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  • I have spent the past few years

    ここ数年の間

  • putting myself into situations

    非常に困難なうえ

  • that are usually very difficult

    いくらか危険な状況に

  • and at the same time somewhat dangerous.

    身をおいてきました

  • I went to prison --

    刑務所―

  • difficult.

    困難

  • I worked in a coal mine --

    炭鉱労働―

  • dangerous.

    危険

  • I filmed in war zones --

    戦場での撮影―

  • difficult and dangerous.

    困難かつ危険

  • And I spent 30 days eating nothing but this --

    そしてこればかり30日間食べたときは

  • fun in the beginning,

    最初は楽しかったのが

  • little difficult in the middle, very dangerous in the end.

    途中で困難に 最後には非常に危険となりました

  • In fact, most of my career,

    実際キャリアのほとんどを

  • I've been immersing myself

    見たところヒドイ状況に

  • into seemingly horrible situations

    自ら首を突っ込んできました

  • for the whole goal of trying

    これもすべて関心を引き

  • to examine societal issues

    興味深く見せるやり方で

  • in a way that make them engaging, that make them interesting,

    社会問題を考察するためです

  • that hopefully break them down in a way

    分かりやすくして 観客が

  • that make them entertaining and accessible to an audience.

    手軽に受け入れ楽しめればと思っています

  • So when I knew I was coming here

    そこでTEDでブランドや

  • to do a TED Talk that was going to look at the world of branding and sponsorship,

    スポンサーシップについて話すとなったとき

  • I knew I would want to do something a little different.

    少し違うことをしたいと思いました

  • So as some of you may or may not have heard,

    知っている人もいるかもしれませんが

  • a couple weeks ago, I took out an ad on eBay.

    数週間前にEbayで広告を出し

  • I sent out some Facebook messages,

    Facebookのメッセージを発信し

  • some Twitter messages,

    Twitterでつぶやいて

  • and I gave people the opportunity to buy the naming rights

    この2011年TEDトークの

  • to my 2011 TED Talk.

    命名権を競売にかけました

  • (Laughter)

    (笑)

  • That's right, some lucky individual, corporation,

    そうです 個人・企業・営利・非営利

  • for-profit or non-profit,

    幸運な誰かが

  • was going to get the once-in-a-lifetime opportunity --

    一生一度のチャンスを掴み―

  • because I'm sure Chris Anderson will never let it happen again --

    クリスが二度と許さないと思うので―

  • (Laughter)

    (笑)

  • to buy the naming rights

    貴方が今観ているトークの

  • to the talk you're watching right now,

    命名権を買うのです

  • that at the time didn't have a title, didn't really have a lot of content

    その時点では題名もなく 内容もほとんどなく

  • and didn't really give much hint

    実際何について話すのか

  • as to what the subject matter would actually be.

    よく分からない状態のトークです

  • So what you were getting was this:

    つまり購入するのは

  • Your name here presents:

    (貴方の名前)提供:

  • My TED Talk that you have no idea what the subject is

    主題が何か見当もつかず

  • and, depending on the content, could ultimately blow up in your face,

    内容によっては顔に泥を塗り 特に

  • especially if I make you or your company look stupid for doing it.

    賛同したことで恥をかくかもしれない僕のTEDトーク

  • But that being said,

    とは言え

  • it's a very good media opportunity.

    絶好の宣伝チャンス

  • (Laughter)

    (笑)

  • You know how many people watch these TED Talks?

    一体何人がTEDトークを見てると思います?

  • It's a lot.

    かなりの人です

  • That's just a working title, by the way.

    ちなみにこれはただの仮題名です

  • (Laughter)

    (笑)

  • So even with that caveat,

    だから懸念があっても 誰かが権利を

  • I knew that someone would buy the naming rights.

    買うと分かっていました

  • Now if you'd have asked me that a year ago,

    1年前に同じ事を聞かれたら

  • I wouldn't have been able to tell you that with any certainty.

    自信がなかったでしょう

  • But in the new project that I'm working on, my new film,

    でも今取り組んでいる映画で

  • we examine the world of marketing, advertising.

    マーケティングや広告業界を検証しています

  • And as I said earlier,

    前に言ったように ここ数年

  • I put myself in some pretty horrible situations over the years,

    自分を悲惨な状況に置いてきていますが

  • but nothing could prepare me, nothing could ready me,

    今までの経験など

  • for anything as difficult

    この人たちとの困難で危険な

  • or as dangerous

    交渉には

  • as going into the rooms with these guys.

    全く役に立ちませんでした

  • (Laughter)

    (笑)(広告・PR代理店などのロゴ)

  • You see, I had this idea for a movie.

    僕には映画のアイデアがありました

  • (Video) Morgan Spurlock: What I want to do is make a film

    (ビデオ)M・スパーロック:マーケティングと

  • all about product placement, marketing and advertising,

    プロダクトプレイスメントと広告に関する映画を

  • where the entire film is funded

    マーケティングとプロダクト・プレイスメントと

  • by product placement, marketing and advertising.

    広告だけの資金で作りたいんです

  • So the movie will be called "The Greatest Movie Ever Sold."

    映画の題名は「The Greatest Movie Ever Sold」

  • So what happens in "The Greatest Movie Ever Sold,"

    この「究極の映画企画」には

  • is that everything from top to bottom, from start to finish,

    上から下まで 最初から最後まで

  • is branded from beginning to end --

    ブランド名が入っていて

  • from the above-the-title sponsor that you'll see in the movie,

    映画のアバンタイトルの提供も

  • which is brand X.

    なんらかのブランドで

  • Now this brand, the Qualcomm Stadium,

    例えばクアルコム・スタジアムや

  • the Staples Center ...

    ステイプルズ・センターのブランドは

  • these people will be married to the film in perpetuity -- forever.

    ずっと永遠に映画に残るわけです

  • And so the film explores this whole idea -- (Michael Kassan: It's redundant.)

    映画でこの概念の検討を― (M・カッサン:重複)

  • It's what? (MK: It's redundant.) In perpetuity, forever?

    は? (MK:重複) 「ずっと永遠に」が?

  • I'm a redundant person. (MK: I'm just saying.)

    しつこい人間なんで (MK:言っただけ)

  • That was more for emphasis.

    あれは強調するつもりで

  • It was, "In perpetuity. Forever."

    「ずっと残る 永遠に」でした

  • But not only are we going to have the brand X title sponsor,

    タイトルに提供をつけるだけでなく

  • but we're going to make sure we sell out every category we can in the film.

    映画に出てくるもの全て売ります

  • So maybe we sell a shoe and it becomes the greatest shoe you ever wore ...

    例えば靴に提供をつけて「究極の靴」にしたり

  • the greatest car you ever drove from "The Greatest Movie Ever Sold,"

    「究極の映画」に出てくる「究極の車」

  • the greatest drink you've ever had, courtesy of "The Greatest Movie Ever Sold."

    「究極の映画」提供の「究極のドリンク」

  • Xavier Kochhar: So the idea is,

    X・コーチャー:つまりブランドは

  • beyond just showing that brands are a part of your life,

    生活の一部だと伝えるだけでなく

  • but actually get them to finance the film? (MS: Get them to finance the film.)

    映画自体も提供してると? (MS:映画も提供させます)

  • MS: And actually we show the whole process of how does it work.

    MS:実際にそのしくみも見せます

  • The goal of this whole film is transparency.

    この映画のテーマは透明性です

  • You're going to see the whole thing take place in this movie.

    全過程を映画の中で見るわけです

  • So that's the whole concept,

    それが最初から最後までの

  • the whole film, start to finish.

    映画全体の構想です

  • And I would love for CEG to help make it happen.

    是非CEGに実現して頂きたいです

  • Robert Friedman: You know it's funny,

    R・フリードマン:面白いのは

  • because when I first hear it,

    ぱっと聞いた感じでは

  • it is the ultimate respect

    これは観客に対する

  • for an audience.

    最高の敬意だってことだ

  • Guy: I don't know how receptive

    男:大衆が受け入れるかどうか

  • people are going to be to it, though.

    分かりませんがね

  • XK: Do you have a perspective --

    XK:これに対する見解は―

  • I don't want to use "angle" because that has a negative connotation --

    「切り口」は聞こえが悪いが―

  • but do you know how this is going to play out? (MS: No idea.)

    展開の見当はついてるの? (MS:全然)

  • David Cohn: How much money does it take to do this?

    D・コーン:いくらかかる?

  • MS: 1.5 million. (DC: Okay.)

    MS:150万ドル (DC:オッケー)

  • John Kamen: I think that you're going to have a hard time meeting with them,

    J・カメン:会ってもらうのが大変だが

  • but I think it's certainly worth pursuing

    いくつか目立つブランドに

  • a couple big, really obvious brands.

    あたってみる価値はあると思うね

  • XK: Who knows, maybe by the time your film comes out,

    XK:映画が出る頃に

  • we look like a bunch of blithering idiots.

    馬鹿を見るのはこちらかも

  • MS: What do you think the response is going to be?

    MS:どんな返答がもらえると思います?

  • Stuart Ruderfer: The responses mostly will be "no."

    S・ルダファー:大抵は「ダメ」だな

  • MS: But is it a tough sell because of the film

    MS:映画がマズいから?

  • or a tough sell because of me?

    それとも僕だというのがマズい?

  • JK: Both.

    JK:両方

  • MS: ... Meaning not so optimistic.

    MS:…楽観的でないということですか

  • So, sir, can you help me? I need help.

    では支援いただけますか?

  • MK: I can help you.

    MK:支援できるよ

  • MS: Okay. (MK: Good.)

    MS:オッケー (MK:よかった)

  • Awesome.

    素晴らしい

  • MK: We've gotta figure out which brands.

    MK:どのブランドがいいか検討する

  • MS: Yeah. (MK: That's the challenge.)

    MS:ええ (MK:それが問題だな)

  • When you look at the people you deal with ..

    取引のある相手を見ると―

  • MK: We've got some places we can go. (MS: Okay.)

    MK:心当たりはいくつかある (MS:オッケー)

  • Turn the camera off.

    カメラ止めて

  • MS: I thought "Turn the camera off"

    MS:「カメラ止めて」は

  • meant, "Let's have an off-the-record conversation."

    「オフレコの話を」という意味だと

  • Turns out it really means,

    思ったのですが 実は

  • "We want nothing to do with your movie."

    「君の映画には関わりたくないね」でした

  • MS: And just like that, one by one,

    MS:こうして気付いたときには1つずつ

  • all of these companies suddenly disappeared.

    これらの会社の全部が消えていました

  • None of them wanted anything to do with this movie.

    誰も関わりたくなかったのです

  • I was amazed.

    驚きでした

  • They wanted absolutely nothing to do with this project.

    全く参加したくなかったのです

  • And I was blown away, because I thought the whole concept, the idea of advertising,

    広告とはできる限り何度も

  • was to get your product out in front of as many people as possible,

    商品を出して多くの人に見てもらうことだと

  • to get as many people to see it as possible.

    思っていたのでびっくりでした

  • Especially in today's world,

    特に最近は

  • this intersection of new media and old media

    新旧メディアの分岐点にいて

  • and the fractured media landscape,

    媒体も雑然としています

  • isn't the idea to get

    大衆にメッセージを伝える

  • that new buzz-worthy delivery vehicle

    評判に値する新しい情報配信媒体は

  • that's going to get that message to the masses?

    願ってもないのでは?

  • No, that's what I thought.

    いや 僕はそう思ったんですが

  • But the problem was, you see,

    問題は

  • my idea had one fatal flaw,

    僕のアイデアには1つこのような

  • and that flaw was this.

    致命的欠陥があったということでした

  • Actually no, that was not the flaw whatsoever.

    いや これは全く欠陥でないです

  • That wouldn't have been a problem at all.

    これは全然問題じゃないです

  • This would have been fine.

    これはよかったんですが

  • But what this image represents was the problem.

    この画像が意味するものが問題でした

  • See, when you do a Google image search for transparency,

    Googleで「透明性」の画像検索をすると

  • this is ---

    これが―

  • (Laughter)

    (笑)

  • (Applause)

    (拍手)

  • This is one of the first images that comes up.

    上の方に出てくるんです

  • So I like the way you roll, Sergey Brin. No.

    やるじゃんサーゲイ・ブリン いやそうじゃなく

  • (Laughter)

    (笑)

  • This is was the problem: transparency --

    問題はこれでした 透明性とは―

  • free from pretense or deceit;

    見せかけやごまかしがない

  • easily detected or seen through;

    簡単に見抜いたり見通せる

  • readily understood;

    容易に理解できる

  • characterized by visibility or accessibility of information,

    特にビジネスの実践に関しては 情報の可視化や

  • especially concerning business practices --

    アクセスのしやすさに特徴がある

  • that last line being probably the biggest problem.

    この最後の文がたぶん一番の問題です

  • You see, we hear a lot about transparency these days.

    透明性については最近よく聞きます

  • Our politicians say it, our president says it,

    政治家や大統領も言ってます

  • even our CEO's say it.

    CEO達さえ言っています

  • But suddenly when it comes down to becoming a reality,

    でも実践するとなると

  • something suddenly changes.

    何か突然変わります

  • But why? Well, transparency is scary --

    なぜか?まず透明性は恐ろしく―

  • (Roar)

    (吠え声)

  • like that odd, still-screaming bear.

    この変な吠え叫ぶ熊の写真のよう

  • (Laughter)

    (笑)

  • It's unpredictable --

    予想がつかず―

  • (Music)

    (音楽)

  • (Laughter)

    (笑)

  • like this odd country road.

    この変な田舎道のよう

  • And it's also very risky.

    そして非常にリスクが高い

  • (Laughter)

    (笑)

  • What else is risky?

    他にリスクが高いと言えば?

  • Eating an entire bowl of Cool Whip.

    容器に入った生クリームを全部食べること

  • (Laughter)

    (笑)

  • That's very risky.

    これは非常にリスクが大きいです

  • Now when I started talking to companies

    企業と交渉し始めて

  • and telling them that we wanted to tell this story,

    このストーリーを伝えたいと言ったとき

  • and they said, "No, we want you to tell a story.

    「ストーリーを伝えるのは

  • We want you to tell a story,

    もちろんいいんだが 伝えるのは

  • but we just want to tell our story."

    こちら側のストーリーを」と言われました

  • See, when I was a kid

    僕が子供の頃

  • and my father would catch me in some sort of a lie --

    ウソが父にばれると―

  • and there he is giving me the look he often gave me --

    こういう目でよく僕を見ていたんですが―

  • he would say, "Son, there's three sides to every story.

    父は「どんなストーリーにも3つの側面があるもんだ

  • There's your story,

    お前の言い分

  • there's my story

    お父さんの言い分

  • and there's the real story."

    そして真実だ」と言っていました

  • Now you see, with this film, we wanted to tell the real story.

    この映画では真実のストーリーを伝えたかったのです

  • But with only one company, one agency willing to help me --

    でも1社だけの支援では―

  • and that's only because I knew John Bond and Richard Kirshenbaum for years --

    しかもジョンとリチャードとは長い付き合いがあるからというだけで―

  • I realized that I would have to go on my own,

    自分でやるしかないと悟りました

  • I'd have to cut out the middleman

    中間業者なしで自分と

  • and go to the companies myself with all of my team.

    自分のスタッフで直接企業にあたるしかないと

  • So what you suddenly started to realize --

    そこで突然見えてくるのは―

  • or what I started to realize --

    僕が何に気付いたかと言うと―

  • is that when you started having conversations with these companies,

    これらの企業と話してみると

  • the idea of understanding your brand is a universal problem.

    自分のブランドに対する理解は共通の問題なんです

  • (Video) MS: I have friends who make great big, giant Hollywood films,

    (ビデオ)MS:ハリウッド映画を作る友人と

  • and I have friends who make little independent films like I make.

    僕のように小さな自主映画を作る友人がいますが

  • And the friends of mine who make big, giant Hollywood movies

    ハリウッド映画を作る友人は

  • say the reason their films are so successful

    映画が成功するのは

  • is because of the brand partners that they have.

    ブランド提携者のおかげと言います

  • And then my friends who make small independent films

    小さい自主映画を制作する友人は

  • say, "Well, how are we supposed to compete

    「どうやってハリウッドの大作と

  • with these big, giant Hollywood movies?"

    競争しろって?」と言います

  • And the movie is called

    そしてこの映画の題は

  • "The Greatest Movie Ever Sold."

    「The Greatest Movie Ever Sold」です

  • So how specifically will we see Ban in the film?

    ではBanが具体的にどう映画に登場するのか?

  • Any time I'm ready to go, any time I open up my medicine cabinet,

    僕が出かける前や薬棚を開けるたびに

  • you will see Ban deodorant.

    Banのデオドラントが出てきます

  • While anytime I do an interview with someone,

    誰かとインタビューするたびに僕は

  • I can say, "Are you fresh enough for this interview?

    「インタビューを前にしてさっぱりしてる?

  • Are you ready? You look a little nervous.

    準備できた?緊張してる?

  • I want to help you calm down.

    落ち着くには インタビュー前に

  • So maybe you should put some one before the interview."

    これをつけるといいよ」と言い

  • So we'll offer one of these fabulous scents.

    素敵な香りを1つ勧めるわけです

  • Whether it's a "Floral Fusion" or a "Paradise Winds,"

    「フローラルブーケ」でも

  • they'll have their chance.

    「パラダイスの風」でも

  • We will have them geared for both male or female --

    男性用も女性用も

  • solid, roll-on or stick, whatever it may be.

    固形やロールオン式 スティック型でも

  • That's the two-cent tour.

    これが概要です

  • So now I can answer any of your questions

    では質問があればお答えして

  • and give you the five-cent tour.

    もう少し詳しく話しますが

  • Karen Frank: We are a smaller brand.

    K・フランク:私たちのブランドは大きくなく

  • Much like you talked about being a smaller movie,

    お話にあった小さい映画と同じです

  • we're very much a challenger brand.

    私たちはチャレンジャーです

  • So we don't have the budgets that<