For decades now the dream of media types and ad firms has been to convert the humble remote control from a mere volume and channel changer to a spangly ‘product buying module.’ Tivo and Amazon are announcing a partnership today that introduces a “product purchase” feature via Tivo’s DVR service.

The idea is simple - turn the Tivo remote into a tool for buying the products being advertised and promoted on commercials and talk shows. If a talk show host talks up a book, Blu-Ray disc or CD, Tivo viewers will see onscreen menus with links to buy those products.

The NYT reports that - In the months ahead, TiVo plans to begin offering this feature to advertisers and programmers, so that the chance to buy products and have them delivered will be presented to viewers during commercials and even alongside product placements during live shows.

“Just a few years ago, we were viewed with great paranoia as the disruptor,” said Thomas S. Rogers, chief executive of TiVo. “Our goal now is to work with the media industry to come up with ways to resist the downward pressure of less advertising viewing and create a way for advertising on TV to become more effective, more engaging and closer to the sale.”

Tivo is now positioning itself away from media industry disruptor - offering its customers ways to skip ads, to media industry saviour, but not without Mr Rogers sowing the seeds of paranoia - “As DVRs get more popular, “the majority of commercials in home will be fast-forwarded through,” he said. “It is critical that there be a form of advertising and a transactional solution that underpins the DVR, or the economics of television are going to be substantially undermined.”

I love coincidences. Or maybe I should say that as you spend your waking time fully immersed in your daily activities you should deliberately give some of that time over to your subconscious, then there would be no such thing as coincidence; we would just call it awareness.

I posted my summer reading list recently and mentioned that I am buried in E.O. Wilson’s wonderful intellectual adventure ‘Consilience; The Unity Of Knowledge,’ in which he argues just that, the need for unity of knowledge - a common system of knowledge. Today in the New York Times I read an interview with Dr. Wilson and, not for the first time in his career, he is challenging common wisdom. He is arguing that the gene is not the only level at which natural selection acts and because he has new data about the genetics of ant colonies now believes that natural selection operates at many levels, including at the level of a social group. Interesting; what does this mean for all you social media advertising gurus?

He argues that we have long been conditioned to believe that natural selection favors only behaviors that help the individual to survive and leave more children. His studies of ant colonies, a passion of his for many decades, suggest otherwise. He says there is another level at which evolution operates - social groups. He suggests that we may have genes that underlie generosity, moral constraints, even religious behavior, that benefit a group at the expense of the individual. He will be working on these theories for his next book. I can’t wait to read it.

So what genetic code could Dr. Wilson possibly unravel that would explain the human proclivity toward having “feelings” for inanimate objects? Cars are cherished, protected and nurtured like family members. Ships are regularly christened with female names and referred to as “she” or “her.” Houses, cities, buildings, mountains - this urge to have “feelings” for inanimate objects is the same urge that drives humans to want to save the Earth; it is a controlling urge and is a by-product of Christianity.

All of which brings me to the brilliant Spike Jonze and his Ikea ad. [Full disclosure - Nemo and in particular our creative director, Mark Lewman, have deep ties to Spike.]

The ad works from a simple premise; play on our emotional attachment to inanimate objects - in this case a desk lamp that is discarded. In the first second, as the woman leans in to turn off the lamp, we hear a click of the switch or is that maybe a goodbye kiss ? The lamp is then dumped outside alongside a trash bag. It’s raining… How do we feel as the piano tugs at our heartstrings? We should feel nothing, it’s a ridiculous situation, but in many people it may trigger deep human responses to abandonment. That illusion is shattered by a man with distinctly Scandanavian/German overtones to his accent, who berates us for having such stupid feelings.

Spike spent exactly one minute reminding us, if we are really watching and tapped into our subconscious, that the human need to control other animals and inanimate objects is foolhardy and doomed to failure. It won’t stop us buying new desklamps though.

An oil rig off the coast of California

Here in Portland I am seeing signs that the price of gas is making a difference in how people get around the city. Bus ridership has spiked, there are less cars on the road during the commuting hours and bicyclists seem to be everywhere. Yesterday as I walked my dog along the banks of the Willamette River, I noticed far more sailboats than the motorized variety. Maybe the price of gas is making Americans think twice before getting into the car? Maybe.

I carpool to the Nemo warehouse and it’s still a drag to see that of those cars that are on the road I’d guess that 95% of them are occupied by only the driver. And don’t get me started on the hypocritical Prius owners who fly past at speeds that exceed the legal limits. And on Sunday’s the Hillsdale Farmer’s Market is filled with people buying fresh, locally-produced organic food while the parking lot and the surrounding streets are crammed with their cars. None of this makes sense. If you’re concerned perhaps you can leave a comment on their blog.

It seemed that once gas went through $4 a gallon and the $100 fill up entered the public’s economic equation we’d see a marked change in the way we would use our energy. Unfortunately that’s really not the case.

Portland is one of the more environmentally-friendly and green cities in North America. If we can’t break the automobiles stranglehold on our city then what hope for other cities that are less friendly toward buses and bicyclists? Portland has also shown strong support for ending the war in Iraq. If we disagree with the Iraq war, and the inevitable future Middle East wars that will be fought over oil and water resources, what will we Portlanders do at home to reduce our dependence on foreign oil?

I argue that if we are unwilling to drastically reduce our gasoline use then it is hypocritical of us to oppose off-shore drilling in California and drilling and exploration in Alaska. We simply can’t have our cake and eat it.

Today, President George W. Bush plans to lift a presidential ban on offshore drilling to combat soaring energy prices, a largely symbolic move unlikely to have any short-term impact on the high cost of gasoline.

Who will stand in his way this time?

Related Post: I’m Sick of the Co-Opting of Green

Well not exactly. Portland, Or, the home of Nemo and thousands of cyclists has a problem it seems. The price of gas, the economic slump and the fact that Portland is a cyclists dream city has led to an uptick in the amount of folks biking everywhere. Inevitably they run into vehicles, and I’m speaking both literally and figuratively.

It’s causing a lot of friction. Case in point being this video of a fracas, that took place outside our offices here at Nemo, between a motorist and a cyclist caused, according to the driver, by the cyclist not obeying traffic lights. The biker literally attacks the guys car with his bike.

On the local blogs both sides have weighed in about who’s right and who’s wrong but there is only one solution - car-free streets for cyclists and pedestrians [who are treated worse than cyclists by drivers if you ask me.]

That’s not a boast. Another answer to that question is simple; if you write a blog, you own PR too.

Press releases by the thousands hit editors desks and inboxes daily. The best editors have no doubt created a system for separating the wheat from the chaff when it comes to a good story, but they are still gatekeepers although their gates are becoming smaller and easier to bound over. We are in the age of PR 2.0 as Brian Solis calls it. He as written a paper entitled ‘The Social Media Manifesto – Integrating Social Media into Marketing Communications.‘ He spells out his case very succinctly and avoids most of the jargon that you might expect in a paper on this subject [although some clichés remain.] You can read it here.

A Press Release? Here’s one definition from many that I found online - ‘An announcement of an event, performance, or other newsworthy item that is issued to the press.’ The definition is straightforward and very, very dry, a phrase that unfortunately describes every press release I’ve ever seen. So how does your story get noticed through the crowds and the white noise?

You could go crazy with all the options that are available but I’m thinking that a less is more approach may be more effective. Again common wisdom suggests that you should use Digg, Del.icio.us, MyBlogLog, Facebook, MySpace, Bebo, etc, etc. Although those tools are all undoubtedly useful, the problem is that you have to manage all of these accounts and that is time consuming. Also is your story relevant, to say your Facebook group? In fact have you asked yourself - “Does my company even need a Facebook group?” Just because you can doesn’t mean you should. And of course this all begins with the best story that you have to tell, otherwise all of your efforts using any social media will fail. A non-story is a non-story, period.

This is our current approach at Nemo:

We have multiple blogs and bloggers and we experimented with social media for a while before jumping in and writing about our ideas and thoughts. Social Cache is an example of how we intend to participate as thought-leaders and contributors. We are not selling anything here.

Our blogs have distinct voices and authority in the areas of music at Pampelmoose, fashion at Nubby Twiglet, art and design at strange|beautiful and photography at Nemo Productions & Photography.

We create videos and upload them to YouTube and Vimeo [33,460 folks watched that one,] and we drop our photos off at our Flickr site.

We have a Muxtape so you can listen to what we are listening to.

We have LinkedIn profiles for all of our executive staff, here’s our Creative Director, Mark Lewman’s. We even have a Facebook group. [I'm struggling with this one, more later.]

We are lacking in the blogroll department. We need a stronger blogroll on Social Cache.

We have our own Ning social network specific to our company. It’s been in private beta but soon it will be unleashed to the world. Here’s a sneak peek of some of the Nemo team celebrating the delivery of new web sites that we built for HP Blackbird and VooDoo PC. Click those links to see our work.

Find more videos like this on NEMO

When it comes to PR and marketing at Nemo we are following the basic rules of social media. We listen and we participate. We wait to be invited in. We start conversations. We encourage comments.

And we love our employees, even when they leave us…watch the video below.

Find more videos like this on NEMO

I love coincidence. Coincidence I mention because as I reach the end of John Gray’s book, Straw Dogs, for the third time in as many years, I read chapter 20, ‘The Soul In The Machine,’ an hour before leaving the cabin this weekend. On arriving home last night I caught up with Friday’s edition of the NYT and read a review of the new Pixar movie, Wall-E, by A.O. Scott. In the first paragraph of his review he tells us - “This is a world without people, you might say without animation, though it teems with evidence of past life.” He also mentions that in the first 40 minutes of the movie - “barely any dialogue is spoken.”

Another coincidence here is that it is as if the movie’s director, Andrew Stanton and his co-writer Jim Reardon, had also read the last few chapters of John Gray’s book. According to A.O. Scott the movie’s underlying theme is far from a happy one - “…… but ‘Wall-E’ surely breaks new ground. It gives us a G-rated, computer-generated cartoon vision of our own potential extinction. It’s not the only film lately to engage this somber theme. As the earth heats up, the vanishing of humanity has become something of a hot topic…”

The Earth devoid of humans, or at least where the remaining humans are reduced to living in cities “emulating the noble idleness of hunter-gatherers, their needs met by new technologies” as Gray writes, is an Earth left to conscious machines. The writers and director of Wall-E suggest that this has already occurred and conscious machines are all that remain on the planet. As he says - “Wall-E’s tender regard for the material artifacts of a lost civilization is understandable. After all, he too is a product of human ingenuity.”

“In his recent documentary Encounters at the End of the World the film director, Werner Herzog muses that “the human presence on this planet is not really sustainable,” a sentiment that is voiced, almost verbatim, in the second half of Wall-E.”

As Gray writes in his passage ‘The Soul of the Machine,’ - “Those who fear conscious machines do so because they think that consciousness is the most valuable feature of humans - and because they fear anything they cannot subject to their will. They fear the evolution of conscious machines for the same reason they seek to become masters of the Earth.”

Gray predicts - “As machines slip from human control they will do more than become conscious. They will become spiritual beings, whose inner life is no more limited by conscious thought than ours. Not only will they think and have emotions. They will develop the errors and illusions that go with self-awareness.”

That sounds like a movie called ‘Wall-E’ to me.

One other coincidence regarding the movie was that today I read a post by Seth Godin on his blog entitled “Bravery and Wall-E.” At first I thought from the title that by bravery he meant that we humans are brave to be advancing our technological know-how ever forward as we invent “living software” and biological chips, machines that Gray predicts will move us humans toward extinction. Unfortunately that wasn’t the case - Seth discussed the marketing [or lack of] and how the movie will make “plenty of money.”

The parable of ‘Wall-E’ transcends marketing and money.