Update: Trailers for the Toy Story 3 movie have been released today. You can hear Don as Mr. Potato Head in the clips.

The battle for your attention has begun. It’s Superbowl ad season, and only one ad has caught my attention so far. It has a talking flower and more importantly the voice of Don Rickles.

Watch the behind the scenes video teaser that has too many flowers and not enough of Don. But it’s worth look for the quips from Don anyway.

Behind the scenes video

A nice touch is the playing of Don’s bull fight theme

Like many, I grew up knowing Don as wacky characters in the Annette & Frankie beach movies and his appearances on the Tonight Show. He fell off my radar until a couple of years ago when he became a patient of my wife and agreed to be involved in her Conquering Diabetes book.

"Diabetes can be controlled, provided you don't pass out every-time you prick your finger."

This gave me the opportunity to meet him in person and visit his house for a portrait session. After his initial joke where he asked the guard at the gate to turn me away, I discovered the secret to how he gets away with all of his insults. Deep down he’s a warm and loving guy.

When he’s not voicing a flower or Mr. Potato Head, Don still actively performs on stage where he is aggressively engages with his audience. (He’s in Vegas on Feb. 20 & 21st). What’s fascinating is how much he can get away with while bringing up the hot button issues of race and religion. He can insult people and make both the audience and the individual laugh. Balancing on that fine line of insult and compassion is what I think is his real talent.

It’s still a treat to pick up the home office phone and unexpectedly have Don on the other end of the line. He’s not always joking, but he is always kind. I honor my collection of memorabilia from his 80th birthday party and I look forward to Don and Barbara’s 45th wedding anniversary in a couple of weeks.

Memorabilia from Don Rickles' 80th birthday party

I hope that Teleflora will be sending plenty of flowers to their anniversary party. And with Valentine’s Day coming up: Get up order some flowers you Hockey Puck! Keep Don famous so that he can keep us laughing for another 80 years.

Mark Harmel

harmelphoto.com

@MarkHarmel

I managed to tweet my way into becoming an industry expert in 140 characters or less. After two decades of shooting in medical settings, I can comfortably proclaim to be a healthcare photography expert. But I feel more like a social media student than an expert. In fact it was a homework assignment that sparked my idea for the iPhone app that landed me in the MedAdNews article by Fabio Gratton and Michael Spitz.

Top 10 healthcare social media predictions for 2010 – more than 30 industry experts tweet their perspectives

I first became involved in social media through blogging and explored Twitter, Facebook and LinkedIn as ways to share the posts and to learn what was going on the space. The more I explored, the more I saw the early hype about the paradigm shift in communications becoming reality in the new space. I was being drawn into my Twitter stream, both as a way of learning about the new field and because the links, and conversations were so fascinating.

Social media is about making connections. This story started with the real life meeting of Charlie Kimball. He’s an Indy Lights race car driver with Type 1 diabetes that’s a patient of my wife. He tweets under his name @charliekimball and his NovoNordisk sponsor moniker @raceswithinsulin. I follow both versions of Charlie and most of the time he simply shares about going to the track or his exercise routine between races. But back in June of 2009, he made history with “the first branded Pharma tweet”. At first glance it was a routine post about Charlie giving himself an insulin shot, but to those in pharmaceutical advertising it was a watershed.

One of those people is the MedAdNews co-writer, Fabio Gratton @skypen. He’s a close follower of the issues surrounding Charlie’s Tweet who’s been a leader the healthcare ad community working to obtain clarification from the Federal Drug Administration about what can be said by Pharma companies in the social media space. Fabio and I have now met in person and I answered his Twitter question asking for a social media healthcare prediction.

The TCOYD iPhone app prototype

The iPhone app idea came from my recent work with the diabetes education group Taking Control of Your Diabetes. I’m helping to guide their entry into the social media space. We want to build an awareness for their events, keep the participants connected and ideally, healthier by providing continuing diabetes education. Their Twitter stream is now active @TCOYD , their Facebook community is growing, and more projects are in the pipeline. Working with them is extremely rewarding. It allows me to expand beyond my normal photography role and use my diabetes knowledge combined with my experience in healthcare marketing and social media.

My final project in my New Media Marketing class at UCLA Extension will be to describe what the app might do. It’s more of a thought experiment now with good artwork (thanks to help from PhotoShopDude, Micheal Standlee) where the intent is to pull together all of the social media streams we create at TCOYD into one place on the iPhone, and soon – the iPad. Once their streams are in place we will look into building the app.

The app could initially work like the New York Times app that breaks out the news into the section headings of politics, sports, business, and more. Further developments could turn it into a diabetes management tool and there could even be a way to use the app interactively at the live events.

Any suggestions on how it might be programed? Who do you know that could make the app? Can I build it myself with a little help?

Mark Harmel

harmelphoto.com

@MarkHarmel

Update: Is your resolution is to treat your diabetes better this year? I have great a place to start. My wife wrote an excellent primer on how to treat Type 1 and Type 2 diabetes. More on her background and the Google Knols can be found below. Happy New Year!

This is normally the time of year (originally published on June, 6, 2009) that I attend the American Diabetes Association Convention. It is a great opportunity to network, check out the convention displays and visit agencies in the host city.

You may have noticed that a number of my posts (like the recent one on Charlie Kimball) have references to diabetes. Its not that I have diabetes – my connection comes from being married to Anne Peters, a leading diabetes doctor. We met on assignment. I was asked to take a clinical research photo for UCLA Medical Center. The photo illustrated how the patient data was entered into a laptop and uploaded to the drug company from all the different research sites every night. It was used in a big fund-raising brochure that helped raise money to fund the new UCLA hospital.

The first clinical research photo and Anne's book cover

That first photo eventually led to a Las Vegas based Elvis wedding and working together on her “Conquering Diabetes” book. I shot the cover and a number patient portraits that were paired with their stories throughout the book as well as overseeing the development of the promotional website.

Patient portrait of Olympic sprinter Gary Hall, Jr.

This experience opened the door with Abbott Diabetes Care where I initially was asked about taking photos for the website that would announce the launch of their Navigator Continuous Glucose Monitor. A lunch meeting at the 2006 ADA Convention began with the usual discussions about what to shoot and budget and then spun-off into the territory of developing concepts. After an interesting brainstorming session back in their Alameda headquarters the project took a surprise turn. Instead of taking photos for the Navigator project I was asked to put together a team to convert an existing brochure to a website!

The home page of the Navigator website

There was the expectation that the Navigator would soon be approved by the FDA and a launch site was urgent. I had a resident expert in my wife (who was conducting clinical trials with the device) and I assembled the experienced team of copywriter, Roger Poirier and art director, Lon Davis. I suddenly became a creative director interacting with my wonderful client Steve Bubrick and extrapolating from my years of communication experience to steer the web project, a direct mail piece and bike rider cars for Team Type 1 (I finally was able to take some photos for those).

Ballerina Zippora Karz demonstrating drawing insulin into a syringe

In 2008 Anne was asked to be one of the charter contributor to the Google Knol project. The original seeding of the Knols came from experts in their field to differentiate them from Wikipedia. They have since become more broad based and similar to Squidoo Lenses. Both her Type 1 and Type 2 diabetes Knols were given the Top Pick Knol Award.

Video blogs produced for Medscape on diabetes topics

The most recent project with Anne has been producing video blogs for Medscape that have become popular in the professional community. These were supposed to be easy to produce reports and we were given Flip cams to shoot the spots. After I managed to get one of the early Canon 5D MKII cameras that also shoots HD quality video, we switched over to create the 35mm film look that the camera gives. A recent episode on “Treating Diabetes During the Economic Crunch” (free registration required) has content that crosses over to the general public as well.

I recently completed a test using this camera to work out the kinks to use it in a daytime TV promotion, but I’ll save that for a future post.

Mark Harmel

harmelphoto.com

Update: The “Lemonade” movie premiered in Boston last night (Nov. 30th) and reports are coming in. The first is from the Boston Business Journal. The second from the Adrants blog. Edward Boches weighs in on “The sweetness of lemons”. Philip Johnson writes in Adweek about the ad industry rallying around one of their own.

New Hampshire Public Radio’s “Word of Mouth” interviews Erik

The Christian Science Monitor has a feature on how Erik Proulx job loss led him to make Lemonade.

The latest update (12/29/2009) is a segment on the CBS Evening News.

Watch CBS News Videos Online

I confess. I’m a Twitterer. I can blame it on this blog.

Once I started blogging I wondered if I was cultivating a tree that would one day simply fall in the woods without being heard. So I looked for ways to share my pictures and the behind the scenes stories. That prompted me to explore the world social marketing. Which led me to the Please Feed the Animals and the movie “Lemonade”.

The beginning is a bit mysterious. I started by following some writers for Ad Age which somehow led to following the Twitter stream of Erik Proulx. He’s a laid-off  advertising copywriter that created a support blog for the recently unemployed advertising professionals called Please Feed the Animals.

Detail of make-up brushes (still from the video)

Erik’s Twitter stream mentioned that he was looking for good stories about life after being laid-off. He was collecting recollections about the initial trauma and the opportunities that were created by their new time and freedom. How ad people turned lemons into lemonade would become his documentary film.

When I discovered that Erik was filming in Los Angeles, I tweeted back, asking if I could help. My original thought was that I would shoot some stills that could be used to promote the film. But I had acquired a Canon 5D MKII camera – a hybrid still/high definition video camera and have been playing with the video capability. So shooting some video was also a possibility.

Kurtis Glade became a documentary filmmaker (still from the video)

Erik had progressed from shooting with his own little video camera to enlisting a top director and production team. But there were some scenes that needed to be shot before the production crew arrived in Los Angeles. I was enlisted to shoot a story was about a surfing camp that teaches kids and teens with Cystic Fibrosis how to surf as a form of therapy. Next there was a manicure session in a salon with a writer “that lost his job and changed his gender.”

I was on my own shooting the surf camp and did a 50/50mix of stills and video. When director, Marc Colucci arrived, he wanted more video than stills for the manicure session with David Cohen.

The video shooting continued the next day where I ended up shooting second video camera during the more formal studio interview shoot. My role was to look for details and go for second angle close-ups of hands and faces that could be used to add variety and editing options. These video snips were mixed in with the interviews captured with a Red camera.

Jeanne Schad became a coach (still from the video)

The resulting Lemonade film has generated a great deal of internet buzz. Promoted through Twitter and Facebook, the trailer now has over a 100,000 viewers and the final edit is close to completion.

You can follow the Twitter streams of the people mentioned by using their Twitter ID.

Erik Proulx  @eproulx,  David Cohen @identityTBD, Kurtis Glade @kurtisglade, Jeanne Schad @jeanneschad

There is much more to share about the Cystic Fibrosis surf camp that I’ll save for another post.

Mark Harmel

harmelphoto.com
@MarkHarmel

Update: AFS Racing/Andretti Autosport Signs Charlie Kimball to 2010 Firestone Indy Lights Lineup. This was the strongest team in the series in 2009 and should lead to a good 2010 for Charlie.

Parade Magazine talks about Charlie Kimball racing with diabetes and our shared “Charlie’s Angels”.

I’m excited to have my own driver racing at Indianapolis this weekend. Now Charlie Kimball wasn’t always my driver. He was a recent discovery – or more precisely he discovered my wife to become his diabetes doctor. The Camarillo resident was over in Europe racing in the Formula 3 Euro Series when he was hospitalized after becoming ill in England. He had developed Type 1 diabetes and consulted with my wife, Dr. Anne Peters. She has worked with other top athletes with diabetes including Olympic swimmer Gary Hall, Jr.

Intense focus before his qualifying run at the Long Beach Grand Prix

She worked with him first on managing his diabetes to stay healthy and then progressed to helping him manage his blood sugar while driving. In addition to gauges that monitor his car’s performance you can see his continuous glucose monitor mounted on his steering wheel. The condition that once threatened to end his racing career has now helped him to land major sponsors as he returns to racing in the Indy Lights Series. He even has a new green Levemir paint scheme on his #35 car.

In the middle of his steering wheel is a Dexcom Continuous Glucose Monitor

The second race of their season was on the streets of Long Beach and I was able to tag-a-long with his “race doctor” and visit with him back in the racing trailer and be in the pits as he prepared for his qualifying runs and the race. Sitting with his friends and family in the stands it was thrilling to watch him come down the long straightaway and picking off car after car in the 1st turn passing zone. It was very different than my normal NASCAR fan behavior of rooting for a good race, unlike the die-hard fans of Jr. Nation that cheer for Dale Earnhardt Jr.

Getting ready for the race

This Friday (May 22nd) Charlie will race at Indianapolis –  the most important track in America. As he quotes in his blog, “I have been to ‘big’ races all over the world- Monaco Grand Prix, Macau Grand Prix, Long Beach Grand Prix, a Moto GP race. I have even been to qualifying at the 500 before, but being a part of the whole ‘Month of May’ is a totally different experience.”

To learn more about Charlie you can read his blog and follow him on Twitter.

Charlie also has been the talk of the healthcare blog and Twittersphere after he sent out the first branded tweet under his @racewithinsulin moniker. There was a bit of an uproar at first that has died down to an official review of FDA guidelines on how pharmaceutical companies and medical device manufacturers can use social media.

Mark Harmel

harmelphoto.com

@MarkHarmel