The greatest TED Talk ever sold - Morgan Spurlock

Summary

In this engaging TED Talk, filmmaker Morgan Spurlock explores the world of branding, marketing, and transparency through his unique approach to product placement. He shares his experiences navigating corporate sponsorships and advertising while developing his film, 'The Greatest Movie Ever Sold.' Spurlock humorously discusses the risks of transparency and the reluctance of companies to embrace it, all while demonstrating how he sold the naming rights to his TED Talk on eBay. The talk highlights the importance of taking risks, embracing fear, and fostering transparency in both business and life.

Takeaways

• 😀 The speaker often puts themselves in difficult and dangerous situations to explore societal issues in engaging and accessible ways.
• 💡 The idea for the talk involved selling naming rights to the TED talk itself, offering an unconventional branding opportunity.
• 🛍 The speaker's new project, 'The Greatest Movie Ever Sold,' is a film about product placement, entirely funded by product placements and advertisements.
• 🎥 The goal of the film is to show transparency in the marketing and advertising industry by documenting how brands and advertising affect films and media.
• 📉 Despite the concept being innovative, most companies rejected the project because they were uncomfortable with the lack of control over their brand's portrayal.
• 🏆 The film eventually secured 17 brand partners willing to embrace transparency and relinquish control, allowing the project to move forward.
• 🔍 The speaker emphasizes how transparency is often talked about but rarely embraced in practice due to fear and risk aversion.
• ⚠️ Transparency is portrayed as risky, but the speaker argues that taking risks can create opportunities and lead to success, despite corporate reluctance.
• 📊 The film's media impact was substantial, garnering over 900 million impressions in a short time, proving the value of risk-taking and transparency.
• 💰 The $7,100 from selling the naming rights was donated to the TED foundation, exemplifying the speaker's commitment to transparency.

Q & A

What is the speaker's approach to making films?

The speaker, Morgan Spurlock, immerses himself in difficult and dangerous situations to explore societal issues in a way that is engaging, entertaining, and accessible to audiences.

What was unique about the speaker’s TED Talk naming rights?

Spurlock auctioned off the naming rights of his TED Talk on eBay, giving an individual or corporation the chance to sponsor the talk without knowing the content or subject, which was an unconventional approach to branding.

What is the main premise of the film 'The Greatest Movie Ever Sold'?

The premise of the film is to make a movie about product placement, marketing, and advertising, where the entire film is funded by product placement, showcasing the transparency of how advertising works.

Why did many companies decline to sponsor Spurlock’s film?

Many companies declined to sponsor the film because they were uncomfortable with the transparency that Spurlock wanted to display, which would reveal business practices and eliminate their control over the final product.

What does the speaker mean by 'transparency' in this context?

In this context, transparency refers to being open and honest about business practices and showing the behind-the-scenes processes, particularly in marketing and advertising, without deceit or pretense.

How does Spurlock describe the dual nature of his personal brand?

Spurlock's personal brand is described as a 'mindful play' brand, which combines being thoughtful and reflective (mindful) with being fun, daring, and engaging (play).

What challenge did Spurlock face in selling the idea of his film to brands?

Spurlock faced the challenge of brands being hesitant to participate in his film because they feared losing control over their image, as the film would candidly expose the marketing process.

What was the outcome of Spurlock’s project in terms of brand participation?

Despite initial setbacks, Spurlock secured 17 brand partners who were willing to embrace the transparency of the project and relinquish control, allowing the film to be made.

How did the film perform after its premiere at Sundance?

The film gained significant attention after its premiere at Sundance, generating over 900 million media impressions within a two-and-a-half-week period, even before its official distribution.

What is the speaker’s perspective on taking risks in business?

Spurlock believes that taking risks is essential for success, as it leads to opportunities. He argues that businesses should embrace fear and uncertainty rather than avoid risks, as avoiding them limits potential rewards.