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Sunday, December 26, 2010

Why Helmet to Helmet Contact is creating more and more problems in the National Football league.



I am not an impact analysis physicist in real life, but I'm going to do my impersonation of one here at Alex LOGIC dot com. I just watched the latest helmet to helmet contact moments earlier today in a game between the San Diego Chargers and the Cincinnati Bengals.

It suddenly dawned on me why helmet to helmet contact seems to be getting more lethal as time goes on. My revelation was further confirmed when I did a google image search for "shock absorbing helmets". It appears that the best way to protect the head inside of a helmet is by finding the furthest point from the head that is considered the impact point, strengthening that farthest point as much as possible, and then adding technologically advanced cushioning in layers inside the helmet.

The problem with this approach however is that the harder the outside of the helmet is made in conjunction with more sophisticated cushioning on the inside (therefore the more protection offered to the helmet wearing person), the more DAMAGE that helmet wearing person does to whatever it is contacting. So, when two football players helmets collide, they create a lot of deflective force even as they protect the helmet wearer.

It's a classic case of Dr. Doolittle's "Push Me, Pull You".

For the more neanderthal among us, these two women also represent push me, pull you...

"Push Me, Pull You" is not the answer when it comes to N.F.L. football helmets.

The image of the freeway guard rail completely embeded inside of the automoble above shows the problem that will occur if two different types of structures impact each other, so football helmets have to be made the same for every football player.

So what is the answer for reducing head to head helmet damage on the NFL football field?

I can't show you an exact picture of the answer, but if you look at the image below...

The concrete pylon, or barrier, has no give, causing the car (aka player) to completely give in and collapse against itself. However, in football, that concrete pylon would be connected to a second player's neck and spine that does give way, possibly causing paralysis to the player being hit, and significantly less damage to the hurtling car (tackling player).

Ideally, the helmet exterior needs to be made of three layers, the outside layer MUST collapse at a certain impact threshold and then be re-stabilized by a second internal shell layer that doesn't give, underneath that middle layer would be a third layer that once again would be compressible, but less compressible then the outer layer.

In my opinion all three shell layers are critical, the first outer shell layer "gives" to increase stopping distance and stopping time. The second, unforgiving layer is as strong as the outer shell is on current football helmets, but then it is absolutely essential to have another shell layer below that to prevent this middle shell from being driven backwards into the skull, then the cushion is in the next few layers as is presently being used.

The result is, after a head to head collision, one would actually see dents on the helmets of both players, without the internal strongest component in any way contacting the skull.

Ideally, it's the alternating of a hard but crushable exterior, protected by the actual hardest part of the helmet, reinforced by another less crushable interior, followed by several cushioning components.

Am I talking a bigger helmet that what is used now? No. I am talking three shell layers that may result in slightly less room for the final set of internal cushions, but because of the buckling that will occur on the outside that is not presently occurring, should negate slightly less room for the internal cushions. However, those cushions become a last line of defense, so somehow, slightly less cushioning has to be more effective than in the past.

Determining the composition of the three shell layers would be very complicated, and the cushions would become even more critical as a final fail safe should a contact occur that still allows for massive force to go through all three shell layers.

I think we're talking a much more expensive helmet, and a more disposable helmet as well. But the presumably additional protection to the footballplayers should be worth it.


If you are planning on creating or broadcasting a commercial and want an objective, outsiders point of view about your commercial, contact Alessandro Machi about his consulting services at...
info at alexlogic.com
You can also view more
commercial critiques
by Alessandro Machi at

Saturday, December 25, 2010

Interstate Battery Commercial "Pinball" is very funny, AlexLOGIC would have added two more ideas to make it even better.

The Interstate Battery Commercial, "Pinball" is the kind of commercial that makes Alex LOGIC sigh because AlexLOGIC could have helped make this funny commercial even better.
Although this sixty second Interstate battery commercial is funny and effective, Alex Logic thinks the commercial could have been squeezed down to 30 seconds.

However, as a 60 second commercial, there were two things that could have made this commercial even better.
Interstate Battery's "Pinball" is a good commercial, if AlexLOGIC had been consulted, it could have been even better, and, it could probably still be made better without a reshoot!

Just sayin.

If you are planning on creating or broadcasting a commercial and want an objective, outsiders point of view about your commercial, contact Alessandro Machi about his consulting services at...
info at alexlogic.com
You can also view more
commercial critiques
by Alessandro Machi at

Monday, December 13, 2010

Isaiah Mustafa of Old Spice "I'm on a Horse" fame Hosts the 2010, 7th Annual TBS funniest commercials of the year special, Thursday, Dec. 16, 10PM

Isaiah Mustafa of Old Spice "I'm on a Horse" fame is hosting the 2010 7th Annual TBS funniest commercials of the year special, Thursday, Dec. 16, 10PM

Mr. Mustafa's commercials have been reviewed by Alex Logic in the past on two occasions.

Isn't it interesting how "funny" commercials rule the day when it comes to a television special about our favorite commercials. I would add that besides funny, that clever commercials will be included as well.

If you are planning on creating or broadcasting a commercial and want an objective, outsiders point of view about your commercial, contact Alessandro Machi about his consulting services at...
info at alexlogic.com
You can also view more
commercial critiques
by Alessandro Machi at

Friday, December 3, 2010

Similarities between "The Tourist" 30 second promo starring Johnny Depp, Angelina Jolie, and "Everybody Loves Raymond" Ray Romano, Patricia Heaton.

Maybe I've watched too many reruns of Everybody Loves Raymond, but when I saw this 30 second promo for The Tourist, I started to see images of Ray Romano and Patricia Heaton from Everybody Loves Raymond inserted over all of the shots of Johnny Depp and Angelina Jolie.
Before you laugh and call me a nerd, I just want to point something out. The biggest difference between actors like Johnny Depp and Angelina Jolie, and actors like Ray Romano and Patricia Heaton, (besides dynamite abs) is that Johnny Depp and Angelina Jolie have to brandish a gun or some other lethal weapon, whereas actors like Ray Romano and Patricia Heaton have to actually use dialogue, and non lethal weapons, to make their point...
...and to get and keep the audience's attention.

Have you ever seen a movie trailer promo for what is considered an "A" movie star, I mean, ever, that did not show them either holding a gun, or fleeing from someone else who was shooting at them?

So imagine as you rewatch The Tourist Trailer, that Ray Romano is Johnny Depp, and Patricia Heaton is Angelina Jolie, and everytime there is a villain about to off them, it's actually Ray's parents from the show, and the weapon of choice is, spaghetti with delicious, BLEEDING, STEAMING, RED tomato sauce smothered on top.
And also imagine that Johnny Depp, Angelina Jolie, and The Tourist represent Wall Street, and that Ray Romano, Partricia Heaton, and Everybody Loves Raymond represent Main Street.
And now, watch a few clips from Everybody Loves Raymond.







If you are planning on creating or broadcasting a commercial and want an objective, outsiders point of view about your commercial, contact Alessandro Machi about his consulting services at...
info at alexlogic.com
You can also view more
commercial critiques
by Alessandro Machi at

Wednesday, December 1, 2010

Folgers New coffee commercial about son coming back from war once again crosses a line.

(Edit update: Dec. 26, 2010 - (9:10 pm) I was watching the Undercover boss episode of GSI Commerce with Michael Rubin when the Folgers Christmas Commercial with the brother and sister came on. Something about it was different. I had just seen it on 60 minutes and it seemed like the version below.

However, this Folgers version seemed different. Either it was a 15 second Folgers commercial version, or the commercial had been re-edited. I think they took out the smutty and longful looks between the brother and sister, and I think a voiceover was added at the front of the video saying "we", to imply the family missed their son/brother. I wIll have to watch out for this Folgers version that seemed different to me than the version below.)

I don't know what it is about Folgers attempts to create sappy, tear jerking commercials, but for the second year in a row, their attempt leaves me feeling slightly creeped out.

This time around the returning son from war arrives home and has a gift for sis. Sis looks longingly at her brother and says, "having you back is my gift".

In my opinion, this folgers commercial is very sappy and sweet, but it also has just has a slightly unintended incestuous tone to it. (Edit Update Dec. 6, 2010, I just found the commercial on youtube and have added it up above. The comments are a hoot and many basically mirror what I am saying.)

I think I just figured out what, in my opinion, Folgers has done wrong. I gave the solution to the Folgers Engagement commercial. I won't reveal the solution this time because at some point, these ad agencies and or company reps should be earnestly turning over whatever potential opportunities are out there to help guide them out of the embarrassment of churning out these commercials that seem to create an unintended yuck factor mixed in with the sweet sappiness.

Folgers should separate out that the yuck factor from the sweet sappiness in their commercials, otherwise, at some point, we may begin to wonder if their product is any different from their commercials.

Edit Update Dec.6, 2010: I am not sure when this commercial was originally broadcast. On the youtube upload it says 2009 folgers Christmas commercial.

Edit Update Dec.8, 2010: Folgers held a contest to come up with a new musical intro for their commercials. The irony is, that's not the problem with their commercials.

If you are planning on creating or broadcasting a commercial and want an objective, outsiders point of view about your commercial, contact Alessandro Machi about his consulting services at...
info at alexlogic.com
You can also view more
commercial critiques
by Alessandro Machi at

Monday, November 29, 2010

The Google Job Experiment



Friday, November 26, 2010

LeBron James "What Should I do", "The Decision" commercial by Nike, a year and a half TOO LATE.



Here is a clever take off on the LeBron James "What should I do" "The Decision" commercial by Ohio State team captain and very capable wide receiver Dane Sanzenbacher.

One of the basic reasons I HATE NIKE for their role in wooing LeBron James out of Cleveland is because they do things like "What Should I DO", a year and a half too late.
What would Cleveland Cavalier fans have thought if NIke's "What should I do" commercial starring LeBron James had come out after the 2008 season? Is it possible Lebron James gets traded for some top notch draft picks and right now the Cavs are still flying high towards a national championship? It's VERY POSSIBLE that could have happened.
It might have let Cleveland Cavalier fans know back then, that LeBron James already knew he was leaving after his last cavalier contract expired. If "What should I do" had come out after the 2008 season, LeBron James would have looked pretty selfish because the Cavaliers had the most wins during the 2008 regular season.

Many experts were certain, and correct, that the cavaliers would also win the most games during the 20009 season as well, and the cavaliers did that too.

Nike's "What should I do" commercial is sleazy, mistimed and intellectually defunct, albeit well made and a philosophically solid commercial that should have come out a year and half earlier to actually have any real integrity.

If you saw a firefighter standing in the foreground of a totally burned down and still smoldering building, and he looked into the camera and gave LeBron's speal of "What should I do", wouldn't you kind of shake your head and say its a bit too late to be asking that question now?

And in the case of the firefighter, the firefighter didn't even start the fire, whereas the same most certainly cannot be said about LeBron James.
When Lebron James asks "What should I do?" I ask, about what; your reputation? Nothing, because your reputation is shot.

When LeBron James asks, "What should I do? I ask, about what; "your narcissistic timing that asks the question a year and a half late, and a championship or two, too short?"

When LeBron James asks, "What should I do? I ask, about what; about respecting your roots, your home town, your family, your promise to bring a championship to Cleveland?

Lebron, take your talents to south beach, don't marry the woman of your children, and show Tiger Woods how its done.

To quote Spike Lee, "It's gotta be the shoes", because the head is as solid as a rock.

I've decided not to put the youtube video of LeBron James "What Should I do" commercial in this article because as a former Clevelander, Lebron James is dead to me, and you've probably seen the commerical already.

If you are planning on creating or broadcasting a commercial and want an objective, outsiders point of view about your commercial, contact Alessandro Machi about his consulting services at...
info at alexlogic.com
You can also view more
commercial critiques
by Alessandro Machi at

Wednesday, November 24, 2010

Nature Walk, starring the photographer and the Energizer Bunny, the commercial that haunts me.


Many years ago, I saw a television real life story about an experienced hiker who mysteriously disappeared during a hiking expedition. Months later, his remains were found by his campsite.

When the investigators went through his campsite belongings, they found a film camera with film still inside the camera. The 35mm strip of film was developed and revealed nothing out of the ordinary until the final couple of shots, which showed a group of bears first assembling in the distance, then in the next shot, moving closer. The final shot is of this group of bears just 10 or 15 feet away taken by the hiker just moments before his demise.

I tried finding this story on the internet, but after an hour of searching using all of my google tricks, I have given up (I can cover a lot of ground searching for google leads in an hour and I just can't find anything).

I may have seen the story on Unsolved Mysteries, or perhaps it was NBC Dateline, but either way, I can't find the story, or those pictures, anywhere on the internet.

Whenever I see the Energizer "Nature Walk" battery commercial featuring the photographer who happens to luck into various animals posing so the photographer can take their picture, I think of that guy and his horrific demise at the hands of those bears.

Just sayin.

If you are planning on creating or broadcasting a commercial and want an objective, outsiders point of view about your commercial, contact Alessandro Machi about his consulting services at...
info at alexlogic.com
You can also view more
commercial critiques
by Alessandro Machi at

Thursday, November 18, 2010

A suggestion for Bud Selig, Major League Baseball, and the proposed two wild card team system for 2011, 2012.

Bud Selig claims to have thought of every wild card scenario for adding an extra wild card team.

In my opinion, a one game playoff would be a complete disrespect to the wild card team with the better record. There could be a situation where the team with the best wild card record is miles ahead of the other wild card team in wons and losses, and to have a one game playoff is not enough of a return for a wild card team having anywhere from the second to fourth best record in the league.

But having a three game playoff is asking too much, and still would be unfair to the team with the better record as now they would have to win two games just to advance into the first round of the playoffs. Remember, it is possible for a wild card team to have the second best record in the entire league, so to force them to win two more games against a team with a possibly inferior record would create a backlash.
Here's a concept that has never been done before. Make the wild card playoffs a two game playoff, and the wild card team with the better record gets both home games and only has to win once, and they get two chances for that one win.
On top of that, make the playoffs be the final two games of the season assuming the two wild card positions are settled by then. If a situation arises where a wild card team with a terrific won loss record loses two games in a row to the other wild card team, the chance for outrage over the double wild card system would be greatly reduced since the better team had two home games to get just one win.

If you are planning on creating or broadcasting a commercial and want an objective, outsiders point of view about your commercial, contact Alessandro Machi about his consulting services at...
info at alexlogic.com
You can also view more
commercial critiques
by Alessandro Machi at

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