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So maybe that’s what my readers really are: Readers. And thus, what they’re most interested in hearing about is books, not this stupid advertising business. If so, then I’ve got a great suggestion that should keep you busy while I’m off gallivanting around the countryside for the next ten days: Middlemarch.
Yes, that Middlemarch, by George Eliot. And yes, I know most of you probably read it in some English Lit class back in college. But I also suspect many of you spent a good portion of those classes doing the same thing I did. (And trust me, that individual sitting in front of you would never have consented to assuming the position you had in mind nor been able to maintain for longer than thirty seconds without suffering extensive damage to the lumbar region.)
So go back and read it again. Then tell me if Ms. (or should it be Mr.?) Eliot didn’t produce one of the most astounding MRI scans of human nature ever rendered. An exegesis of the venality, vanity and vapidity encoded in the DNA of several personalities all of whom could just as easily be walking the streets today as opposed to 136 years ago. But what writer today, I ask you, could capture them with such scathing honesty and disarming wit?
It seems to me that in this circle jerk of solipsism we find ourselves inhabiting today, not many authors can tear their eyes off their navels long enough to grind out anything this perceptive, let alone exquisitely crafted. But see for yourself and let me know what you think. At the very least, it’s not the worst way to kill time between episodes of Mad Men.district 9 peter jackson! district 9 district 9
I generally think of myself as a fairly well read person. Not that I’ve tackled every book worth reading written in the last 5,000 years, but I was under the impression I’d at least heard of them all. And I was wrong, as my wife (who’s maddeningly good at this) recently pointed out. She asked me if I’d ever read “Johnny Got His Gun” and while I knew of the author, Dalton Trumbo, I had to confess I had not. Either read it or even heard of the damn thing. And boy am I glad I now have because it’s one of the most amazing books I’ve come across in the last twenty years.
But what, you may be wondering, does that have to do with the price of tea in China (or the purview of this column, at any rate)? Well, as you may recall, a short time ago I decided to conduct a poll of my readers to determine if I should keep going with this thing. And having recently tabulated the results, it’s obvious any reasonable person (not that I’m personally acquainted with any) would conclude it’s time for me to get my gun and put a bullet in this quixotic endeavor of mine. However, thanks to Mr. Trumbo I have a different perspective.
A perspective which suggests that on no uncertain terms should anyone ever, ever stop tapping. (If you’ve read his book you know what I’m talking about and if you haven’t, you should do yourself a favor.) Tapping on a keyboard or whatever other communications device happens to be available. Because you never know who might be listening. Or when. And all it takes is one.
So, having completed this exhaustive, empirical inquiry of mine into the wisdom of forging ahead with this column, I’ve arrived at what I’d be the first to admit is probably not the world’s most unexpected conclusion:
Fuck the research.neill blomkamp 2 girls 1 cup district 9 halo
So far I’ve heard from three readers in response to my last post/poll. Not exactly a groundswell of support, but heartfelt all the same. Consensus would seem to be, as Pam Morrell put it: “If you are talking to ad creatives like me, you are preaching to the already converted.” (Already converted and not too inclined to put much in the collection plate, I might add.) But then she goes on to say: “I wish you could infiltrate the ranks of the client community.” (From your lips to God’s ear, Pam, as long as I don’t have to dress the way they do.)
Gloria Quigley was kind enough to pass along this definition of quixotic: “caught up in the romance of noble deeds and the pursuit of unreachable goals; idealistic without regard to practicality.” So, in other words, I’m trying to throw horseshoes with my tongue is what I believe Gloria is trying to tell me. However, she also made reference to an article in People magazine she’d read a while back reporting on a study that showed “people who don’t have a clue don’t have a clue that they don’t have a clue.” Not what this particular Professor Plum was hoping to hear, but probably an accurate assessment of at least some portion of the advertising/marketing community.
And Jim Bosha went so far as to post his rather post-Apocalyptic take on things here where you can read it at your leisure.
So where do I come out? Right now, I’m just hoping the volume of e-mail cures me of this tendency to act like CNN, where the length of the report is often inversely proportionate to the amount of news contained therein.
Back when I was finishing college in San Francisco and trying to figure out what exactly one was supposed to do with a BFA (besides turning it into an MFA), I used to take these endless walks and would occasionally find myself in a little tunnel that ran between the Marina district and the beach. A tunnel I sometimes discovered was also occupied by a young violinist whose musical selections and skill combined with that chamber’s unnatural acoustics to produce a hauntingly beautiful effect. Now, since the open violin case at her feet never contained more than MUNI fare and I was often the only other person in the tunnel with her, I have to assume she wasn’t performing for the money or the crowds. It was just a nice place to practice, I guess, and obviously something she loved doing.
Well, (and I’m sure you could see this coming from a mile off), I’m beginning to think I may be just like that girl in the tunnel. I love doing this, too. Not for the money, that’s for sure. Or to gather a crowd. But I do wonder if it’s serving any other purpose besides my own enjoyment. Initially, I hoped it might supply ammunition that people could use to persuade recalcitrant clients to accept more extraordinary advertising. Or maybe persuade more agencies to do advertising of that caliber to begin with. And perhaps serve as a general reminder that the principles of persuasive communication haven’t dramatically changed in the last 10,000 years, never mind since the Internet burst upon the scene.
Some droll economist (an admittedly rare combination) once made the observation that statistics are like bikinis. What they reveal is intriguing, but what they conceal is vital. Which is exactly how I felt about a New York Times article I read a few weeks ago. Why will become obvious momentarily, but before I get into that I should probably remind any readers who aren’t already aware of it that I’ve had serious reservations about the Internet’s value as a vehicle for extraordinary advertising for some time now. Yet I’ve been singularly unsuccessful in coming up with any statistical evidence to support this concern. Driven by the growth of search advertising–which has about as much to do with extraordinary advertising as a Yellow Pages campaign–the Internet has persisted in appearing to be the veritable Golconda of ad venues that so many clients think it is (or fervently wish it would be).
So you can imagine the look on my face when I turned to the Business Day section of the Times on Monday, May 19th, and saw this headline: “Online Search Ads Faring Better Than Expensive Displays”, followed shortly thereafter by the statement: “While search advertising remains strong, there are signs that the growth in online advertising–particularly in more elaborate display ads–is slowing down. Mirabile dictu, says I, especially at the parade of statistics that came next: “The prices paid for online ads bought through ad networks dropped 23 percent from March to April, according to PubMatic, an advertising-technology company in Palo Alto, CA that runs an online pricing index.”
At a time when the average person has a hard time finding his or her ass–let alone half the world’s countries–with both hands and a Garvin Nuvi, this might seem like a hopelessly out of date subject. But, since I’m in the process of putting together a talk for some people in the travel industry, I’ve got destinations on the brain. And in particular, why it is that so little destination advertising comes even close to being extraordinary.
You’d think this would be an easy category. After all, as with any endeavor to develop extraordinary advertising, working in the travel category should start with a thorough exploration of the product on offer. Which, in this case, is bound to mean a “factory tour” more appealing than wandering around a chicken processing plant discovering why the words “awful” and “offal” sound so similar. Or even trying to keep up with the tour guide at a Saab plant while not being too obvious about your inspection of the Svenska flickas working the assembly line. Continue reading ‘Geography Lesson’
Every once in a while I run across a small article, (in this instance, three short columns buried at the bottom of the page in yesterday’s New York Times) that truly speaks volumes. This one bore the headline: “Citi’s New Slogan Is Said to Be Second Choice.” And what I found so intriguing was not only what the article said, but what was so clearly written between the lines.
The article begins by noting that Citigroup is doing the old Lazarus act with its venerable “The Citi Never Sleeps” slogan. Then, it goes on to say: “But Citigroup’s marketing brain trust (one of my favorite terms) passed on that same idea a year ago, said people with direct knowledge of the branding initiative…” People, who the article goes on goes on to explain: “…spoke anonymously because of the confidentiality of the discussions.” (People, who in other words, are still employed on either the client or agency side but couldn’t resist the opportunity to leak the back story to this debacle redux.) Continue reading ‘Sleeper’
If this were just a book, it would certainly be a swell one. I’ve known that since I read the first edition some time ago. And this 3rd edition is no different. Well, maybe a little different, but I’ll get to that anon. The main thing here is: This is not just a book. What Luke has managed to put together is a honest-to-God, USDA, bona fide, dyed in the wool “sorting hat.”
Seriously. I would argue (and when do I not, pray tell?) that anyone with any inclination whatsoever to pursue a career as an advertising writer or art director need only bury his or her nose in this book for a couple of days and it will become painfully apparent if he or she gets this ad-making stuff at all or ever will. In fact, I’d go so far as to say anyone involved in any aspect of the advertising business, agency or client side, not to mention anyone interested in the art of persuasive communication period would do well to read this book. If for no other reason than to determine which house he or she is leaning toward. (Since this is my column and I’m unabashedly biased, I’m claiming Gryffindor for all those devoted to extraordinary advertising. The rest of the riffraff can sort out for themselves whether they belong in Ravenclaw, Hufflepuff or Slytherin, but my hunch is the latter is going to need to build an addition.) Continue reading ‘A Reading From Luke: Chapters 6&8′
