ACM's *NEW* Distraction In Action #1
World records, equality campaigns, and stoners: five links that are dominating our chat
ACM’s newsletter (and entire identity - more on this soon) has had a refresh. A shake up. A big old facelift. Here’s your first ever Distraction In Action email, where you’ll get a peek at the best biscuit break links and digital water cooler moments from two weeks of team chat, so they can successfully distract you from work just as much as they did us…
Pop your email in box below to get free ACM newsletters every week. You won’t regret it (and if you do, we’ll issue a full refund).
1. MIKAELA SHIFFRIN IS (NOT) THE G.O.A.T
What does it take to become the greatest female skier of all time? Climbing to the top of 83 World Cup podiums? Yeah, something like that should do it. And yet, even the mention of greatness is enough to send Mikeala Shiffrin - whose mantlepiece is straining under the weight of more WC golds than any other female, ever - into a squirming fit. Framing the new GOAT as the GOAT without calling her a GOAT in a social edit for TERREX was a head scratcher for designer Daniele and copywriter Chris, so when we spread the news in our chat that it had quickly become their account’s second-highest reaching post ever, and been requested for in-store display, we may have made ourselves an extra morning coffee to celebrate.
We learned: Seeing your work crushing it on IG is one thing. Knowing it’s crushing it on screens in adidas stores around Europe is another.
2. SPICOLI 2.0 LIVES (AND THE SNOW PROS AREN’T HAPPY)
At this time of year, ACM talk tends to be dominated by the biggest moments from the X Games. After last weekend’s spectacle in Aspen, it could have been Team GB’s Kirsty Muir’s double bronze that dominated our convo. Or Mark McMorris shaking up the X Games history books with a record 22nd medal. Mac Forehand’s puke-inducing double cork 2160, perhaps. Instead, Monday morning’s “did you see this?!” was all about dozy-eyed turbo Bevis, Stoney McBlaze. Splitting the audience into lovers and please-make-it-stoppers, the TikTok star’s pantomime role as shred correspondent got plenty of pro snow pants in a twist - check comments from the likes of Leanne Pelosi, E-Jack, Jamie Nicholls, and stacks more on legend Todd Richards’ “fuckin’ joke” IG rant above - and pushed some huge rider achievements to the sidelines. The vibe in our Monday catch-up? We fully embrace change, but our weekends of chain McBlazein’ are behind us. Shout at us in the comments if you agree, or don’t.
We learned: If Stoney McBlaze isn’t enough to make you feel like a grandparent, Gaon Choi’s gold medal in the snowboard halfpipe will. She’s, uh, fourteen.
3. STEVEN SEAGAL SAVED YOUR YOUTUBE
“In the same way that seeing Steven Seagal peeking up at you from its box would prompt you to pop a film back on the shelf, a poorly executed YouTube thumbnail will have your audience scrolling right past your precious content.” Sage advice from our sensei of SEO and Account Director, Ruth Cutts, whose latest ACM newsletter got a thumbs up from our team, and holds the power to turn your YouTube account from a petrol station B-movie to a Christopher Nolan-sized blockbuster (without all the “wait, rewind that bit, I don’t get it, did I miss something?”). Come for the account-saving advice. Stay for a bonus throwback at the end that’ll give you a very nice feeling inside.
We learned: Under Siege 2 does not hold up.
4. KIWIS KNOW HOW TO MAKE A SPORTS EQUALITY AD
Links from ACM’s resident Aussie, Mark R, our Head Of Strat & Creative, often arrive with an antipodean tinge to them. At the start of the month, he applauded the latest (very good, to be fair) marketing campaign for Australian lamb - basically Australian TV’s equivalent of our festive John Lewis ad. True to form, he returned to the other side of the globe for Auckland-based creative agency DDB NZ’s Correct The Internet campaign, which calls out the web’s stark bias for male sporting achievements. Have a look. You’ll learn something (beyond who’s scored the most goals in international football).
We learned: Female athletes have won the most caps in international football; spent the longest time ranked #1 in tennis; scored the most Rugby World Cup tries…
5. YOU’RE NEVER TOO GOOD TO LEARN FROM THE PROS
It’s been a heck of a travel week for Senior Account Manager (and smasher of a new Parkrun PB earlier last Saturday), Lucy, who managed to dance around train strikes to make it to the sold-out London leg of Arc’Teryx’s For The Love Of Winter film tour on Wednesday. Now, she’s out in St Anton to soak up the mastery at our longest-standing client’s famous Freeride Academy event. She’ll be hanging with the likes of freeride pros Eric “Hoji” Hjorleifson, Sam Kuch, Silvia Moser, and Max Kroneck, as they share - for free! - the kind of freeride tips and backcountry experience that’d make even the most seasoned ACM shredders feel like they’re still “pizza slice!”-ing down the greens. Lucy’s photo evidence of the crowds at FTLOW, and the vibe at this year’s Academy, has been enjoyable and envy-spiking in equal measure.
We learned: Mick Lynch is no match for ACM’s determination to get to the mountains.
CREW TO-DO LIST
Every fortnight, one ACMer reveals the tasks that’ve been getting their head cogs whirring, so we can
all make sure they’re working hard enough introduce our hyper talented crew and showcase what they bring to our creative process. This week it’s the turn of walking/sliding action sports encyclopaedia and ACM co-bossman, Matt B…
You made it all the way down here? Here’s a gift for your troubles:
END OF THE ROADER’S BONUS NUGGET
Patagonia’s latest brand buddy-up would make even the kings of crazy collabs, Palace Skateboards, double take.
Enjoyed this week’s dispatch? Let us know…