The Swirl: August 8, 2016

Who's excited for two full weeks of the Olympic Games? We are! Swimming and gymnastics anyone? In this edition: celeb turned ad man, DIY on steroids, and the world before Instagram.


Brainwriting (n). – the more effective way to brainstorm that involves more writing and less talking. Because who woulda thunk that getting people in a room doesn't usually yield great creative results.


You might recognize him as David Wooderson in Dazed and Confused, Benjamin Berry in How to Lose a Guy in 10 Days or Detective Rustin "Rust" Cohle in True Detective. Maybe even as the newest spokesperson for Lincoln. But how about as the next creative director for Wild Turkey? Bet ya didn't see that one coming.

The bourbon brand recently tapped Matthew McConaughey as more than just the face of the brand. This time, he wanted to have his hands in the "clay" of how the story is told, rather than just be a character in it. How poetic. In the short film (yeah, spoiler it's six minutes long), we watch Matthew meet with Wild Turkey founders and learn all there is to know about their whiskey.


While this might be the first time we've seen a celeb morphed creative director in a while, it isn't the first time that celebrities have represented on behalf of spirits. Mila Kunis for Jim Bean. Amy Schumer and Seth Rogen for Bud Light. Sean "Diddy" Combs for Ciroc. Personally, we loved Jude Law for Johnnie Walker...but we digress.

So, what sets Wild Turkey apart from the rest? Integrating Mr. McConaughey into the process to better reach millennials. What does he know? Well, he understands that Gen Y appreciates authenticity, and not just another "bearded hipster" soliciting them. Will we see more actors stand up against being just the star of the ad, and fight for more of a creative role in the process? We like the sound of that.


Remember Lowe's #FixInSix on Vine? Well, their recent Made in a Minute campaign takes home improvement help to a whole other level. And we're into it. This new initiative leverages Facebook 360's technology, which allows viewers to move around the eight individual frames in (you guessed it) 360 degrees. Each frame offers step-by-step instructions on home improvement techniques and also repeats like a GIF, so the viewer can see it as many times as they'd like. Plus, they can click through to the brand's Tumblr page, where all products are listed and can be bought online. Talk about a fully integrated customer experience. You go Lowe's, you go.


Technology is an amazing thing. Even though it can be a little confusing at times, it can also be extremely helpful. And Lowe's is on a mission to leverage the latest and greatest to help out passionate DIYers. Because who hasn't had a Pinterest fail? Their ability to keep up with recent tech has positioned them as the go-to source for those of you who need some guidance with that dresser you want to build or planting that garden. Props to Lowe's for leveraging tech in a way that's actually resourceful to consumers. Who's down to go make a teepee?

Pro tip: Once in the browser, click and drag the video to see all of the steps.


These days, it's pretty much second nature to stop what we're doing to snap a pic of our foods, our friends, and our fun, and immediately post it online. But what was life like before all of this? Ikea has the answer. In the 17th century, phones with cameras are actually painters with a canvas and "posting for likes" is actually riding horseback from house to house in hopes of a thumbs up. It's pretty hilarious.


Ikea has been keeping our ridiculous habits straight for a while now. Remember the BookBook? Both of these spots poke fun at modern trends and reflect on the simplicity of older times. It's funny because it's true. And these days, it's hard to go a commercial break without seeing a bunch of fluff. Sometimes it's nice to be grounded. It's like a breath of fresh air. Plus, it's true to the Ikea brand: simple and to the point.


Apparently, Instagram's the new Snapchat. Or just following in its footsteps. Introducing: Instagram Stories.