzi Payne @mmmitzi
- Mike Payne @mmmiiike
Timestamps:
- 01:00 – The 4 Nations Face-Off and Canada’s big win.
- 07:00 – Mike was right about this year’s Super Bowl ads. Also, why were there so many celebrities in random ads?
- 11:40 – Thing 1: Gen Z is losing it over the lone angler fish that swam up to the surface of the ocean.
- 18:45 – Thing 2: Landline phones are back and kids are loving it.
- 25:25 – Thing 3: IKEA is sliding into the DMs. U Up?
- 31:00 – Some key moments from the SAG awards.
Show notes:
- The SCAN 👀 CLUB 2025 Trend Report: https://scanclub.substack.com/p/what-digital-audiences-want-in-2025
Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike).
For more from Arcade, follow us on Instagram and TikTok @helloarcade. https://www.arcadearcade.ca/
Production by Morgan Berna, editing by Oliver Banyard.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Wow, rolling on everything, we're here again.
I know you ready, I think soGet into some big things.
Let's freaking do it All right.
Welcome to Big Things.
I'm Mitzi.
This is Mike.
Speaker 2 (00:15):
And this is our show where we talk about all the
things we're watching inmarketing, social media, pop
culture and sports and we coverthe signals that we're seeing
that could influence the futureof digital marketing.
Speaker 1 (00:26):
Today we're going to be talking about three big
things.
The first one is we're going totake a moment for our angler
fish Angler.
Speaker 2 (00:32):
Angler.
Speaker 1 (00:33):
Angler.
Speaker 2 (00:34):
It's actually a humpback angler fish.
Speaker 1 (00:37):
Yes, our friend angler fish, and also we're
going to talk about landlines.
They're making a comeback andhere's we Think we Know why.
And Ikea slid into DMs afterhours and we'll talk about their
campaign.
Speaker 2 (00:52):
Very interesting.
First, before we get intoanything, we got to talk about
Canada versus USA, and I'm nottalking about the 51st state
Talking about hockey baby.
Speaker 1 (01:01):
Yeah, I have never been so invested in a hockey
game.
Speaker 2 (01:05):
Yeah.
Speaker 1 (01:05):
I was like, if we lose, like we might get invaded,
Like I felt like ourindependence as a country was on
the line and I was very happythat we won.
Speaker 2 (01:15):
Yes, hockey is just intense like very few other
sports.
I don't really watch it duringthe regular season of the NHL,
but I've mentioned to you acouple of times that I feel like
NHL playoffs are like some ofthe best playoffs out there, and
I think it's because it's likeso grueling, so intense.
But it could change at the dropof a puck, for lack of better
(01:38):
words like any moment thingscould change, and that's how
this game felt the whole time.
We we went up one goal first,felt like we had some momentum,
but then they scored two.
We were down, we were down formost of the game, finally tied
it up in the third and then, ofcourse, it had to go to overtime
yeah, I'm pretty sure.
I think it was 2010 when we uslast played canada and can won
(02:03):
In the Olympics.
Yeah, I think it was theOlympics and it was 2-2 and it
went to overtime and Canada won.
So it's like a repeat.
Speaker 1 (02:12):
I remember watching that game because it was the
Olympics were in Vancouver and Ilived in Vancouver and there
was all these like outdoorviewings of like the hockey
games and I went to one like oneof the biggest ones, because it
was like canada versus us forgold medal and it was like this
huge, like space.
It was kind of downtown.
They like closed all thesestreets and they had this like
(02:34):
huge, huge, huge screen andthere's like thousands of people
there and it was so fun.
It was such a good vibe.
Everyone was like raiding thestreets in a good way.
I know we've done it in a badway, but they were in a good way
in Vancouver and it was such agood vibe.
This is not the exact sameviewing experience for me at
least but it was really fun.
(02:56):
I was really happy to see itand I can see why people get
really into hockey, because Ifeel like you really have to pay
attention like the puck is sosmall on the ice like I kept
losing it.
I was like I might need likespecial glasses to watch this
game or something, because it'shard to keep track of.
Speaker 2 (03:11):
Yeah you gotta really zone in.
Speaker 1 (03:13):
I can see why it's kind of meditative you just
focus on one thing yeah, forsure, clear your mind and just
find the puck literally that'sall I was trying to do.
It goes so fast.
But yeah, it was.
It was fun to watch the game.
Speaker 2 (03:25):
It was also really stressful yeah, it was fun to
watch, especially because, as anOilers fan, mcdavid got the the
game winner, which wasredemptive because he seemed
like fairly non-existent for thewhole game up until that point,
but also as an Oilers fan, Ihave to say it it just showed me
the value of having a greatgoalie because, that's like the
(03:46):
Oilers made it to game seven ofthe Stanley Cup finals last year
.
They lost, but a big part of ourstruggle to to like get it all
the way it has been goaltendingbut it's so hard because
goaltending is such a thanklesslike role and is so critical.
Speaker 1 (04:02):
It's like it's like kickers in the NFL like they're
they have one job and if theythey can do it right a hundred
times and that's what's expected, but they do it wrong once and
everyone comes for them like.
I feel like goalies are thesame way.
Speaker 2 (04:17):
They're like stopping that puck, like constantly, and
then if they let it in once, itlike sucks well, if they let it
in once, that's one thing, butif they let in five goals in the
playoffs in a game you knowlike, that's not the kind of
performance you're looking for.
Speaker 1 (04:31):
They probably saved like 20, you know?
Speaker 2 (04:33):
Yeah, for sure.
Speaker 1 (04:34):
So it's a tough job.
I always feel so bad for thegoalies.
Speaker 2 (04:37):
Yeah, but I don't know.
Speaker 1 (04:45):
I feel like Oilers fans have been patient with our
goaltender and now it's time toto upgrade if we're really
serious about getting that cup.
Yeah, I'm new to nf, to nhl,but one thing I did appreciate
during the um like the seriesfour nation series, I think is
they during the game.
It might have been during likeone of the breaks or something,
but they interviewed mcdavid'swife and I only recognized her
because of they like I don'teven know who she is, but she
(05:09):
and they were like in the sideof like the ice rink, like right
before the boards, and shelooked very focused and kind of
like half paying attention theinterview and I could see what
they were trying to do.
They were trying to like dosomething with the wags, so I
appreciated that yeah, like gether on the screen a little bit.
Speaker 2 (05:25):
She was on ad like open door with Connor when they
toured their mansion in Edmontonyeah, yeah maybe that's why you
recognized her yeah, it was, itwas cool, it was cool well, we
don't have to go through theprocess of you picking a team,
because you're justgrandfathered in to be an Oilers
fan yeah, I think I'll have.
I have no choice yeah, but todo that which is fine.
It's in my family and it's inyour family.
(05:46):
Gotta carry the torch.
Speaker 1 (05:48):
It's in my family so deeply because it was one of my
parents' first Canadianexperiences ever.
Speaker 2 (05:54):
Yes.
Speaker 1 (05:54):
So they immigrated to Canada the same year I was born
.
I was born like four monthslater, and that was the year
that they won the Stanley cupwith Wayne Gretzky.
Speaker 2 (06:03):
I didn't realize that .
Speaker 1 (06:04):
Yeah, and so there was a parade and my parents were
like let's go to this paradeand it was like hockey was like
the first kind of likeexperience my parents had about
Canada and of course it was apositive one.
And then they won anotherStanley Cup around the same time
.
So I feel like Oilersspecifically, and hockey is a
big part of my parents Canadiancultural experience.
(06:28):
So it feels I feel I'm coolwith like keeping that I'm not
interested in shopping aroundother teams.
That might be the onlyallegiance I have to any sport,
to any team.
Speaker 2 (06:41):
Wow in hockey, let's go.
We need to go to a playoff gamethis year.
Speaker 1 (06:47):
Oh sure.
Speaker 2 (06:47):
Let's get it Okay.
Um, before we move on fromsports, I have to do a little
victory lap.
Um, because last episode Italked a little bit about, um,
how I felt like this year adperformance would likely be down
.
Thank you to Morgan forpointing out this article where
finally we have some data,because I didn't have that last
week.
I was just kind of speculating,but it was true.
(07:09):
Um, it was a bad game for adsand I have some, if I can
decipher my bullet points here.
Um, yeah, so I had kind ofassumed, since it was a
combination of two less likableteams.
In my opinion, uh, it was ablowout and there was also a
less entertaining halftime show,although it was a good show and
(07:31):
kendrick lamar is a greatartist, just to put it out there
, to everybody.
It was less entertaining thanwhat we're used to seeing, um,
but I would say it's not justthe superbowl's fault, I think,
especially given that, uh, thisyear was a was still a record
breaking viewership year forbroadcast.
I also had mentioned and I holdto this, especially after some
(07:51):
of the data I've seen that itfelt like there was just way too
many celebrities, just for theheck of it in these commercials
and they didn't necessarily addvalue in a lot of them and it
was just kind of confusing LikeCatherine O'Hara and Willem
Dafoe were in the Michelob Ultracommercial.
I feel like that's just such aweird match, like they would
(08:12):
never drink Michelob Ultra.
Speaker 1 (08:13):
So why are they?
Speaker 2 (08:14):
in this commercial.
Speaker 1 (08:15):
Totally, although I like both of them yeah.
Speaker 2 (08:17):
All that to say.
Average unaided awareness,which is when people can name a
brand or commercial withoutbeing given a list, was down
from 10% last year to 8.5% thisyear, which sounds like a small
change.
But when you're talking aboutthe average overall, all
impressions, all commercialsacross the Super Bowl, that's a
(08:38):
big swing.
And one of the bigger shiftswas specifically with Duncan,
who was at 22% last year.
You know they had thecommercial with Ben Affleck and
Tom Brady, and was it Matt Damon?
Speaker 1 (08:51):
I think so.
Yeah, it was fun.
Speaker 2 (08:53):
I think we talked about it last year on tea for
lunch, but um, they were downfrom 20%, 22% last year to 9.5%
this year.
Speaker 1 (09:02):
So that was a big swing last year to 9.5% this
year.
Speaker 2 (09:08):
So that was a big swing, duncan.
Another data point aside fromunaided awareness, it's called
proper attribution, which iswhen people can recall a brand
by being told the premise of thecommercial or the celebrity
endorser.
That was down even moresignificantly, where it was 44%
last year and this year it was22%.
So I feel like that reallymakes my point about how, like
the celebrities were just therefor the for the sake of being
(09:29):
there and didn't actually addvalue or recall to the
commercials.
Speaker 1 (09:32):
Interesting.
Speaker 2 (09:33):
That's all I have to say about that.
Speaker 1 (09:35):
Yeah, duncan, that's surprising Cause I actually like
what they do during theirSuperbowl commercials, but it's
true, like I don't even remember, I didn't.
I don't even know if I watchedthis year, cause like it wasn't
viral.
Um, they should have hadSabrina Carpenter and Ben
Affleck, of course, causeSabrina just had to collab with
them.
They had like an espresso drinkof some sort.
(09:56):
It was like short and sweet,which is the title of her album.
So I would have loved to seesomething like that.
Speaker 2 (10:02):
But yeah, the and, it's to be fair, it's not always
a reflection of the commercialitself.
Like um, I don't have it infront of me, but I know a couple
of the ones that did well thisyear were specifically in the
first half of the Super Bowl,and like half a dozen of the
ones that significantlyregressed which I think included
Duncan were in the second halfof the Super Bowl.
Speaker 1 (10:24):
Yeah, which is such a gamble because, like it's,
either the NFL is going to rigthe game to make sure it's a
good game, well, truly, in orderto make the most of like these
advertisers, like this is a bigbusiness they're paying what?
$8 million per 30 seconds Right.
So like it's so random, it'ssuch a toss up.
Either they have to rig thegame to have that second half of
(10:47):
advertisers like get a bang fortheir buck, or they just kind
of let the chips fall where theymay and then sometimes that
means that, like, advertisersdon't get as much for what they
paid for.
Speaker 2 (10:56):
It is a big gamble, Like even last year to this year
.
Last year the game went toovertime and the.
Chiefs won by three.
Yeah, and then no one wasturning it off so like everyone
was on the edge of their seatsright till the end and it had a
better halftime show in terms oflike mass appeal entertainment.
Yes, um, and then this year thegame was decided in the first
(11:17):
half.
There was some points scored inthe second half, but it was
over.
So everyone, I think, was justkind of like their attention was
diverted from the screen.
It was more about what wasgoing on with their friends and
stuff like that Interesting.
Speaker 1 (11:30):
Well, hopefully next year will be a better one for
all the real football fans.
Speaker 2 (11:34):
Let us pray.
Do you want to get into thingone San?
Speaker 1 (11:37):
Francisco.
Okay, yeah, let's talk aboutthing one.
So Gen Z is losing it over thelone angler fish.
That's a top word for me toread is losing it over the lone
anglerfish?
Speaker 2 (11:46):
That's a tough word for me to read.
It's also known as a sea devil,if that's easier for you to say
Sea devil, fish yeah.
Speaker 1 (11:58):
So usually found.
6,500 feet under sea, a rareblack sea devil was filmed by
marine researchers swimmingtowards the water's surface.
A shark conservation NGO calledthe black razor tooth creature,
a legendary fish that few willever have the privilege of
observing alive.
Tragically, the fish died justhours after being spotted,
making its final swim all morepoetic.
This scientific discovery hassince spread across social media
(12:20):
and sparked an emotionaloutpouring that I've never seen
before.
Well, like, okay, I'm going toread some of the TikToks and
comments.
Like, some TikTokers arespeculating as to why the fish
was so far from home.
Was she sick?
Was she scared?
Was it a bet?
Or was she just lonely, likemost of us and have nothing left
(12:41):
to lose?
Was it grief?
And it's the bravest thing I'veever seen?
Okay, so I did a poll at theoffice because this is not my
type of content.
Like I am not an empath towardsanimals, although I do have
some exceptions.
Like I'm not I'm not like asavage.
Like I do feel something when Isee like a dog being adopted or
(13:03):
those videos where, throughlove and care, it's like brought
back to life.
Like that stuff really gets me.
Speaker 2 (13:13):
But you hate frogs.
You literally cannot withmonkeys.
Speaker 1 (13:16):
No, and this is not for me, the angler sea devil
fish.
That is not my cup of tea, butI did a poll at the office and
some people really did have anemotional connection with this
fish.
I wanted to read some of thecomments that I saw on some of
the TikToks because it'sinteresting.
One person said I have spent mywhole life carrying a light.
(13:38):
No one could follow, so for myfinal day I chose to chase one I
never made.
So people are like, really Icould cry what?
so they're like.
These are comments that theylike are saying on behalf of
this.
Speaker 2 (13:53):
Yeah, it's like caption the video.
Yes, exactly.
Speaker 1 (13:55):
So, born in the darkness, died in the light.
What if she was lonely and swamto the lake thinking it was
another angler fish?
Speaker 2 (14:04):
No.
Speaker 1 (14:07):
Did you swim up here to die?
No, I swam up here to live.
Come on, I want a Pixar of hernow, and this last one really
got me.
I'm so proud of her.
We're not okay.
We are not emotionally well.
Speaker 2 (14:31):
I'm just trying to unpack why this is a a like pop
culture moment.
Speaker 1 (14:35):
You know like why, yeah, you're trying to
psychoanalyze it well, I just,yeah, I'm curious like what does
it say about?
Speaker 2 (14:41):
I think it's partly because it's funny yeah but also
partly, maybe, because the fishis like quite ugly yeah and
it's like ugly in almost a cuteway well, like people are there.
Speaker 1 (14:54):
I've seen some videos like rarely are these like
reactions happening to a videoof the actual fish.
It's like people areillustrating the fish and like
making little characters of thefish and like in those ones.
It's cute.
It has like a little light, likeyeah, like I would expect the
marine biologist community to belosing their mind over this but
, it's just funny that it's likea tiktok viral sensation yeah,
(15:15):
I wonder if it's like catharticfor some of us like we can't
need a distraction relate tothis fish.
Right, like, really it's last.
Like we're ugly, we're mostcomfortable in the dark coming
out of winter spring is exposingeverything.
Speaker 2 (15:30):
Yeah, actually I need to be honest and I feel like
this for me, aside from like thecute, like fun shared moment
that we're all having, I feellike this is the beginning of a
scary movie, you know, like inwhat way like this tiktok?
no like this angler fish beingspotted outside of its natural
habitat like you know whenthere's like apocalyptic movies
(15:52):
and it's like something happensand everyone perceives it a
certain way and it's like cuteor endearing or exciting.
Or you see this like strangeanimal on a dark path and you're
like, oh wow, it's lost and yougo up to it and it kills you,
you like that kind of vibe.
I feel like it's kind of ominouslike that, where, oh, this is a
one-off right now and we're alllike, oh, it's so cute and it
(16:13):
died and we're sad, but thenwhat's going to happen next?
Like three days from now, isthere going to be this like
gigantic eel that's only everseen in the dark, and now it's
out there and it actually likesquished a boat Right.
And then next we're going tosee some like gigantic crocodile
or some like weird small likesea monkey.
Speaker 1 (16:37):
That's just gonna like cause mass confusion, you
know?
And what does that ladder up tolike?
Are the, the creatures of thedeep sea, coming to the surface
because of something moresinister happening underneath?
Speaker 2 (16:47):
yeah, it's like the glaciers are melting and like
climate change caused godzillato reawaken, and now we're dead.
Speaker 1 (16:53):
I could see it.
Speaker 2 (16:55):
I mean I'm worried.
Speaker 1 (16:57):
I mean, I hope that's not the case.
I hope it ends at this likeugly ass.
Just a one off, just a heartheartfelt moment across the
universe, yeah no, this fish isso ugly, I do not get it, I
don't see how we saw one ofthese in Finding Nemo, did we
not?
Yes, there is one in findingNemo, Cool, Um, but yeah, I just
this is.
I don't understand this and Ifeel for our generation of
(17:21):
people who are like havingemotional reactions to this.
Speaker 2 (17:24):
Yeah.
Speaker 1 (17:25):
But you know, to each their own.
Some people like to go onwellness retreats in the jungle
and some people need to cry overugly angular fish and that in
the jungle, and some people needto cry over ugly angular fish,
and that's the way life goes.
Yeah, let the chips fall forthe safety of our beds.
Speaker 2 (17:39):
We can see it through our phones, through our small
screens yeah yeah, so that was amoment.
Speaker 1 (17:45):
We're not okay hopefully it doesn't escalate
from there.
Speaker 2 (17:48):
I thought it was like kind of cool looking.
It was pretty crazy that it wasalive.
I just kind of want to know thebackstory, like was it running
from a predator?
Was it just like kind of coollooking?
It was pretty crazy that it wasalive.
I just kind of want to know thebackstory, like, was it running
from a predator?
Was it just like oh, this wateris kind of warm, do you have?
Speaker 1 (17:59):
empathy for the fish, mm-hmm, okay.
Speaker 2 (18:02):
In this like isolated experience or this isolated
moment, I have empathy.
Speaker 1 (18:08):
Right.
One thing that sucks, now thatI've engaged with all this
content for research purposes,is my algorithm you're in the
national geo algorithm yes, Ihave so much fish content
specifically, and I have whalecontent like the big, like orcas
doing their thing, which is awhole other tangent that we
could take here yeah, just makesure you stay on the national
(18:30):
geographic side and like stayaway from the nature is metal
side, because that's going tomess you up.
Nature is metal.
Speaker 2 (18:36):
Yeah.
Speaker 1 (18:36):
Oh, like eating each other.
Speaker 2 (18:38):
Yeah, yeah, yeah, for sure that kind of stuff.
Speaker 1 (18:42):
Well.
Speaker 2 (18:43):
Thing two.
Speaker 1 (18:44):
Let's do it.
Speaker 2 (18:45):
I was excited to talk about this one.
Landline phones are back.
They are so back, they are soback some parents are bringing
back the home phone to avoid thepitfalls of smartphones while
still providing an avenue fortheir kids to connect with
friends, turns out things thatmany of us hated about landlines
kids actually love.
They're delighted with thesurprise of not knowing who's
calling, which is like my stress, like I don't answer any calls
(19:08):
that I don't recognize thenumber from.
Same remember when we hadlandlines.
And then like there's thismassive leap in technology where
finally we had call display andwe could see who was calling
and we could actually like savenumbers in the phone that was
crazy.
Speaker 1 (19:21):
Or if, like a boy was calling you and they had to ask
your parent to talk to you andthen they're like who's this
person?
You can see like their lastname.
You're running to like answerit before your dad is like who
are you?
Speaker 2 (19:32):
I didn't have that experience, but it sounds crazy.
Um, yeah, so the kids aredelighted with the surprise of
not knowing who's calling.
They like learning how toanswer it or how to call and ask
if their friend can speak.
Um, they think it's such anthis is a quote.
They think it's such a noveltyfactor, which to me is hilarious
, says haycock, who's a mom inthis article talking about why
(19:54):
she got a landline and whoremembers her home phone as a
teenager and chatting aboutnothing until mom kicked, kicked
them off.
This also speaks to somethingwe talked about actually on the
show a number of episodes agolast year, when the us surgeon,
general um, called for tobaccostyle warnings on social media
and for kids to have morephone-free time.
(20:15):
Research continues to showconnecting poor mental health
and physical health to childrenwith smartphones and social
media accounts.
There's a stat as well thatsaid young people who spend more
than three hours a day onsocial media double their risk
of depression and anxietysymptoms.
Speaker 1 (20:31):
Yeah, like this is being well-researched, like
right now, like there's allthese like studies out.
There's also this book out thatwas called the anxiety
generation, talking aboutsociety or technology's impact
on you specifically and the riseof like rates of depression,
suicide, self harm, so manythings, and it's due to
technology and social media.
(20:51):
So like there's this wholemovement of parents who are
committing as a group orcommunities that they will not
allow their kids to have phonesuntil after puberty.
I think you and I have agreedthat we want to do something of
that sort.
So I am loving this.
Like I think a home landlinewould be so clutch because one
(21:13):
we could also just phone homeand like check in with one of us
if we're like we're with thekids, and like a kid could
answer the phone instead of likehaving to text.
Like I'm so bad at texting whenyou need me.
Speaker 2 (21:26):
Yeah, I think it's also kind of sweet as a parent
that you can like pick it up andlisten in if you need to like
if you're not sure who yourkid's talking to, or if you're
like, want to give them a fiveminute warning, you just pick up
the phone and be like yo.
Speaker 1 (21:38):
Five more minutes yo, um, but yeah, and I also like
knowing like who my kids aretalking to.
Like it's like every, it's likeout in the open, like your
landline's ringing so and so ison the phone, like I love it
yeah, I think our daughterespecially would enjoy this,
because she's kind of at the agenow where she enjoys talking to
people.
Speaker 2 (21:58):
You know, when they're toddlers they don't
really know what to do on thephone.
They're like just listening andnot talking.
Speaker 1 (22:03):
Yeah.
Speaker 2 (22:03):
But they get to an age where it's just like fun to
connect, whether it's with yourgrandparents or your cousin or
your friend from kindergarten,whatever it might be.
Speaker 1 (22:16):
Yeah, so yeah, I'm into it.
Over the holidays our daughterwas like FaceTiming with her
friend and they like didn't eventalk, they just like stared at
each other.
Speaker 2 (22:22):
They just like existed yeah Parallel play, I
guess no, but.
But parallel play meanssomething else, when you're
doing an activity, I get it,yeah, yeah.
Speaker 1 (22:31):
I feel like you need to like look up the definition
to it no, I understand yeah, butthey just like existed on the,
the like on my phone, onFaceTime, just not saying
anything to each other.
So I kept being like, hey, whydon't you ask her, like what she
got for Christmas, like dosomething or like give her a
tour of your room, or yeah likeusing my phone, so I love the
(22:53):
idea of like not having one ofour phones being used too for
them to connect, and then herlike learning phone numbers.
That's probably a good lifeskill yeah, I real.
We realized recently that shehas your number memorized, which
is yeah, and I've never taughtit to her, so I was really,
really impressed.
Speaker 2 (23:08):
Yeah, she just heard you repeat it before.
Speaker 1 (23:11):
Yeah, but I feel like we've also seen like back to
some of our signals.
Like dumb phones are on therise, like which are those?
Like phones that don't haveaccess to the Internet, pagers
are back, magazines, cassettetapes, like all this.
Like old technology is comingback and I feel like it's like
sure, sure, parents who arechoosing it for their kids, but
(23:31):
I think also just like youngergenerations just want, like
these, the ability to connectwith other people without having
access to the internet yeah,and even like we talked about
last week, like people are justkind of starting to have this
inverse reaction towards beingchronically online, like we want
to be able to be connected toeach other without being
connected to everything yeah,and one thing we talked about
last week, too, is how likebeing too online is seen as like
(23:55):
low status.
so that's interesting.
Maybe like like added layer toall of this too, like people are
trying, are starting to rejectsome of the like being online so
much Love it, yeah.
Speaker 2 (24:10):
Well, let's call our friends and create a landline
community.
Speaker 1 (24:13):
I'm so, you know I'm so down.
Speaker 2 (24:15):
Yeah, I know, I feel like we've already started
talking to some of our friendsabout like yeah what age are we
going to agree to give ourfriend, our kids phones at, you
know?
Speaker 1 (24:23):
just for some context , if you don't have kids, like
the studies that are showinglike successfully avoiding
technology and smartphones forkids is much easier if they are
not the only ones who don't havea phone in their friend group.
So the move as parents is tolike collectively agree with,
like your friends and community,that you're not going to do the
(24:45):
phone smartphone thing until acertain age or social media
phone smartphone thing until acertain age or social media.
And so I've been like rallyingour friends and like asking
people and our friends our kidsare a little too old for this,
like they have a ways to go, butit's nice to know, like where
people at in terms of theirphilosophy around phones and
things like that so get ahead ofit yeah, I, I be.
(25:08):
I wonder how much it is to addlike a landline and where would
we put it?
Speaker 2 (25:13):
It's not expensive.
Speaker 1 (25:15):
Cool, yeah, yeah, I'm excited.
Okay, last big thing, let'stalk about Ikea.
Ikea slid into people's DMswith you up just after
Valentine's Day.
Just after valent, I know, justafter valentine's day, ikea
began sliding into people's dmsbetween 10 pm and 5 am with a
cheeky text u like letter u upquestion mark how do you spell
(25:38):
up?
some of those who respondedreceived a free ikea mattress.
Until february 23rd, theretailer is running a promotion
with 15 off mattresses and sleepproducts for members of its
loyalty program, IKEA Family.
Created by the agency Rethink,the campaign took a fresh take
on direct marketing by targetingaudiences at a time where they
(25:59):
might be struggling to sleep andscrolling on their phones.
That's one way to say it.
In recent years, IKEA has facedincreased competition from
direct-to-consumer mattressretailers like Emma and Simba.
He has faced increasedcompetition from
direct-to-consumer mattressretailers like Emma and Simba,
so it's late night stunt took aunique angle at a conquest
campaign and answered thequestion how could we reach
Canadians to build awareness andconsideration at a time when
they might be lying awake with abad mattress?
(26:20):
I love this.
Speaker 2 (26:23):
Me too.
I'm here for it.
I'm here for it too.
I think it's cool too, because,like a lot of advertisers,
especially in like digitaladvertising, will even start to
like add settings to their adcampaigns where they're not
serving during the hours, likeright between 10 pm to 5 am.
So it's it's this kind of likereverse approach, where you're
(26:44):
obviously not reaching as manypeople, but the type of people
you're reaching are exactly theones you want that could take an
action right.
So this campaign, it's lesscompetition.
Speaker 1 (26:53):
Yeah, and it's also like I do like they're giving
away free mattresses.
I feel like dms are a sacredspace for me, like the last
thing I want is a brand jumpingin there trying to sell me
something.
But as far as I've seen, ikeais just jumping in there and
giving away free mattresses.
Speaker 2 (27:09):
So for that.
They're not giving them away toeveryone.
Speaker 1 (27:12):
But they gave over like 500 mattresses away.
Speaker 2 (27:15):
Yeah, for sure.
Speaker 1 (27:15):
Which is amazing.
Speaker 2 (27:16):
Yeah, yeah, I love it .
I agree with text specifically.
You got to make it valuable,yeah, and obviously the people
that they reach out to haveopted in to text from Ikea, but
it's fun.
Speaker 1 (27:31):
It's reached out to have opted in to text from ikea,
but it's fun.
Speaker 2 (27:33):
It's fun to get it in an unexpected way, was it text
or was it into like instagram,dm.
I thought it was sms.
Speaker 1 (27:36):
Oh, like it was a u-up text, like, oh, you know,
u-up, yeah, but ikea was slidingright, right, right, right,
yeah, and I think it's playful,like if they weren't giving away
free stuff.
I wouldn't't like this, so I'minto it.
I can't see.
I can't see me replying to thistext, so I probably wouldn't
(27:56):
have gotten a free mattress,would you?
Speaker 2 (27:59):
No, we would have both been on like sleep focus on
our phones already.
So even if it came through, wewouldn't have got the
notification.
Speaker 1 (28:05):
Oh yeah, 10 pm, 5 am, I'm out.
Have you seen those memes whereit's like just call me anytime
if you need me, but like me atany time it's like do not
disturb.
Like all notifications off.
Like airplane mode on.
Speaker 2 (28:18):
Yeah, I'm in an extreme right now of like using
the different focuses on iPhone,but also just mostly being on.
Do not disturb, yeah, I'venever used, I'll see it when I
see it.
Speaker 1 (28:31):
Yeah, totally.
I haven't done the differentlike set up the different
focuses, but I think it would benice to do it at some point.
Yeah, I don't really know howto.
Speaker 2 (28:37):
Yeah, it's just in your settings.
Speaker 1 (28:38):
I feel like I'm getting to the place where I
need a genius bar Apple likeeducation class Really.
Speaker 2 (28:47):
That's a serious threshold to cross.
It is getting like you're oneof those people that's going to
the Apple store to get like aone-on-one course on how to set
up your iPhone.
Speaker 1 (28:55):
No, I feel like last time I was there I was like oh
interesting.
Like I feel like there's littlelike cheat codes, like I need
the.
I don't need the one-on-one, Ineed like the three-on-one, I
need the.
Like I need the fourth yeargraduate level class because,
like sometimes I'm like I don'tknow how to find these things
(29:16):
and then sometimes there'speople on TikTok that do this
stuff.
It's like all the hacks you needfor your iPhone and stuff like
that sometimes I'll see someonedo something on their phone and
I'm like I didn't know you coulddo that.
Like you could change the levelof, like your flashlight.
Speaker 2 (29:33):
You want to show the class.
Speaker 1 (29:35):
No, I didn't know you could change the brightness to
your flashlight, and I was soshook to learn that.
Am I the only one?
Speaker 2 (29:47):
You're really like dangerously close to like
geriatric technology user.
Speaker 1 (29:52):
No, I know I'm scared .
This is bad.
That's why I have a bit moreempathy, for, like our, we need
to gather like iPhone wizards atArcade and just have a quick
intervention.
Yeah, it's hard, though,because Emergency crash course.
I need a crash course in a fewthings.
Speaker 2 (30:09):
You do it gets worse, gets worse.
What else?
Speaker 1 (30:13):
I mean, no, not like a ton of things, but like
Facebook business manager.
Speaker 2 (30:17):
Oh, that's hopeless for anyone.
Speaker 1 (30:19):
I know it's impossible to get into and like
figure out how to do anything,but also they're all kind of
different, even like yourInstagram settings, don't you
find like?
To get different than they usedto be yeah, no, like your
instagram settings might bedifferent than my instagram
settings.
Like how to navigate this stuffit's true, yeah, sometimes
(30:41):
we'll be in like a clientaccount and I'm like what is
going on in here, like I thinkthat would just be if they
haven't updated their app in awhile.
Speaker 2 (30:48):
probably, I think, if you have the most recent
version.
Speaker 1 (30:51):
But even if I'm logged in and I have the recent
version of the Instagram app.
Trying to access a client'sanyways.
Speaker 2 (30:58):
A brand Instagram account.
Maybe it varies a little bitdepending on, like the type of
account they've created, yeah,and if they are business or
creator or personal, and thenlike what kind of business?
Speaker 1 (31:10):
What kind of business ?
What?
Speaker 2 (31:11):
kind of business are you in?
Speaker 1 (31:14):
one thing we haven't talked about today is the SAG
awards that were you last night.
I think because we're learningthat people don't care about us
talking about awards yeah, I dowant to say that, like I've been
, I've been wishing and askingthe streamers to bring the award
shows and, like last night,netflix streamed the SAG Awards,
(31:35):
but I should have clarifiedthat I do not care about that
award.
So the ones I want are theGolden Globes, academy Awards
and Grammys, the big three.
Speaker 2 (31:44):
But I think Netflix is learning that they need to
have some like practice, likelower stakes practices, before
they go for like the big homerun.
Speaker 1 (31:51):
Okay, yeah, so I will .
Speaker 2 (31:52):
Because they've had some bad streaming.
Speaker 1 (31:54):
Yeah, they have, I will.
I need to acknowledge likethank you for listening, but
that's not the one I care about.
Speaker 2 (31:59):
So maybe this year it was the SAG Awards and next
year it'll be the Grammys.
Speaker 1 (32:02):
Yeah, bring on the Grammys, bring on the Academy
Awards.
That's the of good stuff.
But I did appreciate.
Kristin bell opened the sagawards last night and she did a
little like montage of ourdaughter's favorite song, do you
want to build a snowman?
But it was do you want to be anactor?
And I didn't actually know whatthe sag awards were.
So like the sag after.
Are you over this?
(32:24):
Just?
bring us home okay, so the SAGafter strike, which was like the
union of actors that was onstrike, right, so this is the
awards of that union.
Yeah, so it was all just actingawards, so everything was about
being an actor.
So at first I'm like, in theory, this is so smart, like that's
(32:45):
who should be getting or whoshould be nominating people for
those acting awards.
But then when I was watchingjust even some of the clips on
TikTok, it was like too muchacting, like I'm an actor, like
I came to LA to be an actor.
Yeah, like I embody people'shuman emotions and I'm such a
great actor, but like also anactor's performance is.
(33:07):
So such a community effort likethe final version of like a
movie is like you look goodthanks to the cast and crew, you
know.
Speaker 2 (33:18):
So I was just kind of over it yeah, I don't think, if
I'm hearing you correctly, it'snot like belittling being an
actor because, like, being anactor is hard, like it, it takes
a lot of skill and practice.
But it just felt like we didn'tneed to watch, like it was
almost like this could have beenlike a closed door event where,
like actors, just likeencourage each other.
Speaker 1 (33:38):
Yeah, you know, I actually don't think acting
looks that hard, to be honest.
Speaker 2 (33:42):
Well, that's because they're good at it.
Speaker 1 (33:44):
Right, yeah, yeah, good acting, I'm sure is hard.
Speaker 2 (33:46):
Good acting, I'm sure is hard, I was trying to help
you not go there and you justdecided to bulldoze through and
go there anyway.
Speaker 1 (33:52):
I know I have to remember, like the people out,
there are actors, actors.
Speaker 2 (33:57):
And they've dedicated their career to this, to the
craft of acting.
Speaker 1 (34:01):
Yes, it just doesn't personally look that hard, it
looks incredibly cringy.
Speaker 2 (34:05):
Even just memorizing the script would be hard, let
alone making it realistic.
Let's try memorizing our scriptfor the podcast next time no.
Speaker 1 (34:14):
memorizing looks very hard, but that's a different
skill than acting.
Speaker 2 (34:18):
That's part of acting .
Maybe Are you doubling down.
Speaker 1 (34:23):
Tell us more, I won't double down.
Okay, I'll let it go.
All right, anything else to sayabout IKEA?
No, I liked it.
Speaker 2 (34:33):
Good job, do it again congratulations don't text me,
I won't text you back text menext time if there's a free
mattress involved yeah, between10 pm and 5 am sure I actually,
I actually got a text from anunknown number the other day.
Speaker 1 (34:49):
How do I find it?
Speaker 2 (34:53):
Trying to get you to vote.
Speaker 1 (34:55):
No, it was like.
It was like so weird andopen-ended.
Hello, how are you?
Speaker 2 (35:04):
doing, Didn't reply.
Nice good job.
That's why you don't need 101,you just need 201.
Exactly.
Speaker 1 (35:13):
Lesson number one don't reply to spam copy that
well, everybody, thanks forwatching.
Speaker 2 (35:19):
Um, it got questionable there at the end,
but you can subscribe on youtube.
You can engage with us oninstagram and tiktok.
You can listen to this anywhere.
You get your podcasts.
But most of all, we just wantto hear what you're liking, what
you're not liking, if there'sanything you specifically want
us to cover, anything you justthink we need to stop talking
about, like awards shows.
Speaker 1 (35:39):
Or football.
Speaker 2 (35:41):
No, not football.
We're talking about that eitherway.
Speaker 1 (35:43):
Oh sweet.
Speaker 2 (35:44):
But until next time, thanks for joining us.
Speaker 1 (35:48):
See you later.
Speaker 2 (35:50):
Oh no, it's backwards .
Speaker 1 (35:51):
Oh wow, Good job.
Really don't want to be either.
Speaker 2 (36:04):
The last thing we need is people just like up in
our comments section like howcould you disrespect actors?
Speaker 1 (36:09):
It's like funny.
Wow, rolling on everything, we're here again.
I know you ready, I think soGet into some big things.
Let's freaking do it All right.
Welcome to Big Things.
I'm Mitzi.
This is Mike.
Speaker 2 (00:15):
And this is our show where we talk about all the
things we're watching inmarketing, social media, pop
culture and sports and we coverthe signals that we're seeing
that could influence the futureof digital marketing.
Speaker 1 (00:26):
Today we're going to be talking about three big
things.
The first one is we're going totake a moment for our angler
fish Angler.
Speaker 2 (00:32):
Angler.
Speaker 1 (00:33):
Angler.
Speaker 2 (00:34):
It's actually a humpback angler fish.
Speaker 1 (00:37):
Yes, our friend angler fish, and also we're
going to talk about landlines.
They're making a comeback andhere's we Think we Know why.
And Ikea slid into DMs afterhours and we'll talk about their
campaign.
Speaker 2 (00:52):
Very interesting.
First, before we get intoanything, we got to talk about
Canada versus USA, and I'm nottalking about the 51st state
Talking about hockey baby.
Speaker 1 (01:01):
Yeah, I have never been so invested in a hockey
game.
Speaker 2 (01:05):
Yeah.
Speaker 1 (01:05):
I was like, if we lose, like we might get invaded,
Like I felt like ourindependence as a country was on
the line and I was very happythat we won.
Speaker 2 (01:15):
Yes, hockey is just intense like very few other
sports.
I don't really watch it duringthe regular season of the NHL,
but I've mentioned to you acouple of times that I feel like
NHL playoffs are like some ofthe best playoffs out there, and
I think it's because it's likeso grueling, so intense.
But it could change at the dropof a puck, for lack of better
(01:38):
words like any moment thingscould change, and that's how
this game felt the whole time.
We we went up one goal first,felt like we had some momentum,
but then they scored two.
We were down, we were down formost of the game, finally tied
it up in the third and then, ofcourse, it had to go to overtime
yeah, I'm pretty sure.
I think it was 2010 when we uslast played canada and can won
(02:03):
In the Olympics.
Yeah, I think it was theOlympics and it was 2-2 and it
went to overtime and Canada won.
So it's like a repeat.
Speaker 1 (02:12):
I remember watching that game because it was the
Olympics were in Vancouver and Ilived in Vancouver and there
was all these like outdoorviewings of like the hockey
games and I went to one like oneof the biggest ones, because it
was like canada versus us forgold medal and it was like this
huge, like space.
It was kind of downtown.
They like closed all thesestreets and they had this like
(02:34):
huge, huge, huge screen andthere's like thousands of people
there and it was so fun.
It was such a good vibe.
Everyone was like raiding thestreets in a good way.
I know we've done it in a badway, but they were in a good way
in Vancouver and it was such agood vibe.
This is not the exact sameviewing experience for me at
least but it was really fun.
(02:56):
I was really happy to see itand I can see why people get
really into hockey, because Ifeel like you really have to pay
attention like the puck is sosmall on the ice like I kept
losing it.
I was like I might need likespecial glasses to watch this
game or something, because it'shard to keep track of.
Speaker 2 (03:11):
Yeah you gotta really zone in.
Speaker 1 (03:13):
I can see why it's kind of meditative you just
focus on one thing yeah, forsure, clear your mind and just
find the puck literally that'sall I was trying to do.
It goes so fast.
But yeah, it was.
It was fun to watch the game.
Speaker 2 (03:25):
It was also really stressful yeah, it was fun to
watch, especially because, as anOilers fan, mcdavid got the the
game winner, which wasredemptive because he seemed
like fairly non-existent for thewhole game up until that point,
but also as an Oilers fan, Ihave to say it it just showed me
the value of having a greatgoalie because, that's like the
(03:46):
Oilers made it to game seven ofthe Stanley Cup finals last year
.
They lost, but a big part of ourstruggle to to like get it all
the way it has been goaltendingbut it's so hard because
goaltending is such a thanklesslike role and is so critical.
Speaker 1 (04:02):
It's like it's like kickers in the NFL like they're
they have one job and if theythey can do it right a hundred
times and that's what's expected, but they do it wrong once and
everyone comes for them like.
I feel like goalies are thesame way.
Speaker 2 (04:17):
They're like stopping that puck, like constantly, and
then if they let it in once, itlike sucks well, if they let it
in once, that's one thing, butif they let in five goals in the
playoffs in a game you knowlike, that's not the kind of
performance you're looking for.
Speaker 1 (04:31):
They probably saved like 20, you know?
Speaker 2 (04:33):
Yeah, for sure.
Speaker 1 (04:34):
So it's a tough job.
I always feel so bad for thegoalies.
Speaker 2 (04:37):
Yeah, but I don't know.
Speaker 1 (04:45):
I feel like Oilers fans have been patient with our
goaltender and now it's time toto upgrade if we're really
serious about getting that cup.
Yeah, I'm new to nf, to nhl,but one thing I did appreciate
during the um like the seriesfour nation series, I think is
they during the game.
It might have been during likeone of the breaks or something,
but they interviewed mcdavid'swife and I only recognized her
because of they like I don'teven know who she is, but she
(05:09):
and they were like in the sideof like the ice rink, like right
before the boards, and shelooked very focused and kind of
like half paying attention theinterview and I could see what
they were trying to do.
They were trying to like dosomething with the wags, so I
appreciated that yeah, like gether on the screen a little bit.
Speaker 2 (05:25):
She was on ad like open door with Connor when they
toured their mansion in Edmontonyeah, yeah maybe that's why you
recognized her yeah, it was, itwas cool, it was cool well, we
don't have to go through theprocess of you picking a team,
because you're justgrandfathered in to be an Oilers
fan yeah, I think I'll have.
I have no choice yeah, but todo that which is fine.
It's in my family and it's inyour family.
(05:46):
Gotta carry the torch.
Speaker 1 (05:48):
It's in my family so deeply because it was one of my
parents' first Canadianexperiences ever.
Speaker 2 (05:54):
Yes.
Speaker 1 (05:54):
So they immigrated to Canada the same year I was born
.
I was born like four monthslater, and that was the year
that they won the Stanley cupwith Wayne Gretzky.
Speaker 2 (06:03):
I didn't realize that .
Speaker 1 (06:04):
Yeah, and so there was a parade and my parents were
like let's go to this paradeand it was like hockey was like
the first kind of likeexperience my parents had about
Canada and of course it was apositive one.
And then they won anotherStanley Cup around the same time
.
So I feel like Oilersspecifically, and hockey is a
big part of my parents Canadiancultural experience.
(06:28):
So it feels I feel I'm coolwith like keeping that I'm not
interested in shopping aroundother teams.
That might be the onlyallegiance I have to any sport,
to any team.
Speaker 2 (06:41):
Wow in hockey, let's go.
We need to go to a playoff gamethis year.
Speaker 1 (06:47):
Oh sure.
Speaker 2 (06:47):
Let's get it Okay.
Um, before we move on fromsports, I have to do a little
victory lap.
Um, because last episode Italked a little bit about, um,
how I felt like this year adperformance would likely be down
.
Thank you to Morgan forpointing out this article where
finally we have some data,because I didn't have that last
week.
I was just kind of speculating,but it was true.
(07:09):
Um, it was a bad game for adsand I have some, if I can
decipher my bullet points here.
Um, yeah, so I had kind ofassumed, since it was a
combination of two less likableteams.
In my opinion, uh, it was ablowout and there was also a
less entertaining halftime show,although it was a good show and
(07:31):
kendrick lamar is a greatartist, just to put it out there
, to everybody.
It was less entertaining thanwhat we're used to seeing, um,
but I would say it's not justthe superbowl's fault, I think,
especially given that, uh, thisyear was a was still a record
breaking viewership year forbroadcast.
I also had mentioned and I holdto this, especially after some
(07:51):
of the data I've seen that itfelt like there was just way too
many celebrities, just for theheck of it in these commercials
and they didn't necessarily addvalue in a lot of them and it
was just kind of confusing LikeCatherine O'Hara and Willem
Dafoe were in the Michelob Ultracommercial.
I feel like that's just such aweird match, like they would
(08:12):
never drink Michelob Ultra.
Speaker 1 (08:13):
So why are they?
Speaker 2 (08:14):
in this commercial.
Speaker 1 (08:15):
Totally, although I like both of them yeah.
Speaker 2 (08:17):
All that to say.
Average unaided awareness,which is when people can name a
brand or commercial withoutbeing given a list, was down
from 10% last year to 8.5% thisyear, which sounds like a small
change.
But when you're talking aboutthe average overall, all
impressions, all commercialsacross the Super Bowl, that's a
(08:38):
big swing.
And one of the bigger shiftswas specifically with Duncan,
who was at 22% last year.
You know they had thecommercial with Ben Affleck and
Tom Brady, and was it Matt Damon?
Speaker 1 (08:51):
I think so.
Yeah, it was fun.
Speaker 2 (08:53):
I think we talked about it last year on tea for
lunch, but um, they were downfrom 20%, 22% last year to 9.5%
this year.
Speaker 1 (09:02):
So that was a big swing last year to 9.5% this
year.
Speaker 2 (09:08):
So that was a big swing, duncan.
Another data point aside fromunaided awareness, it's called
proper attribution, which iswhen people can recall a brand
by being told the premise of thecommercial or the celebrity
endorser.
That was down even moresignificantly, where it was 44%
last year and this year it was22%.
So I feel like that reallymakes my point about how, like
the celebrities were just therefor the for the sake of being
(09:29):
there and didn't actually addvalue or recall to the
commercials.
Speaker 1 (09:32):
Interesting.
Speaker 2 (09:33):
That's all I have to say about that.
Speaker 1 (09:35):
Yeah, duncan, that's surprising Cause I actually like
what they do during theirSuperbowl commercials, but it's
true, like I don't even remember, I didn't.
I don't even know if I watchedthis year, cause like it wasn't
viral.
Um, they should have hadSabrina Carpenter and Ben
Affleck, of course, causeSabrina just had to collab with
them.
They had like an espresso drinkof some sort.
(09:56):
It was like short and sweet,which is the title of her album.
So I would have loved to seesomething like that.
Speaker 2 (10:02):
But yeah, the and, it's to be fair, it's not always
a reflection of the commercialitself.
Like um, I don't have it infront of me, but I know a couple
of the ones that did well thisyear were specifically in the
first half of the Super Bowl,and like half a dozen of the
ones that significantlyregressed which I think included
Duncan were in the second halfof the Super Bowl.
Speaker 1 (10:24):
Yeah, which is such a gamble because, like it's,
either the NFL is going to rigthe game to make sure it's a
good game, well, truly, in orderto make the most of like these
advertisers, like this is a bigbusiness they're paying what?
$8 million per 30 seconds Right.
So like it's so random, it'ssuch a toss up.
Either they have to rig thegame to have that second half of
(10:47):
advertisers like get a bang fortheir buck, or they just kind
of let the chips fall where theymay and then sometimes that
means that, like, advertisersdon't get as much for what they
paid for.
Speaker 2 (10:56):
It is a big gamble, Like even last year to this year
.
Last year the game went toovertime and the.
Chiefs won by three.
Yeah, and then no one wasturning it off so like everyone
was on the edge of their seatsright till the end and it had a
better halftime show in terms oflike mass appeal entertainment.
Yes, um, and then this year thegame was decided in the first
(11:17):
half.
There was some points scored inthe second half, but it was
over.
So everyone, I think, was justkind of like their attention was
diverted from the screen.
It was more about what wasgoing on with their friends and
stuff like that Interesting.
Speaker 1 (11:30):
Well, hopefully next year will be a better one for
all the real football fans.
Speaker 2 (11:34):
Let us pray.
Do you want to get into thingone San?
Speaker 1 (11:37):
Francisco.
Okay, yeah, let's talk aboutthing one.
So Gen Z is losing it over thelone angler fish.
That's a top word for me toread is losing it over the lone
anglerfish?
Speaker 2 (11:46):
That's a tough word for me to read.
It's also known as a sea devil,if that's easier for you to say
Sea devil, fish yeah.
Speaker 1 (11:58):
So usually found.
6,500 feet under sea, a rareblack sea devil was filmed by
marine researchers swimmingtowards the water's surface.
A shark conservation NGO calledthe black razor tooth creature,
a legendary fish that few willever have the privilege of
observing alive.
Tragically, the fish died justhours after being spotted,
making its final swim all morepoetic.
This scientific discovery hassince spread across social media
(12:20):
and sparked an emotionaloutpouring that I've never seen
before.
Well, like, okay, I'm going toread some of the TikToks and
comments.
Like, some TikTokers arespeculating as to why the fish
was so far from home.
Was she sick?
Was she scared?
Was it a bet?
Or was she just lonely, likemost of us and have nothing left
(12:41):
to lose?
Was it grief?
And it's the bravest thing I'veever seen?
Okay, so I did a poll at theoffice because this is not my
type of content.
Like I am not an empath towardsanimals, although I do have
some exceptions.
Like I'm not I'm not like asavage.
Like I do feel something when Isee like a dog being adopted or
(13:03):
those videos where, throughlove and care, it's like brought
back to life.
Like that stuff really gets me.
Speaker 2 (13:13):
But you hate frogs.
You literally cannot withmonkeys.
Speaker 1 (13:16):
No, and this is not for me, the angler sea devil
fish.
That is not my cup of tea, butI did a poll at the office and
some people really did have anemotional connection with this
fish.
I wanted to read some of thecomments that I saw on some of
the TikToks because it'sinteresting.
One person said I have spent mywhole life carrying a light.
(13:38):
No one could follow, so for myfinal day I chose to chase one I
never made.
So people are like, really Icould cry what?
so they're like.
These are comments that theylike are saying on behalf of
this.
Speaker 2 (13:53):
Yeah, it's like caption the video.
Yes, exactly.
Speaker 1 (13:55):
So, born in the darkness, died in the light.
What if she was lonely and swamto the lake thinking it was
another angler fish?
Speaker 2 (14:04):
No.
Speaker 1 (14:07):
Did you swim up here to die?
No, I swam up here to live.
Come on, I want a Pixar of hernow, and this last one really
got me.
I'm so proud of her.
We're not okay.
We are not emotionally well.
Speaker 2 (14:31):
I'm just trying to unpack why this is a a like pop
culture moment.
Speaker 1 (14:35):
You know like why, yeah, you're trying to
psychoanalyze it well, I just,yeah, I'm curious like what does
it say about?
Speaker 2 (14:41):
I think it's partly because it's funny yeah but also
partly, maybe, because the fishis like quite ugly yeah and
it's like ugly in almost a cuteway well, like people are there.
Speaker 1 (14:54):
I've seen some videos like rarely are these like
reactions happening to a videoof the actual fish.
It's like people areillustrating the fish and like
making little characters of thefish and like in those ones.
It's cute.
It has like a little light, likeyeah, like I would expect the
marine biologist community to belosing their mind over this but
, it's just funny that it's likea tiktok viral sensation yeah,
(15:15):
I wonder if it's like catharticfor some of us like we can't
need a distraction relate tothis fish.
Right, like, really it's last.
Like we're ugly, we're mostcomfortable in the dark coming
out of winter spring is exposingeverything.
Speaker 2 (15:30):
Yeah, actually I need to be honest and I feel like
this for me, aside from like thecute, like fun shared moment
that we're all having, I feellike this is the beginning of a
scary movie, you know, like inwhat way like this tiktok?
no like this angler fish beingspotted outside of its natural
habitat like you know whenthere's like apocalyptic movies
(15:52):
and it's like something happensand everyone perceives it a
certain way and it's like cuteor endearing or exciting.
Or you see this like strangeanimal on a dark path and you're
like, oh wow, it's lost and yougo up to it and it kills you,
you like that kind of vibe.
I feel like it's kind of ominouslike that, where, oh, this is a
one-off right now and we're alllike, oh, it's so cute and it
(16:13):
died and we're sad, but thenwhat's going to happen next?
Like three days from now, isthere going to be this like
gigantic eel that's only everseen in the dark, and now it's
out there and it actually likesquished a boat Right.
And then next we're going tosee some like gigantic crocodile
or some like weird small likesea monkey.
Speaker 1 (16:37):
That's just gonna like cause mass confusion, you
know?
And what does that ladder up tolike?
Are the, the creatures of thedeep sea, coming to the surface
because of something moresinister happening underneath?
Speaker 2 (16:47):
yeah, it's like the glaciers are melting and like
climate change caused godzillato reawaken, and now we're dead.
Speaker 1 (16:53):
I could see it.
Speaker 2 (16:55):
I mean I'm worried.
Speaker 1 (16:57):
I mean, I hope that's not the case.
I hope it ends at this likeugly ass.
Just a one off, just a heartheartfelt moment across the
universe, yeah no, this fish isso ugly, I do not get it, I
don't see how we saw one ofthese in Finding Nemo, did we
not?
Yes, there is one in findingNemo, Cool, Um, but yeah, I just
this is.
I don't understand this and Ifeel for our generation of
(17:21):
people who are like havingemotional reactions to this.
Speaker 2 (17:24):
Yeah.
Speaker 1 (17:25):
But you know, to each their own.
Some people like to go onwellness retreats in the jungle
and some people need to cry overugly angular fish and that in
the jungle, and some people needto cry over ugly angular fish,
and that's the way life goes.
Yeah, let the chips fall forthe safety of our beds.
Speaker 2 (17:39):
We can see it through our phones, through our small
screens yeah yeah, so that was amoment.
Speaker 1 (17:45):
We're not okay hopefully it doesn't escalate
from there.
Speaker 2 (17:48):
I thought it was like kind of cool looking.
It was pretty crazy that it wasalive.
I just kind of want to know thebackstory, like was it running
from a predator?
Was it just like kind of coollooking?
It was pretty crazy that it wasalive.
I just kind of want to know thebackstory, like, was it running
from a predator?
Was it just like oh, this wateris kind of warm, do you have?
Speaker 1 (17:59):
empathy for the fish, mm-hmm, okay.
Speaker 2 (18:02):
In this like isolated experience or this isolated
moment, I have empathy.
Speaker 1 (18:08):
Right.
One thing that sucks, now thatI've engaged with all this
content for research purposes,is my algorithm you're in the
national geo algorithm yes, Ihave so much fish content
specifically, and I have whalecontent like the big, like orcas
doing their thing, which is awhole other tangent that we
could take here yeah, just makesure you stay on the national
(18:30):
geographic side and like stayaway from the nature is metal
side, because that's going tomess you up.
Nature is metal.
Speaker 2 (18:36):
Yeah.
Speaker 1 (18:36):
Oh, like eating each other.
Speaker 2 (18:38):
Yeah, yeah, yeah, for sure that kind of stuff.
Speaker 1 (18:42):
Well.
Speaker 2 (18:43):
Thing two.
Speaker 1 (18:44):
Let's do it.
Speaker 2 (18:45):
I was excited to talk about this one.
Landline phones are back.
They are so back, they are soback some parents are bringing
back the home phone to avoid thepitfalls of smartphones while
still providing an avenue fortheir kids to connect with
friends, turns out things thatmany of us hated about landlines
kids actually love.
They're delighted with thesurprise of not knowing who's
calling, which is like my stress, like I don't answer any calls
(19:08):
that I don't recognize thenumber from.
Same remember when we hadlandlines.
And then like there's thismassive leap in technology where
finally we had call display andwe could see who was calling
and we could actually like savenumbers in the phone that was
crazy.
Speaker 1 (19:21):
Or if, like a boy was calling you and they had to ask
your parent to talk to you andthen they're like who's this
person?
You can see like their lastname.
You're running to like answerit before your dad is like who
are you?
Speaker 2 (19:32):
I didn't have that experience, but it sounds crazy.
Um, yeah, so the kids aredelighted with the surprise of
not knowing who's calling.
They like learning how toanswer it or how to call and ask
if their friend can speak.
Um, they think it's such anthis is a quote.
They think it's such a noveltyfactor, which to me is hilarious
, says haycock, who's a mom inthis article talking about why
(19:54):
she got a landline and whoremembers her home phone as a
teenager and chatting aboutnothing until mom kicked, kicked
them off.
This also speaks to somethingwe talked about actually on the
show a number of episodes agolast year, when the us surgeon,
general um, called for tobaccostyle warnings on social media
and for kids to have morephone-free time.
(20:15):
Research continues to showconnecting poor mental health
and physical health to childrenwith smartphones and social
media accounts.
There's a stat as well thatsaid young people who spend more
than three hours a day onsocial media double their risk
of depression and anxietysymptoms.
Speaker 1 (20:31):
Yeah, like this is being well-researched, like
right now, like there's allthese like studies out.
There's also this book out thatwas called the anxiety
generation, talking aboutsociety or technology's impact
on you specifically and the riseof like rates of depression,
suicide, self harm, so manythings, and it's due to
technology and social media.
(20:51):
So like there's this wholemovement of parents who are
committing as a group orcommunities that they will not
allow their kids to have phonesuntil after puberty.
I think you and I have agreedthat we want to do something of
that sort.
So I am loving this.
Like I think a home landlinewould be so clutch because one
(21:13):
we could also just phone homeand like check in with one of us
if we're like we're with thekids, and like a kid could
answer the phone instead of likehaving to text.
Like I'm so bad at texting whenyou need me.
Speaker 2 (21:26):
Yeah, I think it's also kind of sweet as a parent
that you can like pick it up andlisten in if you need to like
if you're not sure who yourkid's talking to, or if you're
like, want to give them a fiveminute warning, you just pick up
the phone and be like yo.
Speaker 1 (21:38):
Five more minutes yo, um, but yeah, and I also like
knowing like who my kids aretalking to.
Like it's like every, it's likeout in the open, like your
landline's ringing so and so ison the phone, like I love it
yeah, I think our daughterespecially would enjoy this,
because she's kind of at the agenow where she enjoys talking to
people.
Speaker 2 (21:58):
You know, when they're toddlers they don't
really know what to do on thephone.
They're like just listening andnot talking.
Speaker 1 (22:03):
Yeah.
Speaker 2 (22:03):
But they get to an age where it's just like fun to
connect, whether it's with yourgrandparents or your cousin or
your friend from kindergarten,whatever it might be.
Speaker 1 (22:16):
Yeah, so yeah, I'm into it.
Over the holidays our daughterwas like FaceTiming with her
friend and they like didn't eventalk, they just like stared at
each other.
Speaker 2 (22:22):
They just like existed yeah Parallel play, I
guess no, but.
But parallel play meanssomething else, when you're
doing an activity, I get it,yeah, yeah.
Speaker 1 (22:31):
I feel like you need to like look up the definition
to it no, I understand yeah, butthey just like existed on the,
the like on my phone, onFaceTime, just not saying
anything to each other.
So I kept being like, hey, whydon't you ask her, like what she
got for Christmas, like dosomething or like give her a
tour of your room, or yeah likeusing my phone, so I love the
(22:53):
idea of like not having one ofour phones being used too for
them to connect, and then herlike learning phone numbers.
That's probably a good lifeskill yeah, I real.
We realized recently that shehas your number memorized, which
is yeah, and I've never taughtit to her, so I was really,
really impressed.
Speaker 2 (23:08):
Yeah, she just heard you repeat it before.
Speaker 1 (23:11):
Yeah, but I feel like we've also seen like back to
some of our signals.
Like dumb phones are on therise, like which are those?
Like phones that don't haveaccess to the Internet, pagers
are back, magazines, cassettetapes, like all this.
Like old technology is comingback and I feel like it's like
sure, sure, parents who arechoosing it for their kids, but
(23:31):
I think also just like youngergenerations just want, like
these, the ability to connectwith other people without having
access to the internet yeah,and even like we talked about
last week, like people are justkind of starting to have this
inverse reaction towards beingchronically online, like we want
to be able to be connected toeach other without being
connected to everything yeah,and one thing we talked about
last week, too, is how likebeing too online is seen as like
(23:55):
low status.
so that's interesting.
Maybe like like added layer toall of this too, like people are
trying, are starting to rejectsome of the like being online so
much Love it, yeah.
Speaker 2 (24:10):
Well, let's call our friends and create a landline
community.
Speaker 1 (24:13):
I'm so, you know I'm so down.
Speaker 2 (24:15):
Yeah, I know, I feel like we've already started
talking to some of our friendsabout like yeah what age are we
going to agree to give ourfriend, our kids phones at, you
know?
Speaker 1 (24:23):
just for some context , if you don't have kids, like
the studies that are showinglike successfully avoiding
technology and smartphones forkids is much easier if they are
not the only ones who don't havea phone in their friend group.
So the move as parents is tolike collectively agree with,
like your friends and community,that you're not going to do the
(24:45):
phone smartphone thing until acertain age or social media
phone smartphone thing until acertain age or social media.
And so I've been like rallyingour friends and like asking
people and our friends our kidsare a little too old for this,
like they have a ways to go, butit's nice to know, like where
people at in terms of theirphilosophy around phones and
things like that so get ahead ofit yeah, I, I be.
(25:08):
I wonder how much it is to addlike a landline and where would
we put it?
Speaker 2 (25:13):
It's not expensive.
Speaker 1 (25:15):
Cool, yeah, yeah, I'm excited.
Okay, last big thing, let'stalk about Ikea.
Ikea slid into people's DMswith you up just after
Valentine's Day.
Just after valent, I know, justafter valentine's day, ikea
began sliding into people's dmsbetween 10 pm and 5 am with a
cheeky text u like letter u upquestion mark how do you spell
(25:38):
up?
some of those who respondedreceived a free ikea mattress.
Until february 23rd, theretailer is running a promotion
with 15 off mattresses and sleepproducts for members of its
loyalty program, IKEA Family.
Created by the agency Rethink,the campaign took a fresh take
on direct marketing by targetingaudiences at a time where they
(25:59):
might be struggling to sleep andscrolling on their phones.
That's one way to say it.
In recent years, IKEA has facedincreased competition from
direct-to-consumer mattressretailers like Emma and Simba.
He has faced increasedcompetition from
direct-to-consumer mattressretailers like Emma and Simba,
so it's late night stunt took aunique angle at a conquest
campaign and answered thequestion how could we reach
Canadians to build awareness andconsideration at a time when
they might be lying awake with abad mattress?
(26:20):
I love this.
Speaker 2 (26:23):
Me too.
I'm here for it.
I'm here for it too.
I think it's cool too, because,like a lot of advertisers,
especially in like digitaladvertising, will even start to
like add settings to their adcampaigns where they're not
serving during the hours, likeright between 10 pm to 5 am.
So it's it's this kind of likereverse approach, where you're
(26:44):
obviously not reaching as manypeople, but the type of people
you're reaching are exactly theones you want that could take an
action right.
So this campaign, it's lesscompetition.
Speaker 1 (26:53):
Yeah, and it's also like I do like they're giving
away free mattresses.
I feel like dms are a sacredspace for me, like the last
thing I want is a brand jumpingin there trying to sell me
something.
But as far as I've seen, ikeais just jumping in there and
giving away free mattresses.
Speaker 2 (27:09):
So for that.
They're not giving them away toeveryone.
Speaker 1 (27:12):
But they gave over like 500 mattresses away.
Speaker 2 (27:15):
Yeah, for sure.
Speaker 1 (27:15):
Which is amazing.
Speaker 2 (27:16):
Yeah, yeah, I love it .
I agree with text specifically.
You got to make it valuable,yeah, and obviously the people
that they reach out to haveopted in to text from Ikea, but
it's fun.
Speaker 1 (27:31):
It's reached out to have opted in to text from ikea,
but it's fun.
Speaker 2 (27:33):
It's fun to get it in an unexpected way, was it text
or was it into like instagram,dm.
I thought it was sms.
Speaker 1 (27:36):
Oh, like it was a u-up text, like, oh, you know,
u-up, yeah, but ikea was slidingright, right, right, right,
yeah, and I think it's playful,like if they weren't giving away
free stuff.
I wouldn't't like this, so I'minto it.
I can't see.
I can't see me replying to thistext, so I probably wouldn't
(27:56):
have gotten a free mattress,would you?
Speaker 2 (27:59):
No, we would have both been on like sleep focus on
our phones already.
So even if it came through, wewouldn't have got the
notification.
Speaker 1 (28:05):
Oh yeah, 10 pm, 5 am, I'm out.
Have you seen those memes whereit's like just call me anytime
if you need me, but like me atany time it's like do not
disturb.
Like all notifications off.
Like airplane mode on.
Speaker 2 (28:18):
Yeah, I'm in an extreme right now of like using
the different focuses on iPhone,but also just mostly being on.
Do not disturb, yeah, I'venever used, I'll see it when I
see it.
Speaker 1 (28:31):
Yeah, totally.
I haven't done the differentlike set up the different
focuses, but I think it would benice to do it at some point.
Yeah, I don't really know howto.
Speaker 2 (28:37):
Yeah, it's just in your settings.
Speaker 1 (28:38):
I feel like I'm getting to the place where I
need a genius bar Apple likeeducation class Really.
Speaker 2 (28:47):
That's a serious threshold to cross.
It is getting like you're oneof those people that's going to
the Apple store to get like aone-on-one course on how to set
up your iPhone.
Speaker 1 (28:55):
No, I feel like last time I was there I was like oh
interesting.
Like I feel like there's littlelike cheat codes, like I need
the.
I don't need the one-on-one, Ineed like the three-on-one, I
need the.
Like I need the fourth yeargraduate level class because,
like sometimes I'm like I don'tknow how to find these things
(29:16):
and then sometimes there'speople on TikTok that do this
stuff.
It's like all the hacks you needfor your iPhone and stuff like
that sometimes I'll see someonedo something on their phone and
I'm like I didn't know you coulddo that.
Like you could change the levelof, like your flashlight.
Speaker 2 (29:33):
You want to show the class.
Speaker 1 (29:35):
No, I didn't know you could change the brightness to
your flashlight, and I was soshook to learn that.
Am I the only one?
Speaker 2 (29:47):
You're really like dangerously close to like
geriatric technology user.
Speaker 1 (29:52):
No, I know I'm scared .
This is bad.
That's why I have a bit moreempathy, for, like our, we need
to gather like iPhone wizards atArcade and just have a quick
intervention.
Yeah, it's hard, though,because Emergency crash course.
I need a crash course in a fewthings.
Speaker 2 (30:09):
You do it gets worse, gets worse.
What else?
Speaker 1 (30:13):
I mean, no, not like a ton of things, but like
Facebook business manager.
Speaker 2 (30:17):
Oh, that's hopeless for anyone.
Speaker 1 (30:19):
I know it's impossible to get into and like
figure out how to do anything,but also they're all kind of
different, even like yourInstagram settings, don't you
find like?
To get different than they usedto be yeah, no, like your
instagram settings might bedifferent than my instagram
settings.
Like how to navigate this stuffit's true, yeah, sometimes
(30:41):
we'll be in like a clientaccount and I'm like what is
going on in here, like I thinkthat would just be if they
haven't updated their app in awhile.
Speaker 2 (30:48):
probably, I think, if you have the most recent
version.
Speaker 1 (30:51):
But even if I'm logged in and I have the recent
version of the Instagram app.
Trying to access a client'sanyways.
Speaker 2 (30:58):
A brand Instagram account.
Maybe it varies a little bitdepending on, like the type of
account they've created, yeah,and if they are business or
creator or personal, and thenlike what kind of business?
Speaker 1 (31:10):
What kind of business ?
What?
Speaker 2 (31:11):
kind of business are you in?
Speaker 1 (31:14):
one thing we haven't talked about today is the SAG
awards that were you last night.
I think because we're learningthat people don't care about us
talking about awards yeah, I dowant to say that, like I've been
, I've been wishing and askingthe streamers to bring the award
shows and, like last night,netflix streamed the SAG Awards,
(31:35):
but I should have clarifiedthat I do not care about that
award.
So the ones I want are theGolden Globes, academy Awards
and Grammys, the big three.
Speaker 2 (31:44):
But I think Netflix is learning that they need to
have some like practice, likelower stakes practices, before
they go for like the big homerun.
Speaker 1 (31:51):
Okay, yeah, so I will .
Speaker 2 (31:52):
Because they've had some bad streaming.
Speaker 1 (31:54):
Yeah, they have, I will.
I need to acknowledge likethank you for listening, but
that's not the one I care about.
Speaker 2 (31:59):
So maybe this year it was the SAG Awards and next
year it'll be the Grammys.
Speaker 1 (32:02):
Yeah, bring on the Grammys, bring on the Academy
Awards.
That's the of good stuff.
But I did appreciate.
Kristin bell opened the sagawards last night and she did a
little like montage of ourdaughter's favorite song, do you
want to build a snowman?
But it was do you want to be anactor?
And I didn't actually know whatthe sag awards were.
So like the sag after.
Are you over this?
(32:24):
Just?
bring us home okay, so the SAGafter strike, which was like the
union of actors that was onstrike, right, so this is the
awards of that union.
Yeah, so it was all just actingawards, so everything was about
being an actor.
So at first I'm like, in theory, this is so smart, like that's
(32:45):
who should be getting or whoshould be nominating people for
those acting awards.
But then when I was watchingjust even some of the clips on
TikTok, it was like too muchacting, like I'm an actor, like
I came to LA to be an actor.
Yeah, like I embody people'shuman emotions and I'm such a
great actor, but like also anactor's performance is.
(33:07):
So such a community effort likethe final version of like a
movie is like you look goodthanks to the cast and crew, you
know.
Speaker 2 (33:18):
So I was just kind of over it yeah, I don't think, if
I'm hearing you correctly, it'snot like belittling being an
actor because, like, being anactor is hard, like it, it takes
a lot of skill and practice.
But it just felt like we didn'tneed to watch, like it was
almost like this could have beenlike a closed door event where,
like actors, just likeencourage each other.
Speaker 1 (33:38):
Yeah, you know, I actually don't think acting
looks that hard, to be honest.
Speaker 2 (33:42):
Well, that's because they're good at it.
Speaker 1 (33:44):
Right, yeah, yeah, good acting, I'm sure is hard.
Speaker 2 (33:46):
Good acting, I'm sure is hard, I was trying to help
you not go there and you justdecided to bulldoze through and
go there anyway.
Speaker 1 (33:52):
I know I have to remember, like the people out,
there are actors, actors.
Speaker 2 (33:57):
And they've dedicated their career to this, to the
craft of acting.
Speaker 1 (34:01):
Yes, it just doesn't personally look that hard, it
looks incredibly cringy.
Speaker 2 (34:05):
Even just memorizing the script would be hard, let
alone making it realistic.
Let's try memorizing our scriptfor the podcast next time no.
Speaker 1 (34:14):
memorizing looks very hard, but that's a different
skill than acting.
Speaker 2 (34:18):
That's part of acting .
Maybe Are you doubling down.
Speaker 1 (34:23):
Tell us more, I won't double down.
Okay, I'll let it go.
All right, anything else to sayabout IKEA?
No, I liked it.
Speaker 2 (34:33):
Good job, do it again congratulations don't text me,
I won't text you back text menext time if there's a free
mattress involved yeah, between10 pm and 5 am sure I actually,
I actually got a text from anunknown number the other day.
Speaker 1 (34:49):
How do I find it?
Speaker 2 (34:53):
Trying to get you to vote.
Speaker 1 (34:55):
No, it was like.
It was like so weird andopen-ended.
Hello, how are you?
Speaker 2 (35:04):
doing, Didn't reply.
Nice good job.
That's why you don't need 101,you just need 201.
Exactly.
Speaker 1 (35:13):
Lesson number one don't reply to spam copy that
well, everybody, thanks forwatching.
Speaker 2 (35:19):
Um, it got questionable there at the end,
but you can subscribe on youtube.
You can engage with us oninstagram and tiktok.
You can listen to this anywhere.
You get your podcasts.
But most of all, we just wantto hear what you're liking, what
you're not liking, if there'sanything you specifically want
us to cover, anything you justthink we need to stop talking
about, like awards shows.
Speaker 1 (35:39):
Or football.
Speaker 2 (35:41):
No, not football.
We're talking about that eitherway.
Speaker 1 (35:43):
Oh sweet.
Speaker 2 (35:44):
But until next time, thanks for joining us.
Speaker 1 (35:48):
See you later.
Speaker 2 (35:50):
Oh no, it's backwards .
Speaker 1 (35:51):
Oh wow, Good job.
Really don't want to be either.
Speaker 2 (36:04):
The last thing we need is people just like up in
our comments section like howcould you disrespect actors?
Speaker 1 (36:09):
It's like funny.
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