Wednesday, March 14, 2012

Orwell. Huxley. And LaGuardia.

I had a conversation with someone yesterday, a rare person in advertising whom I actually respect. He's a smart guy and he has a larger view than that of most of the myopics that rule the business.


We talked--briefly--there can be no spontaneity in our Microsoft-meetinged-world, all time is apportioned out in 15-minute increments and I had been granted just one. He told me he wanted me to be more of a mentor, to help people become better "story-tellers."

I pushed back and said, I think it's more elemental than that. I can't even comprehend most of the "I'm leaving the company" memos that go out. I think we need to start with Orwell's 6-principles of good writing.



So in the interest of starting, here they are, from Orwell 1946 essay "Politics and the English Language":


"I think the following rules will cover most cases:
  1. Never use a metaphor, simile, or other figure of speech which you are used to seeing in print.
  2. Never us a long word where a short one will do.
  3. If it is possible to cut a word out, always cut it out.
  4. Never use the passive where you can use the active.
  5. Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.
  6. Break any of these rules sooner than say anything outright barbarous. 

    ---

    While we're on the topic of Orwell--always a dangerous subject when you're in the tyranny of a medieval American airport, I thought I'd quote a little Neil Postman from his modern classic "Amusing Ourselves to Death."

    "What Orwell feared were those who would ban books.

    "What Huxley feared was that there would be no reason to ban a book, for there would be no one who wanted to read one.

    "Orwell feared those who would deprive us of information. Huxley feared those who would give us so much information that we would be reduced to passivity and egoism.


    "Orwell feared that the truth would be concealed from us.

    Huxley feared the truth would be drowned in a sea of irrelevance.

    "Orwell feared we would become a captive culture.

    Huxley feared we would become a trivial culture, preoccupied with some equivalent of the feelies, the orgy porgy, and the centrifugal bumblepuppy.

    "As Huxley remarked in Brave New World Revisited, the civil libertarians and rationalists who are ever on the alert to oppose tyranny 'failed to take into account man's almost infinite appetite for distraction.'


    In "1984," Huxley added, people are controlled by inflicting pain. In "Brave New World," they are controlled by inflicting pleasure.

    "In short, Orwell feared that what we hate will ruin us.

    Huxley feared that what we love will ruin us."


     

Tuesday, March 13, 2012

Perspective.


About 12 years ago I had a new job and was reporting directly to Steve Hayden--arguably one of the most famous names in the advertising industry. I was still new at Ogilvy. I was not yet comfortable in my skin and I was intimidated by Steve. I feared I would be "found out," that I wouldn't be regarded as good enough for him.

In any event, one evening Steve called me at home on my land line. My wise ass 12-year-old daughter picked up the phone and went off in her pre-teen sassy way. "What do you want to speak to my father for."

"Who is it," I asked her.

"Some guy called Steve Hayden," she said to me.

"Give me the phone."

Instead she gave Steve some lip. Just a 12-year-old acting age appropriately.

I grabbed the phone from her and said something stupid like, "He's one of the 10 most important people in advertising."

To which my charming daughter replied, "It's not like he's Ricky Martin or anything."

Treating creatives well.

One of the things I've noticed over the course of my last two or three decades in the advertising business is that there is a linkage between how well employees (particularly creatives) are treated by their agency and how good that agency's creative winds up being.

Too many agencies--and HR groups especially--make the mistake of thinking that agency creatives work for agencies. The fact of the matter is that any creatives worth their salt works first for themself. They have something inside them that burns to do something they think is good, funny, smart, important.

This isn't related to how well they'll perform on a 360-review or some plastic cube they'll get handed at some overblown agency function. It's about stoking the fire inside.

Shitty agencies (and by shitty I mean most) forget or never knew that a creative is a rare bird. Things like being forced to fly early to meetings because someone screwed up buying your "non-refundable" ticket are petty indiscretions. They are blows to the confidence and ego of creatives.

I'm not one that thinks creatives should be treated like prima donnas. That's not my point. My point is that good creative is a whole body experience. You live and breathe your brands 24/7. You focus on it like no one else in the agency. Being treated well is part of that restorative niche I spoke about in a post from last week.

Mother fuckers.

Monday, March 12, 2012

From whence I stay.

Right now I am in the middle of about 11 highway cloverleafs, in between 16 big-box stores, surrounded by cheap townhouses made with Chinese drywall. In other words, I am in darkest suburbia for focus groups, this time in Westchester County, in a town called Elmsford.

Here are some things Wikipedia has to say about Elmsford:

"Elmsford's road system connects to numerous major highways and thoroughfares, including Interstate 287, the Saw Mill River Parkway, and Route 9A; the North County Trailway and South County Traolway bicycle paths terminate there...Convenient to White Plains, Yonkers, New York City and Connecticut, the village is a significant center of commercial traffic and distribution. It is home to the large Local 456 of the Teamsters union....

"...A longstanding legend holds that Elmsford is the birthplace of the term "cocktail". According to the tale, a local colonial tavern (sometimes said to be established by town father Isaac Storm) had run out of wooden stirrers during the war and started using the quills of roosters' tailfeathers to stir their drinks...."

There is no mention of either Elms or Fords.


On the way up here we passed the shopping center I was born in. In the center of the center stands a six-story building that used to be sheathed in blue brick. It was until about 20 years ago Cross County Hospital. Then, until recently, it became Mercy College. Today the building is covered in glass and steel--an homage to what was modern in the 50s--and appears to be an office building.
I live now about nine miles south of Cross County Shopping Center.  I am at focus groups about nine miles north.

I haven't gone very far in my life.


Quiet time.

Last week I found out I was scheduled to attend a ton of out-of-town meetings, none of which could be missed. Ordinarily I accept meetings like I accept dental work. It, or they, have to be done and putting them off only causes greater pain later. That said, these meeting happened to coincide with my younger daughter coming home from college for a week and--such is the loveliness of our relationship--we both wanted to spend time with each other.

As an alternative, I took off today (though I will be in focus groups from 3-8) and I'm taking off tomorrow, though I will be flying tomorrow afternoon.

What people, I think, fail to understand is the nature of time spent with something or someone you care about.  I had nothing I planned to do with my daughter, I just want to be with her. I wanted her in the kitchen while I cooked lunch, I wanted to watch a great old movie with her (we saw David Lean's little known gem, "Hobson's Choice," starring Charles Laughton) I wanted to walk to Central Park with her and watch the kids and the dogs and the nannies and the trees about to bloom.  And talk, just talk and maybe hold her precious little hand in mine.

I think a lot of people don't realize that there's a lot of enjoyment, a lot of value in simply breathing. In our business we talk about creating experiences and "activating" brands. And no doubt such things are important.

But also important, I think, is a brand who is, simply, there for you. It's not always wrestling for your attention or jumping up and down and shouting. It's not always exhorting. It just is.

That's what I wanted to do with my daughter, a whole lot of nothing. And we did. And now, as she should be, she's off with her city friends and I'm about to go to Elmsford, NY for focus groups.

But we had our time together. Nothing outstanding or amazing or memorable or seminal happened. No great belly laughs. Just our connection and time together and conversation.

I think when brands understand that is when they become really important.


Sunday, March 11, 2012

The Zulu Road Runners.

When I was a kid, I was lucky enough to spend my summers in a camp for boys in New Hampshire where we could play baseball virtually all day and swim when we were not playing ball.

These were long summer days, far away from the strife that was afflicting America: the Vietnam war, kids taking over college campuses, riots in the cities, drugs virtually everywhere and runaway crime. We spent the summer hearing instead of police sirens, the shooop! of ball into leather and the splash of brave divers in the lake. It was enforced innocence, these days. Where the world was far away. None of us kids knew how lucky we were.

That said, reality often encroached. One of my baseball coaches was a Mickey Mantle-esq figure named Nelson Chase. Chase received a phone call at camp--a rarity in these pre-cellular days. His best friend was killed in Southeast Asia. It was hard to see a coach you idolized crying like a baby. Another coach was Tom Nadeau, who had been a sergeant in Vietnam. Nadeau was like a Doonsebury character, wearing his fatigue shirt with the sleeves cut off to show his biceps over his baseball uniform. Nadeau chewed us teenagers out and exercised us like we were in his platoon. "What's it to you, Tom Nadeau?" he trained us to say. Another coach was a drug-addled pitcher named Andre who had a fastball to die for. He had returned from Vietnam and didn't last at camp long enough--his drug-addled-ness caught up with him--for me to learn his last name.

These encounters with the real world real-world-ized us. We became rebellious, long-haired, surly. In other words, teenagers. Getting away with murder became our reason for being.

There was a small town about four miles away from the camp. There was a grocery store, an ice cream stand and girls in the town, which made it a place we wanted to escape to. Except camp never took us there. We were a self-contained community with no reason to escape from the friendly confines.

Bobby Goldsmith a sinewy outfielder had the idea. "Let's run to town" he posed. "If they think we are doing it for exercise, they'll let us go." So about six of us formed a running club, "The Zulu Road Runners." We began running to and fro around the campus. Running in a pack everywhere we went. We magic markered our t-shirts to read Zulu Road Runners.

Eventually, we went to camp authorities and said we needed longer distances to run. We somehow got permission to run to town and back. Which we did, about three times a week. Though sometimes we hitched back instead, the six of us piled in the back of a compliant pickup truck.

We'd get to town and buy a soda or some candy bars. We never met any girls. The main point however was that we beat the system.

We got out.

Saturday, March 10, 2012

Yonkers.

I was born in Yonkers, a hardly bucolic city in bucolic Westchester county--abutting the Bronx and New York City. I think we are like sea turtles in a way, points early in our lives are imprinted on our brains and we return to them.

I have a feeling for Yonkers that I have for no place else. I like that it is rough and tumble, down at the heels, and scrappy.

I live now about ten miles from the defunct hospital I was born in. But I like reminders of Yonkers. And I take them where I can get them. I saw this bumper sticker on the door of a bar called American Trash on First Avenue.


Screws explain it all.

My big weekend project is to install a shower curtain rod. There was nothing wrong with our old rod. It's served us well for the 13+ years we've lived in our home. But my wife, in her infinite-wifedom decided we needed a nice shower bar, one that curves outward. As Sgt. Bilko would say, "It has sweep."

So I went to a local hardware store--one run by Russian Jewish emigres--and bought a box of 30 3/16th-inch screws with 30 accompanying anchors. They cost $4.99--roughly 8 and 1/3-cents a piece.

Somehow, however, those simple screws were sourced from seven different countries. And somehow, despite all the distance they were shipped, they wound up in my apartment costing less than five bucks.

When you make a commodity you can be outsourced. If you don't make anything special, anyone can do what you do.

So much of what is now done by ad agencies--"front-end" development, user experience protocols is infrastructure development. It's not differentiated. Or differentiateable.

As long as we make parity products ours will be a low wage, low margin, low value industry.

In other words, we'll be screwed.


Friday, March 9, 2012

Meeting notes.


A repost: My father gets a gift from Mae Clarke.





One day when I was about 14 my father decided he needed to tell me a story about Mae Clarke’s pubic hair. According to my father, I was 14 and coming of age, and stories like this were important for me. They were part of becoming a man. So my father piled me into his 1949 Studebaker—a car he kept not because he liked it but because my mother didn’t and we went for a ride.

My father’s drives were a lot like my father’s moods—they were impulsive, almost autistic in their focus. He decided he wanted something, or wanted to do something and that was his complete focus until he got that thing.

Once it was salt-water taffy from the boardwalk in Atlantic City. It would start simply enough. “When I was a kid,” my father might say, “me, Herbie and Peacock used to hitchhike to Atlantic City and try to meet girls.” (This was the Atlantic City of the early 1940s—a lower middle class beach resort about an hour’s drive from Philadelphia where my father lived.) Twenty minutes later my father might say, “Damn, I loved the salt-water taffy they used to sell in those little shops along the boardwalk.” At dinner that night, after finishing his meal, he might belch, “You know what would cap off a meal like this one? Salt-water taffy.”

Then, the next morning he was still at it. “You know,” he might say “the salt-water taffy they sell around here is terrible. No flavor.” An hour later, he might turn to me and say, “I bet you never even had real Atlantic City salt-water taffy. Never had real salt-water taffy.” An hour after that he might utter, “Store-bought salt-water taffy is just like plastic. Not the real thing.” A little while after that it was, “It’s a tragedy, not having real salt-water taffy." Before long we’d wind up in his Studebaker, heading down to Atlantic City at 80 mph for salt-water taffy.

With him it was never a yen or a hankering. It was an obsession. Which of course brings me to my father and Mae Clarke’s pubic hair.

Clarke was a 1930s vamp, a putative film actress, the poor man’s “it” girl. Her most famous role was in “Public Enemy,” when she’s shacked up with Jimmy Cagney and Cagney violently pushes a half-grapefruit in her face. But even in that role, Clarke was uncredited. I guess you could say that even though the grapefruit scene made her somewhat iconic, Clarke never really crashed the big time.

By the time Clarke reached her 30s, she still got work, but bit parts and no film credits. Toward the end of her career she had a small part in the TV show “F Troop.” I guess that qualifies as bottoming out.

Like my father, Clarke was born in Philadelphia. Her real name was Violet Mary Klotz and I guess you can safely say she never really transcended her Klotzness. Despite looking pretty good in a tight sateen flapper-style gown and having had some critical success, she was really never anything but two-bit. She never became the star she wanted to be.

By the time my father started cavorting with women—say when he was around 18, Clarke was already crowding 40 and the bloom was off her rose. She had already been married and divorced three times and was spending less time in Hollywood as Mae Clarke and more time back in Philadelphia as the former Violet Mary Klotz.

My father starting dating Clarke around then. It wasn’t really dating to hear him tell it, because all they really did was schtup. That was the word my father used, schtup. “We’d schtup for hours,” he’d tell me, “have breakfast in bed the next morning, then schtup some more. Then I’d run off to school or to work and maybe not see her again for a month or so.”

There aren’t many 18 year olds who can be discreet when they’re schtupping anyone—much less a woman who used to be something of a film siren. My father couldn’t help but brag to all his friends that he was Mae Clarke’s gigolo. “Mae who?” they would ask, and my father would reply, “The blonde with Jimmy Cagney and the grapefruit in Public Enemy.” He’d then, to hear him tell it, break into his purported dead-on Cagney, “You know, I wish you was a wishing well. So I could tie a bucket to youse and sink ya.” And then he’d pantomime the smash.

At this point in my father’s story his Studebaker had just about reached the corner of Broad and Walnut in Center City Philadelphia. The Bellevue-Stratford stood there, still a few years before it became notorious for something called “legionnaire’s disease.”

“The last time Violet and I were together was right here. This was a grand place, a palace,” my father told me. “She said to me, I want you should always remember me and she gave me a sealed small blue envelope. It was too small for money—which I wouldn’t have taken anyway. I stuffed it in the inside pocket of my jacket and ran off to school without even opening it. I was late for class, and was more worried about getting there on time than the envelope. I always figured I’d see her again.”

My father pulled his Studebaker to a stop in front of the old hotel. Next to all the newer cars it looked old, beaten. “You know back in the 30s, the sex goddess of her day, Jean Harlow died suddenly when she was still in her twenties. Kidney failure or something. She was the original platinum blonde. More than anything else, Violet wanted to be Jean Harlow—Jean was the star in “Public Enemy.” The one Jimmy Cagney dumped her for.

“Now there were always rumors about Jean, gossip I guess. How she put ice cubes on her nipples before she’d shoot a scene. Or how she never wore panties. Or how she dyed her pubic hair platinum. Some pretty nasty ones about the number of lovers she had. And after she died, how she had given one of her lover's, some gangster, a lock of her pubic hair. That’s what Violet had given me. A lock of her pubic hair tied up with a violet grosgrain ribbon.”

We drove in silence pretty much the rest of the way home. My father was talked out. Me afraid to say anything.

When we reached our block it was already late. My father shut off the engine of the Studebaker to “let her coast home.” “Your mother,” he told me “found Mae’s gift in my wallet about fifteen years ago. She never said anything to me. Never asked about it. She just threw it out.”

He got out of the car, slammed shut the door and went up the walk. I sat there for a good twenty minutes in the dark.