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antoniogm's profile
Antonio García Martínez
Antonio García Martínez
Antonio García Martínez
Verified account
@antoniogm

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Antonio García MartínezVerified account

@antoniogm

Writer at @WIRED. Author of NYT bestseller 'Chaos Monkeys'. Formerly @Facebook, @YCombinator, @GoldmanSachs. Yes, I live on a boat and in a yurt. 🇺🇸🇪🇸

Orcas Island, WA
antoniogarciamartinez.com
Joined December 2007

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    1. Antonio García Martínez‏Verified account @antoniogm Oct 27

      I'm going to take a grown man appearing at this Starbucks in his sailboat-themed pajamas to wordlessly pick up his mobile order as somehow encapsulating the early 21st-century zeitgeist.

      1 reply 6 retweets 45 likes
      Show this thread
    2. Antonio García Martínez‏Verified account @antoniogm Oct 27

      This is suburban-y, so he illegally parked in front, hopped out, and got back in the car without so much as a frisson of embarrassment. Seeing a 50-yo man in his pajamas--loose, billowy, and suggestive of what lay beneath--gave me a bigger jolt than the dark roast.

      2 replies 1 retweet 21 likes
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    3. Shannon Clark‏ @rycaut Oct 27
      Replying to @antoniogm

      keep in mind that one of the biggest companies on the planet has a national TV campaign for similar behavior (Walmart - advertising their curbside pickup shows a man in his pajamas and robe driving there to get ingredients and then cooking breakfast - all without changing)

      1 reply 0 retweets 0 likes
    4. Antonio García Martínez‏Verified account @antoniogm Oct 27
      Replying to @rycaut

      The glory of American commerce is that it'll materialize an entire marketing and logistics pipeline, of absolute robustness and efficiency, around some self-indulgent consumer desire. The horror of American culture is that it blesses this as normal.

      1 reply 0 retweets 1 like
    5. Shannon Clark‏ @rycaut Oct 27
      Replying to @antoniogm

      yes - though I do give them credit for running an ad campaign featuring a man running the errand to get groceries and cooking breakfast for his family. (and though it isn't entirely clear a family that appears to be non-white or at least mixed race)

      1 reply 0 retweets 0 likes
      Antonio García Martínez‏Verified account @antoniogm Oct 27
      Replying to @rycaut

      I'm sure they A/B tested exactly which ethnic family composition polled best for their target demo, and used that one.

      10:11 AM - 27 Oct 2018 from Alameda, CA
      • 1 Like
      • bluebees
      2 replies 0 retweets 1 like
        1. New conversation
        2. Shannon Clark‏ @rycaut Oct 27
          Replying to @antoniogm

          indeed (and they could well have different versions of the same ad for different audiences) - I suspect they probably have Spanish language versions though I can't confirm that. I do think it is worth noting how advertisers depict families as it has changed over the years

          1 reply 0 retweets 0 likes
        3. Antonio García Martínez‏Verified account @antoniogm Oct 27
          Replying to @rycaut

          One dollar, one vote is how US society mostly works. Walmart is huge in Mexico itself.

          0 replies 0 retweets 1 like
        4. End of conversation
        1. New conversation
        2. Shannon Clark‏ @rycaut Oct 27
          Replying to @antoniogm

          and in many ways advertisers (and corporations in general) are increasingly acknowledging the diversity of their customers and society in ways that are notable not least because they are no longer being done for shock/news cycles (interracial couples, same sex couples etc)

          1 reply 0 retweets 0 likes
        3. Antonio García Martínez‏Verified account @antoniogm Oct 27
          Replying to @rycaut

          I'm going to credit advertising micro-targeting and better data monetization with this sudden commercial appreciation for the diversity of the American consumer. Before this, it was all some Brady Bunch blah.

          1 reply 0 retweets 0 likes
        4. Shannon Clark‏ @rycaut Oct 27
          Replying to @antoniogm

          Sure. But some of it is also that global corporations are broadly pretty diverse institutions. And they are increasingly comfortable with depicting diversity in their broad national campaigns not just micro targeted ones. In part because they recognize their customers

          0 replies 0 retweets 0 likes
        5. End of conversation

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