Word: hipper
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Market research is notoriously pliable, but even before Team Yao started mining the report, companies were at the door. "We chose him because we just thought he was hipper than other people around," says Apple CEO Steve Jobs, who cast Yao opposite Verne (Mini-Me) Troyer in an ad for the firm's new notebook computers. Visa built its Super Bowl ad around Yao's brief English-speaking debut ("Can I write a check?" he asks...
...Sadly, the pulverizing novelty of sexual danger was quickly domesticated, as Elvis jumped into mainstream show business. Like Brando, Elvis helped America realize it was dying to be hip. But having educated his audience to get hipper, he seemed to get squarer simply by standing still. He had segued from being Elvis to doing Elvis: playing him on TV and in movies. He'd become his own parody, stunt double, postage stamp - the first Elvis impersonator. In the new era of the singer-songwriter, the "mere" singer was an anachronism, dependent on others to write "Elvis-style" material. The Beatles...
...Orpheum—gorgeous in its own right—was nearly full to capacity with an older-and-hipper-than-usual crowd, sharply and self-consciously dressed. But the tenor of the evening was intimate. Sound levels were low and sympathetic, and Adams played alone—alternately on an acoustic guitar, a grand piano and a resonator guitar—with limited live strings accompaniment. He played a good number of selections from his debut solo album Heartbreaker, including “My Winding Wheel,” “Sweet Lil’ Gal (21st/3rd...
...advertising campaign, a $2.4 million TV blitz that coincides with World Cup broadcasts. The ads, featuring no-name characters wearing Li Ning Sports gear, are part of a corporate image overhaul to get younger, more affluent Chinese to wear the brand. Li, now 39, isn't recognizable to a hipper generation that follows NBA basketball and the English Premier League on TV. Fans "used to come by the thousands when I opened outlets," Li says with a sigh. "Senior local officials, mayors, even local provincial governors. Today, only a few people show up. I wish I were still as popular...
...Christian music site aimed at 12- to 24-year-olds. Relaunched in February, the station, according to general manager John Macleod, has had almost a fourfold increase in visitors. "The teen demographic has been neglected somewhat," says Macleod. The site has all the bells and whistles of other hipper-than-thou music sites, including snappy graphics, news about bands and discussion boards. Recent topic: compromised Christians (that is, those not committed enough to Christ...