Ad Aged
George Tannenbaum on the future of advertising, the decline of the English Language and other frivolities. 100% jargon free. A Business Insider "Most Influential" blog.
Friday, August 14, 2026
We Should No Better.
Thursday, August 13, 2026
There’s a Test for That.
Wednesday, August 12, 2026
Two is the Loneliest Number.
Sparkle has been walked.
She’s had an hour in the dog park with various canine friends. Especially Graham.
I’ve done two walks me-self.
One of two miles in the dog park.
Another of two miles along the beach.
It’s about 200 degrees out and I’m schvitzed.
I have two posts written for next week, and can’t relax until I get a third.
That’s the rule.
If I don’t have three going into the work-week, I’m behind the blogging eight-ball and all week long, I feel the pressure of being blog-arrears.
Much of my life has been demarcated in increments of three. You need three ads for a campaign. Three ads to show your boss. Three ads to make the next meeting. So you can get the work killed and do three more ads.
I’d guess, about twenty-percent of your time is spent coming up with the first ad. Ten-percent on the second. And very often seventy-percent of your energy finding a third.
It’s like running a marathon. Twenty-five-percent is the first mile. Fifty-percent is the last three miles. Twenty-five-percent is the twenty-two miles in the middle.
While I’ve moved past the hardness of getting to three professionally, every once in a while like with this week and blogging you get stuck on two.
Despite going to all my idea sources, despite my willingness to electrocute my complacency, sometimes you get ossified. You’re stuck on two.
I’ve spent probably fifteen years of my almost sixty-nine stuck on two. If they’re the right two, you’re really ok. But you never know. And the rule of thumb is, you go for a third.
We all have techniques for fighting through two-ness.
Go out for a good chicken-and-broccoli at Wu’s. Take a walk around the block. Read the New Yorker, or at least the cartoons. Look at an old award’s annual. Talk to an old friend or partner and just shoot the shit. Even realizing that at almost sixty-nine, I have to look up broccoli every time I spell it lest I order chicken-and-brocolli. Even looking up broccoli can get you past complacency, if you do it right.
One of the tricks of the trade that you can learn only through rhino-grindstone-ism, is learning how to push through. Learning how to make a joke, or a rhyme, or to channel what’s keeping a customer from considering your offering and making an ad out of that.
No one can teach that sort of thing to you.
I suppose it’s a little bit like being in the marines where you have to learn to take-apart and put-together your rifle blindfolded and in complete darkness. You have to get good at the things that help keep you alive.
If you grew up driving in New York as I did, you develop a sense of how to skirt potholes, psychopathic and drunk drivers, psychopathic and sober cops and the occasional road hazard like a herd of rabid rats crossing the street or a homeless encampment in the center of Alexander Avenue as you’re trying to get onto the Deegan.
You learn these things as a copywriter too. The account people who say the client hates funny. And the account people who say the client wants funny. And the CCO who wouldn’t know funny is you strangled him with a Borscht Belt. Or even Borscht suspenders.
Sooner or later, you do what an in-distress nuclear reactor does. You undergo a “partial shutdown.” You block everything out and just work.
To date I’ve written about 7,500 posts in this space. At an average length of three-hundred words, that’s well-over two-million words. This week alone, I’ve written probably 7,500 ads.
That’s what I do.
I take a shit load of information and try to coalesce it down to something startling, impactful, informative and memorable.
Somehow we’re usually told to do three of those.
You’re much better off learning how to do three-million.
Tuesday, August 11, 2026
Be a Rube.
About 15 years ago when I went back to Ogilvy to help run the IBM account, I came to the realization that while a lot of people jabber on and on about technology, very few people understand what technology actually does or how it actually works.
Even fewer can actually explain it so it’s memorable and sexy.
I also realized that journalism had started doing a better job explaining processes and flows than advertising. Mostly because nobody any more in advertising was dug in on a single piece of business, so no one had the time to try to break things down and show potential customers how they work.
I realize the world was full of blather like the blather below. That might actually be unfair to blather. But the simple truth is that much of what’s explained is instead confuserated and everyone is too cowed to call bullshit on it. This sort of language is everywhere.
I can’t imagine it doesn’t depress sales.
BTW, when I rejoined Ogilvy and IBM, I started keeping a list of articles that took complicated things and explained them simply and memorably. People always kept list of directors and photographers they liked. Why not do the same with data scientists?
Monday, August 10, 2026
Damn You.
As we head into the midterm elections, I can’t help but thinking there is too much lee-way in the world.
Without getting into politics, there are somethings that are just wrong.
Wrong enough so you should be excluded from “people-facing” roles for ever.
A senatorial candidate with a Nazi tattoo. OUT.
A designer who said he loved Hitler and told Jewish women that they should have been gassed. OUT.
Brands that send millions in advertising dollars to television networks that propagate birtherism, election-denialism, and climate-denialism. OUT.
A man accused of rape between 16 and 40 times. OUT.
An athlete taking performance-enhancing drugs. OUT.
Similarly an athlete betting on the games he plays. OUT.
A cop beating someone. OUT.
Eating at a lunch counter for whites only. OUT
Certain things are wrong.
Not wrong and excused.
Wrong and wrong and wrong.
Like no coming back from wrong.
Irredeemable wrong.
No rationale wrong.
This wrong:
I’m vehement this way, “stiff-necked” in Old Testament parlance, because a lot of these horrors involve Jewish hate and embrace of Hitlerism, or some conflation of Israel to Nazi Germany.
But all over the world, and all over the political spectrum, we are giving second chances, and third chances, and 29th chances to people who give being reprobate a bad name.

