Monday, January 24, 2011

The Battle Hymn of the Tiger Agency.

There's a book called "The Battle Hymn of the Tiger Mother," by Amy Chua that has generated a great deal of publicity for itself and has just risen to #5 on "The New York Times'" best-seller list.

The book, and Ms. Chua, are being portrayed as examples of "obsessive" parenting. Chua's own kids were not allowed to get less than an "A" on their report cards, had to perform Bach flawlessly and we're threatened with banishment when they were as young as three: “You can’t stay in the house if you don’t listen to Mommy.”

It occurred to me while reading this that our industry may have given rise to what I'll call the Tiger Creative Director. This is the sort of tyrant so smitten by the fame that comes from doing great work for "Scrubbing Bubbles," that he creates work, or demands work that is over the head of anyone not as cinematically enlightened as he.

The Tiger Creative Director doesn't worry about work that works, or what the viewer thinks of the work. He is beyond all that. He is even above the realities of the time-space continuum. He thinks nothing of uploading his 33-second cut to awards sites. 30-seconds is the limitation of fools.

He is creating art of a higher order. High concept.

Pasted below are two spots. A good example, I think.

One, my guess, actually ran.

The other was created by a Tiger Agency.


Unknown said...

hey, what do the focus groups say?

Eugen Suman said...

And the 1 minute cut is better in every way than the one that actually ran. Or are we now saying that crap is good just because it ran? The client is to blame they didn't choose the first ad over the bore fest that is the second one.

george tannenbaum said...

Agreed, Eugen. I just question the efficacy and the integrity of producing something that will never run. I understand auto-makers create concept cars to show off their design and engineering prowess. But the thinking behind such "spec" work is that it will serve as a proving ground for models that will eventually be real. I am afraid the :60 cut is just pretentious and vain.

mary said...

maybe the first one is something for cinema?