SoSaic: Communication Theories of 21 Century America

Amazing Reach | Fabulous Frequency

2010-11-30T18:37:00.001-08:00

I will have to say that a year can really be flipped upside down, drilled sideways and built back stronger than ever thought possible.

This brutal semester has finally come to an end. And guess what?

I LOVE ADVERTISING MORE THAN EVER!

Masochist? Maybe. But after learning Media, Digging into Account Management, Playing Account Planner and finally getting to solve real problems as a Creative, my love for advertising has actually grown so much more.

I wanted to share two recent advertisings that hit me hard. One was so brilliant I only saw it once and I was hooked. Saw it on TV, went to YouTube, played it four times, shared it on Facebook, then watched it four more times there.

What was this magical advertisement? Michael Jackson The Experience video game for the Wii and XBOX Kinect, of course!

I say no more, here it is:

[youtube=http://www.youtube.com/watch?v=EKI3U_uFv7Y&fs=1&hl=en_US]

The second one made me appreciate media planning, placement, buying, creating, managing and PR - and everything else advertising for that matter - to the next level.

I saw this awe inspiring video/commercial on a random website; I then YouTubed videos for almost 15 minutes (I have a 4-year-old, you see); then I was totally hit by a 10 minute interview with Jim Dooley, composer of the video game's music, while listening to NPR News' The Record on the radio on my way home from school.

This was such a perfectly executed advertising campaign, I cannot wait to learn who put this brilliant campaign together.

But, I will just let you see the brilliance that was that original video/commercial.

[youtube=http://www.youtube.com/watch?v=4-MnhFSHTxU&fs=1&hl=en_US]

And FYI, I am absolutely "getting the game for my son" this Christmas.

Stay cool, stay connected, stay balanced,

Alex

Playing the Ad Game (Last True SFO Update)

2010-08-08T22:13:00.000-07:00

When people say that in the ad world everything can turn around in a second, I finally understand… they are not full of shit. I must admit, I have seen the power of a big or great idea before--but come on--change everything?

Well, during this internship I got to experience it myself.

This update (which was actually written awhile back), as you can tell already, is a little more on the positive side. Details cannot be revealed for obvious reasons, but I will share that some of my time at McCann-Erickson San Francisco truly brought some serious legitimacy to my dream.

I cannot believe I actually got the opportunity to express my thoughts and ideas, stood behind them and, for a day, so did a team of veterans. Insanity! Nothing saw the light of day, but it did make it to the halls and minds of influential people who have and are molding today’s ad world.

True, I would be a liar if I said I was not proud of myself, but now more than ever I know I must remain calm, humble and balanced. And, not lose the personality I know will have the drive and longevity for success.

I waited to post this because--in all honesty--I almost felt ashamed for feeling worthy of this experience. But then I realized... that is exactly why I came here and the people who have believed in me all this time should learn about my successes; not only about my failures.

I miss home. I miss my people. However, let us dance in the small amounts of positivity that keeps us wanting to get up in the morning and live.

Keep positive. Keep balance. Never fall out of love.

Alex Santiago

UNFORGETTABLE MEMORIES
with my friend Adrian

1. Wine tasting at Ceja's Winery in Downtown Napa.
2. Tiramisu at Pinocchios's in Little Italy, SF.
3. Incredible Risotto at Pinocchio's in Little Italy, SF.
4. The best guava ice cream at Lappert's Ice Cream in Sausalito, CA.
5. Delicious burger (animal style) at IN-N-OUT Burgers in Pier 41, SF.

How Hispanics Are Going to Save America

2010-07-26T11:42:00.000-07:00

“More often than not, according to data from the Bureau of Labor Statistics, they eat family meals at home, and spend less than average on alcohol. They're moving to the suburbs, tend to be community-oriented, and have high aspirations for their children. In short, they are the sweet market for consumer goods and services that the entire nation used to be when baby boomers were young.”

— 'Hispanic Market Hits Tipping Point,’ adage.com

For years now, I have been trying to express the importance of “tweaking” businesses to capture unique factors of the Hispanic Market. Sadly, no one ever listened.

Ad Age's 'Hispanic Market Hits Tipping Point’ best simplifies and proves the unique factors that will most certainly change and enhance this economy and country. Not to get too political, since this is mostly a business point of view, but the group many natural Americans keep rejecting is the closest thing to what they want back from their “good old days.”

By “old days,” I mean those majestic growth days in U.S. history. You know: bigger families, fun outdoors, meals together, actual interaction with each other, appreciation for our elders, etcetera.

The reality is simple, even though our country has evolved, and Hispanics and other minority groups in this country have evolved—there is something that keeps us unique.

That something is pride of our heritage and respect and loyalty for our families.

The beauty about the evolution of the Hispanic communities in this country is that we are blending, but not melting. We treasure, live and love our past and our present.

We are a social mosaic rather than a melting pot. And this is not a bad thing at all.

American ideals have changed us, but we have also kept the best from our previous cultures and backgrounds. Something most immigrant groups have not done for reasons I am not qualified to speak about. I may be able to speculate. Just not here.

And why is this important for businesses and brands?

Simple.

What else do we need other than pride and loyalty to create a thriving brand and/or business? Paired with a strong sense for community, these two key factors will make and break businesses in the future. [Read the article to best understand.]

I say that because if anyone takes the time to explore what triggers first, second, third and many Hispanic generations to come, they will find the success many companies are currently enjoying.

The numbers do not lie [yes this is a bad cliché]. But, find brands heavily used by Hispanics, the few companies out there who gets them and see the company numbers against the rest of the market.

I do not mean this in an arrogant way, and if you read it that way, then I am sorry you do not understand my point. This is a matter of thriving, or existing for some businesses, in this crazy state of economic non-sense.

When I was 19-years-old I was not heard because what the Hell does a kid that age knows about anything, right? But I saw it then because I was living it. And experience will maim self-proclaimed experts or academia. Experience that the numbers are finally expressing.

I invite you to explore. I guarantee you will fall in love with something unique and special in this group, and it will change your life forever.

Keep those minds open,

Alex Santiago

Third and last update from The City

2010-07-22T10:33:00.000-07:00

Hello friends, family and random people who found me because of the fantastical connectivity of the Internet. If you read the last post, things were not as magic as I expected them, but things have gotten better. In some ways.

For starters, I got several pieces for my book, which is quite rewarding. Most rewarding have been the great connections and friendships I have acquired out here. I can honestly share I have met some of the nicest, talented people in the world and that is quite humbling for me.

Wish I could say all of the people are, but I am not one to bullshit.

It has been interestingly cold out here. Even records were broken for weather craziness. I guess now I can say I was there when…

Since I cannot talk about the fantasticabulous things I have been working on out here, this post is going to be short. And if you are wondering about the money crapparama I spoke about the last time, it is still the same. I am just over it and do not want to bitch about it on my blog anymore. (I kind of did, huh?)

As usual, I will leave you on a wonderfully positive note:

A great friend told me earlier this year that I was not going to know I was getting a great experience until it was over. First of all, I am glad to have this person as a friend. Secondly, as usual, she was right.

I have a little over two weeks left in the city, and it is all making sense. Yes it is true that my expectations were not met, but who the fuck cares about expectations?

To expect is to wait.

But to experience is to undergo, to gain, to perceive, to understand and to remember.

I am sure you know where I am going with this…

The undeniable fact is that we could sit and wait for things to happen to us, fall on our laps or whatever. Or we can move, move, move—push, push, push—and actually gain something.

Experience.

It really is all that matters. Live your daily walks, my friends.

I love you. You should love yourself more.

Peace, Love & Balance,
Alex Santiago
twitter.com/SoSaic

A week and some change… please.

2010-06-17T19:43:00.001-07:00

“I’m looking at you through the glass. Don’t know how much time has passed. Oh God, it feels like forever. But no one ever tells you that forever feels like home, sitting all alone inside your head.” – Corey Taylor

Sorry it could not be brighter, but after all, chasing a dream does not change reality—even clear across the country.

The location is beautiful, of course. The food? Fantastic, while it lasted; not that I indulged too much anyway. Here, views are worth a million postcards and the people, priceless.

But I promised I would share my experience, so I will remain honest without bumming everyone reading this out. Not that I expected bells and whistles, I have been out in the “real world” for some time to know better. Yet, the experience is not too far from disappointing for several reasons I cannot fully disclose.

The opportunity givers, whom I am still grateful for do not get me wrong, were not fully detailed about the amounts of money needed to simply exist in this oh-so-beautiful place. Furthermore, let us simply say that communications have been all but existent, which to be honest has been driving me crazy.

So here I am, using this space barely read to share my less than happy news that I have almost no money, am afraid of how I am getting to work in the upcoming weeks and basically have nothing left for food and/or do my laundry. Simple necessities really become important when you are here [inside my head], which I have sadly been many times before. [Insert irony here.]

Irony? Yes, irony. Why?

Well, my wife, who is doing very well in Indiana with my son and her family, said it best, “Babe, to be poor and do nothing at work, you could have stayed here with us.” Ironic.

Besides all these money troubles and lack of experience building, I also found out my Starbucks management did not manage any of my standing “opportunities.” Long story short, I will not have a job in August when I get back. So if anyone reading this has a job to offer, shoot me an e-mail and we will talk when I get back.

This afternoon, I also found out that I owe $1,500 to USF for two classes I did not take. I am not even getting into this. Let us just say I am trying to handle it. A break? Me? Never.

Am I ungrateful? No way in Hell!

One thing I have learned since I decided to take on the world sort-of-on-my-own about six years ago is that one cannot be ungrateful for anything that happens. Good or bad. Because negative shit happening around you will only get you closer to being positive, which will then get you closer to being balanced. And most of you actually reading this know all about me and my constant-balance-seeking teachings. Ha!

This morning, I began looking for a second job. Yes. Is that not about the last thing you would think would be happening? Well, it is happening. I figured I would begin looking in areas that would help me grow in my field. Luckily for me, I actually found two this morning. Of course, I applied first thing this morning. Fingers crossed.

I will make it work my friends. Although, I do wish I had my guitar here with me because I think it would really help me stay in line. Maybe I can find an acoustic guitar app.? Who knows?

Enough for this post; I will actually leave you on a positive note. Yes, positive!

These are some photos of my brighter days in the city, as the locals call San Francisco.

Thank you for stopping by. Perhaps the next time I post I will have gotten paid and all of this can go unexplained. On that note, never let money run your life. Not when you do not have any nor when you have too much. Remember, for millennia, we got along, survived and loved without the man-made, materialistically driven currency system.

I love you. You should love yourself more. I am a stranger for the love of all that is good!

PS: I am not sure how much weight I have lost, but I am two pant sizes smaller. At least one of my goals out here is not being challenged.

"It's times like these you learn to live again. It's times like these you give and give again. It's times like these you learn to love again. It's times like these time and time again." – Dave Grohl

10 Days Out... 4A's MAIP

2010-05-25T15:42:00.001-07:00

Welcome to my blog.

Yes, there are a couple of things down there, but they were old posts unrelated to what the future holds for me and SoSaic.

Many people who know me are aware of my many quests and downturns... But what is important right now is the celebrations I will share through this tiny spot in the Web.

Moving on.

Back in Decemeber, my advisor at USF shared this great internship opportunity from the American Association of Advertising Agencies (4A's). I must admit, I was not aware of the level of importance and grandeur this internship held, but I pursed it anyway. After all, it is in The Constitution... ;)

(Pursuit of happiness... Get it? No? Alright, never mind.)

In two weeks, I had to refresh my book (portfolio) and resume, find two killer recommendation letters (thank you Mark Irby and Carol Osborne), write two essays and create a three-page ad campaign for Dentyne gum. Yes, two weeks. Crazy, huh?

Well, thanks to some amazing USF friends and my always loyal Lesha, we shot and produced the ads. Then, my incredible friend Mattias, who lives in Sweden, put it all together.

Incredibly enough, the 4A's never got my stuff... files were too big and the e-mail kicked it to my spam without telling me. Yes, I cried.

At any rate, I was able to submit my work and the Multicultural Advertising Internship Program (MAIP) committee got to finally see it. Lucky me.

Next thing I knew, around January or February, I was a semi-finalist in this nation-wide competition, which meant that a local agency was going to interview me to make sure I was not a lunatic Hispanic student.

That's me feeling good after my interview.

Clearly, I am not a lunatic since I became a FINALIST!

The MAIP team then submitted all of my information to the ad agencies playing along for the summer. And long story short, McCann Erickson gave me the opportunity to live my dream of becoming a copywriter.

This summer, I will be working with one of the best ad agencies in the whole country, which is still pretty surreal to me. But, I am going. I already know where I am living and working (thank you Google Maps), and I am loving every single second of it.

Sadly, my wife and son will not be able to accompany me, but nature's sense of humor is always on my side, so this story will be that much more dramatic since I am quite literately leaving everything I love behind... but only for the summer.

I owe many people gargantuan thanks, and I am doing this for my family, myself and for all of those who have been supporting and believing in me all these years.

I love you. And I hope everyone plays along with me while I attempt this blogging thing while in San Francisco.

Peace and balance,

Alex Santiago

twitter.com/SoSaic

Mi4: Powerful Savior of Mankind

2009-10-02T11:12:00.000-07:00

Q&A With USF Poly's Catherine Lavellée-Welch

2009-09-25T14:23:00.000-07:00

Alex(A): What influenced you to do this event? Is it a yearly event?

Catherine(C): Banned Books Week is a national event; this year is the 28^th edition. Read Outs, or events where authors or ordinary people read from banned or challenged books, are common during this time. I had participated in one at my previous place of employment. I like Read Outs because they are participatory and involve people in many ways. It’s more active than just having a display (although we will have one of those too) and it adds to campus life.

It’s the third year the USF Poly Library holds an event for Banned Books Week. It’s the second year in a row that we have a Read Out.

A: How is the school responding to this event? Positive, negative? Is there any resistance against the event?

C: Polytechnic is responding very well. I have received shows of support and a lot of good comments about it. A very important value in academia is academic freedom, the mix of ideas and opinions, the right to express those ideas, the growth of knowledge that comes from it. The event fits and illustrates that value very well.

A lot of students appear surprised, in particular. Last year, a lot of students that stopped by the event went through the list of banned/challenged books with amazement. First, by the fact that there were still books being challenged and then, by the titles on the list. Some books are literary classics or very popular titles like the Harry Potter series, Of Mice and Men or the Adventures of Huckleberry Finn.

A: How many scheduled readers do you have for the event? Are they faculty, students, locals?

C:I currently have 15 enthusiastic readers. There are USFP students, staff members, faculty members; there’s also one administrator.

I also have a special community member reading this year. Her name is Becky McKee. Her brother, Craig McKee, a past resident of Polk County and a teacher, co-authored a children book that was banned in Wisconsin in 1991. The book is titled The Unicorn Who Had No Horn. The book was challenged and removed from an elementary school library because the challenger said it promoted "New Age religion" and included material about witchcraft and the occult. Ms. McKee will be reading her brother’s book.

I have five readers that are “repeat offenders” – they read last year and asked to read again.

A: What is your goal for the event? What are you trying to accomplish with such a taboo subject?

C: To bring attention to freedom of expression, the importance of access to information and the freedom to read. To make people, who may have never thought their freedom of expression could be endangered, realize that it’s possible it could be taken away from them. Aren’t there multiple countries in the world where censorship is the way of life? I also want to make people, who may think that it’s no big deal if a book is pulled off a library shelf, realize that it’s a slippery slope toward intellectual stunting, extremism or authoritarianism.

The power of books is amazing! It’s interesting to see how, if people don’t agree with a TV show or a movie, they will simply decide not see or watch it. However, over the past eight years, some 3700 books were challenged in the U.S. (and it seems only about one challenge in four or five is reported). It sure seems like people think the written word still has a real and more lasting impact than other media.

If a person doesn’t agree with a book, he or she just can decline to read it. And he or she should go over what their child wants to read in advance. But taking a book away from everyone else based on one individual’s opinion cannot be justified, in my opinion.

A: What is your favorite banned book?

C: There are so many great books that have been challenged! I’ll go with a classic, To Kill a Mockingbird by Harper Lee. Isn’t it ironic that a novel that denounces injustice and intolerance is one of the most challenged books in the U.S. for decades?

Francis Bacon's Bon Mot Mind

2009-08-17T19:13:00.000-07:00

"Knowledge is power"

--What a joke--

Power is power!

The sun accompanies me.

Yellow and white lines point at me.

Yellow and white cigarette remains define me.

Sarcastic black crows hysterically laugh at me.

"Knowledge is power"

--What a joke--

Power is power!

Tall buildings do not define men.

Much like men: they fall apart,

They rot,

They disappear.

"Knowledge is power"

--What a joke--

Power is power!

And you,

Are you angry?

Are you sad?

Disappointed perhaps?

Knowledge is not fucking power.

Power is fucking power;

And few obtain it too.

Knowledge is not power

because power is power

and that is the joke.

I am the joke.

You are the joke.

We are the joke.