Indecision overcomes me

Dear followers and passers-by alike,

Indecision looms like a dark cloud. I'm having serious doubts about my goal of 'getting into advertising'. These doubts can be summed up in the following comment I made on Luke 'Hey Whipple' Sullivan's blog the other day. The post itself is well worth a read, it's a review of a new book he likes called The Idea Writers by Teresa Iezzi.

"I first read your book about a year ago. It was recommended reading for an ad course I’m about to start in Watford, near London, next year. Each time I read from it I was inspired. Among other things, I learnt that simplicity is key. Eventually I put together a book and got offered a place on the course. Since waiting for the course to begin, and saving money for the fees, I’ve gradually become more and more disillusioned with the industry. The more blog posts and articles I read, the more I get the impression that things aren’t as simple as they used to be. I’m overwhelmed by negativity; by people praising ‘codewriting over copywriting’, heralding the death of traditional and such like. Overly complex ‘integrated-online-treasure-hunt-google-maps-tweet-your-confession-then-like-us-on-facebook’ type campaigns proliferate and seem to go straight over my head. I mean who has the time of day to engage with brands like that? I think I’ve maybe engaged with 2 digital campaigns as a consumer (as opposed to an ad student) and I’m a young white male who spends a shit load of of time online. Aren’t I suppose to love this sort of stuff? Anyway, where I used to feel a desire to write simple, witty, yet logical ads, I already feel bitter, and I haven’t even worked in the industry yet. I’m 23 for chrissake! Do you think Teresa Iezzi’s book soothe me woes? Or is it time to re-think the career? I’ve just ordered the thing either way."

To which Luke replied:

"Hey Tom: While I’m glad you like to write clever ads, your assessment of the new advertising world is, in general, correct. It is no longer about ads. Yes, our work today INCLUDES ads, but the world is going toward telling an interesting brand story on many platforms. What was once a pretty clear playing field of print-TV-radio-outdoor has become kaliedoscopic with media opportunities. The new ad people need to be able to work in all platforms. I still think it is one of the best industries for a creative person to be in. It’s just …different. I think reading Teresa’s book will calm you down."

So I sit here in limbo; waiting for the postman to knock (twice), not knowing whether to continue to pursue that ad career or re-think entirely. Hopefully the book will make me think again.

The problem is, anyone entering the industry at this time has likely been taught a trade that may quickly become redundant - like luke says, it isn't TV/Print/Outdoor/Radio anymore. The only tangible skill which you can enter a creative department with is an ability to come up with ideas. To come up with stories for brands in whatever medium might work best. And is that something that can be taught? I don't know.

Hence: woe.

On another note - I like this. It's not really advertising, but it sure made a buzz:

Viagra, Watford and Keeping on going

(Above: a lovely simple ad for viagra - visual, logo - nothing to do with the post below!)

Hey lovely followers! How are you? As some of you may have heard, Watford have given me another go at the interview on March 2nd. This is great news. Apparently it isn't uncommon to have two goes. The two Watford students whose blogs I've followed had to try twice before getting on, so I'm not the only one.

As of yesterday I'm on a mission to do a million times better this time round. I now know what is expected of me.

Here's my regime for the next month:

1. Watch Luke Sullivan's lecture on simplicity

I did this yesterday, and every time I watch it I'm inspired to write ads. It's like the bible of ad writing condensed into one sermon.

2. Rewrite my portfolio

This means pretty much replacing every campaign if possible. If I write one ad/campaign per night I should have around 25. I'll take the best 12 and put them in my folio.

3. Learn all the agencies/clients/creative directors

As you may know, I really tried this last time, but only got 4/10 on the test. It's hard recalling so much in only one minute. If I record all the info onto an audio file and listen to it on my MP3 I'll be able to memorise it in my lunch breaks.

Which brings me to my next thing to tell you. I got a job.

Its a boring admin job, but it's what you gotta do in a recession.

This makes it very hard not to come home at 5:30pm and just veg out with a beer till bed time.

It's all about self-discipline.

Wish me luck.

Sullivan on Simplicity

I've mentioned him before... it's the author of the fantastic 'Hey Whipple, Squeeze This', Luke Sullivan, giving the definitive lesson in the art of the ad.

Luke Sullivan from Mediastash.tv on Vimeo.

Sticky Business

If you're asked to advertise super glue, you know what your selling point is straight from the off: stickiness (obviously). But how do you say your glue is strong, without saying "our glue is dead strong." Well, here for you today are several of the funniest/most interesting attempts I've encountered recently (click images to enlarge):

This has to be my favourite. It's by DDB (Milan) and works without any copy at all.

Then there's this one which, again, works well with virtually no copy.

This one is more of an outdoor/ambient campaign. The ad uses the 'use value' of the bridge (ie. carrying heavy loads) to it's advantage, as well as creating a bit of a spectacle in a high 'traffic' area. 

Here's the last one for now. Again no copy, just a witty visual idea.

 

It seems like a fun product to sell. It reminds me of something I read about 'reductionism' in 'Hey Whipple, Squeeze This' by Luke Sullivan. Take every element and ask 'does it add anything?' If not, you may as well get rid of it - it's just another thing vying for attention; cluttering the place up. Here's the diagram his friend drew for him to get the point across:

It's like the Occam's Razor of advertising (for the more philosophical amongst you), and it's a maxim I'll always keep in mind when doing my own writing.

On the topic of my own writing, I've finished the Cliff ads, and started on the task of coming up with as many posters as I can to sell myself. I've already done one, but won't post it till I've sent everything off. Today I also went down to 'Shelter' (the homelessness charity) to ask about volunteering in admin. That's right, working for no money at all. Good job I'm so noble. They said they'd get back to me start of next week. Stay tuned pals.