Tuesday, December 15, 2015

A short order morning.

This morning I left for work early but got into work late.

It wasn't due to the heavier-than-usual crush of Christmas traffic.

It was because of my deli man.

When I arrived at his little place, Roberto was practically in tears. Edgar, his short-order guy--the guy who toasts a corn, or makes a really superior bacon, egg and cheese on a seeded roll, was running two hours late.

That means running the place, manning both the cash-register and the grill was up to Roberto, and frankly, he couldn't handle it all. Customers were walking out angry and he was losing money egg over fist.

"Let me help you," I volunteered.

He laughed.

"I was a short order cook when I was a kid. I'll hang in until Edgar arrives."

In short order (ahem) I had put on a fairly clean white apron and a hairnet and was manning the two foot by three foot grill and filling orders as quickly as they came in.

You can read a smidgen about my previous short order experience here.

There's something nice about getting behind a counter and cracking eggs as fast as you can. There's something nice about your hands flying like wild birds and filling order after order.

There aren't meetings to go to to discuss the ramifications of new media on egg consumption. There's no one that says we need to do a new campaign for an order of whiskey-down with grease. There's no bs involved in flopping two with legs.

As I said last week when I marked either my 31st or 54th year in the business. There's a painful amount of talk and perseveration. The fact is I'd rather have a creative boss who can make a decision over one with surpassing taste.

In any event, Edgar arrived around 8:15 and assumed my apron and hairnet. I, ruefully, passed the spatula over to him like a King would hand down a scepter. Roberto went to pay me for my hour and a half behind the counter. But all things considered, I am rich and they are poor. And I let it go with a handshake and a hug.

The truth is, I would have paid them.

Monday, December 14, 2015

Best book covers of 2015.



Last Friday, Matt Dorfman, an art director at "The New York Times," picked his favorite book covers of 2015. I found his criteria interesting. And worth thinking about.

"When considering the book as a whole, I prefer that the interiors contain answers and the covers ask questions. To the extent that my favorite reading experiences empower me to confront uncomfortable truths and honest answers about people, societies and the greater universe, the covers that lure me into the pages often do so by posing questions that I don’t want to ignore."















Some words of advice from Uncle Slappy.

I got a call last night--this morning, actually--at exactly 2:46 on my iPhone. It was from Uncle Slappy and I knew it wasn't good news. No one with good news calls at that hour. Certainly not Uncle Slappy, who more often than not follows his Circadian rhythms and is asleep not long after dark, or, in other words, not long after the early bird has flown.

In any event, it was Uncle Slappy and he was frantic.

"Boychick," he began. "Your Aunt Sylvie fell down."

"She fell down," I repeated. "Is she ok?"

"What did you think, she was going to fall up? She was heading to the bathroom and tripped and fell."

I cried the cry of Jews for five millennia. "Oy vey is mir."

"Oy vey is right," he said. "I called nine-one-one and the BMT were there in about five minutes. She couldn't get up."

The BMT is what old-timers like Uncle Slappy called the Broadway subway line. I didn't correct him. It wasn't important to.

"They were two nice young fellas. They got Sylvie standing."

"That must have been a relief," I said.

"We had to go to the horse-spittal anyway. They wanted to make sure nothing was broken and there was no internal bleeding."

"And she was ok?" I asked.

"A horse-spittal at one in the morning I wouldn't wish on Saul Benowitz, the world's worst dry cleanerer. You never got a shirt back that wasn't shrunken. Boychick. She's ok. As strong as a horse said the Indian doctor. She is laying in bed next to me as I talk to you. But Boychick, let me tell you something..."

"Thank god, she's alright. Do you need me down there?"

"Boychick, I am 87 years old. Your Aunt is no spring chicken at 86. Let me give you some old man perspective: don't waste your time. That's it. Don't waste your time."

I sat silent, giving him pause to continue.

"There are schmendricks and schmucks and schmos and schlmiels and schlamazels. There are blowhards and bastards and big heads and back stabbers. There are cowards and turn-coats and summer soldiers and fair-weather friends. There are liars and losers and lousy low-down leeches and low-lifes. There are thieves and sneaks and bandits and rascals and scoundrels. The world is full of all of the aforementioned and more.

"There are people who court disaster. People who panic. People who huff and puff and say nothing. There are people who are great at mediocrity--who hone it to a fine art and try to foist it on you. There are people who cut you down behind your back. People whose sole game is to cover their not inconsiderable asses.

"There are all these and more."

I attached names to all the adjectives as Uncle Slappy spoke. It wasn't hard to do.

"Don't waste your time with them. Take care of the people you love."

With that, I heard the old man kiss Aunt Sylvie good night.

Then he did something he's seldom done through all the decades I have known him.

"I love you, boychick."

And he hung up the blower.

Friday, December 11, 2015

Darkness at midnight.

After I left my agency Christmas party last night, I was in the mood for some quiet conversation. I'll admit, that's not a mood I often find myself in. Most often I find, like Wordsworth, that the world is too much with us, that there's too much noise in our world, too many demands on our time, too many things we simply must do.

But last night, after the hellish din of a too big party in a too small space, I wanted some quiet talk. Talk that's fewer words and more consideration. Talk that like Claude Debussy said about music, is more about the 'space between the notes,' than the notes themselves.

With that in mind, I boarded a cab and headed uptown to an address only I know, that of the Tempus Fugit.

My driver found the old Verizon warehouse on East 91st Street that houses the Tempus Fugit and in short order, I was climbing up flights, down hallways, through doorways, then down flights and up hallways. Soon, I had meandered my way into the ancient incandescence and had assumed my position, slumped, in my favorite stool, one in from the end.

“Let me tell you,” the bartender said, by way of hello. “Let me tell you about the place I worked before I opened up the Tempus Fugit.”

“OK,” I returned and I hunched forward, elbows on the mahogany, to hear a good story.

“The bar, the speakeasy, actually, because this was the depths of Prohibition—the Noble Experiment—was in mid-town, where speakeasies were as plentiful as trash as a horse-track.”

He pulled from behind the hardwood a well-worn white terry towel, slightly damp by my reckoning, and began polishing the well-polished bar.

“The speakeasy I tended was the most-popular in the city,” he continued. “The most-popular of the gin joints. Moreso than Tex Guinan’s places, or the Bathtub, or the even the Redhead, down on Minetta Lane.”

I finished my second Pike’s (the ALE that won for YALE!) He filled my glass with a third and continued his tale.

“The Redhead was quite a place,” I offered.

“Nothing like where I worked. My speakeasy was called ‘The Dark Place.’”

“A good name,” I said.

“Not a good name at all. It was, in fact, the only thing we could call it.”

He continued polishing the polish and slid over to me a small wooded bowl of salted Spanish peanuts. I pushed them, as I always do away, and uttered my usual line.

“A pound in every nut.”

He continued.

“Like the Tempus Fugit, The Dark Place was a bar hidden deep inside a building. To enter you had to go down about six hallways, up a few flights, down a few more hallways, and then, voila, there you were.

“We had no windows to the street. And to be totally clear, the Dark Place was a dark place.”

“You mean it was dimly lit?”

“No,” he said. “It was completely dark. Completely without any light at all. It was as dark as a Hasid’s closet at midnight. And that’s what made the Dark Place so popular.

“No light, no sight. No pretense, no judgments, no prejudice. Just a place where everything taken was taken at face value. Lit only by magnetic forces and the invisible glow of god. The pressure was off in the Dark Place. You talked to whomever, not worrying about what they looked liked, what they were drinking, whatever."

“The Dark Place,” I said stupidly.

“The people who could see it could see it. And those that couldn’t stayed away in droves. But those that saw it fit right in.”
  
“Saw through the complete dark?” I asked.

“What other way of seeing is there?”

Pondering that, I pushed myself away from the mahogany and pushed two twenties his way.

He volleyed them back.

“On me,” he said.


And as the light came up on another day in New York, I walked home.

Last night.

Whenever I have to go to an agency Christmas party like I did last night, I get a little nervous. It’s not that I don’t like people or I’m unable to have fun, it’s just that, to be frank, I feel overwhelmed. There are too many people, and more often than not, wherever we have the party is too loud and too crowded by half.

Last night, trying to tell one funny story, I felt my throat growing hoarse mid-punch line. I knew then, feeling phlegmy, it was time to go home

The truth is when I’m in such situations, where I feel even more like a fish out of water than usual, I think of this passage from one of my favorite short stories, this one by J.D. Salinger, and called “For Esme, With Love and Squalor.”

“And as I look back, it seems to me that we were fairly unique, the sixty of us, in that there wasn't one good mixer in the bunch. We were all essentially letter-writing types, and when we spoke to each other out of the line of duty, it was usually to ask somebody if he had any ink he wasn't using. When we weren't writing letters or attending classes, each of us went pretty much his own way. Mine usually led me, on clear days, in scenic circles around the countryside. Rainy days, I generally sat in a dry place and read a book, often just an axe length away from a ping-pong table.”

That’s me, kind of, in a nutshell: A lousy mixer and more of a letter-writing type. And always in search of ink. Though no one, not even me, writes letters anymore.

That said, in many ways, as hermetic as I am, I’m a lucky guy

I work with bright, funny, curious and attractive people. They’re people that work hard and care about the work and the people they work with.

That’s something to be thankful for this holiday season.

Like I said, I’m a lucky guy.




Thursday, December 10, 2015

54 years in advertising.

Yesterday I wrote a short reflection on the anniversary of my 31st year in the business. I realized this morning, I did my math wrong.

My first "advertising" paycheck came not in 1984 as I had indicated, but in 1961, when I was just three. I was, it must be admitted, an enormously adorable child. And while I wasn't a "Gerber baby," I had what might be called "Norman Rockwell" looks.

That is, I had straight blond hair with a requisite unruly cowlick and big blue eyes. I was, in the words of my termagant mother, "a real ladykiller." Especially among the three-year-old set.

That blond hair and those blue eyes and a father in the business quickly led me to various sound stages around New York. In short order, I was starring in not one, but two commercials for a variety of Nabisco cereals.

If you look at my record of earnings provided by the Social Security administration, you'll see that I was earning about $3,000/year virtually before I could tie my shoes. $3,000 might now sound like much, but it was roughly the price of two-and-a-half Volkswagens, and so, perhaps the equivalent of nearly $60,000 today.

In other words, not bad for a kid.

A new word.

The other day I saw a video on Agency Spy for PNC bank. It was a video recounting the sort of "marketing" I simply don't understand.

Someone at PNC, or at their agency decided it would be smart, or cool, or brand-enhancing to build a branch of their bank out of gingerbread and gumdrops. They thought that this stunt was important or moving enough to create a video on it. They thought it was all notable enough to send that video to Agency Spy.


I dunno.

The video was about as mediocre as these things get. Like every other video done for every other stunt it has the almost obligatory undercranked footage of the installation being installed.

I guess there are some few people in Philadelphia (where the gingerbread branch was built) who took their kids to see the giant gingerbread bank. Maybe the kids broke off a piece of it and ate it. Maybe turn-about is fair play in that banks usually eat us, now we can eat a bank.

Yesterday I wrote, briefly, about celebrating my 31 years in the business. In other words, I've been around the block a few times.

I can't see the value of creating this kind of "experience," despite all my experience.

I'd rather see a bank invest the funds in helping rebuild a ghetto. Or help a veteran get a mortgage. Or fucking give balloons to kids. Or god-forbid open a branch in an underserved neighborhood--of which there are many.

This is, I believe, the advertising equivalent of panem et circenses--bread and circuses. Fanfare to distract what marketing believes is a stupid public.

This isn't advertising.

This sort of thing is dumbvertising.

Wednesday, December 9, 2015

31 years.

Actually to be absolutely precise about it, today is my 31st Anniversary in the advertising industry.

I started at a place called Marschalk--the Jewish version of McCann, back on December 9th, 1984. I had an inside office with an IBM Selectric II, diagonally across from the agency's Executive Creative Director.

Things were different back then.

There were still in New York, mid-sized shops with between 200-300 people. That was the size agency many of my peers were looking for. Big enough to have big national accounts. Not so big that you were an anonymous cog.

Such agencies, Leber Katz, Scali, Ally, Ammirati, Levine, Geers Gross, Geer DuBois, Calet Hirsch and Spector, Compton, Dancer, Warwick, Kenyon & Eckhardt, were merged out of existence by about 1995. And the few shops that remained either grew bigger and bigger--vast multinational agglomerations, or smaller and boutiquey.

31 years later:

I still love the business.
I like the people, young and old.
I like the puzzle of solving client problems.
I love "the idea." The moment when a thought becomes something.
I love writing copy--even, for the most part--addressing feedback.
I even like the pressure of stern deadlines where your head feels in a vise.
Most of all, I still like seeing an ad I wrote in the paper, or on TV.

Of course, there are things I despise as well.

But this is my anniversary and I want it to be a happy one.

So no need to go into that.