[bd] Give a shift. Elaborate. (And how well has this “campaign” been received?)
[jf] Ha! #GiveAShift was a hoot to create. Though, I can’t take full credit, the idea came from our editorial director Marty Padgett. He dreamed up the idea, drafted a rough script, the team looked over the script, and then our video guy and I filmed it. Admittedly, it was probably the hardest thing I’ve ever filmed.
The entire time all I wanted to do was bust out laughing. In fact, it took a long time to film—in comparison to other video reviews I shoot— because of how funny it was. I would be in the middle of a line and just bust out laughing. Or worse, the video guy would bust out laughing which of course then threw me into a laughing fit as well. When I saw the first rough cut of the film, I was laughing so hard there were tears coming from my eyes. My wife just couldn’t fathom why it was so funny.
After many edits we finally got the video how we wanted it, and pushed it live. Nearly every automotive outlet picked it up, from Road & Track and Jalopnik to Carbuzz and AutoBlog, they all found it epic. Most people found it hilarious, though there were a few that took it too seriously and picked it apart. If you didn’t realize it was a parody of the Sarah McLachlan Humane Society ad you didn’t fully get it, or it wasn’t nearly as funny. Anyways, overall it was well received, and it was fun to do.
[bd] Finally, where can we find you online to best follow your automotive shenanigans?
[jf] I’m everywhere, at least that’s what I’m told and what it feels like. If you want to follow me personally, I’m on Facebook and am pretty open on there. Naturally I’m Twitter (@joelfeder), and LinkedIn, and Instagram (@joelfeder). Those are the big ones I guess. I still have my personal site/blog (joelfeder.com) but have so little time these days that I really don’t post there, but hope to again someday.
I also run all of High Gear Media’s social accounts, so for the most part, if you see something on The Car Connection, Motor Authority, Green Car Reports, or High Gear Media’s social profiles, I posted it. We are everywhere, from Twitter and Facebook to Instagram and YouTube. I’ve brought the editors into the Instagram fold as I simply can’t be everywhere at once, and it made sense for them to post to those accounts while at product launches and events.
Defintely something worth thinking about. Even when you can drive pretty much any new model on the market, it’s still possible to find pleasure in older, simpler models. I’d like to thank Joel for taking the time to speak with me about his situation and vehicles.
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