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Speaker 1: Our Way with yours truly Paul Anka and my buddy

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Speaker 1: Skip Bronson, is a production of iHeartRadio. Hi, folks, this

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Speaker 1: is Paul Anka.

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Speaker 2: And my name is Skip Bronson.

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Speaker 3: We've been friends for decades and we've decided to let

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Speaker 3: you in on our late night phone calls by starting

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Speaker 3: a new podcast and.

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Speaker 1: Welcome to Our Way. We'd like you to meet some

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Speaker 1: real good friends of ours.

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Speaker 2: Your leaders in entertainment and.

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Speaker 1: Sports, innovators in business and technology, and even a sitting

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Speaker 1: president or two.

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Speaker 3: Join us as we ask the questions they've not been

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Speaker 3: asked before, tell it like it is, and even sing

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Speaker 3: a song or two.

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Speaker 1: This is our podcast and we'll be doing it our way.

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Speaker 4: But fundamentally a content how to be unique, simple, beautiful

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Speaker 4: in order to make it matter. So I think at

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Speaker 4: the end and people are going to look back and

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Speaker 4: say things about how simple, elegant and beautiful the work was,

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Speaker 4: and how we tried from the beginning to change the

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Speaker 4: way work was done, and that we were the first

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Speaker 4: people to actually mix art and commerce.

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Speaker 5: Mister Bronson, Oh my god, I was getting nervous.

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Speaker 6: I went two days without speaking to you. I think

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Speaker 6: that's a reticual.

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Speaker 7: Yeah, you know you and I've spoken about Peter Arnell,

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Speaker 7: and I think he's got a lot to say.

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Speaker 5: I think marketing and branding.

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Speaker 6: I mean it's a rapid fire. I call it rapid

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Speaker 6: fire creativity. That's really what it's about with him. I mean,

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Speaker 6: he's just a machine gund of ideas and thoughts, and

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Speaker 6: people don't realize so many products out there that he

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Speaker 6: had his hands on.

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Speaker 5: It's just literally, mind bug.

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Speaker 6: No one like him, I mean, no one has served.

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Speaker 5: That's right, That's right.

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Speaker 7: And you know the funny thing is he's just recuperating

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Speaker 7: and got hit by a truck with me. I don't

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Speaker 7: know that we'll have time to even get to that,

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Speaker 7: but crossing the street in New York, where he's so relevant,

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Speaker 7: gets it, gets hit by a truck. I had pictures

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Speaker 7: from the hospital wires, I mean every bone. But I mean,

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Speaker 7: you have no idea the shape this guy has been

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Speaker 7: in for the last what eight nine months? Finally winds

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Speaker 7: up with a clinic in Switzerland to straighten him. Ount

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Speaker 7: this guy was totaled by a truck.

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Speaker 6: Going to hit him.

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Speaker 5: He's still going strong.

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Speaker 6: Speaking of shape, don't forget he lost two hundred and

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Speaker 6: fifty pounds.

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Speaker 7: That's right, that's right. He had an orange diet. He

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Speaker 7: weighed four hundred pounds. He weighed three of me, exactly

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Speaker 7: exactly because we talked about it. He was on me

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Speaker 7: how to her health, and body said, geez, is Peter,

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Speaker 7: you were three of me. But he's a fascinating guy.

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Speaker 7: He really has You're gonna really enjoy him. And you

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Speaker 7: would say he's adorable.

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Speaker 5: You know.

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Speaker 6: I was speaking to him on the phone of the

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Speaker 6: day and he said, you know, we have to do

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Speaker 6: this in two parts because it's gonna be so great.

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Speaker 6: I said, okay, let's get one part done and then

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Speaker 6: co don't worry about that way.

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Speaker 5: We're gonna tell you.

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Speaker 6: Look at the things that he's done, you know, you know,

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Speaker 6: the BlackBerry pepsi pepsi and why on and on and

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Speaker 6: on cars that he's been so car Yeah, it's just

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Speaker 6: he's really something else that really one of one has

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Speaker 6: never been anyone.

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Speaker 7: Like him, that's right. And he's still going strong. And

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Speaker 7: I know he loves you to death. Hand always got

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Speaker 7: a good judgment. He always has, of course we know that.

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Speaker 6: Who didn't know that? And we have great he have

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Speaker 6: great mutual friends. So it's gonna be fun. I'm looking

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Speaker 6: forward to talking to him, knowing better than anybody, but

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Speaker 6: I'm getting I'm just starting to get to know him,

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Speaker 6: and I I really enjoy him.

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Speaker 7: So yeah, okay, so here we are, buddy, all right,

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Speaker 7: sleep warm, love you too.

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Speaker 1: And today is another special day. I know we've had

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Speaker 1: so many wonderful guests, a lot of them friends, so

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Speaker 1: we knew what we were talking about. But today is

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Speaker 1: very very special for me because at an old age

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Speaker 1: where I kind of bowed away from new friends as

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Speaker 1: that I had enough, I ran into this guy who

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Speaker 1: had heard about for so many years, so iconic. His

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Speaker 1: path and mind crossed in the night with so many friends.

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Speaker 1: But this guy, you know, where are the abundance of

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Speaker 1: smart people we know that follow us. He has had

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Speaker 1: some kind of life and some kind of story. And

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Speaker 1: I will qualify it now by saying that he is

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Speaker 1: a friend and someone that I admire, and he's a genius.

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Speaker 1: I mean, this is a guy that started out and

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Speaker 1: we'll get to it. He's published, he's written twenty books,

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Speaker 1: involved with David Hockney in the beginning, which we'll get

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Speaker 1: to Bergdoff Goodman, Donna, Karen Samsung. I mean he's an

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Speaker 1: industrial designer, graphics, communication designer, Frank Gary. There's so many

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Speaker 1: involvements that this guy has had and so eclectically successful.

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Speaker 1: I mean espresso. I make my coffee every day. I'm

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Speaker 1: an espresso and his brain and his mind and his

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Speaker 1: picture come to me right away. He's done so much

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Speaker 1: amazing stuff that is such a thrill to have him

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Speaker 1: and to introduce him to you, he says. I said,

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Speaker 1: he's a photographer, which is amazing. A lot of stuff

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Speaker 1: around my house. He's a graphic artist, industrial designer, branding, branding.

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Speaker 1: He's the king of all of this. And it all

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Speaker 1: came to a head for me when I got involved

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Speaker 1: at the Fountain Blue Hotel, the new hotel in Vegas,

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Speaker 1: and the difference to the success of that hotel or

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Speaker 1: the lack of the success of it. But then the

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Speaker 1: success from that hotel is our guest, you know, Peter

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Speaker 1: Arnell made the difference in a challenge of that building

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Speaker 1: in Vegas when you walk through it. He is everywhere,

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Speaker 1: everywhere in that hotel, everything that is tasteful and well

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Speaker 1: thowed out. So to our listeners out there and to you,

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Speaker 1: my friend Skip say hello from Tokyo. By the way,

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Speaker 1: and I'm gonna get to this guy who just got

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Speaker 1: hit by a truck a chip shot ago and he's

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Speaker 1: still traveling and doing what he does. Friends Skip slo

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Speaker 1: to Peter Arnell from Tokyo, Japan. Peter, nice to meet you.

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Speaker 2: Pleasure. It's a pleasure.

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Speaker 3: You have to mention also, I first, I had always.

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Speaker 2: Heard the name Peter Arnell. It's like his name is

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Speaker 2: a brand.

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Speaker 3: So I'd always heard about all the incredible things he

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Speaker 3: had done with Pepsicola and all the rest, and then

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Speaker 3: about im what Peter maybe twelve thirteen years ago was

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Speaker 3: at the Beverly Hills Hotel Hell with Mickey Drexler, and

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Speaker 3: Mickey was there with Peter, so I just we just

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Speaker 3: spoke briefly. But then later in life, I've learned that

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Speaker 3: one of my best friends, Richard Gallub, is one of

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Speaker 3: his best friends, and so I've gotten to know him

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Speaker 3: through Richard. But it's a treat for me to have

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Speaker 3: you on our show today.

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Speaker 2: Thank you so much.

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Speaker 4: It's great to be here. It is amazing how Paul

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Speaker 4: and I in the last couple of years, through not

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Speaker 4: easy situations, Paul I have managed to, you know, stay

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Speaker 4: on track. Paul is an incredible coach and an amazing leader,

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Speaker 4: and so I stepped into his world a couple a

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Speaker 4: couple of years ago, and he was doing a podcast actually,

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Speaker 4: and he started mentioning his relationship to Fountain Blue, and

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Speaker 4: we jumped on that. In fact, the launch of December thirteenth,

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Speaker 4: twenty twenty four, twenty twenty three. Excuse me, I can

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Speaker 4: absolutely say without exception that the connection the DNA, the

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Speaker 4: power of that evening was one hundred percent due to

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Speaker 4: Paul's incredible scripting of that evening and that performance on

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Speaker 4: his own. He had the entire world enthralled in his

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Speaker 4: storytelling and his music and his history. And it all

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Speaker 4: took place in no more than fifteen minutes on a

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Speaker 4: stage in the middle of chaos, bracketed by a lot

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Speaker 4: of opening craziness and another performer who was, shall I say,

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Speaker 4: Paul not necessary focused that night, but Paul really it

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Speaker 4: was incredible and so I then became a massive fan.

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Speaker 4: And then shortly thereafter we flew to New York City

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Speaker 4: and I had this insane idea and I got Paul's

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Speaker 4: support on it to convince the New York City Times

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Speaker 4: Square Authority to allow us to work with them collaborate

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Speaker 4: and take over the dropping of all. It was seventh

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Speaker 4: anniversary out blew, so just coincidentally as the bell rang,

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Speaker 4: we thought, oh, we can actually have two balls dropping

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Speaker 4: that night. That whole ball is made up of geodesic

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Speaker 4: dome triangles that looked like a bow tie, so if

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Speaker 4: you James the patterns, then you could brand it, and

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Speaker 4: we did. We shared in common that design that was there,

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Speaker 4: so I identified that Broadway Turn of the Century was called

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Speaker 4: the bow Tie on Seventh Avenue and Broadway crossed, so

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Speaker 4: bow tie, bow tie, geodesic dome. It couldn't have worked

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Speaker 4: unless Paul got on stage and it actually took over Broadway,

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Speaker 4: which he did. But as he stood by the side

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Speaker 4: of the building where he originally went to, I guess

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Speaker 4: Singh signed his first contract. So it was just an

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Speaker 4: extraordinary moment. And of course the power of that incredible history,

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Speaker 4: the intelligence, the amount of knowledge and both you know,

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Speaker 4: connecting to an audience and storytelling that Paul has is unprecedented.

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Speaker 4: So I've learned a lot. I'm in awe of Paul,

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Speaker 4: and I love him dearly and I look forward to

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Speaker 4: a long, long, continued relationship with him and Paul has

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Speaker 4: always spoken about you. So here we are, and You've

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Speaker 4: had a lot of people on the program so far

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Speaker 4: that I know, from Jim Gray and Nickey and all

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Speaker 4: the buddies that I've worked with or for or I

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Speaker 4: continue to. I'm doing that new museum with Jim and

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Speaker 4: Tom Brady in Nevada, which you guys talked about in

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Speaker 4: the hotel, and so anyway, I'm just super pleased to

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Speaker 4: be here.

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Speaker 1: Let's I appreciate all of that, Pete, I do. Let's

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Speaker 1: get to you. This is about you today. Where did

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Speaker 1: it all start? Let us all know what tweaked you

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Speaker 1: into this incredible career that you've got. Because you've got

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Speaker 1: a great background, I want you just spill it out

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Speaker 1: for us.

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Speaker 4: So I was born in Cheepsa Bay, Brooklyn, eight to

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Speaker 4: Russian immigrants Ukraine on one side, on dad's side and

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Speaker 4: on mom's side English and Spanish. You know, back then,

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Speaker 4: I think things were just different. I think in the

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Speaker 4: late fifties and the early sixties there was so much

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Speaker 4: change going on that even as a small child, you

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Speaker 4: can even look up and see a grandma on the

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Speaker 4: one day hysterical crying and you know, near sight to

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Speaker 4: put it back together that President Kennedy was shot, and

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Speaker 4: so those sixties were extraordinary. Vietnam War, Kennedy, Martin Luther King,

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Speaker 4: Robert Kennedy, our friends landing on the moon every six

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Speaker 4: months to a year. There seemed to be this incredible

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Speaker 4: and as a little boy, I'm sure I was very

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Speaker 4: affected by these incredible, overwhelming events that just stick in

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Speaker 4: your brain. So as Tom I went on, I ended

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Speaker 4: up in a very very special high school for gifted

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Speaker 4: children named Brooklyn Technical High School, which was basically developed

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Speaker 4: after the Wars of v occasional school. They then became

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Speaker 4: clever with the language of pulled at college preparatory, but

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Speaker 4: basically it was it was high school where you could

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Speaker 4: actually learn engineering or architecture or trades. So I went

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Speaker 4: to Brooklyn Technical High School. My father's twin brother, manny A.

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Speaker 4: Braven coincidentally worked for the gentleman who did the Fountain

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Speaker 4: Blue Hotel. He had an office down in Miami. I

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Speaker 4: was overwhelmed. I met the gentleman who designed mars Lapists

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Speaker 4: that hotel when I was in my I think I

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Speaker 4: was twelve or thirteen years old. On a trip down

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Speaker 4: to Miami. I ended up in mars Lapis's dining room

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Speaker 4: fifty something years ago. Little did I know I was

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Speaker 4: going to get involved with Blue Hotel. But I was

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Speaker 4: so overwhelmed and impressed by architecture i studied it. I

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Speaker 4: then went on to Columbia University at the time had

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Speaker 4: the most amazing program and professors. Bob Stern was there

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Speaker 4: at the time. Robert Stern was really on the pinnacle

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Speaker 4: of Postpondern architecture. He just finished an incredible book. He

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Speaker 4: was the golden boy in New York City. Philip Johnson

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Speaker 4: loved him. So I got involved in architecture. I worked

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Speaker 4: part time for Bob Stern, making models at night to

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Speaker 4: make money. And at the end of that run at Columbia,

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Speaker 4: I transferred over to Michael Graves and I continued my

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Speaker 4: education at Princeton. Michael had become the godfather of this

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Speaker 4: new movement at the time that was was incredible. He

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Speaker 4: had just finished becoming one of the Whites with Charlie

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Speaker 4: Glaffney and John Haydock and Richard Meyer, and he moved

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Speaker 4: on to this postmodern new plateau. And I was good

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Speaker 4: at making models and getting stuff done. I was always

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Speaker 4: good at getting stuff done and so I worked with him,

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Speaker 4: and then Michael had a show in Rome and he

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Speaker 4: needed a little catalog done, and I got obsessed with

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Speaker 4: designing this catalog. It was at the American Academy in Rome,

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Speaker 4: and at the same time someone in Italy named Alessi

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Speaker 4: had asked him to design a teapot which became very

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Speaker 4: very famous as Whistling Teapot by Michael Graves that is

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Speaker 4: still available in the marketplaces. I think it's the number

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Speaker 4: one Sully teapot of all time. And Michael asked me

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Speaker 4: to kind of project manage that, so I went to unless.

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Speaker 2: Yeah, I learned industrial.

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Speaker 4: Design quickly around that project. I did that book and

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Speaker 4: I was so excited about how these things moved so

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Speaker 4: quickly versus architecture, which moves so slowly. So I got

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Speaker 4: very excited about catalog. That turned into me thinking, well,

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Speaker 4: why don't I get to publishing, And I met with

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Speaker 4: a man I missed him, Monticelli, who was running wheret

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Speaker 4: Zoli at the time in North America, and I convinced

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Speaker 4: him to let me edit and write and design twelve

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Speaker 4: books on contemporary architects. This was pre Google, so you know,

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Speaker 4: students were desperate for knowledge and so I went out

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Speaker 4: and I spoke to Frank Gary and James Stirling and

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Speaker 4: Aldo Rossi and Charles Waffney and all these architects, and

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Speaker 4: I said, you know, give me a shot.

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Speaker 1: Was that your first major project, Peter?

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Speaker 4: That was my first major major when you say major.

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Speaker 4: Getting announced as the editor of the first series by Rizzoli,

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Speaker 4: you know, on contemporary architects was a big deal back then,

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Speaker 4: especially me coming out of academic life, you know, at

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Speaker 4: Princeton with Michael etcetera, etcetera. And the books was successful.

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Speaker 4: They were so successful that a guy named David Hockey.

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Speaker 4: Hockey asked me to do books with him. I started

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Speaker 4: Camera Works and that book ended up in a window

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Speaker 4: on fifty sixth Street at the toy store, and a

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Speaker 4: woman named don Mellow had just been appointed the head

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Speaker 4: of fashion for Bergdoff, come in when Carter Holy and

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Speaker 4: Hale bought them, and she said, could you find this

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Speaker 4: guy who did this book. I'd like him to do

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Speaker 4: a book on the history of Bergdoff Goodman and I

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Speaker 4: showed up, you know, at the store. I thought, to

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Speaker 4: be honest with you, this was like a scary moment

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Speaker 4: for me. I thought, you need a license to do

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Speaker 4: all this stuff, you know, marketing, and there I had

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Speaker 4: no idea, absolutely no idea. I was coming out of,

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Speaker 4: you know, another whole world.

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Speaker 1: So a lot of pressure, a lot of pressure.

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Speaker 4: Super super super stressful, and they loved me and we

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Speaker 4: had a good conversation. They introduced me to mister Goodman

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Speaker 4: who lived above the department store, and they said, we're

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Speaker 4: going to get you to write a book and interview

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Speaker 4: mister Goodman. Anyway, within weeks the book project started and

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Speaker 4: they were paying me like fourteen thousand bucks a month,

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Speaker 4: which was just extraordinary, just so you know, put in

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Speaker 4: perspective on the advance for the books, I got around

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Speaker 4: eight to twelve thousand dollars per book, So I was

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Speaker 4: in fat city. Back then. I could pay my three

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Speaker 4: hundred dollars line of credit that master pardon. I had

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Speaker 4: no money. I had huge debt because of the college

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Speaker 4: and all that stuff, and no family money. So this

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Speaker 4: was just unbelievable. And all of a sudden, this woman

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Speaker 4: Don Mello and Susie Butterfield, who was running public relations

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Speaker 4: and advertising there, said why don't we give Arnell a

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Speaker 4: shot at doing little ads for us? And within minutes,

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Speaker 4: not hours, minutes down a Karen gets fired from Anklin, or,

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Speaker 4: as she likes to say, she kind of moved on,

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Speaker 4: and the Japanese owner, Tommy O'taki reached out to me

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Speaker 4: and carried Donovan around the New York Times and Style

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Speaker 4: section and don Mello all kind of gang together and

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Speaker 4: got me in front of Donna Karen. And so there

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Speaker 4: I was doing Bernard German ads meeting every week, people

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Speaker 4: like Carla Fendi, car Lagafeld, Georgia Almani. They were all

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Speaker 4: coming in. Remember the first flow was all European way,

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Speaker 4: and I was like, go talk to Peter and he'll

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Speaker 4: figure out what the ad should be. There was Donna

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Speaker 4: Karen as I. Everyone was eyes on Donna Karen. And

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Speaker 4: I had nothing in my portfolio, I mean zero that

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Speaker 4: would give me any kind of educational point of reference

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Speaker 4: on how to do advertising in fashion. I didn't know

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Speaker 4: even how to book a model or any of that stuff,

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Speaker 4: so I stayed away from it. I took my Rico

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Speaker 4: camera and I went under the Brooklyn Bridge exactly where

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Speaker 4: my grandfather parked his car at two in the morning

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Speaker 4: every day when he went to the Foam Fishbocket is

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Speaker 4: a fishmonga. His whole life. That's how we made his living.

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Speaker 4: And of course, just so you guys know, if you

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Speaker 4: parked the car under the brook Bridge, it means you

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Speaker 4: could afford the right spot because the pigeons were under

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Speaker 4: the Brooklyn Bridge. So when he got out in the morning,

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Speaker 4: the car didn't look like the car anymore. And it

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Speaker 4: was December eleventh, and I looked up and the mist

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Speaker 4: was coming off the river, and I shot that bridge

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Speaker 4: and I put New York under it. And I back

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Speaker 4: then we made these things called vloxes. They were like

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Speaker 4: big photographic xeroxes.

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Speaker 2: They looked good.

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Speaker 4: And I came the next day. I worked all night.

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Speaker 4: I knew I had it. I came in and Data

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Speaker 4: started crying and Tomio started crying. I was like, holy shit.

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Speaker 4: So there was no product, no color. I had a

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Speaker 4: picture of the Brooklyn Bridge, and I was going to

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Speaker 4: launch what was at that point considered the hottest designer

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Speaker 4: in America. So something was on my mind about what

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Speaker 4: does it look like when you actually turned the camera

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Speaker 4: around and show somebody an environment or a culture or

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Speaker 4: an idea versus a photograph. Now, photographing an idea is

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Speaker 4: very different than photographing clothes, something is very specific versus

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Speaker 4: creating a conversation or connection. And then once that picture ran,

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Speaker 4: we ran it once in Women's Wear Daily. It was explosive.

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Speaker 4: It was like, holy mackerel, what the hell is this?

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Speaker 4: And everybody on Seventh Avenue, including all over the world

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Speaker 4: in fashion came running Armani and b Blows and you know,

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Speaker 4: Ungaro and Valentino. They all wanted to know who this

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Speaker 4: guy was. Was an architect doing architecture books and works

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Speaker 4: with an artist named David Ockney who Don Mello at

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Speaker 4: Bergdolf loves and it's shooting pictures of Brooklyn Bridge. So

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Speaker 4: I realized what had happened, and what had happened Paul

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Speaker 4: was at that moment the impact of a child being

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Speaker 4: shown a riderless horse come up the avenue named Charlie

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Speaker 4: during the funeral of a president who had been assassinated

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Speaker 4: with the boots in backwards. I was like the entire

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Speaker 4: world that day stopped to look at what's not there,

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Speaker 4: and it must have connected to my brain from a marketing,

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Speaker 4: branding design point of view conceptually that what is not

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Speaker 4: there is much more powerful than it's there. Because everyone

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Speaker 4: asked the right questions at that point so I continued

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Speaker 4: on that path of trying to connect people. I never

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Speaker 4: shot pictures in color because I think that's distracting. I

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Speaker 4: think black and white photography gives you The form factor

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Speaker 4: is the idea, the clarity, the simplicity, which I believe in.

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Speaker 4: And then I was going against the grain and we

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Speaker 4: grew and grew and it was explosive. But I was

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Speaker 4: the boutique guy doing you know, buttie agency, doing fashion

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Speaker 4: stuff for a long time. And then this wonderful husband

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Speaker 4: and wife showed up at my ninety one or two

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Speaker 4: at my desk, Korean folks from Soul. He was the

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Speaker 4: chair and of Samsung. He came on his own with

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Speaker 4: his wife, Madam Lee. He said, my wife loves what

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Speaker 4: you're doing for Donna Karen, could you conceive of something

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Speaker 4: for this company I have called Samsung. And that's really

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Speaker 4: where we shifted quickly, and the company grew tremendously and

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Speaker 4: I ended up in Seoul and I proposed three things

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Speaker 4: to him to do a power brand. I showed him

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Speaker 4: that if Ge is having his company do microwave ovens

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Speaker 4: and they're selling it for ninety nine dollars in white

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Speaker 4: underneath the counter, in good Housekeeper magazine and he's selling

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Speaker 4: unbranded product for nineteen dollars in Asia, that if we

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Speaker 4: could have a brand, it would change his entire and

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Speaker 4: it wasn't good enough. I did it, and I did

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Speaker 4: breakthrough stuff for them, and I came up with all

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Speaker 4: different kinds of incredible communications, but it wasn't enough, and

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Speaker 4: I raised my hand. I said, we have to shift

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Speaker 4: from a manufacturing mindset to a design mindset, and I

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Speaker 4: went out to art Set, a College of Design Pasadena.

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Speaker 4: His niece at the time, Mickey Lee, who owns CJ Entertainment,

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Speaker 4: who's very powerful now in the entertainment She won the

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Speaker 4: Academy Award a couple of years ago for the first

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Speaker 4: movie ever that career received Academy Award for She's the

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Speaker 4: Queen of K pop and K cont and everything else.

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Speaker 4: She was very instrumental and kind of my partner away

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Speaker 4: in helping Samsung get all of me, which was very

400
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Speaker 4: all over the place and very complicated and extremely eclectic

401
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Speaker 4: into a kind of rigor discipline. And we went after

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Speaker 4: the school that I convinced mister Brown at the time,

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Speaker 4: David Brown, who was the dean of the School of

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Speaker 4: Design at art Set of College and Design at Pasadena

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00:24:10,000 --> 00:24:12,880
Speaker 4: to sense some professors, and we opened up a studio

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Speaker 4: to design product while that was going on in Korea,

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Speaker 4: and I moved to Korea, and while that was going on,

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Speaker 4: I was still running everything else, finishing the architecture books.

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Speaker 4: And it was insanity, really insanity. No one knew what

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00:24:27,520 --> 00:24:29,679
Speaker 4: I was or what I was there for, or I

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Speaker 4: was a designer, I was a publisher, I was a writer,

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Speaker 4: I was in fashion. It was very confusing. But those

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Speaker 4: who got close to me, you know, I was really fortunate.

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00:24:39,400 --> 00:24:41,520
Speaker 4: They just gave me a chance. They said, look, just

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Speaker 4: keep it going. As very complicated when you get middle management.

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00:24:45,800 --> 00:24:50,240
Speaker 4: They all wanted you dead. Everybody middle manager wanted me

417
00:24:50,359 --> 00:24:54,320
Speaker 4: dead because, like I was very disruptive as you could appreciate.

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Speaker 4: And then it exploded, and it exploded because they were

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Speaker 4: in the chip business. We were beginning to set up

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Speaker 4: the design studio and there was a guy named Pete

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Speaker 4: Skarzinski who was in the communications phone sector at Samsung

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Speaker 4: in New Jersey, and within minutes, literally minutes, we had

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Speaker 4: a prototype phone. We were running out to Texas because

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00:25:20,640 --> 00:25:26,320
Speaker 4: Sprint PCs CB was beginning and Motorola and Att were

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00:25:26,359 --> 00:25:28,960
Speaker 4: all locked in and we need a new phone, and

426
00:25:29,040 --> 00:25:31,960
Speaker 4: no Kei and Erickson could supply that voyue for North America.

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Speaker 4: So there's a book that just came out called Samsung Rising,

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00:25:37,920 --> 00:25:41,320
Speaker 4: and it says, which really sums it all up. Chair

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Speaker 4: and Lee gave Ardel card blanche to get us in

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Speaker 4: the phone business, and that's really the beginning of us

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00:25:49,880 --> 00:25:54,040
Speaker 4: as an organization growing and really getting respected as a

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Speaker 4: guy who understood how to develop enterprise, could see the opportunities,

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Speaker 4: connect the dots, and see through a concept from the

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Speaker 4: beginning all the way through to the shelf that was very,

435
00:26:07,760 --> 00:26:12,040
Speaker 4: very rare. This idea of fully integrated, holistic approach to

436
00:26:12,119 --> 00:26:15,520
Speaker 4: marketing was not on the table at the end of

437
00:26:15,520 --> 00:26:18,879
Speaker 4: the eighties beginning of the nineties. You know the full picture.

438
00:26:20,040 --> 00:26:23,240
Speaker 4: But there was a guy named Steve Jobs who thank God,

439
00:26:23,400 --> 00:26:27,120
Speaker 4: was raising his hand and getting the work to understand

440
00:26:27,119 --> 00:26:31,439
Speaker 4: what an entrepreneur was. And Steve Jobs, as you both know,

441
00:26:32,359 --> 00:26:38,719
Speaker 4: did an extraordinary job at learning, participating in and growing

442
00:26:38,920 --> 00:26:48,800
Speaker 4: an organization where every single aspect design, typography, economist, electronics, technology, distribution, retail,

443
00:26:49,160 --> 00:26:53,520
Speaker 4: every single detail was conceived and considered every single day.

444
00:26:53,840 --> 00:26:57,280
Speaker 4: That's why Apple ended up becoming Apple, and so he

445
00:26:57,440 --> 00:27:01,159
Speaker 4: gave permission for the world well to see people like

446
00:27:01,280 --> 00:27:04,920
Speaker 4: me no longer is jack of all trades, baster of none,

447
00:27:05,320 --> 00:27:11,320
Speaker 4: but rather an entrepreneur who actually had mastered into disciplinary

448
00:27:12,040 --> 00:27:16,560
Speaker 4: and integrated holistic marketing. And then we just sort and

449
00:27:16,800 --> 00:27:19,680
Speaker 4: we grew and grew and grew, and we got involved.

450
00:27:19,680 --> 00:27:23,000
Speaker 4: We were blessed to get involved with so many things,

451
00:27:23,040 --> 00:27:25,480
Speaker 4: you know, from you know, a con Edison logo to

452
00:27:25,520 --> 00:27:29,760
Speaker 4: the redesign of thirty five brands for Pepsi co mounted

453
00:27:29,840 --> 00:27:31,960
Speaker 4: dew to Soby tell.

454
00:27:31,920 --> 00:27:36,000
Speaker 1: Us about Pepsi, the rebranding of Pepsi. I'm very interested

455
00:27:36,000 --> 00:27:37,760
Speaker 1: in that. What was your vision on that, Peter.

456
00:27:38,359 --> 00:27:40,960
Speaker 4: I was in Hong Kong when we got the assignment

457
00:27:41,480 --> 00:27:44,440
Speaker 4: and I was doing market research. You know, this thing

458
00:27:44,560 --> 00:27:48,040
Speaker 4: called emojis was new to the world clearly. You know,

459
00:27:48,119 --> 00:27:52,560
Speaker 4: back then you could read or look or find trend

460
00:27:52,640 --> 00:27:57,320
Speaker 4: in Europe and Asia that was going to hit America five, eight,

461
00:27:57,440 --> 00:28:00,879
Speaker 4: twelve years ahead of time. If you were really living

462
00:28:00,920 --> 00:28:03,520
Speaker 4: in the street, which I love to do, whether it's

463
00:28:03,600 --> 00:28:07,879
Speaker 4: Japan or Hong Kong or England anyway, you can really

464
00:28:07,920 --> 00:28:11,399
Speaker 4: smell trend and those things aren't things to copy. But

465
00:28:11,480 --> 00:28:14,280
Speaker 4: there's things that influence and you could see how those

466
00:28:14,359 --> 00:28:18,560
Speaker 4: things would become original thinking that could affect a marketplace.

467
00:28:18,600 --> 00:28:22,920
Speaker 4: So we were in Hong Kong and Indra Newi had

468
00:28:22,960 --> 00:28:26,200
Speaker 4: just taken over as chair and she had just come

469
00:28:26,280 --> 00:28:29,639
Speaker 4: back from a meeting with Steve Jobs. She wanted to

470
00:28:29,640 --> 00:28:33,400
Speaker 4: go out there to learn about design and how design

471
00:28:34,280 --> 00:28:37,520
Speaker 4: and design that innovation could affect growing the business and

472
00:28:37,560 --> 00:28:42,640
Speaker 4: evolving it. Anyway, she just was very hot to really

473
00:28:42,680 --> 00:28:46,640
Speaker 4: make change. The problem with Pepsi, which continues to be

474
00:28:46,680 --> 00:28:51,640
Speaker 4: the problem, is that they sell sugar water, and so

475
00:28:52,600 --> 00:28:58,280
Speaker 4: in the long run, design cannot affect good packaging, good logos,

476
00:28:58,440 --> 00:29:01,520
Speaker 4: good marketing, you know, so it can't affect in the end,

477
00:29:02,240 --> 00:29:05,160
Speaker 4: the real problem, and it can't make change through a problem,

478
00:29:05,160 --> 00:29:07,640
Speaker 4: which is that they don't sell products that are really

479
00:29:07,840 --> 00:29:10,760
Speaker 4: good for you. Right at least at that point, it

480
00:29:10,800 --> 00:29:13,320
Speaker 4: was where Doritos and Pepsi would not be on our

481
00:29:13,880 --> 00:29:16,320
Speaker 4: screen of you know, this is going to help you

482
00:29:16,600 --> 00:29:19,080
Speaker 4: stay healthy and grow well and all that stuff, especially

483
00:29:19,120 --> 00:29:21,560
Speaker 4: to kids. So I put it in the category of

484
00:29:21,640 --> 00:29:25,280
Speaker 4: nicotine and alcohol. It's all that stuff that is not

485
00:29:25,480 --> 00:29:29,720
Speaker 4: good for you. However, you know, you're a young business

486
00:29:29,760 --> 00:29:32,320
Speaker 4: growing and there's a lot of money to be made

487
00:29:32,360 --> 00:29:34,520
Speaker 4: in design and all this stuff. So I kept my

488
00:29:34,600 --> 00:29:38,520
Speaker 4: mouth shut and my head down. And they also owned Quaker,

489
00:29:38,560 --> 00:29:40,400
Speaker 4: and they had me on a bunch of stuff there,

490
00:29:40,440 --> 00:29:44,200
Speaker 4: and you know, better products and Soby and water and

491
00:29:44,360 --> 00:29:46,720
Speaker 4: a whole bunch of things. So we took it all

492
00:29:46,760 --> 00:29:51,120
Speaker 4: on and I saw this emoji, and I realized that

493
00:29:51,280 --> 00:29:53,640
Speaker 4: a logo doesn't just need to be one logo could

494
00:29:53,640 --> 00:29:56,160
Speaker 4: be a multitude of logos. So when a Pepsi logo

495
00:29:56,400 --> 00:30:00,040
Speaker 4: that I designed originally came to market, each brand and

496
00:30:00,920 --> 00:30:07,560
Speaker 4: Pepsi zero, Pepsi like Pepsi, Pepsi, Pepsi check, each logo

497
00:30:07,680 --> 00:30:11,760
Speaker 4: had a different slight variation on that logo, and they

498
00:30:11,760 --> 00:30:15,480
Speaker 4: were all about smiles. So if you look carefully, I

499
00:30:15,640 --> 00:30:18,800
Speaker 4: just dropped down the curve that was from the original

500
00:30:19,160 --> 00:30:23,960
Speaker 4: graphics of the Pepsi signature one hundred years ago, and

501
00:30:24,000 --> 00:30:26,200
Speaker 4: then I just moved him slightly, and then we put

502
00:30:26,240 --> 00:30:30,720
Speaker 4: them out there. It was super successful, clean elegant chic

503
00:30:31,400 --> 00:30:34,040
Speaker 4: got a lot of good results for that, and then

504
00:30:34,200 --> 00:30:36,680
Speaker 4: they used that and applied it to a ton of things.

505
00:30:36,680 --> 00:30:40,320
Speaker 4: While I was doing root air with a dog on it,

506
00:30:40,400 --> 00:30:44,000
Speaker 4: and you know, so Bey with Lizards, dancing with Michael Jackson,

507
00:30:44,040 --> 00:30:48,160
Speaker 4: thriller music, and going to super Bowl in Naomi. You know,

508
00:30:48,360 --> 00:30:51,280
Speaker 4: it goes on and on and on. But the Pepsi

509
00:30:51,360 --> 00:30:55,240
Speaker 4: experience was extraordinary. Is the first work I did as

510
00:30:55,640 --> 00:30:59,080
Speaker 4: part of a public company. I had been bought by Omnicom.

511
00:30:59,680 --> 00:31:03,360
Speaker 4: At the time, I was known as John Wren's secret weapon.

512
00:31:03,920 --> 00:31:07,480
Speaker 4: I was introduced to Pepsi by John Wren. John is

513
00:31:07,520 --> 00:31:11,440
Speaker 4: an extraordinary man. He recognized the value of having an

514
00:31:11,480 --> 00:31:15,479
Speaker 4: organization like ours in his organization. And it wasn't easy

515
00:31:15,840 --> 00:31:17,880
Speaker 4: from the beginning, and it wasn't easy through the ten

516
00:31:17,960 --> 00:31:20,640
Speaker 4: years that I was with him because we were different

517
00:31:20,920 --> 00:31:24,320
Speaker 4: and that's always complicated. But he introduced us and he

518
00:31:24,400 --> 00:31:29,720
Speaker 4: got us into Sony, Chrysler, Pepsi. In each one of

519
00:31:29,720 --> 00:31:33,800
Speaker 4: those organizations, I did different things, designed cards, and I

520
00:31:33,880 --> 00:31:37,760
Speaker 4: became the head of innovation for design at Chrysler Corporation.

521
00:31:38,040 --> 00:31:40,200
Speaker 4: He got us into Home Depot. It was the list

522
00:31:40,320 --> 00:31:44,560
Speaker 4: was long, and our company just grew and grew and grew,

523
00:31:44,600 --> 00:31:47,160
Speaker 4: and we ended up being about three hundred and fifty

524
00:31:47,200 --> 00:31:50,959
Speaker 4: people at that time. I started out with twenty seven

525
00:31:51,280 --> 00:31:55,360
Speaker 4: when I started with John, and we became a very

526
00:31:55,480 --> 00:31:59,200
Speaker 4: important part of the Omnicom offering, of which Pepsi and

527
00:31:59,320 --> 00:32:01,960
Speaker 4: Chrysler work two of their biggest accounts at the time.

528
00:32:02,640 --> 00:32:07,320
Speaker 1: Bell even a busy boy.

529
00:32:08,040 --> 00:32:10,120
Speaker 4: I don't know what to stop. You know, I've been

530
00:32:10,160 --> 00:32:21,120
Speaker 4: really lucky. I've been lucky.

531
00:32:22,160 --> 00:32:23,959
Speaker 2: Let me add something or a question.

532
00:32:24,720 --> 00:32:26,760
Speaker 3: As they say in the news, there's a lot to

533
00:32:26,880 --> 00:32:29,959
Speaker 3: unpack here, right, there's a lot to talk about, just

534
00:32:30,000 --> 00:32:34,360
Speaker 3: from what you were, you know, so articulately explaining to us.

535
00:32:34,720 --> 00:32:37,200
Speaker 3: But going back to Donna Karen just for a minute.

536
00:32:37,320 --> 00:32:40,520
Speaker 3: So Donna Karen, who's a friend of our family, and

537
00:32:40,560 --> 00:32:43,360
Speaker 3: you know, she had the Donna Karen brand initially, of course,

538
00:32:44,000 --> 00:32:47,360
Speaker 3: the big thing for her was obviously DK and Why. Yes,

539
00:32:47,680 --> 00:32:50,480
Speaker 3: who came up with that? The concept of calling it

540
00:32:50,600 --> 00:32:53,720
Speaker 3: DK and Why and the whole I'm sure you came

541
00:32:53,800 --> 00:32:56,320
Speaker 3: up with the logo, but the whole thought that, well,

542
00:32:56,680 --> 00:32:59,800
Speaker 3: let's come up with a parallel brand, and let's call

543
00:32:59,840 --> 00:33:04,480
Speaker 3: it DK and Y, which was obviously less expensive, more

544
00:33:04,560 --> 00:33:07,480
Speaker 3: for the you know, for the masses and not just

545
00:33:07,520 --> 00:33:10,320
Speaker 3: the classes. But where did that? How'd that first come about?

546
00:33:11,000 --> 00:33:14,440
Speaker 4: There are two spaces that I always work in with

547
00:33:14,640 --> 00:33:17,160
Speaker 4: everything that I've ever done that has been successful, and

548
00:33:17,240 --> 00:33:18,280
Speaker 4: paulk can attest to.

549
00:33:18,320 --> 00:33:18,400
Speaker 8: This.

550
00:33:19,400 --> 00:33:23,400
Speaker 4: One is called the collaboration, and that's powerful. It goes

551
00:33:23,440 --> 00:33:26,880
Speaker 4: back and forth, you kind of you keep on standing

552
00:33:27,000 --> 00:33:30,640
Speaker 4: at it, and it goes between two minds and they

553
00:33:30,760 --> 00:33:34,240
Speaker 4: arrive at the third. And so there's that space. The

554
00:33:34,280 --> 00:33:37,120
Speaker 4: other is the space of go off and come back

555
00:33:37,160 --> 00:33:41,640
Speaker 4: and show me. The second one works well for certain organizations,

556
00:33:41,680 --> 00:33:48,160
Speaker 4: but the first one delivers incredible rich value because in

557
00:33:48,200 --> 00:33:51,800
Speaker 4: the end I go away. I always try to explain

558
00:33:51,840 --> 00:33:57,080
Speaker 4: to people I have a like real date stamp on

559
00:33:57,160 --> 00:34:00,680
Speaker 4: my work because when I get it right, or if

560
00:34:00,720 --> 00:34:03,880
Speaker 4: I get it wrong, I'm out. You don't do the

561
00:34:03,920 --> 00:34:07,000
Speaker 4: Pepsi logo every year. You do it once and then

562
00:34:07,000 --> 00:34:11,160
Speaker 4: you go right. So my window is very precise. It's

563
00:34:11,160 --> 00:34:13,360
Speaker 4: like swat. You got to go in, get it, and

564
00:34:13,440 --> 00:34:17,320
Speaker 4: go out. So there was a woman named Patty Cohen

565
00:34:17,520 --> 00:34:20,200
Speaker 4: who's still very close to me, and Donna who was

566
00:34:20,280 --> 00:34:24,759
Speaker 4: running her advertising and public relations, and she called me

567
00:34:24,800 --> 00:34:27,680
Speaker 4: one day and said, you know, we've got a real issue.

568
00:34:28,520 --> 00:34:34,920
Speaker 4: We are doing this incredible volume, but we'th thirty million dollars.

569
00:34:35,400 --> 00:34:41,480
Speaker 4: Coulture in America at the time was not popular and

570
00:34:41,640 --> 00:34:44,080
Speaker 4: if you think about the price points, that Donna was

571
00:34:44,160 --> 00:34:46,440
Speaker 4: charging at the time. It was extraordinary what she was

572
00:34:46,440 --> 00:34:51,040
Speaker 4: getting for, you know, product that was under an American label,

573
00:34:51,120 --> 00:34:54,239
Speaker 4: and she was fighting our Moani at Valentino, and I

574
00:34:54,280 --> 00:34:59,120
Speaker 4: mean she had serious competitors. So we looked at it

575
00:34:59,200 --> 00:35:03,600
Speaker 4: and we realized there's a ceiling there, and so Patty

576
00:35:03,760 --> 00:35:05,880
Speaker 4: calls us up and says, can I come down. We

577
00:35:05,880 --> 00:35:08,160
Speaker 4: were in the worst part of town. We were in

578
00:35:08,200 --> 00:35:12,240
Speaker 4: the fringe of Chinatown. I was one hundred Grand Street

579
00:35:13,000 --> 00:35:15,959
Speaker 4: in an old bakery building on the first floor where

580
00:35:16,000 --> 00:35:20,239
Speaker 4: a data go buy that Rats weren't available. This is

581
00:35:20,760 --> 00:35:26,120
Speaker 4: March nineteen eighty eighty six, because we launched in eighty seven,

582
00:35:26,920 --> 00:35:29,400
Speaker 4: in full of eighty seven. And she came down and

583
00:35:29,520 --> 00:35:31,800
Speaker 4: make a long story short, she told us what Donna

584
00:35:31,880 --> 00:35:34,520
Speaker 4: was up to. Donna was trying to figure out how

585
00:35:34,560 --> 00:35:38,080
Speaker 4: do you do a second line? And you got to remember,

586
00:35:38,120 --> 00:35:41,239
Speaker 4: as I said before, I'm not a fashion guy. At

587
00:35:41,239 --> 00:35:45,200
Speaker 4: the time. I knew nothing about main floor and fridge

588
00:35:45,239 --> 00:35:48,040
Speaker 4: lines and second lines and all this stuff. But I

589
00:35:48,120 --> 00:35:49,759
Speaker 4: just got the sense that we're going to come out

590
00:35:49,800 --> 00:35:51,759
Speaker 4: with a line that costs less than the other line,

591
00:35:51,840 --> 00:35:55,480
Speaker 4: right say, value less price. And there was Presidents in

592
00:35:55,520 --> 00:35:58,279
Speaker 4: the market at Client and Client Too, which is one

593
00:35:58,320 --> 00:36:01,320
Speaker 4: of the biggest at the time, and that was owned

594
00:36:01,320 --> 00:36:03,879
Speaker 4: by the same company that owned Donna Karen. In fact,

595
00:36:03,880 --> 00:36:06,799
Speaker 4: Donna Karen worked for ant Climb prior, so I knew

596
00:36:06,800 --> 00:36:09,200
Speaker 4: they were headed down that path. We're gonna go like

597
00:36:09,360 --> 00:36:12,360
Speaker 4: Pyramid top thirty million down here, had three hundred million

598
00:36:12,440 --> 00:36:15,560
Speaker 4: down here a billion. It's going to keep on growing, license,

599
00:36:15,960 --> 00:36:20,240
Speaker 4: underwear everything. And it dawned to me that there's probably

600
00:36:20,239 --> 00:36:23,200
Speaker 4: a better way to do this, And since I didn't

601
00:36:23,200 --> 00:36:28,240
Speaker 4: know anything, I was quite I guess I had zero

602
00:36:28,719 --> 00:36:33,480
Speaker 4: filter on this one. And I realized that customers who

603
00:36:33,560 --> 00:36:36,799
Speaker 4: love caviat also eat pizza. The woman who dresses up

604
00:36:36,880 --> 00:36:41,000
Speaker 4: during the week also has a weekend, like that customer

605
00:36:41,600 --> 00:36:45,280
Speaker 4: has Saturday and Sunday as well. The way the market

606
00:36:45,320 --> 00:36:48,320
Speaker 4: was looking at it was bizarre. It was like, that's

607
00:36:48,360 --> 00:36:51,359
Speaker 4: our customer at weekend, doesn't matter, and they don't wear

608
00:36:51,360 --> 00:36:55,879
Speaker 4: blue jeans, and it's just incredible. So I mocked this

609
00:36:55,960 --> 00:36:59,640
Speaker 4: thing up inside a book which I still have, which

610
00:36:59,680 --> 00:37:02,839
Speaker 4: is dig because I always said Donna Kara as being

611
00:37:03,480 --> 00:37:07,839
Speaker 4: big in the stecks move like it was unbelievable, like worldwide,

612
00:37:08,120 --> 00:37:11,600
Speaker 4: big voice and I bought this thing up in a book.

613
00:37:12,160 --> 00:37:14,680
Speaker 4: I like books, remember, guys, I started with books, so

614
00:37:15,120 --> 00:37:18,239
Speaker 4: my presentation all looked like books and pressed the hell

615
00:37:18,239 --> 00:37:22,320
Speaker 4: out of everybody. And this one was like forty by sixty.

616
00:37:22,480 --> 00:37:24,880
Speaker 4: It was like a fairy tale book. And when you

617
00:37:24,920 --> 00:37:27,799
Speaker 4: opened it up, the first thing on our left was

618
00:37:28,239 --> 00:37:31,440
Speaker 4: an arrow shot of a can of caviat and on

619
00:37:31,480 --> 00:37:36,160
Speaker 4: the right was a pizza. And I said that it's

620
00:37:36,200 --> 00:37:39,520
Speaker 4: for the other side of the same woman, which just

621
00:37:39,680 --> 00:37:45,720
Speaker 4: blew everyone's mind, the department store's mind and Donna everyone. Now,

622
00:37:45,840 --> 00:37:49,360
Speaker 4: I want to be clear. I must have refined that

623
00:37:49,680 --> 00:37:53,640
Speaker 4: thought through god knows how many presentations a million times.

624
00:37:54,360 --> 00:37:56,759
Speaker 4: And the guy who helped me sell it in was

625
00:37:56,760 --> 00:38:00,279
Speaker 4: Michael Jackson, which is going to blow your mind. But

626
00:38:00,600 --> 00:38:03,000
Speaker 4: Michael Jackson had just come out with Man in the Mirror,

627
00:38:03,680 --> 00:38:06,840
Speaker 4: and I, you know, back then, no one called you up.

628
00:38:06,880 --> 00:38:10,719
Speaker 4: It's like, oh, the video has Michael Jackson's music, Like

629
00:38:11,040 --> 00:38:14,000
Speaker 4: I didn't even know about rights. So I cut this

630
00:38:14,239 --> 00:38:18,920
Speaker 4: video together called d Ken why to Michael Jackson's music,

631
00:38:19,840 --> 00:38:22,440
Speaker 4: and we showed it. It was back in the you know,

632
00:38:22,520 --> 00:38:25,960
Speaker 4: the top down there was that what was it called

633
00:38:26,160 --> 00:38:29,080
Speaker 4: the three corner Machine. You know that tape machine, that.

634
00:38:29,320 --> 00:38:31,680
Speaker 1: Beta max beta max beta max.

635
00:38:32,080 --> 00:38:36,640
Speaker 4: Yeah, that grayish color thing you know, with that at

636
00:38:36,480 --> 00:38:38,400
Speaker 4: a top lower, but it just slipped at it and

637
00:38:38,560 --> 00:38:44,000
Speaker 4: pushed it down. And I showed Donna that Michael Jackson video.

638
00:38:44,239 --> 00:38:47,120
Speaker 4: We sold the whole world that video. It was out there,

639
00:38:47,239 --> 00:38:49,600
Speaker 4: like you know, by the way. Back then there was

640
00:38:49,640 --> 00:38:52,319
Speaker 4: no Google or YouTube rate, so I didn't there's no

641
00:38:52,400 --> 00:38:55,960
Speaker 4: way you get in trouble. There was Michael Jackson man

642
00:38:56,040 --> 00:38:59,279
Speaker 4: in the mirror, this incredible film. I made the two

643
00:38:59,320 --> 00:39:01,880
Speaker 4: and a half minute, and then the pizza and the

644
00:39:01,920 --> 00:39:06,120
Speaker 4: caveat and then these chunky letters. Now here's the deal.

645
00:39:06,880 --> 00:39:10,640
Speaker 4: If it's the other side of the same woman, then

646
00:39:10,800 --> 00:39:14,760
Speaker 4: in fact, all you need to do is make sure

647
00:39:14,960 --> 00:39:19,239
Speaker 4: that you put a dot dot dot under the DK

648
00:39:19,400 --> 00:39:22,400
Speaker 4: and Y, which is how that label was made, so

649
00:39:22,560 --> 00:39:26,000
Speaker 4: underneath I could say Donna Karen New York. It sounds

650
00:39:26,000 --> 00:39:29,960
Speaker 4: stupid and obvious, but in fact it became the bridge.

651
00:39:30,360 --> 00:39:32,759
Speaker 4: So the woman was able to feel like she was

652
00:39:32,800 --> 00:39:35,880
Speaker 4: getting a piece of Donna Karen and DCN Why Donna

653
00:39:35,920 --> 00:39:39,360
Speaker 4: Karen made sense together. So Saturday you were able to

654
00:39:39,360 --> 00:39:41,319
Speaker 4: put your genes on to go to flea market right

655
00:39:42,120 --> 00:39:45,960
Speaker 4: in order to do that correctly. We had a price correctly.

656
00:39:46,520 --> 00:39:49,719
Speaker 4: So imagine we're coming out with a second line, but

657
00:39:49,880 --> 00:39:52,480
Speaker 4: we're connected to the first line, so we could get

658
00:39:52,520 --> 00:39:56,239
Speaker 4: a better margin. Well, that was the expulsive economic, the

659
00:39:56,520 --> 00:40:02,480
Speaker 4: incredible solution, and Donna so ahead of everyone. Her voice

660
00:40:02,600 --> 00:40:08,640
Speaker 4: in the marketplace was important. She was sending messages out

661
00:40:08,840 --> 00:40:11,960
Speaker 4: about women. I mean, this is the days of working women,

662
00:40:12,200 --> 00:40:15,040
Speaker 4: and you know, women had no say at the table.

663
00:40:15,760 --> 00:40:18,640
Speaker 4: It was intense when we started in the eighties and

664
00:40:18,719 --> 00:40:22,880
Speaker 4: we were sending messages out. We were doing campaigns showing

665
00:40:23,000 --> 00:40:27,880
Speaker 4: Rosemary running for president in women we trust. Everything was

666
00:40:27,920 --> 00:40:31,400
Speaker 4: a message, Everything was a message. Everything was right. So anyway,

667
00:40:31,560 --> 00:40:35,280
Speaker 4: so I worked in the basement of one hundred Grand

668
00:40:35,280 --> 00:40:37,640
Speaker 4: Street for about four months. Patty came down two or

669
00:40:37,680 --> 00:40:40,719
Speaker 4: three times and we put this book together, and I

670
00:40:40,760 --> 00:40:43,640
Speaker 4: went up there and I showed it to Donna, and

671
00:40:43,680 --> 00:40:47,600
Speaker 4: that's exactly what happened, and she was overwhelmed. I had

672
00:40:47,800 --> 00:40:51,160
Speaker 4: not a great moment, you know. I jumped in. I

673
00:40:51,200 --> 00:40:55,000
Speaker 4: couldn't keep my nose skip out of doing the accessories

674
00:40:55,080 --> 00:40:59,080
Speaker 4: and the belts and the logos and the scarves and umbrellas,

675
00:40:59,120 --> 00:41:01,480
Speaker 4: and I just was all over the place. But it

676
00:41:01,560 --> 00:41:04,160
Speaker 4: was all in the book and it affected. It was

677
00:41:04,200 --> 00:41:08,520
Speaker 4: the first time that graphics had taken over a brand

678
00:41:08,600 --> 00:41:12,359
Speaker 4: at that level in that marketplace, right. You know, we

679
00:41:12,360 --> 00:41:16,120
Speaker 4: weren't Nike, you know, we weren't Adidas with stripes and everything.

680
00:41:16,440 --> 00:41:19,800
Speaker 4: And then the magic happened. She said, how are you

681
00:41:19,840 --> 00:41:22,839
Speaker 4: going to launch this thing? And Reagan was speaking at

682
00:41:22,840 --> 00:41:26,640
Speaker 4: the un that day, and I for four thousand bucks,

683
00:41:26,680 --> 00:41:30,320
Speaker 4: we got the skywriting dkn Y in the sky. Everyone

684
00:41:30,320 --> 00:41:32,680
Speaker 4: thought it was a political message. All the cameras moved

685
00:41:32,760 --> 00:41:35,839
Speaker 4: up to the sky, CNN, NBC, what the hell does

686
00:41:35,880 --> 00:41:40,840
Speaker 4: that mean? And within minutes later I got three guys

687
00:41:42,320 --> 00:41:45,439
Speaker 4: from Rome to come and paint the side of Jeff

688
00:41:45,520 --> 00:41:49,920
Speaker 4: Coon's wall and Soho, which was an impossibility in the

689
00:41:49,960 --> 00:41:53,360
Speaker 4: old days. Advertising was painting it on buildings, as you know,

690
00:41:54,080 --> 00:41:59,320
Speaker 4: and especially down in Soho rebeca industrial areas of Manhattan.

691
00:41:59,400 --> 00:42:02,280
Speaker 4: A lot of them exists, but you know, the Arts

692
00:42:02,360 --> 00:42:05,080
Speaker 4: Commission and all this, you know, building zoning and all

693
00:42:05,120 --> 00:42:09,600
Speaker 4: this protection of historical stuff, they don't let you do it.

694
00:42:09,680 --> 00:42:13,760
Speaker 4: So I convinced them that I was doing something historically important,

695
00:42:14,000 --> 00:42:17,600
Speaker 4: and we painted that on the side of that Houston

696
00:42:17,680 --> 00:42:22,520
Speaker 4: and Broadway right on the north facing wall of Jeff

697
00:42:22,560 --> 00:42:26,080
Speaker 4: Cohon's factory, who gave me permission to do it, and

698
00:42:26,120 --> 00:42:29,680
Speaker 4: the city said okay, And so we ran that ad

699
00:42:29,760 --> 00:42:32,359
Speaker 4: once on the side of that building and it just

700
00:42:32,520 --> 00:42:36,280
Speaker 4: you know, it changed. So between the way we acted,

701
00:42:37,400 --> 00:42:40,799
Speaker 4: the way we saw it, the way we changed the industry,

702
00:42:41,880 --> 00:42:44,719
Speaker 4: the way Piece and Cavia worked together as someone, I

703
00:42:44,760 --> 00:42:50,000
Speaker 4: would say that I was the conceiver of the eyes

704
00:42:50,040 --> 00:42:54,759
Speaker 4: and ears of the custodia of that vision. But as

705
00:42:54,760 --> 00:42:57,960
Speaker 4: far as the product goes, which matters and in the

706
00:42:58,080 --> 00:43:01,080
Speaker 4: end is the only thing that mattered. That was one

707
00:43:01,120 --> 00:43:06,040
Speaker 4: hundred percent Donna Karen and she had a woman working

708
00:43:06,080 --> 00:43:09,040
Speaker 4: with her at the time named Jane who is working

709
00:43:09,080 --> 00:43:13,120
Speaker 4: with her just on TK why brilliant designer, And the

710
00:43:13,200 --> 00:43:16,400
Speaker 4: two of them conceived of this other side and it

711
00:43:16,480 --> 00:43:21,440
Speaker 4: was explosive and the company grew half a billion, a billion,

712
00:43:22,120 --> 00:43:24,000
Speaker 4: billion and a half. There was a guy there at

713
00:43:24,000 --> 00:43:27,920
Speaker 4: the time named Steve Russeau was the president's CEO, and

714
00:43:28,120 --> 00:43:31,080
Speaker 4: he was just chugging along with Donna and they were

715
00:43:31,080 --> 00:43:33,560
Speaker 4: building it and it went to Asia and Europe and

716
00:43:33,640 --> 00:43:37,120
Speaker 4: we serviced that account and I did everything. I designed

717
00:43:37,160 --> 00:43:42,440
Speaker 4: the boutiques and the product, all the accessory stuff, the graphics,

718
00:43:42,480 --> 00:43:46,359
Speaker 4: the jewelry, and it really to this day is kind

719
00:43:46,400 --> 00:43:48,640
Speaker 4: of like what is on the back of my shirt.

720
00:43:48,920 --> 00:43:53,000
Speaker 4: You know. It was a very important point of all

721
00:43:53,000 --> 00:43:55,440
Speaker 4: the things I did in my life. That and Donna is.

722
00:43:55,600 --> 00:43:59,160
Speaker 1: Extraordinary speaking of them, this cuise because you've done amazing things.

723
00:44:00,120 --> 00:44:03,879
Speaker 1: Is there a project where you feel you didn't get

724
00:44:04,000 --> 00:44:08,080
Speaker 1: enough recognition for its impact? I'm an artist. You're an artist,

725
00:44:08,600 --> 00:44:11,719
Speaker 1: and there are times where you go, wow, I contributed

726
00:44:11,760 --> 00:44:14,359
Speaker 1: so much. Not that we always need it, you know,

727
00:44:14,400 --> 00:44:16,839
Speaker 1: but it's nice to be appreciated, right. Is there one

728
00:44:17,160 --> 00:44:20,920
Speaker 1: where you did not get enough recognition for its impact?

729
00:44:21,320 --> 00:44:25,359
Speaker 4: You know when big companies write big checks and they

730
00:44:25,400 --> 00:44:28,960
Speaker 4: don't expect you to get the credit, right, And I

731
00:44:29,000 --> 00:44:33,120
Speaker 4: spent my entire life behind the curtains. As you know,

732
00:44:33,760 --> 00:44:37,200
Speaker 4: if I'm successful, it means that Donna ends up having

733
00:44:37,280 --> 00:44:39,640
Speaker 4: a huge businessess that soultelvmh.

734
00:44:39,800 --> 00:44:39,960
Speaker 2: Right.

735
00:44:40,440 --> 00:44:43,840
Speaker 4: If I'm successful, it means that everyone in the world

736
00:44:43,960 --> 00:44:50,160
Speaker 4: is drinking espresso. My success is so far behind, you know,

737
00:44:50,200 --> 00:44:53,480
Speaker 4: and in back and so what. But to answer your question,

738
00:44:53,560 --> 00:44:56,759
Speaker 4: because I did get behind the camera many times that

739
00:44:56,840 --> 00:45:01,839
Speaker 4: I directed many of these commercials and photographed much of

740
00:45:01,880 --> 00:45:05,680
Speaker 4: what we're talking about. When it came to the communications

741
00:45:06,400 --> 00:45:09,880
Speaker 4: and those iconic graphics like d Ken why or the

742
00:45:09,920 --> 00:45:13,239
Speaker 4: bridge or any of those things, I would argue that,

743
00:45:13,440 --> 00:45:16,360
Speaker 4: as we all know successors a lot of authors, that

744
00:45:17,360 --> 00:45:21,239
Speaker 4: the one that really really I wouldn't say, I don't

745
00:45:21,280 --> 00:45:25,120
Speaker 4: get the right credit, but we never played it in

746
00:45:25,160 --> 00:45:27,960
Speaker 4: a way that would give you the credit. Is when

747
00:45:28,160 --> 00:45:32,000
Speaker 4: I took a really dying company called Rebund, I mean,

748
00:45:32,160 --> 00:45:36,640
Speaker 4: just get it. Its track with Paul Fire and such

749
00:45:36,640 --> 00:45:41,520
Speaker 4: a brilliant guy, just unable to catch up to Puma,

750
00:45:41,640 --> 00:45:45,600
Speaker 4: Adidas and Nike, just unable to but without the kind

751
00:45:45,680 --> 00:45:48,480
Speaker 4: of capital, without the kind of design needed, et cetera,

752
00:45:48,520 --> 00:45:51,920
Speaker 4: et cetera. He asked me to get involved, and I

753
00:45:52,000 --> 00:45:55,200
Speaker 4: remember I was sitting there with his whole board head

754
00:45:55,239 --> 00:45:58,000
Speaker 4: of marketing, Nicky pont Or, was a brilliant marketer, went

755
00:45:58,040 --> 00:46:02,520
Speaker 4: on to become the head of and a whole bunch

756
00:46:02,520 --> 00:46:05,920
Speaker 4: of other things. And I told him to scratch the

757
00:46:06,000 --> 00:46:09,200
Speaker 4: vowels out of his name and become RBK. And I

758
00:46:09,200 --> 00:46:11,680
Speaker 4: remember the president I won't mention his name at the time,

759
00:46:11,719 --> 00:46:14,240
Speaker 4: looked at me like I was out of my mind

760
00:46:14,960 --> 00:46:17,799
Speaker 4: and literally said, this will never work. Someone said where

761
00:46:17,840 --> 00:46:20,000
Speaker 4: do you get that idea from? I said, it's your

762
00:46:20,040 --> 00:46:24,000
Speaker 4: goddamn you know, in the stock exchange, it's listed reebuck

763
00:46:24,120 --> 00:46:27,600
Speaker 4: is RBK. I said, the whole world knows RBK. But

764
00:46:27,640 --> 00:46:29,000
Speaker 4: the way I'm going to do it is, I'm going

765
00:46:29,080 --> 00:46:31,840
Speaker 4: to scratch him out. I'm gonna put this billboard up.

766
00:46:31,880 --> 00:46:35,320
Speaker 4: I'm just going to scratch it out. Scratch scratch, scratch, scratch, scratch.

767
00:46:36,239 --> 00:46:41,680
Speaker 4: And people love when brands attack themselves. There's a certain

768
00:46:41,800 --> 00:46:44,880
Speaker 4: level of like, holy Macro, look what they're doing, especially

769
00:46:44,920 --> 00:46:48,080
Speaker 4: when you publicly display that. So I scratched it out.

770
00:46:48,120 --> 00:46:51,719
Speaker 4: It was big, big in the marketplace because it was

771
00:46:51,760 --> 00:46:54,920
Speaker 4: the time when music and sports were coming together. All

772
00:46:54,960 --> 00:46:58,799
Speaker 4: the rappers and all the you know, Alan Ivis said

773
00:46:58,920 --> 00:47:02,640
Speaker 4: and made a kiss, and jay Z and fifty Cent,

774
00:47:03,120 --> 00:47:05,520
Speaker 4: so they were all in the beginning of their careers.

775
00:47:06,080 --> 00:47:09,480
Speaker 4: We got them all together and we said to jay Z,

776
00:47:10,080 --> 00:47:14,040
Speaker 4: let's do a sneaker Sean Carter and let's fit you,

777
00:47:14,120 --> 00:47:17,400
Speaker 4: and fifty Cent wrapping on TV stuff and let's get

778
00:47:17,880 --> 00:47:22,520
Speaker 4: iveson wrapping in his spot. And everything was getting real

779
00:47:22,600 --> 00:47:25,120
Speaker 4: street and aggressive. So the scratching out of the nowels

780
00:47:25,120 --> 00:47:28,799
Speaker 4: made sense. I had no money, zero money, to do

781
00:47:28,880 --> 00:47:31,920
Speaker 4: things at that time. So we all made promises like

782
00:47:31,960 --> 00:47:34,960
Speaker 4: we'll give you a line, and then the big moment

783
00:47:35,200 --> 00:47:37,719
Speaker 4: was and here it goes. You asked the question, what

784
00:47:37,800 --> 00:47:41,080
Speaker 4: do I get the least amount of recognition for Terry

785
00:47:41,120 --> 00:47:45,840
Speaker 4: Tait office linebacker one of the most successful, biggest Super

786
00:47:45,840 --> 00:47:49,600
Speaker 4: Bowl spots of all time? We could afford an athlete,

787
00:47:49,640 --> 00:47:52,600
Speaker 4: So we made what up. It was just at the time,

788
00:47:52,680 --> 00:47:57,080
Speaker 4: Remember it was the beginning of like finding some nasty

789
00:47:57,160 --> 00:48:02,439
Speaker 4: stuff in a pepsiican in Congress. Remember serious garbage going

790
00:48:02,480 --> 00:48:05,279
Speaker 4: on in offices during the time, you know between you know,

791
00:48:05,360 --> 00:48:07,600
Speaker 4: this is the beginning of the knee too stuff, you know.

792
00:48:08,160 --> 00:48:11,480
Speaker 4: So they loved the idea that Reebok had this guy

793
00:48:12,480 --> 00:48:17,440
Speaker 4: who was just there to protect right, and we put

794
00:48:17,520 --> 00:48:20,480
Speaker 4: him out there and he just became famous overnight. In fact,

795
00:48:21,000 --> 00:48:25,720
Speaker 4: we broke the web. Sixteen months Seventeen months later, Paul

796
00:48:26,440 --> 00:48:30,920
Speaker 4: Reebuk was sold to Adidas for two point six billion

797
00:48:31,440 --> 00:48:37,080
Speaker 4: dollars bonus, please, there was a big number. And uh, anyway,

798
00:48:37,120 --> 00:48:40,120
Speaker 4: this boy got zero out of it other than the

799
00:48:40,160 --> 00:48:44,239
Speaker 4: fame of creating those spots and stuff like that.

800
00:48:44,480 --> 00:48:47,320
Speaker 1: Let me add to the unknown and skip you'll appreciate

801
00:48:47,360 --> 00:48:51,320
Speaker 1: this because it's it's universal, and everybody's very much aware

802
00:48:51,360 --> 00:48:54,359
Speaker 1: of Vegas, you know, they love it, and everybody's very

803
00:48:54,400 --> 00:48:57,960
Speaker 1: much aware of how Steve Win, the amazing genius of

804
00:48:58,000 --> 00:49:01,520
Speaker 1: Steve Winn, put it to a whole new chapter, culminating

805
00:49:02,320 --> 00:49:04,960
Speaker 1: in the Wind Hotel where every other hotel, Skip, you

806
00:49:04,960 --> 00:49:07,000
Speaker 1: were a part of it. It all had you know,

807
00:49:07,160 --> 00:49:10,239
Speaker 1: Treasure Island blah blah blah. Guess who came up with

808
00:49:11,040 --> 00:49:14,839
Speaker 1: calling Win the Win hotel, folks, the gentleman that you've

809
00:49:14,880 --> 00:49:18,520
Speaker 1: been listening to who's been so articular on these other companies,

810
00:49:19,320 --> 00:49:22,879
Speaker 1: mister Arnell, How did Winn get the name Win? When

811
00:49:22,880 --> 00:49:25,359
Speaker 1: you and I know it was a photograph of a

812
00:49:25,400 --> 00:49:31,120
Speaker 1: penis of Picasso called Lariff fade out, fade in, and

813
00:49:31,400 --> 00:49:33,520
Speaker 1: and did you know this Skip by.

814
00:49:33,400 --> 00:49:34,279
Speaker 2: The way, I did.

815
00:49:34,360 --> 00:49:37,239
Speaker 3: And I also knew just to tag onto that when

816
00:49:37,280 --> 00:49:42,239
Speaker 3: Peter was talking about Morris Lapidus, Steve was always obsessed

817
00:49:43,000 --> 00:49:44,080
Speaker 3: with the curve.

818
00:49:43,920 --> 00:49:46,120
Speaker 2: Of the building, the fountain blue and Miami Beach.

819
00:49:46,280 --> 00:49:47,520
Speaker 1: Yeah, that's where he and I met.

820
00:49:47,920 --> 00:49:48,680
Speaker 2: Yeah, and he.

821
00:49:48,760 --> 00:49:52,040
Speaker 3: Thought, Paul, he thought that was the greatest design and element.

822
00:49:52,120 --> 00:49:55,759
Speaker 3: And as a result, that's why the Win and the

823
00:49:55,960 --> 00:49:59,920
Speaker 3: Encore have that curve right because of that whose grandma.

824
00:50:00,080 --> 00:50:02,240
Speaker 1: They used to bring him to the show, my show,

825
00:50:02,440 --> 00:50:05,000
Speaker 1: and she'd say, we're going to Steve, Polly Uncle. She

826
00:50:05,080 --> 00:50:07,759
Speaker 1: used to always say Polly Uncle. And Steve came at

827
00:50:07,760 --> 00:50:10,000
Speaker 1: eighteen nineteen. You know, we've known each other for a

828
00:50:10,040 --> 00:50:12,320
Speaker 1: lot of years. And he looked up at that building

829
00:50:12,360 --> 00:50:15,799
Speaker 1: one day and as he has said, that's what I

830
00:50:15,840 --> 00:50:17,640
Speaker 1: want to do. I want to be in that business.

831
00:50:17,960 --> 00:50:21,960
Speaker 1: But that curvature started with the other partner at Caesar's,

832
00:50:22,520 --> 00:50:26,719
Speaker 1: Jay Sarno. Jay Sarno had a motel up in Atlanta,

833
00:50:27,480 --> 00:50:30,560
Speaker 1: and they all copied Jay Sarno from the motel to

834
00:50:30,600 --> 00:50:33,560
Speaker 1: the Fountain Blue, but anyway back to Peter and back

835
00:50:33,600 --> 00:50:35,960
Speaker 1: to the wind. But that's very very true.

836
00:50:36,080 --> 00:50:36,440
Speaker 2: Skip.

837
00:50:36,520 --> 00:50:38,480
Speaker 1: He wanted from that day when he come to the

838
00:50:38,480 --> 00:50:41,040
Speaker 1: foundin Lilt to see the show, looked at his grandmother

839
00:50:41,120 --> 00:50:43,400
Speaker 1: said that's what I want to do. But the amazing

840
00:50:43,440 --> 00:50:45,920
Speaker 1: thing I didn't know, because I've known Steve for a

841
00:50:45,960 --> 00:50:49,640
Speaker 1: lot of years. But then I found out Peter Arnell

842
00:50:49,960 --> 00:50:51,960
Speaker 1: because we all got the call, Skip, you and I

843
00:50:52,239 --> 00:50:54,239
Speaker 1: building a new hotel. What are we going to call it?

844
00:50:54,640 --> 00:50:57,560
Speaker 1: We went through all the names, remember that, but Peter

845
00:50:57,719 --> 00:51:02,160
Speaker 1: Arnell gave him the name the goddamn Hodel. Shoot, Peter,

846
00:51:02,400 --> 00:51:03,400
Speaker 1: you are okay.

847
00:51:03,719 --> 00:51:06,879
Speaker 4: So Skip brought up a good point. I just want

848
00:51:06,920 --> 00:51:09,680
Speaker 4: to clarify. I think Steve would appreciate it, both of you,

849
00:51:09,840 --> 00:51:14,560
Speaker 4: knowing how he loves to be precise and factual. He

850
00:51:14,640 --> 00:51:18,280
Speaker 4: had come home, I think he was in boarding school

851
00:51:18,440 --> 00:51:21,840
Speaker 4: up at West Point. He'd come home and his parents

852
00:51:21,880 --> 00:51:26,759
Speaker 4: had cabana four six one or four six three, we'll

853
00:51:26,800 --> 00:51:29,440
Speaker 4: have to clarify that one. And he was up on

854
00:51:29,480 --> 00:51:31,960
Speaker 4: the cabata when he looked back and saw that curve,

855
00:51:32,440 --> 00:51:34,719
Speaker 4: and it was at that moment he knew that he

856
00:51:34,800 --> 00:51:37,760
Speaker 4: wanted to be in the business. And it was later

857
00:51:37,840 --> 00:51:40,480
Speaker 4: on when he finally had his chance to grab that

858
00:51:40,640 --> 00:51:44,120
Speaker 4: memory where he actually physically put it to work. But

859
00:51:44,320 --> 00:51:47,239
Speaker 4: the two properties he did, and the curve and the

860
00:51:47,239 --> 00:51:50,920
Speaker 4: way that curve goes up to accommodate for the graphics

861
00:51:50,960 --> 00:51:55,799
Speaker 4: on the top and the geometry, they improved tremendously on

862
00:51:55,880 --> 00:51:58,560
Speaker 4: the Fountain Blue in many ways, as you both know.

863
00:51:58,840 --> 00:52:03,840
Speaker 4: So here's what happened. I'm sitting at the Playboy mansion.

864
00:52:04,880 --> 00:52:09,640
Speaker 4: You was in a bathrobe, and his daughter Christy is

865
00:52:09,719 --> 00:52:13,279
Speaker 4: introducing me as the guy who's gonna work on Playboy

866
00:52:13,360 --> 00:52:17,719
Speaker 4: dot com. You can't make this stuff up. And we

867
00:52:17,800 --> 00:52:20,960
Speaker 4: have an incredible meeting. And you don't know this, but

868
00:52:21,160 --> 00:52:23,680
Speaker 4: Kevin who went on to become the head of acquisitions

869
00:52:23,680 --> 00:52:28,640
Speaker 4: at Disney under Eiger, who bought Star Wars and Marvel

870
00:52:28,680 --> 00:52:31,600
Speaker 4: and everything, he was the head of Playboy dot Com

871
00:52:31,640 --> 00:52:33,479
Speaker 4: at the moment. I'm sure he's gonna kill me after

872
00:52:33,520 --> 00:52:37,720
Speaker 4: I just said that. But brilliant, brilliant guy, always looking

873
00:52:37,719 --> 00:52:40,360
Speaker 4: at understanding technology in the way that no one else could.

874
00:52:41,200 --> 00:52:45,719
Speaker 4: And we left that very successful meeting, went back to

875
00:52:45,760 --> 00:52:49,919
Speaker 4: the offices and Christy said, you know, I would love

876
00:52:50,000 --> 00:52:54,400
Speaker 4: to do a hotel in Vegas, and so I said

877
00:52:54,520 --> 00:52:58,720
Speaker 4: I could do that, not knowing anything, and I took

878
00:52:58,880 --> 00:53:06,000
Speaker 4: the bunny rabbit ears and not unlike Zaha hadid twenty

879
00:53:06,000 --> 00:53:10,080
Speaker 4: five years later, I formed the two shapes of these towers,

880
00:53:10,120 --> 00:53:14,120
Speaker 4: fifty two stories eyed at the front of the beak,

881
00:53:14,760 --> 00:53:18,960
Speaker 4: and the whole mouth of the opening was the entrance

882
00:53:19,160 --> 00:53:22,600
Speaker 4: of the bunny, and it was a chapel right in

883
00:53:22,680 --> 00:53:27,640
Speaker 4: the forehead. It was extraordinary. And she said in that meeting,

884
00:53:28,000 --> 00:53:29,600
Speaker 4: if we come up with something good, we'll show it

885
00:53:29,680 --> 00:53:33,280
Speaker 4: to Steve whin, we'll see if he's interested in partnering.

886
00:53:33,880 --> 00:53:35,920
Speaker 4: So that's how I met Steve. I ended up in

887
00:53:35,960 --> 00:53:39,600
Speaker 4: his office with her showing him this incredible model, of

888
00:53:39,640 --> 00:53:42,920
Speaker 4: which he had absolutely no interest in. I think the

889
00:53:42,960 --> 00:53:46,080
Speaker 4: meeting was there set up to respect he you know,

890
00:53:46,200 --> 00:53:50,520
Speaker 4: obviously respected Christy. She's brilliant, and I had a good relationship.

891
00:53:50,520 --> 00:53:54,160
Speaker 4: But minutes later I got a phone call, I'd like

892
00:53:54,239 --> 00:53:57,240
Speaker 4: for you to work on the pre opening. I didn't

893
00:53:57,280 --> 00:54:01,279
Speaker 4: realize what a pre opening was because Steve, as you

894
00:54:01,360 --> 00:54:07,440
Speaker 4: both know, can articulate marketing and communication strategies and purpose

895
00:54:07,440 --> 00:54:10,400
Speaker 4: and business better than anybody. And he said, I got

896
00:54:10,480 --> 00:54:14,359
Speaker 4: my educational pre opening from Steve. I came in and

897
00:54:14,440 --> 00:54:17,480
Speaker 4: I was there to get a contract, just like I

898
00:54:17,560 --> 00:54:21,360
Speaker 4: was just overwhelmed. And he said, well, we're going to

899
00:54:21,440 --> 00:54:25,080
Speaker 4: start by me telling you what the brand is all about,

900
00:54:25,160 --> 00:54:28,520
Speaker 4: and what the hotel's going to look like, and what

901
00:54:28,600 --> 00:54:32,920
Speaker 4: the name is and he said it's Lorem. I can

902
00:54:32,960 --> 00:54:35,359
Speaker 4: only imagine, Paul, since you know me a little, how

903
00:54:36,280 --> 00:54:40,760
Speaker 4: disappointed I was. But I heard you and everyone else

904
00:54:41,560 --> 00:54:45,439
Speaker 4: what the freaking hell is Lorem? And he took out

905
00:54:45,480 --> 00:54:49,719
Speaker 4: this kind of circ do so lay logo, which was

906
00:54:49,920 --> 00:54:53,880
Speaker 4: just an embellished bunch of type that like had a

907
00:54:54,000 --> 00:54:58,080
Speaker 4: leg of woman. And I was crazy, by the way,

908
00:54:58,560 --> 00:55:01,839
Speaker 4: beautifully articulated. But he said, well, do you know what

909
00:55:01,880 --> 00:55:05,080
Speaker 4: the reva is? I said, because I was silent, and

910
00:55:05,160 --> 00:55:07,359
Speaker 4: I said, of course I know what the revas And

911
00:55:07,400 --> 00:55:11,360
Speaker 4: it's because you know I speak French. I sent it was.

912
00:55:12,680 --> 00:55:15,160
Speaker 4: And by the way, you know that when he bought

913
00:55:15,239 --> 00:55:18,080
Speaker 4: that painting, everyone in the world knew about it. And

914
00:55:18,120 --> 00:55:20,360
Speaker 4: I said, he said, what do you think about it?

915
00:55:20,400 --> 00:55:24,920
Speaker 4: I said, it's terrible. I had no idea. Who is

916
00:55:24,960 --> 00:55:27,360
Speaker 4: in the room with that German shepherd?

917
00:55:27,400 --> 00:55:30,600
Speaker 1: Two of them, I ex who's called i X.

918
00:55:31,480 --> 00:55:34,200
Speaker 4: It was one of them that growled when I raised

919
00:55:34,200 --> 00:55:34,760
Speaker 4: my voice.

920
00:55:35,000 --> 00:55:37,840
Speaker 1: It's the one that bid up Bernie Ekelestein's nose.

921
00:55:37,600 --> 00:55:38,759
Speaker 2: By the way, so you got off.

922
00:55:39,960 --> 00:55:44,759
Speaker 4: He leaned into the table only like Steve could, and

923
00:55:44,880 --> 00:55:45,839
Speaker 4: the lips.

924
00:55:45,520 --> 00:55:49,360
Speaker 1: Got tight and the tone went up, the tone, and.

925
00:55:49,440 --> 00:55:52,400
Speaker 4: I said, here you go. I know you won't only

926
00:55:52,560 --> 00:55:54,680
Speaker 4: not get the work, but you're gonna be in trouble

927
00:55:54,719 --> 00:55:56,520
Speaker 4: for the rest of your life. This guy's gonna absolutely

928
00:55:56,520 --> 00:56:00,600
Speaker 4: make sure you never work again. And I said, your

929
00:56:00,719 --> 00:56:05,480
Speaker 4: name is Wig, like you're in Vacus it's not loose,

930
00:56:05,560 --> 00:56:09,240
Speaker 4: it's wind. I'll never forget. I said that, at which

931
00:56:09,320 --> 00:56:14,560
Speaker 4: time he picked up the phone and called General Powell.

932
00:56:15,520 --> 00:56:18,960
Speaker 4: So what the hell is he calling General Powellful? I

933
00:56:19,000 --> 00:56:22,759
Speaker 4: had no idea they were buddies, and Powell said, that's

934
00:56:22,800 --> 00:56:26,960
Speaker 4: a great idea. He was on the speakerphone. Of course,

935
00:56:27,000 --> 00:56:30,240
Speaker 4: Steve didn't want me to hear that. I'm sure. Anyway,

936
00:56:31,280 --> 00:56:36,200
Speaker 4: he screamed something or other and then he said, well,

937
00:56:36,320 --> 00:56:38,480
Speaker 4: what are you gonna do? He said something like that,

938
00:56:38,480 --> 00:56:40,879
Speaker 4: What are you doing? I said, well, if he give

939
00:56:40,920 --> 00:56:44,240
Speaker 4: me a shot, I'd like to test it. Oh my god,

940
00:56:44,360 --> 00:56:49,680
Speaker 4: talk about a kinder, softer, more generous Steve. I said,

941
00:56:49,840 --> 00:56:52,040
Speaker 4: if he give me some money. I think it was

942
00:56:52,120 --> 00:56:54,759
Speaker 4: eighty grand or something. And you remember he had that

943
00:56:55,480 --> 00:56:57,600
Speaker 4: polling guy who's his best friend.

944
00:56:57,600 --> 00:57:03,520
Speaker 8: Franvalonce just Cannibal when it comes to just landing right

945
00:57:03,560 --> 00:57:06,600
Speaker 8: in the middle of the even just me kind of

946
00:57:06,640 --> 00:57:08,960
Speaker 8: getting to know that guy and opening up that door

947
00:57:08,960 --> 00:57:12,879
Speaker 8: would have been brilliant for my career, and so hop

948
00:57:12,920 --> 00:57:13,880
Speaker 8: skipping a jump.

949
00:57:14,520 --> 00:57:18,360
Speaker 4: It all came back while that was happening. He called Spielberg,

950
00:57:18,720 --> 00:57:21,800
Speaker 4: he called Diller, and he called Trump that he didn't

951
00:57:21,840 --> 00:57:24,320
Speaker 4: tell me that, but he told me later that he

952
00:57:24,360 --> 00:57:28,440
Speaker 4: had done that. Of course, Barry, who never was you know,

953
00:57:28,480 --> 00:57:31,400
Speaker 4: as he says, was ever a doubt of anything that

954
00:57:31,480 --> 00:57:35,200
Speaker 4: he ever said was right, just said it's absolutely right

955
00:57:35,280 --> 00:57:37,720
Speaker 4: and hung up the phone. Spielberg said, I'm not going

956
00:57:37,800 --> 00:57:40,160
Speaker 4: to come to a hotel. I have no idea what

957
00:57:40,240 --> 00:57:42,520
Speaker 4: LOREV is, but if it says win on the door,

958
00:57:42,960 --> 00:57:46,160
Speaker 4: I'm in. And Trump he called, obviously, because Trump had

959
00:57:46,160 --> 00:57:48,160
Speaker 4: his name on every building, and that's why you didn't

960
00:57:48,200 --> 00:57:50,640
Speaker 4: want to do it, and he said, look, you're going

961
00:57:50,680 --> 00:57:55,080
Speaker 4: to go down. Steve told me oldest later. But more importantly,

962
00:57:55,160 --> 00:58:00,600
Speaker 4: the research came back and everybody loved the idea. You know,

963
00:58:00,720 --> 00:58:03,680
Speaker 4: he tested women, he tested man, he tested families, young

964
00:58:03,680 --> 00:58:06,360
Speaker 4: and old. He did a great job and they went

965
00:58:06,400 --> 00:58:11,120
Speaker 4: for it. And of course Elaine did something brilliant also.

966
00:58:11,720 --> 00:58:13,400
Speaker 4: I mean, I don't know if Steve would appreciate me

967
00:58:13,480 --> 00:58:16,439
Speaker 4: saying this, but it's the truth. She put that dot

968
00:58:16,480 --> 00:58:19,680
Speaker 4: at the end of it. What I understood from everyone

969
00:58:19,840 --> 00:58:22,680
Speaker 4: was that she was not in favor because we were

970
00:58:22,800 --> 00:58:25,520
Speaker 4: nine months or eleven months out and all the graphics

971
00:58:25,520 --> 00:58:27,960
Speaker 4: were done and the napkins were made, you know, the

972
00:58:28,000 --> 00:58:30,880
Speaker 4: science and everything so that was somehow of a dump,

973
00:58:31,200 --> 00:58:34,200
Speaker 4: if you know what I mean. But can you imagine

974
00:58:34,760 --> 00:58:39,320
Speaker 4: years later I end up working for a Sofa and

975
00:58:39,440 --> 00:58:43,480
Speaker 4: Coke on that property. I go back into the town.

976
00:58:43,840 --> 00:58:46,560
Speaker 1: The Fountain Blue, the found Blue, somebody gets the Fountain Blue?

977
00:58:46,640 --> 00:58:50,520
Speaker 4: Sorry, found Blue Las Vegas. Yeah, that story my uncle

978
00:58:51,280 --> 00:58:55,040
Speaker 4: working for my meeting with him when I was thirteen fourteen,

979
00:58:56,080 --> 00:58:59,080
Speaker 4: The curve, the wind, the whole thing, and I'm back

980
00:58:59,120 --> 00:59:02,400
Speaker 4: in Vegas again. Life is funny, huh? How it just

981
00:59:02,440 --> 00:59:03,640
Speaker 4: goes like this.

982
00:59:14,680 --> 00:59:14,960
Speaker 2: Again?

983
00:59:15,000 --> 00:59:18,720
Speaker 3: We were talking earlier about storytelling. You know, Steve, everybody

984
00:59:18,760 --> 00:59:22,680
Speaker 3: always went to get financing, they had a deck, PowerPoint,

985
00:59:22,800 --> 00:59:26,360
Speaker 3: you know, whole presentation renderings. Steve didn't have any of that.

986
00:59:26,440 --> 00:59:29,320
Speaker 3: You just had a great story. And he's a great storyteller.

987
00:59:29,360 --> 00:59:32,240
Speaker 3: And to that, you're a great storyteller, and you tell

988
00:59:32,320 --> 00:59:36,960
Speaker 3: stories through your work. Obviously that's something you've always done,

989
00:59:37,200 --> 00:59:41,080
Speaker 3: is you've created storytelling. That's really what this is about.

990
00:59:41,120 --> 00:59:44,680
Speaker 3: But how would you want people to interpret your work?

991
00:59:44,760 --> 00:59:47,760
Speaker 3: Like fifty years from now, what would you want them

992
00:59:47,760 --> 00:59:49,920
Speaker 3: to say about Peter Arnell?

993
00:59:50,000 --> 00:59:51,000
Speaker 2: He did this, He did that.

994
00:59:51,840 --> 00:59:55,200
Speaker 4: I was very fortunate the early days to get to

995
00:59:55,240 --> 01:00:00,000
Speaker 4: meet people like David Ogilvie and Jay Shiatt, George Lowe.

996
01:00:00,240 --> 01:00:04,440
Speaker 4: These are giants in These are guys who invented creative

997
01:00:04,480 --> 01:00:09,600
Speaker 4: Madison Avenue right, and they all would always say the

998
01:00:09,680 --> 01:00:12,040
Speaker 4: same thing. And by the way, the reason why we

999
01:00:12,200 --> 01:00:16,560
Speaker 4: ended up getting bought by Omnikom was because Lee klow

1000
01:00:17,320 --> 01:00:21,560
Speaker 4: who ran Giant Day, you know, famous for everything from

1001
01:00:21,680 --> 01:00:26,640
Speaker 4: Apple to the Nike. He was the one who had

1002
01:00:26,960 --> 01:00:31,560
Speaker 4: told John Wren that we were good bye. George Lois

1003
01:00:31,680 --> 01:00:34,600
Speaker 4: had tried to buy us for twenty years and merged

1004
01:00:34,640 --> 01:00:40,040
Speaker 4: the companies and my first first work as a consultant

1005
01:00:40,040 --> 01:00:44,080
Speaker 4: to make a couple of shekels, which was not my work,

1006
01:00:44,120 --> 01:00:48,760
Speaker 4: but supportive work for other companies for David Ogilvie. At Ogilvie.

1007
01:00:48,800 --> 01:00:52,120
Speaker 4: In method there was a neither two or rather two.

1008
01:00:52,160 --> 01:00:54,640
Speaker 4: I forgot how you pronounced it. And I had done

1009
01:00:54,720 --> 01:00:58,280
Speaker 4: some photography for an AT and T campaign that I

1010
01:00:58,360 --> 01:01:01,959
Speaker 4: never told anyone about. These guys always said the same thing,

1011
01:01:02,720 --> 01:01:06,120
Speaker 4: make it simple, make it beautiful. Every one of them

1012
01:01:06,160 --> 01:01:09,200
Speaker 4: believed that style mattered, and I realized as I got

1013
01:01:09,240 --> 01:01:12,160
Speaker 4: older and older, you know, you could teach style. It

1014
01:01:12,240 --> 01:01:15,720
Speaker 4: was very hard and it was very limited in the marketplace.

1015
01:01:16,400 --> 01:01:21,760
Speaker 4: And to make something simple. WHOA, Now here's the lesson skip.

1016
01:01:22,800 --> 01:01:26,560
Speaker 4: You have one second. You always had one second. It's

1017
01:01:26,560 --> 01:01:31,720
Speaker 4: not today Instagram and all this. Everybody had one second.

1018
01:01:32,360 --> 01:01:34,520
Speaker 4: And it didn't come on the billboard with a thing

1019
01:01:34,560 --> 01:01:37,320
Speaker 4: that said if you don't understand this, here's my phone number.

1020
01:01:37,360 --> 01:01:40,919
Speaker 4: Call me. I'll explain it. And within a day, if

1021
01:01:41,200 --> 01:01:43,920
Speaker 4: you didn't sell what you were trying to sell, it

1022
01:01:43,960 --> 01:01:49,760
Speaker 4: didn't work. So make it simple, make it beautiful. Beauty

1023
01:01:50,440 --> 01:01:55,800
Speaker 4: had the most incredible ability to attract. You know, we

1024
01:01:55,880 --> 01:02:00,560
Speaker 4: used to call it appeal strategy and it had fancy names. Mentally,

1025
01:02:00,920 --> 01:02:05,600
Speaker 4: a content had to be unique, simple, beautiful in order

1026
01:02:05,720 --> 01:02:08,320
Speaker 4: to make it matter. So I think at the end

1027
01:02:08,360 --> 01:02:11,360
Speaker 4: and people are going to look back and say things

1028
01:02:11,520 --> 01:02:16,880
Speaker 4: about how simple, elegant and beautiful the work was, and

1029
01:02:16,920 --> 01:02:20,560
Speaker 4: how we tried from the beginning to change the way

1030
01:02:21,120 --> 01:02:25,280
Speaker 4: work was done, and that we were the first people

1031
01:02:25,320 --> 01:02:30,440
Speaker 4: to actually mix art and commerce, because if I approached

1032
01:02:30,480 --> 01:02:33,240
Speaker 4: it from a commercial point of view, I never would

1033
01:02:33,240 --> 01:02:36,560
Speaker 4: have achieved anything. From day one, that photograph of the

1034
01:02:36,600 --> 01:02:41,360
Speaker 4: bridge had zero commercial value until I put New York

1035
01:02:41,440 --> 01:02:45,320
Speaker 4: under Donna Karen and everyone realized I had pulled a

1036
01:02:45,360 --> 01:02:48,080
Speaker 4: woody Allen on them right, it was like, Holy, Mackley

1037
01:02:48,200 --> 01:02:52,760
Speaker 4: is Manhattan movie, greatest city in the world. Make it here,

1038
01:02:52,880 --> 01:02:57,240
Speaker 4: make it anywhere. I'm showing the Brooklyn Bridge black and white.

1039
01:02:57,520 --> 01:03:01,720
Speaker 4: It all felt like it had been there. The trust

1040
01:03:02,080 --> 01:03:06,160
Speaker 4: and confidence you need to provide people in good communication

1041
01:03:08,160 --> 01:03:11,320
Speaker 4: is so harm to get people to liberate their cash

1042
01:03:11,400 --> 01:03:15,800
Speaker 4: within seconds and believe that you're valuable. So I've always

1043
01:03:15,800 --> 01:03:20,600
Speaker 4: believed that if you can attract people by shooting ideas,

1044
01:03:21,280 --> 01:03:23,480
Speaker 4: then you can get people to join a brand, not

1045
01:03:23,680 --> 01:03:26,640
Speaker 4: buy a product. And the moment you got them hooked

1046
01:03:26,680 --> 01:03:30,280
Speaker 4: on joining, then they're going to become an advocate. And

1047
01:03:30,320 --> 01:03:32,280
Speaker 4: then they got to wear it. And the moment they

1048
01:03:32,320 --> 01:03:35,400
Speaker 4: wear it, they're going to be your best voice. And

1049
01:03:35,480 --> 01:03:39,080
Speaker 4: the moment that goes in the marketplace, it goes like wildfire.

1050
01:03:39,880 --> 01:03:45,240
Speaker 4: So he's the guy who was a troublemaker, defied all

1051
01:03:45,320 --> 01:03:49,120
Speaker 4: the rules, did things differently, but always ended up making

1052
01:03:49,160 --> 01:03:53,040
Speaker 4: it simple and beautiful. I think that's, uh, yeah, that's

1053
01:03:53,120 --> 01:03:55,320
Speaker 4: the epitaph if there is one.

1054
01:03:55,760 --> 01:03:56,960
Speaker 2: Paul's a storyteller.

1055
01:03:57,000 --> 01:04:00,680
Speaker 3: Obviously his music, you know, his songs tell stories, and

1056
01:04:00,760 --> 01:04:05,800
Speaker 3: you know your logos they tell a story. But it's interesting.

1057
01:04:06,160 --> 01:04:09,400
Speaker 3: You must have loved the television series mad Men. Just

1058
01:04:09,520 --> 01:04:13,360
Speaker 3: taken a guess and if they ever did a reboot

1059
01:04:13,360 --> 01:04:15,440
Speaker 3: of that, you have to be on that. I mean,

1060
01:04:15,480 --> 01:04:18,640
Speaker 3: there needed to be a Peter Arnell character in there.

1061
01:04:18,720 --> 01:04:21,200
Speaker 4: I'll tell you something. I won't mention his name, but

1062
01:04:21,240 --> 01:04:23,560
Speaker 4: there was a writer who tried to take me down

1063
01:04:24,200 --> 01:04:27,760
Speaker 4: fifteen twenty years ago, because you know, when you're script

1064
01:04:27,800 --> 01:04:30,400
Speaker 4: what we're talking about now, it's all history. But you know,

1065
01:04:30,440 --> 01:04:32,720
Speaker 4: I'm designing a car, and I'm designing a logo and

1066
01:04:32,720 --> 01:04:35,600
Speaker 4: I'm shooting picture. Oh the hell believes any of that stuff.

1067
01:04:35,680 --> 01:04:38,800
Speaker 4: So this guy really want to take me down. But anyway,

1068
01:04:39,200 --> 01:04:45,200
Speaker 4: he named the article mad Man, and he said that

1069
01:04:45,400 --> 01:04:48,120
Speaker 4: you know, they had nothing on me. But it is

1070
01:04:48,280 --> 01:04:51,360
Speaker 4: true that I grew up in the beginning of the eighties.

1071
01:04:51,480 --> 01:04:56,080
Speaker 4: You all saw Scorsess, you know, the Wolf of Wall

1072
01:04:56,120 --> 01:04:59,880
Speaker 4: Street movie with you know that was how it was. Guy,

1073
01:05:00,320 --> 01:05:05,760
Speaker 4: as you both know, you said anything to get in

1074
01:05:05,840 --> 01:05:08,120
Speaker 4: the door, and you said anything to get out of

1075
01:05:08,160 --> 01:05:12,280
Speaker 4: the door. You know he got the order. You ran right,

1076
01:05:12,400 --> 01:05:16,800
Speaker 4: and and you did anything possible. And if you get

1077
01:05:16,840 --> 01:05:19,800
Speaker 4: it done and it didn't matter, give you the goddamn camera.

1078
01:05:19,840 --> 01:05:22,880
Speaker 4: I'll shoot what are you talking about gotta hire a photographer,

1079
01:05:23,040 --> 01:05:25,840
Speaker 4: but get photographer. I got it. Who's got time? Just

1080
01:05:25,880 --> 01:05:30,200
Speaker 4: give me a camera. So I acted that way, and

1081
01:05:30,240 --> 01:05:33,320
Speaker 4: I got a lot of people upset. I probably rusfled

1082
01:05:33,320 --> 01:05:36,120
Speaker 4: a lot of feathers in the same way as you

1083
01:05:36,240 --> 01:05:39,840
Speaker 4: just said that. People like pauled it, what the hell's

1084
01:05:39,880 --> 01:05:44,200
Speaker 4: a fifteen year old kid doing writing music for Frank Sinatra.

1085
01:05:44,920 --> 01:05:48,040
Speaker 4: And by the way, by the way, it was amazing skit.

1086
01:05:48,160 --> 01:05:51,160
Speaker 4: The other day, I'm sitting here in Japan. We get

1087
01:05:51,240 --> 01:05:53,520
Speaker 4: up at seven in the morning, look jet lag and

1088
01:05:53,880 --> 01:05:58,240
Speaker 4: I put on Christmas music. What's the first goddamn song

1089
01:05:58,280 --> 01:06:03,520
Speaker 4: that comes up? Edny, Like, I know his history almost

1090
01:06:03,600 --> 01:06:07,200
Speaker 4: as good as anyone, and I know nothing. There's so

1091
01:06:07,360 --> 01:06:10,880
Speaker 4: much wiggle, you know, it's unbelievable, and there comes up,

1092
01:06:10,920 --> 01:06:14,920
Speaker 4: you know, this incredible Christmas song. You know, I'm a

1093
01:06:15,000 --> 01:06:20,520
Speaker 4: guy who spent his entire life working with very serious, incredible,

1094
01:06:21,560 --> 01:06:26,320
Speaker 4: brilliant talent, like I've always been attracted the music industry.

1095
01:06:26,480 --> 01:06:32,480
Speaker 4: Seline Dion thirty is with Tina Turner Michael Jackson designing

1096
01:06:32,520 --> 01:06:37,360
Speaker 4: album covers, and you know, like for him, and I

1097
01:06:37,400 --> 01:06:41,200
Speaker 4: think to your point about storytelling, Paul is arguably not

1098
01:06:41,240 --> 01:06:45,040
Speaker 4: only Kitty articulated without singing, but when it gets to

1099
01:06:45,120 --> 01:06:50,480
Speaker 4: the song, it's extraordinary. It's extraordinary. I believe the next

1100
01:06:50,680 --> 01:06:54,840
Speaker 4: five to ten years for Paul to be boundless. And

1101
01:06:55,000 --> 01:06:57,240
Speaker 4: I say that to him a lot. I really believe it.

1102
01:06:57,400 --> 01:07:02,640
Speaker 4: If I could have any impact on it. As a

1103
01:07:02,680 --> 01:07:10,440
Speaker 4: brand guy, I think Paul anka the brand, it's mythology

1104
01:07:10,440 --> 01:07:14,400
Speaker 4: at a level that is just extraordinary.

1105
01:07:14,560 --> 01:07:16,760
Speaker 1: I got you, and I appreciate it. I love you.

1106
01:07:16,920 --> 01:07:19,720
Speaker 1: But I want to talk about Peter now, the brand.

1107
01:07:20,040 --> 01:07:23,520
Speaker 1: What's ahead of you? What projects are you working on?

1108
01:07:24,280 --> 01:07:27,320
Speaker 1: Did you have a goal? Is a one unfulfilled? Because

1109
01:07:27,360 --> 01:07:30,160
Speaker 1: I know you and your energy, what's in it for

1110
01:07:30,680 --> 01:07:31,840
Speaker 1: the end of this journey here?

1111
01:07:32,360 --> 01:07:35,680
Speaker 4: Yeah, First of all, I think about that a lot.

1112
01:07:35,560 --> 01:07:37,200
Speaker 1: And I'm going to leave everything in that you just

1113
01:07:37,240 --> 01:07:38,520
Speaker 1: said about me, So don't worry.

1114
01:07:38,840 --> 01:07:41,880
Speaker 4: I appreciate I was you know I was about to say.

1115
01:07:42,960 --> 01:07:44,880
Speaker 1: But I want to know what Peter Arnell's got his

1116
01:07:44,960 --> 01:07:45,760
Speaker 1: eyes on right now.

1117
01:07:45,920 --> 01:07:49,560
Speaker 4: Tell me here's the thing you didn't ask me, the

1118
01:07:49,600 --> 01:07:53,240
Speaker 4: big question, which is, in forty seven years, what did

1119
01:07:53,280 --> 01:07:57,520
Speaker 4: you miss that you regret? That's a big question, Peter.

1120
01:07:57,560 --> 01:08:00,880
Speaker 9: In forty seven years and You've been just amazing to

1121
01:08:00,920 --> 01:08:04,640
Speaker 9: listen to in these forty seven years. Is there one

1122
01:08:04,880 --> 01:08:08,640
Speaker 9: thing that you regret? I mean, Skip called me and

1123
01:08:08,680 --> 01:08:11,000
Speaker 9: said you got to ask him that question? Can you

1124
01:08:11,040 --> 01:08:12,000
Speaker 9: answer that question?

1125
01:08:12,480 --> 01:08:17,040
Speaker 4: I can. The eighties are upon us and I'm all

1126
01:08:17,080 --> 01:08:22,479
Speaker 4: focused up on fashion. The nineties are upon us, and

1127
01:08:22,520 --> 01:08:25,720
Speaker 4: I'm running to Korea. And while that's all going on,

1128
01:08:25,800 --> 01:08:29,040
Speaker 4: there's a guy on the West Coast named Steve Jobs.

1129
01:08:29,640 --> 01:08:32,960
Speaker 4: There's another guy over there named Jeff, and another guy

1130
01:08:33,000 --> 01:08:36,360
Speaker 4: over there named the Surge, And I google and it

1131
01:08:36,439 --> 01:08:40,240
Speaker 4: go want to I completely missed where I should have been,

1132
01:08:40,280 --> 01:08:44,040
Speaker 4: which is in Silicon Valley. I completely missed it, like

1133
01:08:44,240 --> 01:08:49,160
Speaker 4: missed it, like missed it. So at my age, I'm

1134
01:08:49,160 --> 01:08:51,280
Speaker 4: not going to miss the next one. The next one

1135
01:08:51,360 --> 01:08:55,559
Speaker 4: is all about in my mind space.

1136
01:08:55,800 --> 01:08:57,360
Speaker 2: I thought you were going to say the next one

1137
01:08:57,439 --> 01:08:59,400
Speaker 2: is AI. You threw me again.

1138
01:08:59,520 --> 01:09:01,920
Speaker 4: No, no, I you know what. I'll tell you something

1139
01:09:02,600 --> 01:09:04,920
Speaker 4: you have mentioned, both of you over and over and

1140
01:09:05,000 --> 01:09:08,600
Speaker 4: over again. Today's storytelling. You're looking at someone who is

1141
01:09:09,200 --> 01:09:14,719
Speaker 4: obsessed with everything. From when mister von Braun came over

1142
01:09:14,760 --> 01:09:17,799
Speaker 4: with his boys from Germany to start the Marshall Space Program,

1143
01:09:17,920 --> 01:09:23,679
Speaker 4: which then turned into NASA. I am overwhelmed by space,

1144
01:09:23,960 --> 01:09:27,519
Speaker 4: and I spent my entire life trying to do anything

1145
01:09:27,560 --> 01:09:29,600
Speaker 4: I can to sit in rooms with Jim Lovel and

1146
01:09:29,640 --> 01:09:33,960
Speaker 4: buzz Old and everybody else. I have weeks and months

1147
01:09:33,960 --> 01:09:36,480
Speaker 4: of work with them. I put them in TV commercials.

1148
01:09:36,560 --> 01:09:39,680
Speaker 4: I've been with them my whole life, all these astronauts.

1149
01:09:39,960 --> 01:09:42,280
Speaker 4: I've been to launches and this and that and everything,

1150
01:09:43,000 --> 01:09:50,320
Speaker 4: and so I believe strongly that the AI boys have

1151
01:09:50,439 --> 01:09:54,479
Speaker 4: it covered Altman and everybody. There's not much I could do,

1152
01:09:54,720 --> 01:10:02,240
Speaker 4: and machine is so powerful if it's organized right, so

1153
01:10:02,320 --> 01:10:09,240
Speaker 4: I don't need to go there. However, space needs storytelling,

1154
01:10:10,360 --> 01:10:14,120
Speaker 4: and the thing that we're lacking right now is that

1155
01:10:14,200 --> 01:10:21,840
Speaker 4: we have the optics on big rockets brilliantly coming back

1156
01:10:21,920 --> 01:10:27,840
Speaker 4: down at being caught by hooks in Iraq in order

1157
01:10:27,880 --> 01:10:33,720
Speaker 4: to allow these rockets to be reused, and the efficiencies

1158
01:10:33,760 --> 01:10:36,280
Speaker 4: around it, energy, all this stuff. As you both know,

1159
01:10:36,439 --> 01:10:42,280
Speaker 4: Elon has done extraordinary job. However, I don't think storytelling

1160
01:10:42,400 --> 01:10:48,080
Speaker 4: is something that those guys necessarily focus in on. I

1161
01:10:48,080 --> 01:10:52,439
Speaker 4: think they're engineers and scientists, and they're doing a very

1162
01:10:52,479 --> 01:10:58,479
Speaker 4: important job to achieve what we as Americans and the

1163
01:10:58,520 --> 01:11:03,200
Speaker 4: world at large, which loves, which is exploration at a

1164
01:11:03,280 --> 01:11:06,560
Speaker 4: level that is unbearable to comprehend.

1165
01:11:06,760 --> 01:11:08,960
Speaker 1: And keeping Peter and keeping with that, and Skip will

1166
01:11:08,960 --> 01:11:11,760
Speaker 1: tell you. I want to get your feeling on that

1167
01:11:11,920 --> 01:11:18,160
Speaker 1: subject broadened space aliens, What do we know? What don't

1168
01:11:18,200 --> 01:11:21,320
Speaker 1: we know? I believe and I've been reading about it

1169
01:11:21,400 --> 01:11:24,639
Speaker 1: for years. And Skip talk to me, he looks at me. Sometimes,

1170
01:11:25,200 --> 01:11:29,080
Speaker 1: I really believe there is a new world order, and

1171
01:11:29,200 --> 01:11:33,920
Speaker 1: will open that there is an alien dynamic in all

1172
01:11:33,960 --> 01:11:36,080
Speaker 1: our lives and the timing of it is going to

1173
01:11:36,160 --> 01:11:39,439
Speaker 1: happen very soon. What you're feeling along with that whole

1174
01:11:39,560 --> 01:11:42,760
Speaker 1: space concept that you have, Yeah, you know, are they

1175
01:11:42,760 --> 01:11:43,240
Speaker 1: out there?

1176
01:11:43,520 --> 01:11:43,800
Speaker 3: Are they?

1177
01:11:44,040 --> 01:11:49,080
Speaker 4: They are? I absolutely believe they are. And yeah, you

1178
01:11:49,200 --> 01:11:55,040
Speaker 4: have to be pretty naive to think we're the only ones, right,

1179
01:11:55,280 --> 01:11:57,320
Speaker 4: I think at that's point number one. Point number two

1180
01:11:57,400 --> 01:12:01,000
Speaker 4: is we as Americans did a great job getting everyone

1181
01:12:01,080 --> 01:12:05,800
Speaker 4: to think about those, you know, alternative life forms whatever

1182
01:12:05,800 --> 01:12:08,960
Speaker 4: you want to in a strange way because we called

1183
01:12:09,000 --> 01:12:13,160
Speaker 4: them aliens of them, We've branded that for years.

1184
01:12:13,200 --> 01:12:15,920
Speaker 1: They've been setting us up. They've been brainwashing with this.

1185
01:12:16,240 --> 01:12:18,280
Speaker 1: I mean, when you read about Christopher Mullen, have you

1186
01:12:18,360 --> 01:12:20,800
Speaker 1: followed him? Used to be Admiral Ni. Yes, there's so

1187
01:12:21,040 --> 01:12:24,559
Speaker 1: much evidence that they are there in a part of

1188
01:12:24,600 --> 01:12:28,559
Speaker 1: our lives, and I think that that's something that we're

1189
01:12:28,640 --> 01:12:30,880
Speaker 1: all going to have to deal with in the next

1190
01:12:31,080 --> 01:12:33,000
Speaker 1: few years. That those will I.

1191
01:12:32,920 --> 01:12:37,040
Speaker 4: Think, I think Paul, I think Steven Spielberg when he

1192
01:12:37,160 --> 01:12:39,160
Speaker 4: created The Extraterrestrial.

1193
01:12:39,439 --> 01:12:42,160
Speaker 1: Yeah, Et was the first.

1194
01:12:41,760 --> 01:12:45,559
Speaker 4: Guy who made all of that, truly made all of

1195
01:12:45,600 --> 01:12:50,880
Speaker 4: that beautiful, understandable, and connected it to humanity in a really,

1196
01:12:50,880 --> 01:12:53,600
Speaker 4: really powerful way. He's the movie became one of the

1197
01:12:53,600 --> 01:12:57,320
Speaker 4: biggest successes. You know that that. Stephen once said to me,

1198
01:12:58,960 --> 01:13:02,080
Speaker 4: I'll never forget this. We were working on a project together.

1199
01:13:03,360 --> 01:13:07,200
Speaker 4: It was just incredible. He had just the band of

1200
01:13:07,240 --> 01:13:10,080
Speaker 4: brothers and I was working at Chrysler at the time,

1201
01:13:10,080 --> 01:13:14,120
Speaker 4: and I wanted to do this collaboration with the Jeep

1202
01:13:14,360 --> 01:13:17,400
Speaker 4: on the launch of that, and I was working anyway.

1203
01:13:17,479 --> 01:13:22,280
Speaker 4: He said to me, you know, Peter, Sharks don't have soundtracks,

1204
01:13:22,880 --> 01:13:29,679
Speaker 4: and he said, imagine Jaws with a John Williams extraordinary moment.

1205
01:13:30,400 --> 01:13:32,800
Speaker 4: And then he went on to say to me, if

1206
01:13:32,840 --> 01:13:38,559
Speaker 4: we can make He was describing visually how important the

1207
01:13:38,600 --> 01:13:40,519
Speaker 4: scene was in this commercial, and he said, if we

1208
01:13:40,560 --> 01:13:45,360
Speaker 4: could make what the audience sees tap into what they

1209
01:13:45,439 --> 01:13:49,519
Speaker 4: believe it should be, we win. And he went on

1210
01:13:49,640 --> 01:13:53,200
Speaker 4: to explain et that we actually believed the audience believed

1211
01:13:53,360 --> 01:13:57,679
Speaker 4: that really was an extraterrestrial. He invented, created that right,

1212
01:13:58,040 --> 01:14:01,880
Speaker 4: and so to your point, he made it all like

1213
01:14:02,000 --> 01:14:04,559
Speaker 4: oh before it was scary and these were like one

1214
01:14:04,640 --> 01:14:07,160
Speaker 4: eyes and big heads and green and all this stuff.

1215
01:14:07,920 --> 01:14:11,679
Speaker 4: Having said that, it won't be in the form, Paul,

1216
01:14:11,760 --> 01:14:16,080
Speaker 4: that we expect it to be in. Certainly they won't

1217
01:14:16,120 --> 01:14:18,680
Speaker 4: look like us. I don't believe. And no, but I

1218
01:14:18,720 --> 01:14:21,679
Speaker 4: think all this work is gonna at some point they're

1219
01:14:21,680 --> 01:14:24,320
Speaker 4: gonna knock on the outside of that rocket and say

1220
01:14:24,439 --> 01:14:28,360
Speaker 4: we'd like to talk, Just like Christopher Club is planted

1221
01:14:28,400 --> 01:14:31,120
Speaker 4: in America. I think they already have, Peter.

1222
01:14:31,320 --> 01:14:33,800
Speaker 1: I think they've already been in touch, because when you

1223
01:14:33,800 --> 01:14:35,439
Speaker 1: look back at the history of it, it goes back

1224
01:14:35,479 --> 01:14:38,680
Speaker 1: to years and years ago from Brazil, and I'm in

1225
01:14:38,760 --> 01:14:43,640
Speaker 1: this story after story and everything is just culminating, and

1226
01:14:43,720 --> 01:14:47,120
Speaker 1: I really believe they've been in touch with whomever it is.

1227
01:14:47,120 --> 01:14:49,280
Speaker 1: It's not going to be talking like we are. There

1228
01:14:49,320 --> 01:14:53,960
Speaker 1: will be a frequency, spiritual kind of connection to all

1229
01:14:54,000 --> 01:14:56,320
Speaker 1: of that, but it's just there's just so much evidence

1230
01:14:56,920 --> 01:15:00,200
Speaker 1: that I absolutely believe that at the right time, because

1231
01:15:00,200 --> 01:15:02,519
Speaker 1: everything in life is timing, that we're going to have

1232
01:15:02,600 --> 01:15:04,400
Speaker 1: to put our arms around that for sure.

1233
01:15:05,000 --> 01:15:08,920
Speaker 4: Skip, it's your turn to respond to two Paul's.

1234
01:15:09,040 --> 01:15:10,960
Speaker 3: I was going to ask you, what's the what's your

1235
01:15:11,000 --> 01:15:14,120
Speaker 3: one design that you'd like to show the alien visitors

1236
01:15:14,160 --> 01:15:15,920
Speaker 3: that sort of sums up your work.

1237
01:15:19,800 --> 01:15:23,160
Speaker 4: I'd like to invite them to the beautiful rooms at

1238
01:15:23,200 --> 01:15:27,439
Speaker 4: the fount of Now. I think if it was Mini

1239
01:15:27,560 --> 01:15:31,160
Speaker 4: Eminem's I remembered I worked on that for mister Mars.

1240
01:15:32,240 --> 01:15:36,080
Speaker 4: It was funny because you know that Mars. The funniest

1241
01:15:36,080 --> 01:15:42,960
Speaker 4: thing is that Mars lost huge market share to Skittles

1242
01:15:43,000 --> 01:15:46,720
Speaker 4: because Skittles took the deal for e T and Mars

1243
01:15:46,760 --> 01:15:50,400
Speaker 4: pasted it. You know, It's so funny. Hey, guys, the

1244
01:15:50,439 --> 01:15:54,360
Speaker 4: big guys come out with a disposable razor and they

1245
01:15:54,479 --> 01:15:59,280
Speaker 4: make it blow and some god, he says he, By

1246
01:15:59,360 --> 01:16:03,720
Speaker 4: the way, if you painted it pink, it do w

1247
01:16:04,080 --> 01:16:08,479
Speaker 4: market overnight. If you've scratched the vowels out of rebook,

1248
01:16:08,720 --> 01:16:12,519
Speaker 4: you could become a new company, right if you actually

1249
01:16:13,479 --> 01:16:17,559
Speaker 4: are going to grow a hot street Brad from Dotta

1250
01:16:17,680 --> 01:16:22,599
Speaker 4: Karen and this FDN Y and NYPD DCAM why fits

1251
01:16:22,600 --> 01:16:25,120
Speaker 4: in perfectly right. It goes on and on. These are

1252
01:16:25,200 --> 01:16:29,720
Speaker 4: obvious things. They're like obvious, So I think I'd probably

1253
01:16:29,760 --> 01:16:31,720
Speaker 4: want to give him like a small M and M

1254
01:16:32,200 --> 01:16:34,360
Speaker 4: because they wouldn't choke, you know, they probably have very

1255
01:16:34,360 --> 01:16:36,439
Speaker 4: little narrow you know.

1256
01:16:38,800 --> 01:16:42,639
Speaker 3: Yeah, Well, you've been just great to I mean, being

1257
01:16:42,720 --> 01:16:46,880
Speaker 3: in Japan, having your family there and taking already you know,

1258
01:16:47,000 --> 01:16:48,200
Speaker 3: well over an hour.

1259
01:16:48,120 --> 01:16:50,919
Speaker 2: To just talk to us like this. It's just been special.

1260
01:16:51,040 --> 01:16:53,040
Speaker 2: It's been exciting.

1261
01:16:53,080 --> 01:16:57,680
Speaker 3: And I'm glad that so many people, additional people who

1262
01:16:57,720 --> 01:16:59,800
Speaker 3: are already you know, so many people know of you

1263
01:17:00,080 --> 01:17:03,320
Speaker 3: over your work, but hopefully through this podcast they'll really

1264
01:17:03,320 --> 01:17:06,640
Speaker 3: get a better sense of who Peter Arnell really is.

1265
01:17:06,680 --> 01:17:08,519
Speaker 3: And at the core you're a great guy too. I

1266
01:17:08,640 --> 01:17:11,519
Speaker 3: might throw that in there, Oh, thank you. That counts

1267
01:17:11,520 --> 01:17:13,800
Speaker 3: for a lot for Paul and for me.

1268
01:17:14,280 --> 01:17:16,960
Speaker 1: Thank you all of that and above, and Paul will

1269
01:17:16,960 --> 01:17:20,760
Speaker 1: tell you you'll speak for himself in conjunction. I love

1270
01:17:20,800 --> 01:17:21,320
Speaker 1: this guy.

1271
01:17:21,479 --> 01:17:22,320
Speaker 2: I love being.

1272
01:17:22,120 --> 01:17:25,479
Speaker 1: Around creative people. I've been blessed with being in that

1273
01:17:25,560 --> 01:17:29,559
Speaker 1: ballpark Skip and the greatest moments for me are being

1274
01:17:29,600 --> 01:17:33,120
Speaker 1: in rooms with people smarter than me being with people

1275
01:17:33,160 --> 01:17:34,920
Speaker 1: that I respect, because at the end of the day,

1276
01:17:34,920 --> 01:17:37,040
Speaker 1: it's all about the respect and the trust. But Peter

1277
01:17:37,240 --> 01:17:40,320
Speaker 1: is one of the great geniuses when it comes to

1278
01:17:40,360 --> 01:17:43,760
Speaker 1: what he does, and anything that we say about him

1279
01:17:43,800 --> 01:17:46,920
Speaker 1: needs to be amplified. And it's that old story of

1280
01:17:48,000 --> 01:17:50,360
Speaker 1: the unsung heroes in a sense. You know, I've always

1281
01:17:50,360 --> 01:17:53,439
Speaker 1: said from the beginning, I get all the credit. I'm

1282
01:17:53,479 --> 01:17:56,120
Speaker 1: up there and say, wait a minute, I've surrounded myself

1283
01:17:56,120 --> 01:18:00,320
Speaker 1: with the greatest arrangers, the greatest musicians. Nobody talks about

1284
01:18:00,360 --> 01:18:04,919
Speaker 1: them because we said, as Peter alluded to earlier success

1285
01:18:04,920 --> 01:18:08,720
Speaker 1: as many fathers. Even though there is great recognition on

1286
01:18:08,800 --> 01:18:12,400
Speaker 1: Peter to the layman, and in this crazy, hectic world

1287
01:18:12,479 --> 01:18:16,080
Speaker 1: we live in, some of those guys are never really

1288
01:18:16,160 --> 01:18:18,960
Speaker 1: hailed the way they should be. Peter, I love you.

1289
01:18:19,040 --> 01:18:21,640
Speaker 1: I appreciate the time you've taken out. Go choke on

1290
01:18:21,680 --> 01:18:24,920
Speaker 1: some seaweed or whatever you're eating tonight, think of me,

1291
01:18:25,920 --> 01:18:29,759
Speaker 1: because you're in my most favorite country of the world.

1292
01:18:29,880 --> 01:18:33,639
Speaker 1: I was there at seventeen years old. When I was there,

1293
01:18:33,720 --> 01:18:37,360
Speaker 1: Peter and skipped, there were bombs still in the ground

1294
01:18:37,560 --> 01:18:40,360
Speaker 1: and I was going to hospitals with kids and no

1295
01:18:40,479 --> 01:18:44,160
Speaker 1: limbs and what have you. But Japan, I must tell you,

1296
01:18:44,240 --> 01:18:46,120
Speaker 1: and you can all attest to this because you've both

1297
01:18:46,120 --> 01:18:49,840
Speaker 1: been there is one of the most amazing cultures and

1298
01:18:50,000 --> 01:18:53,200
Speaker 1: still is. And you enjoy it there, Peter, because I

1299
01:18:53,240 --> 01:18:55,040
Speaker 1: just love that place something crazy.

1300
01:18:55,280 --> 01:18:57,240
Speaker 4: And they love you as well as.

1301
01:18:57,080 --> 01:18:58,559
Speaker 1: You know, because I'm their size.

1302
01:18:58,600 --> 01:19:01,760
Speaker 9: That's why they're sick of looking up at all these

1303
01:19:01,800 --> 01:19:04,280
Speaker 9: six feet fucking tall actors.

1304
01:19:04,720 --> 01:19:06,760
Speaker 1: We're all the same size down.

1305
01:19:06,840 --> 01:19:11,400
Speaker 4: Unbelievable, unbelievable. Anyway, listen, guys, thank you so much. Has

1306
01:19:11,400 --> 01:19:13,479
Speaker 4: been great. It's just been wonderful.

1307
01:19:13,560 --> 01:19:16,599
Speaker 1: Thanks Peter, well for us to thank you, Peter, appreciate it.

1308
01:19:16,720 --> 01:19:19,439
Speaker 1: We'll talk sooner, all right, Cop, bless you, Bob. But

1309
01:19:19,680 --> 01:19:20,160
Speaker 1: that's love.

1310
01:19:20,240 --> 01:19:25,400
Speaker 4: I have a great day.

1311
01:19:31,160 --> 01:19:33,960
Speaker 1: Our Away with Paul Anka and Skip Bronson is a

1312
01:19:34,000 --> 01:19:35,920
Speaker 1: production of iHeartRadio.

1313
01:19:36,040 --> 01:19:41,000
Speaker 3: The show's executive producer is Jordan Runtog, with supervising producer

1314
01:19:41,040 --> 01:19:42,759
Speaker 3: and editor Marcy Depina.

1315
01:19:43,520 --> 01:19:47,719
Speaker 1: It was engineered by Todd Carlin and Graham Gibson, mixed

1316
01:19:47,760 --> 01:19:50,160
Speaker 1: and mastered by the wonderful Mary Do.

1317
01:19:51,040 --> 01:19:53,439
Speaker 3: If you like what you heard, please subscribe and leave

1318
01:19:53,520 --> 01:19:54,160
Speaker 3: us a review.

1319
01:19:54,880 --> 01:20:01,760
Speaker 1: For more podcasts on iHeartRadio, visit the iHeartRadio app, Apple podcasts,

1320
01:20:02,000 --> 01:20:37,280
Speaker 1: or wherever you listen to your favorite shows.