After nearly 30 years in the advertising business I have attained a reputation for being "fast." To people who don't know me, I appear to be able to churn out creative both rapidly and prolifically. Once a boss, befuddled and more than a little astonished said to me "you're writing copy faster than I can review it."
Here's the thing: I am not fast.
Over the long weekend an assignment came my way. A stupid piddling putz of an assignment but an assignment nonetheless. I was pissed to get an assignment when I had time off and still more pissed that the account people--ever obsequious--had promised to present to the CMO tomorrow, Tuesday.
Nevertheless, despite all the ass-fucking over-promises of account people, I still have a job to do. I'm not going to let my client down. I'm not going to not come through. (I will deal with those account people later.)
I didn't work for one minute over break. Didn't re-read the brief (which was actually pretty good.) Didn't start scribbling at my Mac.
I did, however start doing mental calisthenics.
By the time I got in this morning at 8:20, I had two ads "in my fingers." Ready to be typed. Typing them, writing copy for them, gave me another idea.
I was done with the assignment by 8:56.
These ads didn't take me the 36 minutes they seemed to take.
They took me all weekend.
As I said, I will deal with those account people later.