Jason Sperling Completes ‘Look At Me When I’m Talking to You’

By Erik Oster 

Back in May, RPA senior vice president, executive creative director Jason Sperling launched “Look At Me When I’m Talking to You: Building Brand Attraction in an Age of Brand Aversion,” the first book to be published on Instagram (@lookatmebook), which deals with issues related to winning over jaded, overstimulated consumers, uploading one illustrated post a day. On Tuesday, Sperling uploaded the final post of the book, drawing the long process to a close. To promote the effort, he uploaded a video to YouTube (below) with animations taken from the book’s daily installments.

Next on the agenda for “Look At Me When I’m Talking to You” will be an appearance by Sperling at SXSW in March, where he’ll discuss the project, what he learned from it and how it applies to the modern advertising industry. The book is also being used as classroom text at USC School of Advertising and Loyola Marymount University M School and has spawned Look At Me Academy, a six-week workshop centered around the its teachings.

“Look At Me When I’m Talking to You” includes 176 total posts and attracted over 4,600 followers, including TBWA\Chiat\Day CEO Rob SchwartzAirBnB, Land Rover and Selma director Ava DuVernay. Guest contributors to the book include departing Grey global CCO Tor Myhren, Deutsch North America CCO Pete Favat, Mother London joint head of strategy Katie Mackay and W+K Shanghai head of planning Rob Campbell