I believe in the Church of Advertising. Ive tried all the major trends, and most of the minor ones. Ive dabbled in UGC, VFX, focus groups, activations, sizzle reels, banners, big data, brand films, procurement, and Pappy Van Winkle. I prefer emotional connection to testing. You see, theres no guilt in advertising, and its never boring... unless you are listening to VO audition tapes. Theres never been a Creative Director who worked with me who didnt have the best year of his career. Making spots is like hitting a baseball: you just gotta relax and concentrate. Id never work with an Art Director who uses drop shadows... not unless he has a lot of Gold Lions and loves to shoot out of the country. You see, theres a certain amount of production wisdom I give these creatives. I can expand their minds. Sometimes when Ive got a copywriter alone, Ill just send Howard Zieff or Joe Pytka historical reel to him, and they are always so sweet, they always click and watch the link. Course, a guyll watch anything if he thinks there’s an idea he can steal. I make them feel confident, and they make me feel younger and hip. Course, what I give them lasts a lifetime; what they give me lasts a few weeks. Sometimes it seems like a bad trade but its a process and you gotta trust it. Ive produced em all, I really have, and the only content that truly feeds the soul, day in, day out, is the Church of Advertising. (Apologies to Ron Shelton)
Posted on: Mon, 28 Jul 2014 17:13:14 +0000