Defend The Ring (Pop) & The State of Grindr | Presented By Lovable

[MUSIC] One day September 9th, the breaking of the live show presented by Loveable, I'm Jack. >> And I'm Gina. >> Gina, what's up? >> Nothing much, you know what I did last night. I had a little bit of the Four Walls Whiskey. >> Okay, nice. >> Hell yeah. >> Hell yeah. >> The Dijinger Rail Four Walls Whiskey. >> Well Tuesday night action, that's good. >> Get things going, how are you feeling today, you feeling refreshed? >> Oh, you're going to throw up, I think. I think he's going to throw up on live. Big show today, let's pull up the guest graphics. Let's see who's going to be drawing us. He's drawing, YouTuber, he's got like millions of YouTube subscribers. But he's working with ring pops, you know. Defend the ring sports platform from ring pops. He said this is smart, but the NFL season kicks off tonight. >> People are emailing me about this. >> Yeah, New England versus the CLC Hawks of rematch and the Super Bowl from last year. And D's drawing is going to be there, handing out 70,000 ring pops. >> I know, it's awesome. >> Everyone, I feel like I believe that would be everyone in the stadium. >> Got to be. >> Yeah, unless it's like, is it as big as the big house? >> No, the big house is like 100,000. >> Yeah, that's crazy. >> Crazy that that. >> I've been to the big house, it's fucking insane. >> I heard it's not great to watch games. >> Yeah, I mean I went for a concert, I went to the Mill manipulator conference. John Mayer and Zach Bryan, I couldn't see, I mean he can't see anybody. >> Were you in the nosebleeds? >> Yeah, I was in the second to last row. >> Jesus. >> So it was up there. And then Tabby, Michael Tabby is going to be joining us here at VP Glow Creative at Airbnb. You know what, I couldn't find a pronunciation on Tabby. Everyone calls him Tabby, I may clear the error right from the get go. He just signed on to be the VP Glow Creative at Airbnb after spending some time at open AI, leading creative over there. So pretty cool guy, interesting career path, going to ask him about what it's like to be leading creative at Airbnb. And then we got Tristan Peniero, Geno, the Grindr CMO, talking about what's going on in culture and how the gay community is shaping it. And where Grindr feels like they should play a role because they are doing some great content, great brand entertainment from Grindr recently. >> Yeah, kind of pivoting just to being a dating app to really when my view and your view as well, a media company, creating new content, doing new studies out there. >> Yeah, it's connecting the dots, culture. >> I mean, we'll ask about it how they've kind of participated and amplified the gay community because I feel like they have done a great job of that. How about some lessons for brands too? >> Oh my gosh, big time, you know, big time lessons, hopefully, fingers crossed, there's some lessons. The other thing, before we bring on, destroying Geno, just hit the desk yesterday, we predicted it, I think everyone saw it coming, but Coca-Cola is going to be moving on with their North American media business. Do you want to explain what's been going on here for good luck, might be just tuning in? >> You're putting me, you did such a great job, you got roasted, though, online for pronouncing "publices." >> Oh, yeah. >> Well, that's how I pronounce it. >> It is what it is. So, that is happening. But let's talk about that after we're bringing destroying Geno, because it's celebrating right, waiting in the lobby here. >> Can't wait. >> We'll bring them in. >> It's a legend, let's bring them on, destroying, welcome to the show. How are you doing? >> What up, what up, boys? Doing good. How about you? >> Doing well. So, rumor has it, will you be at the stadium tonight? Will you be at the NFL kickoff tonight, man of the people, handing out a bajillion ring pops? >> I don't know if you could see the jersey I got on, but yes, sir, I will be at the game. >> See Hawks, home opener, versus the Patriots, a little run back at the Super Bowl, handing out ring pops, as you mentioned, I'm super excited. >> Who do you got winning this one? >> See Hawks by how much? >> I think see Hawks for sure. I don't know, obviously it's the first game of the season, so the team's earning their full form yet, but I say see Hawks by at least a touchdown. >> See Hawks by a touchdown, that's an official, that's destroying, that's official. >> Yeah, yeah. >> Who do you guys got? >> I mean, well, I was going to ask you, because I mean, I think about, it's kind of tough, ring night, Super Bowl hangover, the Patriots, obviously coming off the loss. I wouldn't count out the Patriots, not that, you know, the media as well. >> Yeah, we'll see, we'll see, but I mean, the game's in Seattle, so it's going to be, I mean, home field advantage in Seattle is a big thing, both men will be out ready to go through. >> Oh yeah. >> It's a loud stadium. >> There's a lot of ring pops there as well. >> So how did the ring pops come to you? Like, how did this happen? How did you get in touch with them? >> They reached out to me and said that they were interested in working together for the home opener. And a ring pop being such a legacy brand, something I grew up on, you know, I loved being the kind candy ones when I was younger, it was a no-brainer. And you know, I love football that were bringing me to the home opener, so we ended up making something work. >> I love it. >> It's fascinating. I mean, ring pops. I mean, talk about a brand nostalgic, something that you grew up on. You ever think that ring pops would be hitting you up here? What year is it? 2026? >> That's right. >> Six, man. Yeah. So they're making up a big kind of rebranding, and you know, today is 2026, it is a legacy brand. They're trying to kind of get involved with the newer age generation and, you know, become a legacy brand for them. >> And what does that say then? So by working with you, what do you think they get out of this? What is your audience like? What's your persona like online for brands now to be associated with you? What do they get from this? >> So obviously, my brand is very authentic to me, very authentic to sport and football. I feel like a lot of people could relate and see my perspective in the sporting world me being an athlete and a fan. I feel like I get a good, you know, sense from both sides of the coin and, you know, going to this game, experiencing a game, handing out the ring pops, you know, attaching myself to such a legacy brand. I think people can trust my judgment, and if they just taste ring pops, and they'll know that they're the bees' knees pretty much. >> I got to ask, as a child, because I feel like we've all done this when you were asking someone out, asking someone to be like, you know, one friend and girlfriend. Did you do it? Did you ever drop in the ring pops? >> For sure. >> That's kind of the move, right? >> For sure. You know, you know, you little pretend marriage. You know, you give them a little ring pop. >> Your favorite flavor. Their favorite flavor. I mean, always worked out. >> I'm pretty sure I did that for prom. Did you? >> I give a ring pop to that. >> That feels. >> I mean, at that point, you gotta be. I mean, you gotta be doing bigger than that. Like, you gotta be thinking about it. >> I did cupcakes for prom. I had my mom bake some cupcakes, and I put some little right in on the top one, so. >> That's perfect. >> No, that's creative, you know, it's a creative challenge. >> It is. >> It is. >> Cupcakes. >> That's right. >> And as long as they taste good, and the dates say yes? >> No, she did. >> She did. >> It worked out. >> It worked out. >> Good, good. >> That's all I managed to do. >> Did all that and give rejected. >> Yeah, that'd be terrible. >> I think it worked out, I think you have one of the most interesting paths. Someone that, like, whether, I mean, we can say it, I feel like kind of paving the way in making a big impact on the current state of collegiate athletes when it comes to NIL. So can you explain, maybe, for people that are tuning in, the marketing audience, explaining your, how you got to where you are, the origin story of destroying. >> Yeah, for sure. For sure. Well, it's a long story, but I'll make a sure. I was playing college sports, I had an interest in content, and this was in 2017 before. And I always knew the thing before college athletes were making any money. And I was able to monetize my YouTube page at the time, and I made a couple grand during the summer. And the NCAA eventually told me I wasn't allowed to do that and get paid. This was an era where if you get a gift card as a college athlete, you're in the wrong, and you could be an eligible soul. Basically, they gave me an ultimatum and told me I got to pick either my scholarship and donate all the money back, delete my social media, and delete my social presence pretty much. Or I picked my YouTube channel and become an eligible and not be able to play college sports again. And I took a gamble on myself. I thought what I was doing was awesome had a high potential of ROI and just, you know, it was, it just was a gut feeling I had that this would work out and this was where things were moving towards. And I picked my YouTube channel and basically left school and just kept working on my brand, kept building it, kept branding, kept innovating year after year. And now across the whole platform, I think I'm like 12 million plus followers or something crazy. It's insane. And Jack, you know, I asked Jack this before. So like, did it, like, was this a fundamental moment, like to actually shift the dynamic tune and I out like, is this something that you talk about with your friends, your advisors? Do you guys actually feel that impact from your specific decision? Definitely. Um, I will say I'm more of a humble person, so I don't speak on it much, but a lot of people do tell me, hey, you were like the grandfather of all this NIL stuff. Like you started it. You said it off. You're the reason a lot of people are getting paid today. And I guess when I look back, it does make sense because at the time, it was unprecedented. No one was making money on social media. We were entering this huge era of social media at the time. Many people didn't really know the potential of YouTube and social media and being able to make money. So I think I kind of woke people up to that being a possibility in the future and I mean, to look at it now. Yeah, it's crazy. And paid millions. And you probably were you getting brand deals at that time because it sounds like the initial fun, uh, funds were coming just strictly from like the YouTube monetization program. To be honest, not while I was in school. No, I wasn't getting any brand deals. Once I left the ad and brand deals started coming in, but it was all just YouTube ad revenue at the time. Yeah, that's, that's the part in nowadays, like, you know, obviously your business. I imagine a large portion of it is like the brand deal stuff, which is so fascinating. And it speaks to how much things have changed and how early you were, like to think about like brands like weren't even really getting involved that much with YouTubers until people forget about this like in the last five years probably. So it's wild for you how have you seen the landscape of YouTube change as someone who you know all things considers pretty early compared to the popular entering now. I've definitely seen the landscape grow. I feel like there's been a high influx of people you know the barrier to entry is low anyone with a camera could start making YouTube videos. So I mean while that has flooded the market it's also created a beautiful kind of thing where people can be creative people could build businesses people could build brands work with brands obviously and create income and you know quit a regular nine to five job to make social media content. So I think it's been amazing. It's created a lot of opportunities. It's it's allowed people to kind of step out of their shell and and show the world what their interests are that we may not know about. So I think it's amazing man. I'm so fascinated by this too because you you're working with ring pops now you've built your own brand you're I'm assuming you've worked with other brands on other brand deals here. Yes. What advice do you have for our audience? The marketers in the world. The people that are thinking about who they're going to work with next or if they're briefing somebody currently today. What advice do you have for marketers that might be listening in? I definitely think nowadays people are just jumping on brand deals because they're being offered money. I think there's enough might to go around. I think the better campaigns are the ones the times when you align with brands that mean something to you whether that's like a brand from your childhood for example ring pop like I'm working with now or like it fits you you know you don't want to just pick a brand up because they're paying you x amount. I mean obviously there's going to be times where you do that for sure but you want to align with brands that mean something to you that way you could be fully bought into their campaign. You could be fully bought into their messaging like it could come off as authentic and end up creating more conversion for the brand because your audience could sniff things out. They could they know if you're just don't want a random thing in front of them like they're your audience they're your people they know you so I think you know we've we that's great advice easier said than done like having worked with ring pops or another brand like have they asked you any specific questions audited you interviewed you like have there been any tricks where you were like wow this was a nice touch they actually got to know me or they did their homework can you recall any stories like that. I'm just working with brands man I feel like my story is pretty public so I feel like it's it's a little easier for brands to do that research and and kind of align with me in those ways but when they start really saying stuff that just the general public doesn't know or they talk about pieces of content I've done a very long time ago that may not be like super viral and during meetings I go we watch this video or this was my favorite video he was like when they show me that they've actually done their research or really looked into who I am and what I do like that hits an extra soft spot for me and I'm like okay like these people really care about me so not just a business transaction. Yeah right. The other the thing that I find that for me like when you first came on my radar I feel like it was when you started interacting and doing videos with NFL players like Tyree Kill like you're doing like one-on-ones with Tyree Kill and I feel like it was kind of the beginning of this wave of like pro athletes realizing and understanding the importance of like working with creators and like building relationships with creators on YouTube do you talk about how that all started for you like how you initially got some NFL players to do these one-on-ones and race you and do these sweet videos. For sure obviously as time went and my brand grew I'd definitely jumped on a lot of people's radars but I feel like what helped a lot was a lot of these athletes and stuff would have kids and they'll be like man my kids watch are your videos like you always on a TV at my house blah blah blah I remember that was kind of the case with Antonio Brown away back in the days he had a few sons and they'd always watch my content stuff so we ended up collabing and working together but I mean also athletes realize that now they could control the narrative like right it's not all gonna be the talking heads on ESPN talking about them or saying they're a perspective which could not be accurate like they control the narrative they're able to speak up and and get on videos and have their own channels and kind of guide their storyline so I mean it that's kind of how things popped off really. Yeah and then I also I also love the videos where you go and like you host these run one-on-ones and like these neighborhoods at these football fields was there any it was there any one event that you hosted where you're like holy shit I can't believe this many people showed up to some of your hosts there's a few of those I'd say Chicago was a crazy one we had like thousands of kids out there we had to shut down the event early it also happened in Charlotte we shut down a whole neighborhood which was the most insane thing but I think the biggest moment will yeah the biggest moment where I was like holy crap like this is this is huge it was when we were allowed to do the one-on-ones in the Detroit line stadium like lines were during like doing their training camp and right after training camp like Jarek Gough and them are in a field freaking hard knocks it's being filmed like they got all this crazy stuff going on their fans are in the stadium and then we were able to go on literally right after that as the players were leaving in and run kind of the playoffs of our one-on-ones and just being embraced by the NFL and letting us run in their facilities and and do things like that I was like man like we've really built something amazing huge here yeah it's amazing it's inspiring yeah destroying your absolute legend best of luck tonight and appreciate all that you do we'll be tuning into night I'll be holding you to that prediction you got to see us by at least a touchdown yeah sir it makes you all get your ring pops man that's right there you go thank you destroying have a go on thank you take your voice take care you're not going youtuber legend he's a legend uh you know what else is legendary you know it's a lovable this episode of breaking and entering is brought to you by lovable and I want to be upfront because I love you guys and you deserve it we actually use it here we've been building microsites unlovable to keep us on the same page when it comes to scheduling and operations around this freaking live show it's a big we just describe it what we want in plain language and lovable builds real working software no dev ticket nerds no wedding on someone else's sprint it's lied by the time we need it next time you need something for a campaign it doesn't exist yet don't foul it away build it links in the show notes that's lovable go check them out lovable come on come on now lovable ball here let's go and do our next segment here it's called red light green light wait say red light red light green light working things out that's right come on i do it here all righty we're gonna go through a couple campaigns and we're gonna say each we red lighted or green lighted first campaign on the docket here holumbia sportswear back at it again this time they're giving away free sweaters if you facts in an order free sweater time back the nineties jack you fax it if you can find one what do you think about this one it's a green it's a green light for me you know um i think that the team at columbia and their agency partner Adam and Eve tvwi is encroaching upon heater status they're like a microwave right now you know it builds some confidence this agency brand dynamic this is what you're dreaming of you build confidence you win a can lie in for the work last year you win a grand prix the biggest award in advertising and now you're saying all right now we're heating up now give me the ball get the hell out of my way that's what they did here i mean bringing the facts machine to get people to order an nostalgic sweater leaning into the nineties nostalgia but doing it in only a way that columbia could with the sweater and saying hey if you can think about how to send a facts go for it it reminds me a lot of the the work that won a grand prix you know that's right because of the fact that you're you're you're giving you're giving the audience a task you're giving people something to do like they did uh where they had they challenged flat earthers that they could find the end of the world then columbia would give them the company assets now i love it and uh they're running back in similar playbook it's a green light for me as well texted mat Sutton the cml he said they actually found a 1991 facts machine on ebay and did the shoot in their studio influencer kennedy uric legend legend is also had a very nice execution deliverable video on her channel that's being received quite well and she did a personal posting how much fun she had doing it so this is the this is okay let's talk about this because i love the the framework here just thinking about it do something cool and then amplify it with influencers and creators that make sense for the cool idea that you came up with vert like in a lot of cases we i think as crazy as it sounds that in the year of our lore of 2026 we still have brands that are like find the influencer that like kind of aligns the brand and then let's figure out a concept around them this is not that this is this is the correct way to do it in my opinion and it has respect for the audience i mean it smells like a good brand and a good agency partnership at play it's gonna sound like i'm glazing and i listen i am glazing because i love the i love getting excited about something that makes sense and is good i saw this and i merely said that's good that is good work and um and now i'm influenced now i kind of want to get a Columbia sweater think about all the times that you've like gone into like your uncles or your parents closet and you pull out that like crisp 90s Columbia sweater and then you wear it around your college campus and everyone thinks you're really cool they're the coolest people on campus I mean, absolutely, I did not have one. If I had a fax machine, I would do it. I don't have one. Oh my gosh, it's really funny. It'll be funny to see. You want to wait and see the UGC content that comes out of this organic content, I will say. So I'm excited about that, but shoutout to Columbia and Adam and Eve TVWA on that one. - Next one is interesting, as all I can say, this is interesting here. Guy on X has tweeted out that he's selling tattoos on his body as he approaches a high rocks competition. This guy, he's got a good amount of followers. I think his post already has 1.6 million views on X alone. He's selling sponsorships. It started at $1,000 per placement on his body, and it's been going up and it looks like Jack on the website, which is absolutely crazy, where he actually took photos and 3D rendered his body. He's got some placement sold. I think they're up to $4,000, $8,000 sold each. This is the sample video. Those are not the official ones. If you click on that website, you'll see the actual brands that paid money to be on there. - Yeah, you got a QR code on here. Throwback to Coinbase, circa 2022-ish. But look at this, Jack. - I mean, what do you got, green light or red light? - Oh, I haven't even thought about that. - Okay, you know, I'm gonna go green light. Okay, you know, here's a guy that's taking a creative risk for once in his life. He's tapping into the AI bubble, all these AI companies on X here. It's a smart media strategy. It's working for me. This is a green light. - You know, I'm going green light on the ad sale strategy. The principal base buying auction based system that he's implementing here is pretty interesting, where you can auction and bid out someone else's placement, which I think that I love that. Higgsfield gets the butt here. I think that is an important placement when you're thinking about the context of a high-rocks competition. A lot of people are going to be focused on the behind, you know, it obviously the legs feed the wools and it's coach a big protege says. - Great, it's a big placement here. I don't know how he is built in real life if it's a big placement, you know what I'm saying? - No, I mean, this appears to be, I mean, this is him. Look at him, he's in the background. - He's got a shredded cheddar cheese. - He's almost as jacked as a Shane Jake Paul. What's the, what Jake Shane? - Jake Shane. - Yeah, almost. Yeah, this is, I mean, all of them are AI companies. - Yeah, all of them. - I think this guy is in the AI space. So look, you got the countdown there. I think that the ad sales, this guy has a career in ad sales, that's for sure. You're creating FOMO in the top right with this countdown. You're getting, he establishes the value immediately. Great hook, right, in the beginning of his tweet where he says, "I'm selling my body." And it's a unique place for you, you know. Turkey, you get the global audience as well. - The only thing I can ask now is that we get tracksuit involved here, our exclusive data partner, to now get in here. Let's understand how much awareness and how much engagement is in driving for these brands now that they'll be going up in this guy's body. - I like it. - We got two green lights in a row with Columbia and this dude, next up, it's like, it's looking good here. - I think it looks good. - Hey, jewelers, new spot, new spotlight, new spotlight. It's by Martin Agency here. The music in this spot is fantastic. Jack, we were talking before, the live show here. Moving away from every kiss begins with Kay for this specific spot, but let's listen in. Yeah, listen to the music. (upbeat music) - Come along, let me out. (upbeat music) - Let me just add a quick. - Are you? (laughing) - Yeah, so it's a solid campaign. Again, one of those ads I looked at and I just said, great, I like this. I like that Kay is stepping out of there. Every kiss begins with Kay and I'm a sucker for a good love story as are most people, do you know? - Yeah. - So it's a green light for me. - It had built for social too. It keeps you entertained. It's got these different little story lines going through from start to finish here. It's great for social and my brain rot brain. And it looks like it, I mean, it does doing pretty well on the organic front. I mean, you're getting up to about 1,000 likes here, which I think is solid for a brand like Kay Jewelers, which doesn't necessarily have the established social presence that you would expect from maybe some other brands that have been doing this for a while. So you bring an agency like Martin and say, hey, let's get things rolling. We gotta change the tone in the voice. And the way they shot this, obviously, looks pretty native to what is considered high craft. - You're right, Jackie. You know, we're heading into fall. You and I know, you know, I know, you know, and I know it's cuffing season right around the corner here. You gotta think about love in the air. Fall walks in Central Park, Jack Liz by Central Park. He is single. You know, he'll be looking for somebody to go on walks with maybe a K in someone's future. - Okay. But I will say that the wedding ring, now is the time when people get engaged. - Yes. - Fallen winters. - Fallen winters when people get engaged and they get married about 18 months after, at least in our experience with our friends, with our dumb ass loose ass friends that are getting married right now. But-- - So many of our things. - Every kiss begins with Kate. I feel like some people might respond this and say, "Oh, how could you get rid of every kiss begins with Kate?" It's such a legendary thing. I don't know if they're getting rid of it. - Yeah, yeah. - Just one video. - Let's see. Let's hold the horses. - Just one video. - Just one video. - Just one video. - It's just, but love all in. - All in? - Love. - Love all in. - I don't know if it's good idea for Kate to do that because theoretically, you kind of want people to, maybe have multiple marriages. Multiple marriages by Kate Jewelry, right? Do we really want to be all in? - I also feel like it's designed to be deleted, but you really want to stay on hand, you want to do that. - Okay, yeah, of course. - Love all in, but if I'm, Kate Jewelry's are we considering the doctors really want to heal their patients? - Right. - It's like dentists give you a sucker on the way out. - Yes, you can leave the office. - Exactly. - So I don't know. I would be a little bit, a maybe. - So you're going, maybe. - Love, love, love, maybe. Love, maybe. But if you need another one, Bogo deal. - Yeah. - The next step here. What do we need to talk about here next? And next up, we got a guest, but before that, you know, shout out to the current. - If you want to give us this ad read. - Yep, the current, shout out. The advertising world moves fast. The current helps you keep up. The global ad tech news platform covers everything from connected TV and streaming and audio to AI, live sports and retail data. They got it all. They bring in marketers, the news, and inside shaping the future of advertising. Stay ahead of what's next at thecurrent.com and subscribe to the free weekly newsletter. - Yeah, that's bad ass. Tabby is bad ass. Tabby's going to be joining us in a second. He's the VP of Global Creative at Airbnb. Just took that job recently coming over from OpenAI. He's a legend. He's a beast. He's a savage. Let's bring him in, Tabby. Welcome to the show. How are you doing today, sir? - Thank you, Jack. You know, it's an honor to be here. I've wanted to be on the show for a long time. So I'm glad we made it happen. Thank you. I just didn't want to mess it up for you guys. So I've been really thinking about this a lot. - That's right. - I really appreciate that. - Thank you so much. - We don't want to mess it up either. - Practice the intro. Did you practice your intro for that month? - That's actually, I didn't practice it. So hopefully that went okay. - That was great. - What did you practice at this interview? Like, what time did it once you got for us? - I just got, you know, I'm a big post-it note guy. So I like to write things on a post-it note, put it there and then never look at it again. And then once a week or once a month, I come and throw them all away. So I got lots of post-it notes. And it's just my process. Everyone's got a different way, but that's mine. - Is that your, do you, does that filter into your creative process as well? Are you a, are you the kind of creative person that will like always carry around on me, notebook and write down ideas? Because I tried to cosplay like that for a couple of weeks and then I just never went and looked at the notes that I wrote. - I'm, I'm gonna be honest. I am with you on that. I buy a notebook. I take the first day and I write a bunch of stuff and then I never go back to the second page. And I've just learned that I need people around me. I need people with interesting ideas. And I like to talk with them about those ideas. And if I sit there and write it down, it interrupts that flow. And then I never look at it again. So I have like the post-it note trick is like lock it into my brain and then it's there. But I don't need to go back and do a bunch of stuff. But I've tried that. I've tried that. It's a good thing to try to know what your limitations are. - Oh, for sure. I'm sure a lot of post-it notes in your brain locked in now that you're at Airbnb. Congratulations on the new job. I believe you started, was it last month? About a month ago from today, was that the first official day to having? - Thank you. Yeah, I think I'm midway through week five. So it's been an amazing journey. The team is awesome. One thing I was really excited about my last three, in-house tech jobs have been like zero to one builds and just really starting from, not even having all the processes in place to enable a creative output. And this is really just joining a team full of amazing talent that's been thoughtfully crafting a brand with big ideas, big goals, and they've been doing it for years. And so I'm really excited to jump in and partner with them. And that's a different experience. So I'm really stoked. - Yeah, I mean, it is kind of interesting. I think Airbnb, like one of those tech companies that above all kind of has that design foundation with Brian the founder. Like this is, it's core to Airbnb's DNA. Was that a big reason for you to want to join the team? Or what were the other things that kind of excited you about the idea of joining the brand? - Yeah, I mean, I think I've been looking for to replicate a couple of experiences I've had, you know, in my life at whatever the next job was. And I think I had a really amazing experience in grad school at Parsons. I went to a design technology program there. And every day walking into the lab that they had was like, you know, there's someone messing with robotics. there's somebody working. on some kind of crazy projection. There's somebody building stuff, you know, that's a physical, reactive sculpture, and you know, you just had this like, you know, like creative energy that was infectious, and you'd walk in and see what someone was working on, you'd go home and just be like, man, I have to work so much harder, you know, to come back tomorrow with an idea. And I found that to be really inspiring. And then I had a similar experience at widening Kennedy where, you know, that building in Portland just filled with, you know, geniuses around every corner and, you know, and also at the time when I worked there, you never knew, you know, when Dan or David were going to be like, right over your shoulder, looking at the thing, you're like, take being up onto the wall. So, and that was a similar like creative competition that was just sparked new ideas and, you know, you know, really just drove you to kind of wind up yourself every day you walked in. And so I think Airbnb, when I started chatting with folks, I felt that same energy. It's a super creative company. It's, you know, led by a founder who loves design, loves creativity, wants to make one of the most creative companies of his generation. And I just felt that immediately. And I fell in love with the place. And so I think that, you know, all the companies I've worked at have been creative. But this energy that's there of constantly bringing it, you know, is something that's that's either there or it's not. And, and I really felt it and was really excited to jump in. I'm curious about the structure at at Airbnb. I was going to ask the same thing. Let's do it. Let's ask the same time. Same thing. All right, three, two, one. What's the structure of the creative theme at Airbnb? Do you work with external agencies or is it all in house? I can tell you guys rehearse that. And I appreciate it. Let's see the structure. Yeah, we've got a really great in house team. We work with lots of partners around the globe. And the core of the idea generation is happening in the in house team. And so, you know, I'm walking into like an amazing creative studio that's fully plugged in, you know, to every discipline of the company. And I think, you know, the way to think about it in this company is there's a brand promise, you know, that's at the top that influences and informs how the product comes to life. And then from there, that determines like how we should go and tell the world about it. And that's, you know, advertising and social and the ways the brand shows up. So, you know, brand and creativity is like at the absolute center of everything the company is doing. So, that's another reason, you know, why why like every meeting is just inspiring because you're talking about stuff that informs everything, not just, you know, okay, this product is launching on a certain time. Like, how do we go and take that to the world? It's like, what should our promise actually be? And how should that inform the things we make? And and then how do we talk about that becomes, you know, a natural extension of of that, of that, you know, initial like brand promise? Yeah, I think that that is, that makes sense for Airbnb. And I guess I just, I would love to hear, you know, like what, what do you think you can bring to the crew at Airbnb? Like, you're saying, it's a more established maybe than some of the previous tank of his binat. Where do you feel like you fit into the picture? Yeah, I mean, that's a good question. I think I'm a really strategic thinker and, you know, I've always loved to have partners in this process, like going all the way back to undergrad and grad school and before even got into advertising, like partners that complement my skill sets. And as I got to work with better and better teams and and bigger, you know, on bigger, more iconic brands throughout my career, I realized like the place I love to play is in that early strategic territory where we're really trying to figure out, you know, how to find our place in the world. What we can actually do and say that's true to the company and how that's differentiated from everyone else in your category. And I think like if you get a, if you get a generic brief and you get a generic starting point, you have to go over the top on creative in the creative process to like get to something that stands out. And I think that's why we see like a lot of stuff out there that's trying really hard, but maybe not actually coming from a unique place. And so I really love to spend time in that early strategic process and really just like, what can we say, what can we own? Who are we? How is that different from everyone else? And once you find, you know, that position, then the work is already like teed up to be better. It's, you know, you don't have to you don't have to work as hard in the creative process to find something like mind blowing, like you can just really craft your narrative and and get to a place that's that's unique. So I see myself fitting in there. I also just love working with a team that's better than me, honestly, like I love to walk into a group that's like having ideas that I would never think of. And you know, I feel like a creative one, I get to help them sort through like the what and the why. And we've just got a billion, you know, or a million or a thousand amazing ideas that, you know, are about the how and how we go out there in the world. So I think like, you know, helping helping mentor and build a team that's better than me has always been the goal. And then I get to see them, you know, go and do genius things that that never would have even entered my brain. You should you shouldn't do that. You should always be you should make it so that you're the best that you're yeah, because that's what that's what gets you to know to writing the fame. I hadn't considered. I mean, I've seen people try it. I mean people try it. But yeah, no, I think I think I think like being part of a team is is like the best feeling in the world when, you know, even on the hard days, like because you're in it with people and it's not an easy job, you know, it's not easy to take your creative soul and and apply it to business and and and come away walk away feeling like, you know, you've still got some art left in your heart. And I think that's I think that's why I love to be a part of a group that, you know, is really striving for that. I like to be in it with them. Yeah, you know, I I'm not, you know, a history major by any means, but, you know, when I think about the brand of Airbnb and the activations that you guys have done in the past, you know, decade, I think about brands leveraging Airbnb to create some sort of custom house or a pop up if you will. You can spend the night in Vincent Van Gogh's actual bedroom in the Chicago Art Museum, like a design style there, or a Pixar pop up house, like, like literally the uphouse, I believe you guys have done the past. And this morning, we got news that just dropped Jack, that that Airbnb, you can now rent out the cottage from Sterling Point, which is a TV show, Jack. Okay. So tabby, I'm just putting the mirror in front of you right now. How do you react to this? Is this the is this the way forward to this strategy of creating these experiences and inviting people and having brands come get involved as well? Is this something that you guys acknowledge and you want to keep going forward with? I think, you know, the team has put a ton of work into different types of experiences, you know, over the years. And I think like people love it, you know, it shows you that there's energy there. And I think everybody, you know, wants to be a part of something a little bit bigger, especially when they're going on a on a trip. Like you want that trip to be memorable, you know, for some reason. And I think like, regardless of, you know, how they actually come to life, like, I think this is societally more important than it's ever been. And it's a big part of the reason why, you know, I was drawn to this category and drawn to this company in particular. Like, it's it's it's also just highly overlapping, like with where I am in my life. I've got three young girls. And we've just sort of emerged from that stage of life where like, it's crazy to go out into the world. And now they're at the age of, you know, just full-blown curiosity. And they want to go and experience the world. So what I think those activations are doing is tapping into that, like a motion that sits behind wanting to make your travel, your trips, your, you know, those life experiences, like core memories, you know, for yourself, for your kids, like something that is really, that is really unique and memorable. So to me, that's why I think like, it's worked over time and from the outside as I've, you know, watched Airbnb, you know, do those executions. Like, I've always loved them. I think the thought, you know, the depth of detail and craft that goes into them has made them stand out, you know, from other from other brand activations. Like, it's really hard to pull that kind of stuff off and have it be, you know, you know, truly memorable, amazing and like rich. And I think they've done a really great job, you know, before before I joined the company. So I see like a legacy of that work and I'm excited to add to it and to see where we can take it for sure. I think another interesting thing I feel like I've noticed with Airbnb is an emphasis, at least on like the social pages of this, of like the low buy shot on iPhone style. I know that the brand worked with New York, Nico on a series around the world cup. And obviously that's all shot on iPhone. Some of the other work, I feel like it's always, it tends to lean on like the low buy style, which of course, like the way it's executed, it starts with the idea and what makes sense for the idea. But for Airbnb, doesn't it kind of feel like it makes sense if you're trying to, if you're, if you're thinking about, you know, having people do experiences and like humans living life and going on trips, like they're usually people that aren't shooting with like a really nice film camera. Yeah, for sure. I mean, I think there's all different versions of craft and like it's brands, you know, become more social over time. You know, the way in which things get brought to life, like, it becomes a signal. Like if you're shooting something super high fidelity, like you are signaling as the maker of that content that it's professional, that it is, you know, it's been captured in a certain way. I think if you're shooting, you know, with an iPhone and handheld and things like that, you know, you're signaling something else, you know, it's no surprise, people love travel content, you know, like our goal is to, is to, you know, find ways to use that to inspire them to get out there. And I think you need all levels of fidelity in order to, to tell those stories, like some things that, some things just sort of beg for a higher production level because you're trying to communicate a certain thing. And others are like, yeah, this is going to feel extremely cringe if, you know, if we shot it to, if we, if we shoot it to, like professionally, when actually it's really about being in the moment. And I think every brand sort of sorting through that as they learn about each platform, you know, there was a time in our career where you just made a thing and you blasted it to every platform, just in the way it was made. But, you know, that time sort of over, you need to really think about like the nuances of how these platforms work, who the audiences are there, like what is good for them, what is bad for them, and, and you really need to think and, and make specific content, you know, for those places now. It's great. Well, Tabby, thank you so much for joining the show. It's been a pleasure. And I hope to have you on very soon. Excited to see the work from Airbnb. I won't say anything, you know, but I got to see an Airbnb Super Bowl lab. I got to see it. You know, I'm not, that's all I'm not going to say anything. Tabby, you don't have to say anything about that. But, appreciate your time and thank you for joining the show. Thank you guys. I really appreciate it. Of course. That's tabby. This episode is brought to you by Draxu. Look, we all know this is a ad before your eyes and ears glaze over and answer one question. Once the last time your strategy was based on current data. Most brand tracking runs runs on last year's numbers. Draxu doesn't. It's continuous brand health data, awareness, consideration, perception. It's updated every month. So you're never bringing a stagnant deck to a live conversation. Think of it as your GPS. Not for rear view mirror. It shows you exactly where you stand before you make your next move. Draxu. Yeah. Up and running in 30 days go at gotraxu.com. That's what's up. Shout out to Draxu. Shout out to our next wallet. What's going to get the suit? No, I didn't. No, I told them you didn't have to talk. I wouldn't you love to see an Airbnb suit? Well, Tristan Pinero is the Grindr CMO is going to be joining the show here in a second to talk about what's going on with the brand and they do a report called Unwrapped where it's a yearly report that highlights the most influential pop culture moments and how that gate community is helping to shape them. So let's bring in Tristan Pinero on the show right now Grindr CMO. Tristan, how are you doing? I'm marvelous. Lovely to see you, but thank you for having me. Thank you for addressing better than both of us combined. You're you're mauging us right now, Tristan. So I must say I do respect it. How how are things at the brand? I feel like Grindr like doing a lot of great stuff. How is it right now? How are the vibes at the brand? The vibes are great. We're going from strengths to strength. The business is growing. We're doing some great campaigns. We had Madonna all over the summer. We're like just mentioned. We're about to launch Unwrapped towards the end of the year. We're working on that now. We had a great Gaseep and Rainbow Wall campaign towards the end of last year, which won some awards, which was brilliant. Bus tour is about to end in Europe. So we're going to the Brahma Festival in Madrid to show up with Grindr Bus. Maybe you saw us in Cannes when you were there, I don't know. So you got buses. You got your own reports. You got content series. You're doing so much here. So my question then is what is Grindr today? Is it still just a dating app? That's a great question. Grindr gets labelled very often as just a hook-up app. The problem that I have with that sentence isn't the word hook-up. It's the word just because we're so much more than that. We think about ourselves now as the global gablehood in your pocket. What we mean by that is that we know that wherever you are in the world, there's going to be gay people around you. That's a given. If you're in New York or if you're in LA, then it's very easy to find those people. But Grindr is this digital layer in 190 countries all around the world. 60 of those countries, it's still illegal to be gay, would you believe? So with that digital layer to help gay people find each other, it was set up for hook-ups in 2009. But originally by default rather than by design, we became so much more than that because when gay people want to find each other, it can be for kinds of reasons. It can be for relationships, casual encounters, friendship, marriage, joining a sports team, finding safety in numbers, getting information, travel information, healthcare information. So in the past few years, that's something that as a business, we've been leaning into a lot more and starting to productise. And through our marketing, we're surfacing a lot more of those different use cases that have evolved over time as well. This should be taught in universities because I think it's so fascinating. We see dating apps pop up and then the audience can dictate how it's used. A brand might have the intention to do X and then the audience is like, no, this is just for hooking up or this is for something else here. The fact that you guys had an narrative and now you're expanding it now years later to this platform, I think, is absolutely fast. What do you think? Do you look back at anything that happened in the brand's history as some things that made a lot of sense? I'm sure it's a lot of things, but for you, I think everyone is trying to figure out how do we take a little bit more control or at least give ourselves the opportunity for the brand's perception to evolve. Yeah, I think when we started out 17 years ago, we were serving a real need in the community globally, a real use case. We were the first app to use location-based services at Store and just I'm really took off that way because proximity is important and you know, you want to be able to see who's around you because not only does it help you meet those people, but for a lot of people, it gives them the confidence that they're not alone. And so through that proximity and through paying close attention to how the app was being used, that's how we evolve the company. It's like a back-to-front business model, really, rather than us deciding what people want and then giving it to them. We listened a lot to how we were being used and now we do all kinds of things like partnering with NGOs all around the world to provide safety information, legality information, sexual health information, too. We have the content hub in the app now as well, where a lot of our marketing materials are in there that people can watch live in the app, giving people more reasons to return to us. We have video calls within the app as well, which is not only a safety feature, but it can be a way to make friendship groups. And we're increasingly using AI a lot more in the way that we build the app from engineering through to data and insights, through to how we evolve in the marketing team as well. So you're in the market a lot of stuff. Yeah, the marketing, I think that I know, it's very, going on. To me, I almost want to ask about the buy-in from the rest of the C-suite and the rest of the company and organization to invest and double down and triple down on all the creative ways that you're showing up as a brand because I think a lot of CMOs face that pushback of like, we want to do a social series and everyone's like, okay, well, what's the ROI on that? So from your experience, how has it been getting that buy-in to do all of this stuff in the marketing department? The ROI is the eternal question. You're right to bring that up. When I got here three years ago, it was very clear that we had a brand issue with Grindr in that awareness was through the roof, you know, within the community, over 90% awareness of Grindr, but what we didn't have was brand love. We were seen as a necessary evil because for all kinds of reasons, but because, you know, we very openly now admit that sometimes things go wrong on the app and sometimes when people meet each other because people are humans and people can be messy, then things don't always go well. So we've been leaning in a lot more to the truth of what the app is and how it's being used to have that honest dialogue with people. You know, the way that I look at brands is looking at the three brand truths, the who people think you are, who you say you are and who you really are and those three circles weren't even in the same room and we need to have a strong intersection of them to have a strong brand. So by looking at who we really are, yes, we absolutely are a casual encounter app and there's absolutely nothing wrong with that as long as there's consent in your age, people of adults and can make their own decisions, but looking into the truth of all of those other use cases and looking into the truth of some of the things that people aren't so happy about. So, you know, we've got a podcast called Who's the Ourself? Excuse my language, hosted by Cateal and we're about to launch the fifth season of that and that's very much based on, you know, there's a lot of complaints about behaviors on the app, you know, phobia, fat phobia, femphobia, all those kind of things. People complain about it, but maybe it's you. Maybe you're doing it. Maybe you don't realize the effect that you're having, or maybe you just don't think that you should be chastised for it. So having those open conversations has led to much stronger brand love and brand engagement. So coming back to your question about ROI, those are the trackers that we look at. So we look at brand sentiment, brand love, NPS, recommendation, all of those things, which are all going absolutely in the right direction. We don't broadcast, we narrow cast because we have a very specific audience, we know where they are, who they are, what they're interested in. So through content, through IRL, through social, we can really engage in conversations with them. To again, get our brand messages across, get our product messages across, of course, just as important and engage in a way that maybe we didn't originally. Interesting. Well, I mean, let's not oversimplify. You know your audience, and I'm sure there's so many different micro communities within that audience as well. I guess kind of speaking to like, yes, this is a perfect case study of knowing your audience super well, which allows you to expand beyond what you initially were. But then how do you think about the nuances within the communities, whether it's geographic or demographic, psychographics within, like, how do you guys even go about understanding your audience deeper? Yeah, by being terminally online. So, you know, the team has a voracious appetite for social, for pot culture, for trends, for the community. There'll be the members of the community or allies with close friends in the community from, like you say, from the whole gamut of background, of type of creed. So we put all of that into the machine to make sure that we're constantly listening. We listen a lot more than we speak. And really not just jump on trends, but be in trends as they're emerging, you know. And I wanted to ask you about that, because like, this community is tuned in, and you have to be tuned into the tuned in community. So what trend, what trend, like, is the gay community shaping right now, like that the mainstream marketers will discover next, like later on, that you guys are already eyeing down. I think, I think one of the key things that has been happening for a while, but that, you know, we, we've definitely are paying close attention to is much more IRL. And coming together in real life, a lot more, you know, the screen exhaustion is real, the, the swipe exhaustion is real, the constant scrolling exhaustion is real. And so bringing our brand into real life and being in the places and spaces where our people are interacting, where culture is happening, where trends are emerging, be it fashion, be it music, be it sports, the last well cut, there was a lot more of our community taking part in the fandom of the world cup, which I thought was really interesting. So, you know, from what Peyton, who runs our social always says is that the internet moves fast, that the gay internet moves really fast, moves even faster. So if I was to tell you a trend now, I'm sure that the team would come back to me and say, Tristan, that happened. Yeah. Three days ago, get with the program. So I'm not going to, I'm not going to name something that's fair. That's right. Yeah, I think the whole IRL engagement is, is, is, is what's happening. Yeah, absolutely. I want to ask because I feel like there's been this for, for brands, like, you know, the, the whole Pride month and like the brand would change their logo for Pride month and they'd change it back. And then this year, they're like, no brands are making the, the flag, the Pride flag, a part of their logo in the picture icon. How do you advise, like, dealing with that, like in, in interacting with the gay community, whether it's at a general level or something as like, as specific as the Pride month example? I, that's very interesting. And the first thing I'll say is that we're all noticing. So, you know, the community is watching very closely to your point. They used to be, it was almost rainbow washing at one step, which where everyone would just put rainbows everywhere. And, you know, some brands we knew meant it because it wasn't just a DEI box check exercise. Now that that's kind of being rolled back, it's very clear who was just checking a box and who actually cares about the community. But it's not just about caring about the community. You know, we are, as you've just mentioned, a trend setting, opinion forming, uh, tastemaking, first move of audience who, if we are on board with, uh, brand will be very loyal. Um, we'll notice when it's just performative and we will notice when it's something that's, that's true to the brand and that's being lived out, not just during Pride, but throughout the year in the way that they communicate in the way that they represent us in the way that they engage with us. So what I would say to those brands is don't, don't ignore us and don't feel that now, when a lot of brands feel empowered to just say, you know, we don't need to do that anymore. We don't need to spend that money anymore. Um, we, we are an affluent audience who can, who can keep a brand going. We really are. And the culture moving audience, like this is an audience that will shape opinions of so many other people because of the fact that like you're saying in a part of the report that really states out pretty much, listen plainly, you know, this is like a group. This is an audience that is faster than the person that you know, that's fastest on the internet. And so it's like, it, you know, not to make everything about the business side, but it's like it would be in the best interest of the business to authentically engage this audience knowing how, how much of an impact they have on the broader culture wherever you're at. 100%, I think it's very shortsighted not to not to appreciate that, you know, the campaign we had going over the summer with Madonna, that was exactly about that. She and her management knows that the gaze have been loyal to her that, you know, we've kept her where she is and that if we get on board with her new album and her new music, then other people will follow and also, you know, we as a community recognize that she's been a great ally and a great champion to us for years, you know, in the 80s and the 90s when it really was potentially career ending to talk about HIV and AIDS and to have gay people representation in her in her concerts and in her films was was not a popular thing to do and yet she did it and she stuck with us and so we stayed with her and we've been very loyal to her and that this year was kind of the celebration of that, you know, she could have partnered with much bigger brands than us and I'm sure they would have wanted to but they understood that, you know, getting getting the grind audience on board was going to work and it did, you know, we had a limited edition vinyl with her, which was just part of a whole campaign over four months and it helped take it to number one, so it actually works. Yes, it's so it's incredible. I'm sure the team was stoked when Madonna's team gave the call, you're probably like, oh my god, this is massive because she could have gone anywhere. She could have gone anywhere. I mean, 14 year old me was screaming inside. I used to do stupid little ice skating routines to her music when I was 14, but that's another story of it. Yes, it was incredible. She's she's absolutely our diva. Amazing. Well, Tristan, thank you so much for joining the show. It's been a pleasure talking about this and I think our audience can learn a ton from you and the brand, congrats on all the success and excited to see where the brand goes in the future. Thank you so much. Thank you for having me. Awesome. That was Tristan. CMO Grindr Gino, great stuff. Come on. Come on. Listen, Gino, that was the show, but before we end the show, we got a couple things you want to talk about. First up, listen up. We want to talk about IAB creator fronts. If you're in marketing, media, buying or anything creator economy, market calendar, calendar right now, September 15th in New York City, IAB, IAB creator fronts. It's the first upfront style event built entirely around creators. This is where brands, agencies and the platforms are actually driving commerce and culture right now show you how greater led strategies are running the whole funnel. If you're making media investment decisions this year, this is the room to be in before those decisions get made. The September 15th, New York City, IAB creator fronts. It's free. Go check it out. It's free. It's free. It's free. It's free. IAB creator fronts. All right. Let's try to understand this. Oh God. Coca-Cola. Coca-Cola, North American, media account and global is under review. That's right. We were expecting this. After a publicist decided that they would be going to the PepsiCo, global media account, taking it from Omnicon, then of course we were obviously thinking, okay, Coca-Cola is not going to allow publicists to continue to run the North American account if they're also running the Pepsi account. Right. Now we end up in the situation where Coca-Cola is North American account and remind you that Coca-Cola's global media account is up for review. To lay the scene even further in the Asian markets for the most part, you have Densu, right in the media account. And right now, currently outside of North America, you have Omnicon. Nope, excuse me, check. - WPP. - You have WPP running outside of America. They've been doing a ton of work with them. And in North America, we currently had Publisys, who had recently just taken that from WPP earlier this year. So now as it stands, for Coca-Cola, the global account, up for review. In North America, account, up for review. - Hey, now the question that I have here is, you see PepsiCo going global all in with Publisys. Will Coca-Cola pick one agency to run media for global North America all in one? Minus the Densu over there. But who knows? But that's gonna be the big question, I think, for Omnicon WPP are both gonna be in a big position. They potentially get a massive account. You think about Omnicon, I mean, you lose Coca-Cola, or excuse me, you lose Pepsi. That's obviously a big account. So you wanna get a win back there. WPP is a Coca-Cola for a long time. So it'd be big blow for them. And as part of, you know, Sydney Rose trying to do elevate 28. Let's try to get WPP back on the right course. Coca-Cola, a major account for them. So this would be a tough loss for them. - Welcome to the talk show portion now. My question for you, Jack, is which holding company needs to win Coca-Cola's media business the most right now? - I would say who needs to win at the most? I would say WPP. WPP needs the most Omnicon is just massive right now. They're still going through the IPG merger to see where they'll end up. I think they still have such massive scale that like winning other accounts feels like it's in their future. But for WPP, an agency that is in the middle of a massive turnaround and trying to get back into the top table, top of the tables, I think WPP needs this one. - All right, I disagree with you. I think Densu needs it the most. You think about Microsoft losing that media business around $700 million. They also lost MasterCard as well here. As we have heard talks of the international business, which is based in the Americas. For Densu has been struggling some new leadership over there has been shaking it up at Densu. I think they need proof that its international business can still compete with the world's largest global accounts here, if you have huge win, they need this the most if they can come through in some way, shape or form, if they go over control. - It's bringing you the announcement, Apple. Right now is going through their product launch. It looks like Apple TV is coming out. I mean, Apple comma TV show. They're streamed for their new product is launching right now. And we've got the vent streaming channel. - Streaming for us right now, 'cause yesterday the new CEO of Apple did a little bit of a product, teaser situation. Wasn't really sure what he was showing off, but people are speculating around what Apple's new big hardware product is going to be, you know, we've been talking about the AI races and how the brand has been showing up, doing leaning into, you know, human-made, human creativity. They've chosen to sit out the AI arms race compared to some of the other tech companies out there. But everyone wants to know, what's the next big product coming out of Apple? And it sounds like we're going to get information on that in this stream, you know, why? - To represent the remarkable teams here at Apple. - I have spent much of my life at this company. And I continue to be inspired every single day. - Yeah, John Ternes here is the new CEO, Gina, Tim Cook. Just stepped down, just has last day. We talked about what a run he had. And now you got Ternes. I think he's got the hardware background. Look at this fit, you know, can I get a rating on this fit? I'm not loving it. You know, it's simple to me. He's in shape, it fits well here. I give a 7.5 out of 10. 4.3 out of 10 for me. Not a fan of the black shoes at the white bottoms feels very 2007 to me, you know. - That was the first iPhone came out. - That's right, so it's, maybe it's an homage. - Yeah, I mean, look at the park there. Look at that headquarters at Steve Jobs. I think that was like one of his last assignments. You know, that HQ over there, it's fantastic. - I mean, it's always fantastic to me. - Apple Pest brand, I would say. - Yeah, I don't know about that. I, the way they shoot these, like you talk about the art direction. Good and it's gracious. I mean, it looks, you like the sunlight coming in. I think that if you didn't have the sunlight or definitely give off a death star kind of vibe with this long white hallway that feels more like an evil movie. But excited to see, this is always exciting when an Apple launches a new product, you know. - Yeah, so do we know what they're gonna be launching here? - No, so that was the whole thing that they teased it. Apple CEO John Turner's dropped a teaser yesterday for the product on X. - Yeah. - What do you think this is? 'Cause it looks like a camera lens. - You know, the big, I think the big thing in tech and I'm not close as close as I would like to be is AI wearable. - Yeah. - I think that's like who's gonna make that? Is Apple gonna make the AI wearable? Like some necklace, some sort of like, or I've heard that AirPods might have cameras on it as well. I saw some coverage saying they don't think the AirPods are gonna have cameras this year here. But I think Apple serves as the company that's gonna create the hardware that is going to really be the home for AI outside of our laptops and cell phones if they can do that. I don't know if we're here yet, that's speculation. - I need something, I need something crazy. I mean, you just, I haven't seen a really, really, really, innovative Apple product in the long time. It's been a long time since we've seen something capture the imaginations of the people like AirPods, honestly, I would say is probably the last big innovation where they got rid of the wires. Which is, yeah, I would say, we haven't had anything. I mean, they tried, did they try and create like a, any sort of like, head wearable? I don't remember if they ever-- - Vision lost. - Vision lost. - Yes. - Yeah, feel free to hop on that producer, Mike, if you guys have more info on the wearable-- - I feel like Apple Vision, that was kind of a big thing. - Yeah, they had a VR headset. - Yeah, I guess, I guess Vision Quest never really reached the mass of the new people. They didn't really adopt it like they had hoped. Like the, I guess you go iPhone, sorry, iPod, iPhone, and Mac, remember Steve Jobs pulls out the MacBook Air out of the envelope, the old-school envelope. And then you had the AirPods, and now we're kind of, they did a lot of great work with the iOS I will say, to just make the products better. And then the iPhone went through its own evolution, but we're waiting on that next big device, Gina. - iPad was pretty good. - Yeah. - iPad. - I've had children. I mean, you think about getting worked. - It's so interesting. - The best thing I think for children, when they're loud in the car, you hand them an iPad. - Mm-hmm. Mm-hmm. - And throughout that series, I watched, I just, you know, let's try to feel something, so I watched an old Apple misunderstood, if you remember that one. - How's that one? - For the kid, it's a holiday ad from Apple, and the kid's using his iPhone. It looks like he's sheltered away. He just sounds phone the whole time, but he's really making a video for the family that they watch at Christmas. - Oh. - And he's using a shot on iPhone. Look at this, here you go. - Wow. - This is great. What do you like? - Back to work. You start with a chip. You engineer a new CPU core. You engineer a new GPU core. You add a second neural engine until you built the fastest chip ever put in an iPhone. Next, you give it the longest battery life in iPhone history. And the most advanced pro-camera system ever. To improve low-life photography, amplify creative control, and shoot like a pro. This is what happens when you go to the moon. Come back and ask. - Yeah, it looks like iPhone 18 Pro, you know. - Very nice. - So iPhone 18 Pro, Mr. Turner's now. He's explaining it. So, interesting stuff of Apple. It's the latest flagship smartphone. And they're really promoting the chip there, do you know? Not necessarily any like new features, but a better chip. With the unsung hero of the iPhone. - The chips. I mean, the technology's got to get faster. It's going to, you know. - What I would imagine, it's going to be faster, longer battery life, better camera every year for the rest of our lives. - If it's not. - People are in a business. - The speculation right now is around it. iPhone unveiling its first foldable iPhone. That's kind of like the rumor mill. Will they unveil a foldable iPhone today? - And you know, his shirt matched the iPhone, Jackie. His outfit had a plan. It was art directed. iPhone Duo is allegedly or speculation around what it's going to be called. We got the product marketing professional here. Let's listen to what she has to say. - Access to our latest Apple Foundation models, including the most advanced on device model we've ever created. Plus, you can draw on even more powerful AI models on private cloud compute. These Apple intelligence models and capabilities unlock Siri AI, an entirely new version of Siri. Let's take a closer look at how Apple intelligence makes Siri more personal and capable for you, how it boosts your productivity, and how it lets you express yourself visually. Siri is already one of the most widely used assistants in the world. In fact, our users make over two-in-a-one. I'm doing a half billion requests every single day. - I wish they didn't do that. - Do they not do the keynote? Do they not do the keynote thing anymore where they have someone come up in front of a big stage and a theater and do a big unveiling? - Do they not do that? - No, no. - I haven't seen it in a long time. Always fascinating how these are shot. - I can't wait for Siri to be better 'cause it doesn't know who I am, it doesn't know anything about me. - Remember when the coolest thing that it could do was like you could get it to call you a different name? - Yeah. - You could be like calling me. - Remember the coolest thing you could do is download the beer drink and app? I think that guy made millions. - Really? - I mean, putting the ads. I mean, there's a ton of ads on that, so I would believe it is that the amount of downloads it probably got. Or the trash, the paper and the trash basket in the office. Remember, "I Funny"? I'd never had "I Funny", it was crazy. That was just, you're just scrolling memes all day. It wasn't saying, you know what's a good exercise for the maybe junior advertising person is distinguishing between a feature mention and a benefit mention here and these types of presentations. So it's like better camera, but that's the feature. And then the benefit is better low light shots for when you're shooting at night time. So it's like figuring out like, you know, statement, example, feature benefit, that's a classic, it's 101 advertising here. - In Apple, does it better than anyone? I think it's, you always, I was watching Apollo 13 last night and you're reminds me of that, Apollo 13 as a movie, there's a great job of taking these really complex technological things with getting a spacecraft into the moon and they make it so that the audience can understand it. So it's like, you need to like balance that in some ways where you want the technology to sound sophisticated 'cause that signals that you're really smart and you're doing the right things. But you also want people to be able to understand it and understand the gravity of the situation. - The product demonstrations, of course here. - Mm-hmm, mm-hmm. - Now yeah, I mean, this is all marketing here. Yeah, definitely real people in the background for sure real people. You think it's shot on an iPhone? This whole thing? - That's not, I don't think so. - I don't think JR with a thumbs down. - Yeah, no chance. Well, what iPhone is, you know, who knows what iPhones they got back in store there that they're not shown in the public? - Sometimes I've heard some feedback or some backlash on some of the shot on iPhone examples where they're like, they'll use the iPhone, but then they have another stabilizer. - Yeah, oh, in our streaming, we just got suspended as our stream for policy violations. Almost certainly for just live streaming the Apple. - You can't do that? - Yeah. - Our YouTube just got shut down. Looks like we're still going on LinkedIn, but I guess this is probably a good opportunity to just shut down the show. Appreciate everyone tuning in. We are back tomorrow at 12 p.m. Eastern time. Anything else before we go? - I'll make a couple calls with the Apple folks. I just said it was the best brand of all time. I'm sure you're fine. - All right, this has been presented by LoveVolt. We'll see you tomorrow.