Lets take saving the planet. That’s an interesting topic. Everybody wants to save the planet. Lot of people do. You get desire at the top. Yes, sir. Sure enough, you tell somebody, “saving the planet - this is the way to do it. Here we go.” And of course, everybody knows that the planet needs saving. They know that instinctively,
And more and more, and more and more, and more and more companies know that too.
But how do you convince somebody?
How do you convince them? It’s a good idea, sir. You should get one because its fantastic and if you don’t get one its less fantastic, so you should get one, for the planet, sir.
You’ll probably get some agreement on faces, but not on actual substance - because no one in their right mind is going to believe you can change the world by buying a simple toothbrush. No matter what its composition. It’s just too small.
So what do you do? Welcome, sir, would you care for a glass of champagne it’s on the house? And immediately a smile draws itself, on your face and you say, “Why, thank you. I wasn’t in need of anything - but its very kind of you.”
Now the mood has changed, you see. The mood is different. You went from one mood to another. They take you to your hotel room, and everything’s fine. You couldn’t be happier. They take you to the dinning lounge, everything’s perfect. They hand you keys, which nobody uses: great, go get me some more. Truth is, you couldn’t find fault with the place even if a rat sat on your lap and begged you to feed it. You’ve been so brainwashed, you see.
Well, luckily for us brainwashing works just as well if not better when the person being brainwashed is the person doing the brainwashing. Bamboo, bamboo, bamboo.
The word “Bamboo” I believe and you’ll see it tends to stick with you harder than gum underneath a table gets hold of you and doesn’t leave your subconscious because I believe they made bamboo a funny word so you wouldn’t forget it. No, but, in all seriousness, if you get your words ocean plastic fish dying wrapped around your subconscious, then, you’re pretty much good to go and you’ve circled this whole thing already. And that’s all there is to it, really.
You’re only as good as what you do first thing in the morning. No need to bother with anything else if you haven’t started correctly. You have bamboo toothbrush in one hand, toothpaste in the other - keeps you fired up and on the right tracks for the whole day.
Gets others going too, you know. You better be proud of your toothbrush; get the word out you mean business with this pro-planet stuff.
Says something about you. Don’t keep it locked up in the cabinet, it’ll go to waste, and no one will ever know you’ve done the right thing. After all, what’s the point if they don’t know you’ve done the right thing?.
You have to get them to a place where they believe that a complex set of actions are being ignited and acted out out of simply owning a simple set of objects.
The only reason we picked bamboo toothbrushes, in the first place, as a market product, was because we could think of no other activity more banal or higher up the automated spectrum in the line of human behaviour than the simple act of brushing the teeth in your mouth.
What’s more banal? Walking, that’s the only one I can think of, honestly, and we weren’t selling shoes so we had to go with toothbrushes.