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Partnership for Drug-Free Kids, YouTube
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The Most Famous Anti-Drug Ad Turns 30. Any Questions?

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Partnership for Drug-Free Kids, YouTube

Without realizing it, Paul Keye had made the American Egg Board very unhappy. A creative director at the ad agency Keye/Donna/Pearlstein, Keye (it rhymes with “high”) had been partly responsible for a public service announcement in tandem with the Partnership for a Drug-Free America. In it, actor John Roselius expertly cracked an egg into a searing hot frying pan, watched it sizzle, and proclaimed the scene a metaphor for what happens to your neurons when you use illegal narcotics.

“This is your brain,” Roselius intoned. “This is drugs. This is your brain on drugs.” Then, rhetorically: “Any questions?”

The spot premiered in 1987 and was lauded for its simple, direct, and effective approach to communicating the dangers of street drugs to teenagers. It’s been parodied, revisited, and credited with an actual decline in drug use. But spokespeople for the Egg Board complained that their protein-filled product was being unfairly connected with dangerous and addictive substances.

“Had I heard that,” Keye tells Mental Floss, “I would’ve told the guy to get a good night’s sleep.”

According to Keye, the spot was born out of the advertising world’s desire to “un-sell” something. “The ad world has a guild, the American Association of Ad Agencies,” he says. “One of the board members, Phil Joanou, went to a meeting and said, ‘I think we should put together some kind of effort [against] hard drugs.’”

Everyone at the table nodded. This was the 1980s, when Nancy Reagan’s “Just Say No” campaign was in full force and crack cocaine was becoming an epidemic. Under the volunteer ad coalition named the Partnership for a Drug-Free America, Joanou and the agencies got together and convinced television and radio stations to donate airtime to public service messages. The value of the spots was in excess of $300 million.

The problem was that no one was creating any content to fill those empty spaces. “Big ad agencies move very slowly,” Keye says. Eventually, Joanou came to Keye and asked if his firm could come up with a concept before that valuable airtime was taken away by impatient station operators.

Keye agreed. At the time, the drug being targeted by the Partnership was cocaine. “It was the new, 'wonderful,' no-problem drug,” Keye says. “All up, no down. We knew we didn’t want to feature addicts, but put it out there for young adults and teenagers. The message was, there could be irreversible damage.”

At Keye/Donna/Pearlstein, copywriter Larre Johnson and art director Scot Fletcher came up with the fried egg scenario; Keye got an agreement from director Joe Pytka (who later directed the 1996 Michael Jordan movie Space Jam) to film it at no cost. Actor John Roselius was paid $360 to practice cracking an egg with one hand so the yolk wouldn’t break.

“He doesn’t say it, but you get the impression he’s talking to his younger brother or his son,” Keye says of the simple dialogue. “We got razzed a little about it, like it was almost Victorian, or not very hip.”

Once it was edited, Keye brought the tape over to the Partnership’s newly-opened New York City offices. “They didn’t have a playback machine,” Keye says, “so we went into an electronics store and asked the salesman to play it.” Across a dozen or so televisions, Roselius cracked the egg, let it fry, and delivered his line. The Partnership had no questions. “The client was very pleased.”

The ad began airing in 1987 in both 30- and 10-second versions—heavy repetition, Keye says, was responsible for the ad’s longevity. “It ran all day long for three or four months. The Partnership didn’t have [another commercial] ready. In advertising, it’s about repetition.”

And it worked, or at least it appeared to. In 1990, the Partnership announced that market research indicated 88 percent of teenagers believed even occasional use of cocaine was dangerous, up from 78 percent before the ads began airing. (At one point, it was believed 92 percent of teens had seen some version of the ad, and so had a lot of dealers. “Let’s go fry an egg” became slang for using.)

While Keye/Donna/Pearlstein benefited indirectly from the ad’s success—it helped them land a lucrative California anti-smoking campaign two years later—they didn’t own the ads. “The Partnership owned it, and they did another one 10 years later” about heroin, Keye says. A newer spot, which began circulating online in 2016, follows up the “Any Questions?” tag with child actors asking lots of questions.

Last year, the face of the campaign—Roselius, now 72 years old—told Rooster Magazine that passersby will still refer to him as “Egg Guy.” He garnered some ironic press when he voted to legalize recreational marijuana in California and made a curious admission: He had tried cocaine a couple of times in the ‘80s.

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iStock // Ekaterina Minaeva
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Man Buys Two Metric Tons of LEGO Bricks; Sorts Them Via Machine Learning
May 21, 2017
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iStock // Ekaterina Minaeva

Jacques Mattheij made a small, but awesome, mistake. He went on eBay one evening and bid on a bunch of bulk LEGO brick auctions, then went to sleep. Upon waking, he discovered that he was the high bidder on many, and was now the proud owner of two tons of LEGO bricks. (This is about 4400 pounds.) He wrote, "[L]esson 1: if you win almost all bids you are bidding too high."

Mattheij had noticed that bulk, unsorted bricks sell for something like €10/kilogram, whereas sets are roughly €40/kg and rare parts go for up to €100/kg. Much of the value of the bricks is in their sorting. If he could reduce the entropy of these bins of unsorted bricks, he could make a tidy profit. While many people do this work by hand, the problem is enormous—just the kind of challenge for a computer. Mattheij writes:

There are 38000+ shapes and there are 100+ possible shades of color (you can roughly tell how old someone is by asking them what lego colors they remember from their youth).

In the following months, Mattheij built a proof-of-concept sorting system using, of course, LEGO. He broke the problem down into a series of sub-problems (including "feeding LEGO reliably from a hopper is surprisingly hard," one of those facts of nature that will stymie even the best system design). After tinkering with the prototype at length, he expanded the system to a surprisingly complex system of conveyer belts (powered by a home treadmill), various pieces of cabinetry, and "copious quantities of crazy glue."

Here's a video showing the current system running at low speed:

The key part of the system was running the bricks past a camera paired with a computer running a neural net-based image classifier. That allows the computer (when sufficiently trained on brick images) to recognize bricks and thus categorize them by color, shape, or other parameters. Remember that as bricks pass by, they can be in any orientation, can be dirty, can even be stuck to other pieces. So having a flexible software system is key to recognizing—in a fraction of a second—what a given brick is, in order to sort it out. When a match is found, a jet of compressed air pops the piece off the conveyer belt and into a waiting bin.

After much experimentation, Mattheij rewrote the software (several times in fact) to accomplish a variety of basic tasks. At its core, the system takes images from a webcam and feeds them to a neural network to do the classification. Of course, the neural net needs to be "trained" by showing it lots of images, and telling it what those images represent. Mattheij's breakthrough was allowing the machine to effectively train itself, with guidance: Running pieces through allows the system to take its own photos, make a guess, and build on that guess. As long as Mattheij corrects the incorrect guesses, he ends up with a decent (and self-reinforcing) corpus of training data. As the machine continues running, it can rack up more training, allowing it to recognize a broad variety of pieces on the fly.

Here's another video, focusing on how the pieces move on conveyer belts (running at slow speed so puny humans can follow). You can also see the air jets in action:

In an email interview, Mattheij told Mental Floss that the system currently sorts LEGO bricks into more than 50 categories. It can also be run in a color-sorting mode to bin the parts across 12 color groups. (Thus at present you'd likely do a two-pass sort on the bricks: once for shape, then a separate pass for color.) He continues to refine the system, with a focus on making its recognition abilities faster. At some point down the line, he plans to make the software portion open source. You're on your own as far as building conveyer belts, bins, and so forth.

Check out Mattheij's writeup in two parts for more information. It starts with an overview of the story, followed up with a deep dive on the software. He's also tweeting about the project (among other things). And if you look around a bit, you'll find bulk LEGO brick auctions online—it's definitely a thing!

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iStock
Sponsor Content: BarkBox
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8 Common Dog Behaviors, Decoded
May 25, 2017
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iStock

Dogs are a lot more complicated than we give them credit for. As a result, sometimes things get lost in translation. We’ve yet to invent a dog-to-English translator, but there are certain behaviors you can learn to read in order to better understand what your dog is trying to tell you. The more tuned-in you are to your dog’s emotions, the better you’ll be able to respond—whether that means giving her some space or welcoming a wet, slobbery kiss. 

1. What you’ll see: Your dog is standing with his legs and body relaxed and tail low. His ears are up, but not pointed forward. His mouth is slightly open, he’s panting lightly, and his tongue is loose. His eyes? Soft or maybe slightly squinty from getting his smile on.

What it means: “Hey there, friend!” Your pup is in a calm, relaxed state. He’s open to mingling, which means you can feel comfortable letting friends say hi.

2. What you’ll see: Your dog is standing with her body leaning forward. Her ears are erect and angled forward—or have at least perked up if they’re floppy—and her mouth is closed. Her tail might be sticking out horizontally or sticking straight up and wagging slightly.

What it means: “Hark! Who goes there?!” Something caught your pup’s attention and now she’s on high alert, trying to discern whether or not the person, animal, or situation is a threat. She’ll likely stay on guard until she feels safe or becomes distracted.

3. What you’ll see: Your dog is standing, leaning slightly forward. His body and legs are tense, and his hackles—those hairs along his back and neck—are raised. His tail is stiff and twitching, not swooping playfully. His mouth is open, teeth are exposed, and he may be snarling, snapping, or barking excessively.

What it means: “Don’t mess with me!” This dog is asserting his social dominance and letting others know that he might attack if they don’t defer accordingly. A dog in this stance could be either offensively aggressive or defensively aggressive. If you encounter a dog in this state, play it safe and back away slowly without making eye contact.

4. What you’ll see: As another dog approaches, your dog lies down on his back with his tail tucked in between his legs. His paws are tucked in too, his ears are flat, and he isn’t making direct eye contact with the other dog standing over him.

What it means: “I come in peace!” Your pooch is displaying signs of submission to a more dominant dog, conveying total surrender to avoid physical confrontation. Other, less obvious, signs of submission include ears that are flattened back against the head, an avoidance of eye contact, a tongue flick, and bared teeth. Yup—a dog might bare his teeth while still being submissive, but they’ll likely be clenched together, the lips opened horizontally rather than curled up to show the front canines. A submissive dog will also slink backward or inward rather than forward, which would indicate more aggressive behavior.

5. What you’ll see: Your dog is crouching with her back hunched, tail tucked, and the corner of her mouth pulled back with lips slightly curled. Her shoulders, or hackles, are raised and her ears are flattened. She’s avoiding eye contact.

What it means: “I’m scared, but will fight you if I have to.” This dog’s fight or flight instincts have been activated. It’s best to keep your distance from a dog in this emotional state because she could attack if she feels cornered.

6. What you’ll see: You’re staring at your dog, holding eye contact. Your dog looks away from you, tentatively looks back, then looks away again. After some time, he licks his chops and yawns.

What it means: “I don’t know what’s going on and it’s weirding me out.” Your dog doesn’t know what to make of the situation, but rather than nipping or barking, he’ll stick to behaviors he knows are OK, like yawning, licking his chops, or shaking as if he’s wet. You’ll want to intervene by removing whatever it is causing him discomfort—such as an overly grabby child—and giving him some space to relax.

7. What you’ll see: Your dog has her front paws bent and lowered onto the ground with her rear in the air. Her body is relaxed, loose, and wiggly, and her tail is up and wagging from side to side. She might also let out a high-pitched or impatient bark.

What it means: “What’s the hold up? Let’s play!” This classic stance, known to dog trainers and behaviorists as “the play bow,” is a sign she’s ready to let the good times roll. Get ready for a round of fetch or tug of war, or for a good long outing at the dog park.

8. What you’ll see: You’ve just gotten home from work and your dog rushes over. He can’t stop wiggling his backside, and he may even lower himself into a giant stretch, like he’s doing yoga.

What it means: “OhmygoshImsohappytoseeyou I love you so much you’re my best friend foreverandeverandever!!!!” This one’s easy: Your pup is overjoyed his BFF is back. That big stretch is something dogs don’t pull out for just anyone; they save that for the people they truly love. Show him you feel the same way with a good belly rub and a handful of his favorite treats.

The best way to say “I love you” in dog? A monthly subscription to BarkBox. Your favorite pup will get a package filled with treats, toys, and other good stuff (and in return, you’ll probably get lots of sloppy kisses). Visit BarkBox to learn more.

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