Poetry is a dying vine clinging to the stinking roadhouse of pop culture. Verse and beat and alliteration are now 140 characters, the new haiku. On steroids.

On advertising!

Brand after brand after brand like boxcars moving their freight using the rhyming words of dead men: Walt Whitman. Allen Ginsberg. In the ultimate Meta even the poetic rant of Robin Williams from a film called, of all things, Dead Poet’s Society is the new message for all of Apple’s new, new things. “What will your verse be?” As if Mac needed the incantation.

It is the ultimate irony the demon gatekeeper of popular culture has commandeered poetry. We are hearing it everywhere. Levis gave us the scratchy live recording of a dead poet in their propulsive and romantic “Go Forth” campaign. Johnnie Walker tells us to “Keep Walking.”

And so we do. Mashing words and music and imagery into myriad beats. We iterate. We aggregate. Co-opt and curate. We celebrate the stuff of life.

Copywriters are nothing if not failed poets turning out catch phrases “Just do it” and puns “Nothing runs like a Deere” and those are the good ones! The dusty classics. How many now don’t even compare? It doesn’t matter. We sing the body electric for toiletries and blue jeans. And when our great words are not great enough we simply commandeer someone else’s, someone who came before us, someone who died drunk and broke and likely unhappy but maybe not.

Who cares? Using old poems make advertising feel new and improved!

We wrote poems before copy. We read poetry before streaming horror movies and Old Spice commercials on You Tube. We wanted to be heard. And because the rejections from the New Yorker piled up like delivery menus in the hallway, spam in the inbox, we turned to advertising.

I mean I. Did that.

But We sounds so much cooler. More like poetry. Manifestos begin with “We.” Mantras and mission statements. Let’s motor!

In Adland, our lines mean a little something to all kinds of big nobodies. There we find recognition, awards and a paycheck. There I found an audience. There I saw the best minds of my generation destroyed by madness, starving hysterical naked…

No, I will not go there. But someone will. And soon. I guarantee it.

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Imprisoned, King set forth to writing…

When I was in college, I took a course on rhetoric and debate in 20th century America. In it, we looked at numerous famous speeches made by famous people: Lincoln, Jefferson, King, etc. Learning from great persuaders how to fashion a rational and emotional argument would later become useful as a copywriter and presenter. During that semester, no document we studied was more powerful than Martin Luther King’s Letter From a Birmingham Jail.

I am not being glib when I say Letter from a Birmingham Jail is one of the finest pieces of long copy ever written. No question Equal Rights was and is a big idea. I like LFABJ better than King’s more famous “I Have a Dream” speech. Not because of content (both are awesome) but because of circumstances. King was alone in a jail cell when he wrote it.

On this, the anniversary of what would have been MLK’s 85th birthday; I think it a fine thing to reexamine this seminal document. An excerpt follows. The full text is linked below it.

“We have waited for more than 340 years for our constitutional and God given rights. The nations of Asia and Africa are moving with jetlike speed toward gaining political independence, but we still creep at horse and buggy pace toward gaining a cup of coffee at a lunch counter. Perhaps it is easy for those who have never felt the stinging darts of segregation to say, “Wait.” But when you have seen vicious mobs lynch your mothers and fathers at will and drown your sisters and brothers at whim; when you have seen hate filled policemen curse, kick and even kill your black brothers and sisters; when you see the vast majority of your twenty million Negro brothers smothering in an airtight cage of poverty in the midst of an affluent society; when you suddenly find your tongue twisted and your speech stammering as you seek to explain to your six year old daughter why she can’t go to the public amusement park that has just been advertised on television, and see tears welling up in her eyes when she is told that Funtown is closed to colored children, and see ominous clouds of inferiority beginning to form in her little mental sky, and see her beginning to distort her personality by developing an unconscious bitterness toward white people; when you have to concoct an answer for a five year old son who is asking: “Daddy, why do white people treat colored people so mean?”; when you take a cross county drive and find it necessary to sleep night after night in the uncomfortable corners of your automobile because no motel will accept you; when you are humiliated day in and day out by nagging signs reading “white” and “colored”; when your first name becomes “nigger,” your middle name becomes “boy” (however old you are) and your last name becomes “John,” and your wife and mother are never given the respected title “Mrs.”; when you are harried by day and haunted by night by the fact that you are a Negro, living constantly at tiptoe stance, never quite knowing what to expect next, and are plagued with inner fears and outer resentments; when you are forever fighting a degenerating sense of “nobodiness”–then you will understand why we find it difficult to wait. There comes a time when the cup of endurance runs over, and men are no longer willing to be plunged into the abyss of despair. I hope, sirs, you can understand our legitimate and unavoidable impatience. You express a great deal of anxiety over our willingness to break laws. This is certainly a legitimate concern. Since we so diligently urge people to obey the Supreme Court’s decision of 1954 outlawing segregation in the public schools, at first glance it may seem rather paradoxical for us consciously to break laws. One may well ask: “How can you advocate breaking some laws and obeying others?” The answer lies in the fact that there are two types of laws: just and unjust. I would be the first to advocate obeying just laws. One has not only a legal but a moral responsibility to obey just laws. Conversely, one has a moral responsibility to disobey unjust laws. I would agree with St. Augustine that “an unjust law is no law at all.”

http://www.africa.upenn.edu/Articles_Gen/Letter_Birmingham.html

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A couple advertising men passed away last week. Jim Schmidt was a copywriter by trade and co-founder of Downtown Partners, a creative boutique within the DDB matrix in Chicago. Mike Hughes was also a creative director and, in addition, a founding member of the Martin Agency in Richmond, Virginia. I wasn’t a friend to either of these fine gentlemen but I most certainly knew who they were, having judged awards shows with Jim and attended AAAA functions in which Mike was a key player.

Moreover, I was a fan of their work. Both Jim and Mike were advertising craftsmen in the best sense of the word. They cared about words. They sweated the details. More than anything, they liked to work on the work. I could be wrong but I don’t think either man identified with being bosses and politicians. They liked to make stellar copy for clients who appreciated it. I think of the Martin Agency’s work for Saab. I think of Jim’s fable-like commercials for Walgreens. Frankly, there are more and better examples but I don’t want to write specifically about advertising copy.

Two very decent men died. Two husbands. Two fathers. They weren’t old men either. Cancer took them both before their time. The say no one is promised tomorrow but Jim and Mike got robbed.

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Jim Schmidt, gone too soon.

Being a Chicago native I had more in common with Jim. When Jim left Euro RSCG (now Havas) to begin Downtown Partners in 2004 I had the dubious job of replacing him. Fortunately, we had other things in common besides that particular challenge. Both of us copywriters, we were more or less from the same advertising class, lived and worked in the same city, even competed. I adored Jim’s candor and piercing wit. Loved it when he took me to task for something I’d written or said. He followed this blog and was free with his comments and, as I’ve said, not all of them were flattering! His biting Facebook posts were legendary. Jim adored the Beatles with a teenager’s passion. He loved music. He had heart. We weren’t buddies by most definitions but I will miss you. (AdAge Story)

Mr. Hughes was more like my father (who also started his own agency, RPA) than me. Judging from the loving tribute his agency made for him, Mike was considerably more than just a hard worker and popular guy. He was a patriarch: stable, warm and special. I imagine he was an exemplary mentor to countless lucky writers and budding advertising professionals. I bet he was a father figure to many.

Clearly, both men had above average talent. Well above. Whether one considers either a “legend” I will leave alone. I doubt either man would have cared for the distinction let alone aspired to it. I know Jim loathed sizzle and self-promotion, banking his career primarily on substance, even as our business grew more hyperbolic and social. Similarly, Mike cared more about others than himself. His consistent involvement with the VCU Brandcenter is but a tiny proof point.

This isn’t a suitable eulogy for Jim or Mike. These are just impressions of two lives. But here’s the thing. Upon hearing of the sad news I could not stop thinking about these two guys. Nor could I write about anything else until I wrote about them.

Do you know where you’re going to?

That’s the signature line from the Theme from Mahogany a famous song by chanteuse, Diana Ross. It’s a lovely number. Back in the day, it was a sensation. But that line. Well, as tuneful at it was/is it happens to be wrong. As a sentence it’s grammatically flawed. Ask any 7th grader why and he’ll tell you: it ends in –or should I say ends with- a preposition. Spell check will tell you the same thing. That “to” is tacked on. Technically, the line should be, “Do you know where you’re going?”

However, the correct line would also be the wrong line. Without that tiny,”incorrect” word the song may very well have failed. Theme from Mahogany might be driftwood in the flotsam and jetsam of popular culture.

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F–king prepositions…

Which got me to thinking about copywriting in general. How many times have we, like our more famous cousins in the musical world, used poor writing from a grammatical standpoint to deliver stunning creative results?

“Think Different” anyone?

It’s what we do. It’s what we’re supposed to do. Good copy takes poetic license with the written word. And sometimes that means ending a sentence with a preposition. Or starting one with one. Or repeating words like “one” to make a point. To stand out. To shine. That’s the same reason I just used two phrases as complete sentences, even though spell check implored me not to. And look at that. There’s “to” at the end of another sentence. For that matter there’s “that.”

I realize the above dissertation might seem quaint in the age of social media and texting. Never before has the written word taken so much abuse by such a mass audience. Brutal spelling, abbreviations and the like have manhandled the world’s languages into grotesque shorthand.

But that is how people choose to communicate. We like it. And for the most part, any and all marketing communications must adjust accordingly or risk dying off like big words and good manners.

Dennis Rodman AP
Are you a “creative athlete?”

My last post was about “responsible passion” as creative philosophy. I wrote that whatever the philosophy a creative professional has it must strike a balance between passion and responsibility. We are craftsmen as well as salesmen. To do the job right “you gotta to do both.”

Now I’m going to talk about staying creatively fit and remaining relevant, which, in my view, is critical to any creative philosophy.

I believe in what I like to call the “creative athlete.” He or she is creatively fit, physically and mentally. He relentlessly works his craft. She takes classes and workshops. They are students of the game.

They are also switch hitters, in that he or she thinks about their agency from every skill position and can play there if necessary. A good copywriter is a planner. A good art director knows how to interface with clients. All are good salesman, if called upon.

The creative professional may prefer working alone or with a partner but is also a competent and enthusiastic team player. When I was coming up at Leo Burnett, I totally related to the founder’s screed regarding the “lonely man,” this romantic figure who wrote into the wee hours, etc. I had to adapt my game to accommodate the many others who ultimately affect a project.

When creative athletes become creative directors they remain active in their core skill. They get better at the other ones. They remain teachable and open-minded. I firmly believe in the player-coach. If I were to stop writing I would lose the ability to judge writing. I would also begin the not-very-slow fade into irrelevance.

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A writer writes…

Remaining relevant is, in itself, a creative philosophy. Honestly, I don’t know how a creative director can do the job well if he or she isn’t banging away on every other brief at the agency. I suppose some do but that’s not how I roll. A writer writes. Right?

Being fit creatively is both mental and physical. I think a good salesperson looks good doing it. They are pumped to be working one of the coolest jobs in the world. I’m not talking about jackets and skirts. Lord knows I don’t adhere to any dress code. Just don’t skulk.

Finally, I believe in the basic tenants of a liberal arts education; in that a good creative professional is knowledgeable about our culture in all its forms. He or she is a consumer of it as well as a creator. That means we must have a working knowledge of TV shows we don’t like and music we don’t listen to. For example, I loathe “The Bachelor” but I’ve seen it. I cannot stand gossip magazines but I read my wife’s copies. And so on. We go to movies. We make Vines. We Tweet. We read. The copywriter who hates pop culture and avoids much of it cannot possibly serve our craft.

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Know your crap.

I hope these last two posts have been helpful. While I am hardly the consummate teacher I have done this job for over 20 years. I know a thing or ten, many of them learned the hard way. Whether or not one agrees with me on all matters isn’t critical. Your creative philosophy can and should vary. Just as long as you have one and that you are open to changing it.

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