CANNES DAY 3: The Art of Standing Out: Pablo Rochat, Sir John Hegarty & E.L.F Beauty

**Colin** (0:01)
Good morning, everybody. Welcome back to The Colin and Samir Show. We're here again, day three of Can Lyons at the LinkedIn Lounge hosting our daily show. Today we have an exciting episode, a lot of guests.

**Samir** (0:11)
A lot of guests today.

**Colin** (0:12)
We're going to be joined by directors. We're going to be joined by Kory Marchisotto, who's the president of ELF Beauty and Stacey Martinet from Adobe. We're going to be talking about how to stand out as a brand.

**Samir** (0:22)
As well as a legend of advertising, Sir John Hegarty.

**Colin** (0:25)
Absolutely.

**Samir** (0:26)
All right.

**Colin** (0:27)
So first, let's talk about what we saw yesterday on social. I feel like it's interesting being here at Cannes, being hyper aware of advertising.

**Samir** (0:37)
And it feels like everything you see has to be intentional. Maybe that's just because we're here.

**Colin** (0:41)
It's just because we're here in the south of France and everyone's talking about it. But probably the thing that was the loudest that I saw yesterday on social was Metta launching the new glasses with Kylie Jenner.

**Samir** (0:53)
Yeah, I mean, that was extremely loud. I think there are few true billboards left in this world and Kylie Jenner is one of those billboards.

**Colin** (1:03)
That's an interesting take.

**Samir** (1:04)
That doesn't mean that it is easy. You still need creative. I think, you know, her posting an Instagram carousel that's pretty low-fi is the right creative for the Metta glasses.

**Colin** (1:16)
So let's explain this. So obviously, wearables have been a conversation for a really long time. We've had both Zuckerberg on the show talk about wearables, and Evan Spiegel on the show to talk about wearables. And over the past week, the conversation around social has been around Snapchat launching their new spectacles, which are really big, right? And like the joke of the Internet was these specs are just like very big on Evan Spiegel.

**Samir** (1:40)
They prioritize, clearly in the design, it seems to prioritize tech, not necessarily aesthetic. And granted, these are two very different products. Like specs are that they do not do what the the metas that Kylie Jenner are wearing. They're very different.

**Colin** (1:55)
Yes. So to give you kind of like the landscape wearables, because a couple of weeks ago, we were at Google IO., Google has a partnership with Warby Parker.
Ray-Ban is partnered with Meta, as well as Oakley. So a lot of the tech brands are partnering directly with, you know, historic glasses companies to bring aesthetic to their wearable tech. A lot of people are betting on the concept that glasses will be the new technology that we use maybe complimentary to the iPhone or to the smartphone, or eventually replacing the phone. And we just haven't seen glasses that look as good as what I saw Meta launch.

**Samir** (2:36)
I just think that's not happening is they're getting cooler.

**Colin** (2:38)
They're getting cooler. Yeah.

**Samir** (2:39)
I mean, obviously Google with Warby Parker, they make some great looking frames. They partnered with another company too.
Do you remember the name?

**Colin** (2:47)
I don't remember the name.

**Samir** (2:47)
But also it's very cool looking lenses. Clearly that prioritized fashion. And now with Meta launching these with Kylie Jenner, again, we've taken a step further into, if she posts that photo and doesn't tag Meta, you may not even know that they're smart glasses. And I think that's where we're getting with these products.

**Colin** (3:04)
Yeah. But it felt like a step forward for wearables. And also I just find it so interesting what you said. There's very few billboards left in the world and Kylie Jenner is one of them.
That's a really interesting take.

**Samir** (3:18)
Whatever she does is very loud.

**Colin** (3:20)
So a lot of what this episode is about that we end up talking about is like the difference between advertising around the product and advertising with creators and giving people a feeling. There's like all these different forms of storytelling around a product.
The feeling of Kylie Jenner is like cool culture, sex appeal. Like there's something just about Kylie, but the product themselves I think are the best looking wearables I've seen.

**Samir** (3:50)
Yeah, I would agree. I would agree.

**Colin** (3:51)
So as we step into this episode, we're going to talk about the principles of advertising, and we're also going to talk about how brands are stepping into being media companies themselves. Let's start with our first guest. First guest of the day is Pablo Rochat. He's an incredibly creative director, a great friend, just a funny guy.

**Samir** (4:13)
Just understands how you can stand out right now amongst all of the noise. Amongst everything that's uploaded every single day, Pablo is a guy who understands how you stand out, not just as a creator, but as a brand.