Daily Archives: November 12, 2008

for the record, i don’t discriminate.

i just want y’ulle to know something. there are copywriters out there who discriminate against briefs. they see some briefs as ‘not being cool enough’ for them, so they give them less attention and do things like run around the studio making a noise and being ‘zany’ and ‘crazy’. i am not one of those copywriters. in my eyes, every brief is equal. every brief deserves to be treated like an allan gray tv ad, even if it’s a simple promotion.

If there is ever a flood in the agency i will take a pair of every brief so that when we begin advertising life anew all the briefs can mate and make new briefs and life will be preserved. The meek briefs will inherit the earth.

If there is ever a flood in the agency i will take a pair of every brief so that when we begin advertising life anew all the briefs can mate and make new briefs and life will be preserved. The meek briefs will inherit the earth.

********************************DO YOU KNOW ANY DISKRIMINATORS?*******************

discriminators give copywriters a bad name. they make us seem like shallow dimwits who are only looking out for the next pun we can make, or the next LOERIE D&AD GRAND PLATINUM PRIX EAGLE we can win. really, being a copywriter is about so much more. it is about giving a voice to the brands that shape our minds / homes / wardrobes / poor sense of self-image / addiction to sex/spending/eating / addicition to the hot fragrance ads in glossy magazines / loyalty programmes that give us free coffees/half a book/points we can collect like Diaper Babies / personality disorders. it is about giving people ready-made opinions so they can get on with the important stuff like changing nappies and choosing Low G.I. it’s about helping humans judge and discriminate against other humans. but it is certainly not about winning awards.

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Did you hear? I won a Grand Pencil Loerie Lion on Saturday. Yeah no big deal its my tenth one. Do you believe me about how i am awesome now? Huh? Because if you dont Ill just win another one and then you wont be able to deny my awesomeness any longer. PS after i eat i make myself puke.

Did you hear? I won a Grand Pencil Loerie Lion on Saturday. Yeah no big deal it's my tenth one. Do you believe me about how i am awesome now? Huh? Because if you don't I'll just win another one and then you won't be able to deny my awesomeness any longer. PS after i eat i make myself puke.

“It is a writer’s duty to come up with fancy ways of saying normal things so that people don’t realise how boring life actually is, and to encourage them to eat more fatty burgers because living for a long time while not being excessively wealthy is not much fun.” – Bill Bernbach

I once read this saying about how artists make art to escape from reality. Do you think copywriters and art directors make ads to escape from art? sometimes art is too meaningful to me and i cannot access the message because i am too used to brands delivering very clear messages to me and teaching me how to think and communicate clearly. i think art taught me that there are people out there who are searching for such extreme experiences that they would pay money for something that i made even though it looks like shit. miss those days. but i try to apply that learning when i am designing and conceptualising brand experiences, ie. i make them as extreme and experience-ful as possible, because there are obviously many people out there who have logged into the void that all of us humans feel inside, or, VOIDBOOK, as i like to call it.

Would you like to add the Deep Down Inside We All Just Want To Be Loved Application?

Would you like to add the "Deep Down Inside We All Just Want To Be Loved" Application?

How to deal with a discriminator:

Discriminators are tricky to deal with because they have a niggling suspicion that they are more awesome than anything in the world. I would have this advice for you:

- Point out their physical flaws. It’s a cheap shot, but it works. Telling a discriminator they should lay off the Vida Muffins will cause them to brood for a good few hours because they will be struggling to deal with the fact that you don’t think they are wholly and utterly awesome.

- Use the brooding time to question whether awards actually mean anything in the greater scheme of things. This is like kicking them when they are down. Because they have had a loss of confidence, they will entertain your line of questioning. Suddenly, they will not feel so awesome.

- Use this crisis of self-esteem to toss out the saying “Ah life. You’re only as good as your last ad you know,” at random. The discriminator will take it personally, and probably blush as they realise you’re trying to tell them that their attitude has run away with their talent. Now would be a good time to push the brief that’s being discriminated against across the desk and say ‘Take a look at this when you get a chance?” The discriminating copywriter will get right on it.

its all about finding a balance.

Remember y'ulle: it's all about finding a balance.