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In over ten years of keeping this blog, the last two weeks have been the longest time I’ve gone without writing a post. I am not naïve or prideful enough to think that anyone missed me. But to my loyal readers I offer my apologies. I know how annoying it is to arrive at a bookmark and find stale content. I was working on a freelance project, which deserved and received all my attention. Despite undying passion for Gods of Advertising, I enjoy working on outside creative projects even more. Plus, it keeps my family teetering on the brink of solvency.

At any rate, that project has now concluded, very successfully, and I’m ready for another. So, if you’re reading this and in need of copy writing and/or creative leadership please hit me up. I will deliver on time and above expectation. I have never failed in this regard and do not intend to start with you. As always, I will provide the last job I worked as a reference.

That being said…

Regarding the rash of stories about ageism in Adland, especially as it pertains to creative people. I’ve read we are too expensive. Too out of touch. Too ‘a bunch of things.’ The stigma is real. But it’s not based in reality.

A lot of us know as much about emerging digital platforms as our teen-age children. Certainly, we forgot more about coming up with creative business ideas than most anyone in Adland under thirty. And, last but not least, we know how to write a f–king sentence. Intangibles? Put me in front of a client. I’m a professional, who has a lot of fun being one.

I can’t speak for my peers but regarding money I’m no longer obsessed with it. Materialism is just one of the many sins of youth… like chasing prizes. Been there won that. Bottom line: If you want me for a project we’ll do it on your terms. The same goes for potential full time employment, for which my antennae are up. By the way, I believe the appropriate compensation for talent (me or anyone else) must reside in the range of one’s peer group at his or her particular company. One should never be conspicuous on a spreadsheet! Such wisdom comes from experience. Here’s another “old” idea: Do great work for great value and the rest takes care of itself.

http://steffanwork.wordpress.com/

Gods of Advertising

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In absence of full time employment, I’ve been working my tail off. If this sounds contradictory it is not. As any freelance writer will tell you, the hustle is as crucial as the creation. Unlike fat and maybe-happy FTE’s the freelancer must work to get work before he can work.

Ah, the hustle. It’s like the fisherman who has to both catch fish and sell them. Two jobs. Both with distinct roles and responsibilities. He rises early to fish. Stays up late to sell.

Same for me. Work the phones in the AM. Write into the wee hours. Get up and do it again. Call it hustle and flow. I’m not complaining. Just saying.

Though I am also primed for full time work, I do find rogue satisfaction in being a grinder. The hustle keeps one alert. My sonar is on. Even the glimpse of silver beneath the waves and…

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Pepsi. United. Spicer.

Look at your feeds. Your friend’s and your family’s. Hell, look at mine. These three fails have dominated EVERYTHING the past few days, one following the other, aftershocks in a pop culture earthquake. I don’t even have to provide a summary. We’ve all seen the videos. Shared them on Facebook, Twitter, Instagram and Snapchat. If you turn on the news that’s all they are talking about.

And my o’ my, have we commented. Holy Hashtags! The shaming has been resounding. Pepsi is tone deaf! The “Friendly Skies” have gone berserk! Sean Spicer is a fool… or worse!

And you know what? In two weeks it won’t matter.

In some of these cases, maybe all of them, there will be a backlash of support, if for no other reason than to court controversy and/or create “click bait.” A second wave of folks will “rise up” and say what needs to be said. All ink is good ink, they will say about Pepsi’s idiotic commercial. “It became part of the conversation!” And that “doctor” who was bloodied while pulled from his plane seat? Well, it turns out he was nothing but a pill pusher anyway, convicted and defrocked. And Sean Spicer was only comparing one dictator to another. The righteous will quote Jesus: “Let him who is without sin… be the first to throw a stone…”

In the unlikely event that none of the above happens, this will: Pepsi shall throw support at various “urban” causes, proving they are not tone deaf to the needs of the “community.” Their PR will be all over it. United will codify its CEO’s janky apology with a full-page newspaper ad and a preachy commercial. They will give the mistreated passenger money to go away. Mr. Spicer will be muzzled and muted, more for embarrassing the President (that’s Trump’s job) than the content of his words.

In the end there is no end. More lunacy will occur, replacing the current noise with new louder noise. Shameful acts will occur and thusly be shamed. Then the shamers will be shamed. And so on and so forth. In the olden days of the 20th century any one of these scandals would have lasted for months. Not anymore. The modern content zombie constantly needs new flesh to tear apart. Why do you think they’re called “feeds?”

And yesterday’s chewed upon? You guessed it. They merely get up. People will still drink Pepsi. People will still fly United. And, if he’s not scapegoated into the private sector, Sean Spicer will still be the White House Press Secretary.

One final thought and it’s a dark one. We find this all terribly funny.
Maybe it’s true: “We are all Negan.”

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For copy & content creation that breaks through the noise, hit me up: https://steffanwork.wordpress.com/

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“Awesome strategy, Ted! Next week’s meeting is gonna be killer.”

Recently, I read an essay from an anonymous source in our industry that stuck with me. (I did not save the link. My bad.) But the gist of his argument was that within marketing services companies far too many big talkers achieve more success than they deserve and, moreover, are exponentially degrading the profession. Paraphrasing further, the author observed how smooth talking, jargon-dropping, critical thinkers have become so prevalent and dominant that we’ve become a business of talkers not doers, endlessly revising briefs and tweaking PPT’s instead of producing actual work. The front end has become so bogged down by process that we are making lots of meetings and few campaigns. Which of course suits the talkers who, by endlessly analyzing and criticizing, merely create more process.

Are we having fun yet?

It goes without saying that these machinations are antithetical to the flow of any decent agency and the creative department in particular. Yet, before we go off and blame the strategists for all this hot air, it’s only fair to point out slick talkers and their myriad sins have plagued Adland since before the Mad Men era. Then one usually pointed to the evil account guy. He made lives miserable for countless sensitive creatives. “It’s not right yet. We need another round.”

Still, at least back then agencies produced work. And lots of it. So much so there were actual production departments. Now many agencies don’t even have one producer on payroll, let alone a department, opting instead to bring in the occasional freelancer for the role or, more typically, leaving the job to hardscrabble project managers. It’s all hypothetical. Recycling stock. Fodder.

According to the author it is indeed strategy gone wild. The pandemic of verbal diarrhea is especially acute in the technology and B2B arenas, where strategists often define the marketing department. As new platforms and complicated algorithms take over Adland, it seems likely the talking will only get louder.

With less output and more input, the vicious cycle hurts everyone caught in it. Except for big talkers. Under the guise of “getting it right” they have become manifest, perpetuating their roles as agency gate-keepers.

For brilliant copy and adroit creative leadership (even if just for a goddam powerpoint), hit me up: https://steffanwork.wordpress.com/

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The best thing about this mildly amusing parody of those “Real People/Chevy” commercials, which have been running endlessly on TV, is that it proves I’m not the only one who loathes the source material. And I do. Unreservedly.

I’m not sure why I (and others) dislike these advertisements so much. On the surface they are but showroom testimonials. Hardly creative but hardly nefarious either.

I suppose it’s the little things.

Like the seemingly random and unaware “real people,” who act surprised and delighted by the appearance of… cars? Gosh, we’ve never seen those before! Yet the curtains lift. Walls part. And lo and behold cars appear. By oohing and aahing, the allegedly unwitting folks come off as witless. Even if a $19,000 dollar Chevy Impala were capable of eliciting such responses, playing the reactions as spontaneous rankles what’s left of my jaded advertising brain.

And how about the ringmaster? Another supposed regular guy, only smugger. Note to Chevy: Being in on a joke that is positively un-funny only makes one complicit to the insult to our intelligence.

Digging deeper (if that’s possible in such shallow material), maybe it’s the adoration for Chevrolet’s commonplace vehicles that vexes me most. Nothing against affordable sedans and efficient trucks. They are the meat and potatoes of America’s roads, and we appreciate them as such. But falling to one’s knees and hugging the bumper, as one character does, is too disingenuous for words. Yes, this would play on, say, The Price is Right after winning one of these vehicles, but merely being shown these cars? And after the pomp and circumstance of so many vainglorious reveals… It’s crummy stagecraft.

I’m guessing from the many executions and frequency of airing that on some level this campaign is selling cars. In which case Chevrolet and its agency, Commonwealth shall have the last laugh.

I’m also aware that on these very pages I’ve written about my reluctance to criticize advertising in purely negative terms, which makes me a hypocrite. Perhaps my excuse for such shameless behavior is the same as Chevrolet’s: I couldn’t help myself.

For content that’ll make you very happy, hit me up: https://steffanwork.wordpress.com/