December 8, 2016
The “Ghost Writer” at your service…
No secret I’ve been looking for a creative leadership position in the advertising industry. But securing full time employment has proven to be daunting, even for a lesser title and reduced pay.
No secret either that Adland has a fixation on youth, especially when it comes to creative. Too bad since most under-thirties are best at creating “ideas” that amuse and delight their peers but sell nothing to no one. However, rather than piss and moan about it (Plenty of that being done already), I have a plan…
I’ll need an accomplice. Perhaps as many as three. Specifically: You’re a Creative Director or an Associate CD. Maybe they dropped the VP title on you as well. Congratulations! Still, it’s been a while since you’ve sold anything. Your stuff is no longer on the agency site. There are junior writers nipping at your heels. They work for you…for now.
Frankly, your team is bereft. Their silly social and gamification ideas raise eyebrows but you can’t sell them through. Why? Because they’re strategically incoherent and the account supervisor vetoed showing them to her client. You’ve already fallen on a couple swords and your reputation for being “difficult” is growing. You’ve also heard rumors about holiday layoffs. You go home at night to try and crack the strategy but you invariably find yourself distracted. After three PBR’s and the West World finale you’re just too tired to write. And why do you have to write anyway? Everything’s video now. Nobody reads copy. Advertising sucks.
Here’s where I come in. You forward me the brief. I’ll come up with a legit organizing principle (aka Big Selling Idea) and write copy for all the necessary touch points, curate it for your presentation and voila! Tomorrow when you wake up it’ll be in your inbox. All yours. It’ll be just like that time in college. Wink, Wink. This I will do for a modest bit of your paycheck, which I dare say will only get bigger after you begin demonstrating your remarkable turnaround. You can call me “The Ghost Writer.” Badass, right?
So, let’s collude on some copy! I know how to do this job better than most and you have better things to do. Ski season, brah! You think I’m joking? Try me:
Author’s note: This post was originally intended as satire but the more I think about it the more I’m willing to break bad. Anyone have the stones to hit me up?
Normally, I don’t go for hidden camera stuff (in advertising or entertainment) but this provocative campaign for a difficult subject is an exception. What I admire is the light touch it took with such a heavy subject. For example, the main actor is youthful, handsome and charming. In ordinary circumstances any father would be delighted to have his daughter date a fellow like this. Not casting an older, salacious man invites us into the concept. When the girls run up and hug him our first reaction is hardly uncomfortable. It seems normal… until we grasp what’s going on.
The real people are real too. This is not a dumb observation. In my opinion 90% of so-called “real” persons seen on videos today come off as vulgar, coached-up buffoons. It’s all about BIG reactions. But here the unaware parents are more perplexed than SHOCKED!!! These are genuine reactions. The subtle shift into full awareness make the commercial utterly believable and, in a way, transfixing. The light tone is counter-intuitive and utterly effective. Bravo.
Read more in Adweek.
Client: BØRNEfonden (Child & Youth Foundation.)
Agency: Robert/Boisen & Like Minded
Above the fray in every way, this powerful anthem from Johnnie Walker beseeches our torn country to “Keep Walking America.”
November 8, 2016
Above the fray in every way, comes this gorgeous film celebrating America’s ideals and spirit, words eloquently written by Woody Guthrie expressed through the voice of a Latin American.
Yes, it’s a political message, stoically defending our diverse country of immigrants in the face of fear mongers like Donald Trump. (Building a wall against these people –all people- is indefensible.)
And yes, of course, it’s a commercial for Johnnie Walker Scotch Whiskey. And so what if it is? This does not lesson the “message” in any way. Sharing a well-earned drink among good men is a wonderful thing. A grand film sponsored by a proud spirit is not a sin. Here the advertiser is a patron of the arts and we are better for it.
But it’s more than that. This short film is an anthem for our time – for all time. Indeed, many of the images depict an America we know, remember or, failing that, at least mythologize. Strong men and women moving forward. Persevering. Getting the job done. Celebrating together. That most if not all of the people in the film are Latino changes none of that. As intended, these iconic portrayals of farmers and workers and parents are only intensified emotionally by them all being Latino.
Taking the high road and not stumbling into treacle is no easy feat. Like the characters it portrays this “commercial” never falters. The care put into its production (casting, audio, video, editorial, etc.) is impeccable. His politics aside, if you told me Clint Eastwood directed this piece I would have believed you. Such are the production values.
With stewardship from various agencies (in this case Anomaly), Johnnie Walker has been doing a marvelous job delivering powerful stories toward their longtime theme, “Keep walking.” And this small masterpiece is no exception.
Let me create uplifting content for you: https://steffanwork.wordpress.com/