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.