Hot and Cold

The new fad is “hot” and “Cold.” What does it mean? It’s a new way of determining the temperature of your media-consumption. Let’s say you’re watching TV and listening to some music at the same time. You’re mixing hot and cold, and getting tepid. Is that what you want? Tepid is for city folk with no real time for pleasure. So turn off the music and watch TV. It’s cool. And now you can fill in the blanks, and add some structure to the mix. What about late-night TV? Very cool. TV with your breakfast. And so on.

All this from the latest lecture by Martin Mason, director of Spin-town, “the local ad-agency with a fresher, localized attitude.” Held last night at, you won’t believe this, the Texaco station in Wilson. Mason said that he “had to take [his] message out there to the people, you know.” So “hot” and “cold.” Very refreshing. Very Kavli, and very future indeed.