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Art and Copy — Transcript

by Marymount Manhattan College Tutorials · 11,523 words · 1,682 segments · language en · Watch on YouTube

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0:06[Music]
0:23we're the world's most exciting
0:25automobile
0:46the frightening and most difficult thing
0:48about being what somebody calls a
0:51creative person is that you have
0:52absolutely no idea where any of your
0:55thoughts come from really and especially
0:58you don't have any idea about where
1:01they're gonna come from tomorrow
1:03[Music]
1:06I think there's always an innate human
1:11urge to put something out there and see
1:13what people are gonna make up we're
1:15doing exactly the same thing as the guys
1:17that were painting on caves we're
1:19creating an atmosphere that makes us
1:21comfortable or makes us concerned or
1:23gets a reaction out of us that the
1:25communicator wanted three figures at the
1:37top our Watchmen in the Simpson
1:41tradition The Watchmen watch over the
1:44house and everyone in it and our
1:47guardians and they sit on top of the
1:51Eagle which is the clan of the Carver
1:53the figure below that it's an elder in
1:56the palm of his hand the eye signify
1:59giving or a gift and the figure at the
2:04base it's a mother frog with a baby
2:05father's back and that represents us
2:08because in Simpson culture the Frog is
2:11messenger
2:14[Music]
2:41[Music]
3:00that caused rotators they caused
3:03rotators because we're rotating this
3:05sign to this sign and rotating copies
3:07around the city
3:09[Music]
3:16my family's been doing it since I don't
3:20know nineteen something nine early
3:22nineteen like 1930 something
3:25my great-grandfather was a bill poster
3:28for the same company that's my
3:30great-grandfather that's my my dad's
3:32grandpa
3:35[Music]
3:37I never thought all my grandpa did it my
3:39great-grandfather did it this is what I
3:40want to do it was just kind of my dad
3:42came home you're graduating high school
3:43next week you got a job interview doing
3:45billboards you're going in the military
3:47or going to college and sitting on my
3:48couch my dad was never out of work the
3:53whole time I was growing up my
3:54grandfather was never gonna work my
3:55great-grandfather even through the Great
3:56Depression my great-grandfather was
3:58working they never found unemployment
4:00ever it's it's been busy
4:05[Music]
4:12I don't know any of the the people who
4:15make the ads at all
4:16not personally no
4:18[Music]
4:24I was on a TV show once with the David
4:27Susskind back in those days least
4:28generally what is advertising the guy
4:30from Jay will deposit one of them goes
4:32into this five-minute discussion about
4:34marketing and this and that I mean I
4:36don't know what the hell is talking
4:37about and then he said George why you
4:39making faces
4:41Campbell custome David I think these two
4:44guys in me are the different business
4:45and he said well what do you think I
4:47were touching is and I said well I think
4:48advertising poison gas
4:53[Music]
4:56I'm the kind of trip cheer you up and
4:58should choke that you get the chills and
5:00maybe you should pay us out when you
5:01watch
5:02[Applause]
5:04[Music]
5:10it's a romantic story really is Bill
5:14Byrne back Ned Doyle Bob gage and I were
5:17all working at gray agency bill came in
5:20to Bob's office one day and he said well
5:22we're gonna do it Ned Doyle is coming
5:25with us and look at oh boy he's a you
5:27know hottest salesman I've ever seen and
5:31and he's got a friend Mac Dane placed
5:35Hennis with him I said Doyle Dane
5:37Bernbach it has a nice swing
5:38[Music]
5:48gauging burnback and on this side that's
5:53me in the year I smoked there were 14 of
5:56us 14 people when we started including
6:01the production guy and the phone
6:02operator and I was named copy chief say
6:08my glasses see I didn't think oh wow I'm
6:12joining the place it's gonna take over
6:14the advertising business you know I you
6:16know I had no sense of how big an
6:19important a move this was I knew it was
6:22exciting advertising up until the late
6:2650s when bill Bernbach came along was an
6:29old boys club a proper school the right
6:32connections and that went on for years
6:38it was it was ingrown mediocrity and at
6:42first there he was given no chance you
6:45know flash-in-the-pan they'll catch on
6:47to him they never caught on to him he
6:50had caught on to them you said to people
6:52you were to donate earn back and they
6:54looked at you as though you had suddenly
6:55turned him to go it was the place to be
6:59and it was such an honor to work there
7:02that was like working for Mao or
7:04somebody amazingly powerful bill
7:07Bernbach
7:08added an entire new creative force to
7:11advertising by putting the art director
7:15in the same room as the copywriter that
7:20had never been done before at J Walter
7:23my copy would be taken up one floor to
7:26the art director who would make an ad
7:29out of my copy
7:30we'd never discussed it art directors
7:32had no input in terms of the thinking
7:35when burnback said hey art director me
7:37copywriter you guys work it out together
7:40from a blank sheet of paper
7:43[Music]
7:51[Music]
7:52you
7:56[Music]
8:13volkswagen is the most famous one of
8:15course this little German car that
8:18everybody disliked because it was too
8:19close after the war you know nobody
8:21thought a little ugly German car would
8:23sell he just turned that into the
8:27hottest sheekha's coolest car around he
8:32had an ability to see how you could just
8:34cut right through a tradition that was
8:36getting in the way of a product and turn
8:38it around and make it a positive thing
8:40that had always been great copywriting I
8:43mean had a lot of great copy lines in
8:45the history of advertising here lately
8:47after I sat down at the piano and walk a
8:48mile for a camel I mean I think there's
8:51thousands of them you know what do you
8:52want director brought was the fact that
8:55when you did advertising you always look
8:56for a big idea so you did something that
8:59stunned clumsy bellboys cab drivers
9:08careless doormen
9:14I bleed a suitcase for you it was a joy
9:22back then to look at the advertising
9:24coming from four or five or six agencies
9:26those are just a joy to see these
9:28campaigns coming at you today young me I
9:30can go and you look at advertising you
9:32say Wow
9:35Bob Dylan Malcolm X John Kennedy and
9:38Fidel Castro and the Corsair effect was
9:41kind of a prophetic note a lot of
9:44Esquire covers I did for cultural
9:46breakthroughs because it's an ad at the
9:47statement and what it says is this
9:50magazine is doing some wonderful stuff
9:51in here there's some going on some
9:52exciting going on like Santa Paws was me
10:04spoofing the whites of America everybody
10:06said oh my god hey I'm absolutely grow
10:08lights but you know they're getting
10:10going too far the black panties and I
10:12would say [ __ ] you this sons of [ __ ]
10:14are gonna come down to your chimney and
10:15cut your balls off
10:19come on Ali Saint Sebastian he came out
10:22in his trunks etc and I said Mohammed I
10:24want you to pose just like this I want
10:26it kind of relaxed or the same way with
10:29your head is in agony I hated the system
10:33I hated the status quo will change in
10:35the world and everybody respected it
10:37they really understood you were changing
10:39the culture I would make a political and
10:40graphic statements if that dribs that
10:43the heart grabs at your throat and make
10:45statements about what the hell you think
10:47your life should be about you know and
10:49that's what I've done I think what my
10:50life would buy advertising I mean I was
10:52always trying to sell product but I was
10:54always making a point
10:55yeah I think advertising can be and
10:58should be and at times has been
11:00revolutionary subversive these are the
11:24stakes to make a world in which all of
11:27God's children can live hard to go into
11:31the dark
11:32we must either love each other or we
11:37must died
11:38vote for President Johnson on November
11:413rd the stakes are too high for you to
11:43stay home
11:44[Music]
11:52[Music]
12:05[Music]
12:12you cannot imagine today life without
12:16satellites
12:18[Music]
12:23satellites are at the center of the
12:26communications is because you are
12:31satellites that you can watch on the TV
12:34what we are doing on the South ads are
12:41coming from satellites but satellites
12:44are coming from the edge because with
12:47the money from ads we can fund and
12:50launch satellites
13:04[Music]
13:11my mother was very quiet my father was
13:14out of sight where he'd been an
13:16ambulance driver and he came back from
13:18the war clinically depressed so most of
13:20the time I spent with him growing up he
13:23would hide at dinner when we would eat
13:26there was just never a word you know
13:28nobody ever talked to me about anything
13:29and I think people who are loners or who
13:33have lives that they have to kind of
13:35overcome when they're young I think that
13:38they get a strength that's very useful
13:42later on
13:45everybody thought I was going to be an
13:47actress if it's just considered in
13:49evidence and my mother in an effort to
13:53try to get me out of Poland Ohio pushed
13:56me into the theater because they
13:57couldn't afford to give me tap-dancing
13:58lessons singing lessons or anything like
14:01that and my whole life changed because
14:03it became about the theater and from the
14:06first moment that I got a job in
14:08advertising which was in a department
14:10store that whole theater experience that
14:13I'd been having all those years just all
14:15came and worked for me moving to Doyle
14:19day and proved to me that I'd been right
14:21from the start that it was the most
14:23exciting business you could possibly be
14:25in and it was the right place for me
14:27but it was print even on television it
14:31was print it was moving print I wanted
14:34to turn it into the theater he's exactly
14:36wonderful so I left all day and bring
14:38back a bunch of Jack T current partners
14:39and sort of ran that for a period of
14:41time and while I was there I tried to
14:44get my clients to do completely to do
14:46big things you know that we're very
14:48dramatic anybody who's a terrific ad
14:50person from the creative side anyway
14:53usually has those two qualities they're
14:55salesmen and they're entertainers in one
14:58she had it to perfection it was a time
15:02when all planes had come out of the Army
15:04they weren't thinking food they weren't
15:06thinking services they when you were in
15:08them they were as dull as they could
15:10possibly be everybody looked like some
15:13kind of an army officer but the campaign
15:16for the new Braniff was on my shoulders
15:18and we had piles of ideas in the corner
15:20on these tissues piles and piles and
15:22piles and we hated everything she comes
15:25down into the room like the 15th time
15:28she's been visit she's done she looks in
15:30the garbage can next to my desk and she
15:33sees this wrinkled up piece of tissue
15:35you know and she pulls it out and she
15:38looks it's just what's this we come up
15:39with that about once a day I said but we
15:41we throw it away because it's just too
15:42obvious
15:43she says obvious it's divine and she
15:47said do that
15:49creating the most beautiful airline in
15:51the world we hired Emilio Pucci to
15:54design our uniforms our hostesses wear
15:57reversible coats of almond green and
15:59apricot space helmets to keep out the
16:02rain red spacesuits and sometimes
16:05something a little more comfortable and
16:07we hired Alexander Girard to do our
16:09planes we have blue cranes orange planes
16:13yellow planes you can fly with us seven
16:15times and never fly the same color twice
16:17inside seven different color schemes and
16:20since we fly to Mexico and South America
16:23apart from Peru Brazil and Argentina
16:26cha-cha-cha grant of international
16:29announces the end of the plane plane we
16:32won't get you where you're going any
16:33faster but it'll seem that way but Mary
16:37came up with the idea of painting the
16:39plane she was the one who sold and
16:41believe me that's no small matter sold
16:43the idea to Braniff and got them to do
16:45it she overlooked the design of the
16:47uniform she hired Pucci and she hired
16:49Alexander Girard she got you know all
16:51the players involved the advertising
16:53part of it was really the last piece
16:55which was how do you announce it to the
16:58world
16:58the Braniff International hostess meets
17:01you on the airplane should we dressed
17:04like this
17:05we've got gorgeous stewardesses in those
17:08days that was an okay thing to do they
17:10were all young and beautiful with
17:11beautiful legs and we made it fun to fly
17:13people flew with us because they were
17:16having a theatrical experience it was a
17:21time when people loved marketing
17:25they got it they understood we were all
17:27having fun with each other the world had
17:29been pretty dull after the war and
17:30through depressions and loom and people
17:33loved fun ideas life was suddenly perky
17:41[Music]
17:43no matter how rough you treat a rebel
17:46it's awfully hard to hurt I'm in a
17:51series of dramas like a sitcom or
17:53something
17:54they loved the extra effort the fun we
17:56were doing the drama and we were giving
17:57them rebel has held its own against some
18:04of the worst drivers in the world
18:09at this point it looks like the rebels
18:11are going to outlast the teachers
18:20[Music]
18:23I start at four o'clock in the morning
18:33I'm on my first job between 5:00 5:30 if
18:46all the conditions are right and there's
18:49a good set up it takes about 13 minutes
18:52we've been done with ten eleven jobs by
18:54nine o'clock in the morning
18:57[Music]
19:08and I was actually a cyclopædia of
19:10salesmen you know somebody a stranger
19:14opens the door and you have like five
19:16seconds to get their attention and make
19:18them like you and sell them something no
19:23matter what it is radio TV you gotta
19:25grab people and the way you do that is
19:27to give them an idea that they can't
19:32resist if you communicate in a way
19:35that's entertaining people literally get
19:38something from it and they literally
19:41like you because of the way you sold
19:44them something they're like they're
19:46American man this is you know this is
19:49free enterprise you're oh you're a hell
19:51of a good salesman thank you very much I
19:53loved it if you can find that kernel the
19:56core of what that product is so that
19:59when you talk about it no matter how you
20:01talk about it people respond and say yes
20:05that's right then if you talk about it
20:09in a strong interesting memorable way
20:12they say yeah that's right I'm going to
20:15buy it it's a challenge to say the right
20:18thing the right way to get a person to
20:21do something you want them to do and you
20:24can have and will have an effect on a
20:26lot of people
20:27[Music]
20:30if you want to move somebody to do
20:31something you have to connect with them
20:33you can't just slap them in the face
20:34with it or explain it or make a joke
20:37about it and you have to get to them
20:41somehow I worked on Clairol hair
20:45coloring and I sold them on the idea of
20:49showing young things and I used to theme
20:54it lets me be me it has something to do
20:57with just connecting you know people
20:59connecting with each other I suppose
21:02they were getting the message hey
21:03somebody recognizes me Bruce Gallup who
21:08was president of Clairol came over with
21:11a friend and said to him I want you to
21:13meet the woman who invented the Me
21:16Generation
21:16I said no Bruce you're on the Me
21:19Generation was there and I recognized it
21:21and I pointed it out to you and showed
21:25you the signs of it
21:27[Music]
21:36[Music]
21:47[Music]
22:01the way New York got rid of their really
22:03bad people they would send them out to
22:05their outer offices and so they would
22:08take the worst person they had in the
22:10creative Department and make him the
22:11creative director of San Francisco at
22:15the time I got into the business there
22:17weren't a lot of creative heroes because
22:19once again creativity was it was the
22:22word that people really didn't use that
22:24much actually the ad man was the account
22:26guy he was the guy you saw in the movies
22:28were in a gray suit about the creative
22:29people were nothing they were just sort
22:33of flunkies that they had in the agency
22:35and the account guy was the guy that was
22:38important so I thought I wanted to be an
22:40account guy cuz I thought those are the
22:41important fellows and if you really want
22:43to be an ad guy you gotta be an account
22:45guy he'd wear a vest and tie and one of
22:47those little funny hats and stuff like
22:48that which is what people did then and I
22:50tried that for about six months and it's
22:52just the worst job I ever had I finally
22:56did a campaign in the late 60s for a
22:59bank
22:59they were an old-fashioned bank with
23:01old-fashioned customers all of whom were
23:04either dying or about to and they were
23:07trying to replace those people with some
23:09younger customers I decided that there
23:12wasn't anything to talk about so I went
23:15to is the president of banking I said
23:17you know I think what we ought to do is
23:19we got to take some of your money and go
23:20out and get a whole bunch of song
23:21writers to write a song about young
23:23people and their lives and how their
23:25lives are changing and things like that
23:28and I can't tell you what the song is
23:30because I'm not a songwriter and I can't
23:32even tell you what the commercials are
23:33because I can't tell you that too we do
23:34the song he said well that's not that's
23:38pretty vague
23:48why
23:52[Music]
24:05we got Paul Williams to write a song for
24:08us we've only just begun which became
24:11number one or two in the nation so not
24:14only did we have a nationwide hit but we
24:16also had some really kind of remarkable
24:18commercials for the time because they
24:20didn't say anything except you've got a
24:23long way to go we'd like to help you get
24:25there that was it
24:27[Music]
24:29all we were doing was just reflecting
24:32people's lives and doing it in a way
24:34that touched that audience well they
24:37came into the banking swarms asking for
24:40money and stuff like that and the bank
24:42finally decided they didn't want them
24:43there because they didn't have any money
24:45and they didn't want to give him any
24:46money if they didn't have any collateral
24:47so they killed the campaign eventually
24:49and got rid of it but but in the
24:52meantime what they did with the campaign
24:54is they is they franchised it to banks
24:57all over the country so it's sort of the
24:59beginning of getting some attention to
25:02the stuff that was going on or could go
25:04on in San Francisco on eventually did
25:19[Music]
25:31[Music]
25:45[Music]
26:06[Music]
26:13[Music]
26:18I grew up surfing from when I was 12 I
26:23got drafted into the Army and I was in
26:25the Army with guys who grew up in New
26:27York and had finished college already
26:29are already on their career path they
26:33missed an opportunity when you're young
26:37to just revel in your physicality and
26:41your sexuality and your ability to just
26:44kind of go and touch life I'll be glad
26:48to the day I die that I grew up at the
26:50beach in California I'm Lee Clow and
26:55you're at the Los Angeles office of tbw
26:59a shy at day and I'm worldwide chairman
27:03and chief creative officer
27:07I'm adopted and I was raised by two kind
27:10of you know lower middle-class
27:11hard-working people who cared enough to
27:15kind of continue to encourage well take
27:18your art class and mrs. rice told you to
27:20take your art classes
27:21I painted a boat and I made the smoke go
27:24the right way at the chimney so I always
27:26had it in the back of my mind that
27:29somehow my art was going to be my way of
27:32making a living I got into the business
27:36I was working for an agency who
27:38represented everything that's wrong with
27:41the advertising but is run by a guy who
27:44basically was unscrupulous he would do
27:46anything to keep a client he would do
27:48anything to win a client and he
27:51basically had mostly contempt for the
27:54entire creative department it was this
27:56how big do you want the logo sir all
27:59they cared about is milky money out of
28:01clients and giving them what they want
28:03that kind of formula that makes for so
28:06much of the bad work in our industry and
28:08it almost seemed deceitful to allow
28:11clients to dictate mediocre work and
28:14then pay us for it
28:16when we aspired to do something better
28:18so I was the head of the escape
28:21committee because it was kind of like we
28:22can't stay here this is this is the
28:25devil's workshop we have to find her way
28:27into agencies that believe in the right
28:28stuff and I was lucky enough to discover
28:32shiet day which was just being born at
28:34this time and j shiet and guy day were
28:38the pirate spirit rebel spirit that i
28:41was trying to champion over at this
28:43dopey agency and by the time I left
28:46there they basically said don't allow
28:49him back in the building they realized
28:51that I was kind of an insidious cancer
28:55in their in their company because I was
28:58preaching the rebellion of creative
29:00people rise up they can't do [ __ ] unless
29:02we make ads for them you know we should
29:05be in charge
29:06[Laughter]
29:10[Music]
29:13California white wine and real fruit
29:15blended in a tub at a party on the beach
29:21and now that original plan comes in a
29:24bottle
29:29California cooler the real stuff
29:46beautiful shower
29:49I love this town I mean I you could get
29:52me out of the city
29:53I grew up actually in West Branch way
29:56West Bronx strict Irish Catholic
29:58neighborhood the most racist
29:59neighborhood possible had at least 50
30:03fistfights with 50 of people a kids who
30:07became my best friends but you had to
30:09fight your way through a neighborhood
30:10you know because I'm Greek you know I've
30:15always had this reputation and I've been
30:17rough with clients and I have been in
30:19this in fact that I rougher clients I
30:21have a big idea and I show it to them
30:22and I try to sell it to them and you
30:25know I'm trying to make them rich you
30:27know and I got a dragged him into it to
30:29being rich it'll drive you nuts I could
30:32get excited about selling a new kind of
30:34ten Wow look at that pen yes little
30:38distances little does this wireless
30:40sensitive let me show that [ __ ]
30:41what a pen you know you know what it's a
30:45work of art - you know I mean I've you
30:47can get excited about almost nothing you
30:49know you look like maple commercial
30:51stresses we all use our clickers so
30:53we're all clicking away and what when
30:55you click this it's a it's a scene
30:57coming from it up to another scene so
30:59you click off that son of a [ __ ] Mickey
31:01Mantle stairs holding a bow so when
31:08you're clicking you're gonna hit I want
31:11my MTV I can get MTV to be accepted by
31:17all the kpop news America even though
31:19they spent the year pissing up they
31:27didn't have any cable operators when I
31:28told Bob Pitman I'll get a rock star you
31:31know and if you do it my way we can get
31:33thousands of rock fans they've Drive the
31:36cable operas crazy with phone calls and
31:38they said well you can't get a rock star
31:41they all hate us I said I'm the name of
31:43the game is to get rocks till I want to
31:45have to Mick Jagger and got Mick Jagger
31:46I want my MTV run the commercial in San
31:49Francisco on a Thursday night
31:508:30 in the morning in New York which is
31:52fight dirty in San Francisco the cable
31:54operator cause of our Pittman
31:56get someone is private
31:58Pitman get that [ __ ] commercial off
32:00the air Pitman said I'll pick her up
32:02right away
32:02I want my right Jefferson decision oh by
32:06the way I'll take it
32:06you'll take lunch I'll take empty vision
32:09why is it good I'm getting thousands of
32:11phone calls I want my MTV it's all done
32:14second I got you I got you by the balls
32:19I did the commercial that's advertising
32:23baby
32:24I can make Tommy Hilfiger famous and
32:27important brand you know in a couple
32:31hours you know he is a visionary he sees
32:35things normal people don't see and he
32:37thinks about what they want to see
32:38before they know what they want he had
32:41just recently developed the launch ads
32:45for MTV and he developed this
32:47advertising campaign to introduce an
32:49unknown to the world of fashion
32:52overnight and he did
32:55[Music]
33:01he said I've got an idea when I would
33:03put a picture of Ralph Lauren he's an
33:05old guy with white hair Calvin Klein
33:07looks a little craggy and maybe Halston
33:11he's dead and then we'll say you are the
33:14next and I said well you can't compare
33:16me to Ralph Lauren and Calvin Klein that
33:19I mean I can't compare my set it sound
33:21like I'm bragging or something yeah I'd
33:22like to view myself as looking at those
33:25guys as the gods so I show my head and
33:28it says the four Great America science
33:30for men are and then it said she danced
33:33there you know you gotta fill in the
33:35native the Calvin Klein the other ones
33:38are there Ralph Lauren P - there's a
33:41perry ellis there's a t - - - @h - this
33:44Thursday you know who the hell knew who
33:47th was it's Tommy's mother didn't know I
33:49don't want any part of this of course
33:51Tommy saw it and nobody had a heart
33:52attack so I can't do that
33:54he sat me down and said listen if you
33:58want to have any name recognition in
34:01this business at all you need millions
34:03of dollars worth of advertising over and
34:06over and over and over until - Huey
34:09years if you want your name to be known
34:11right away and people to go and look at
34:14your clothes
34:15we need something unique like this aiyo
34:17excuse in term seemingly outrageous you
34:19should look at something and think it's
34:21a little crazy and in the next two or
34:24three or four seconds or 20 20 seconds
34:26you realize wax on the nose you know but
34:29what the product better be damn good
34:30which is the product that isn't any
34:32gonna put it out of business because
34:34people want to buy it if I had a piece
34:36of [ __ ]
34:38I had sleepless nights because I was
34:41thinking this is gonna you know this is
34:42gonna be the end of my career and then
34:45and every once in a while would think
34:46but maybe the name will become known
34:50people look at the clothes and like the
34:51clothes the ads ran people went crazy
34:56[Music]
34:59all 7th Avenue said who does he think he
35:02is he's no designer Ralph and Calvin
35:06have been working years and years and
35:07years he was on the Johnny Carson
35:09shoulder the week airplay around here I
35:12said it's not a campaign I dreamed up
35:13myself it was in a campaign mr. George
35:17Louis dreamed up and convinced my
35:20business partner we should run it was
35:21not my choice to run this campaign and I
35:24am a struggling designer and I hope for
35:27the best with my company and my clothes
35:29but I've been truly embarrassed by it
35:32and I did a gigantic billboard that said
35:35the same words on seventh day of you to
35:38piss off Calvin and move on for sure he
35:41became famous overnight literally but it
35:43also drove me into such embarrassment I
35:47rolled up my sleeves and worked harder
35:50than I ever thought I can work I knew
35:51there would be only one way to prove the
35:53naysayers wrong and that would be to
35:55come out with amazing clothes so I
35:59literally rolled up my sleeves and
36:03worked like an animal making sure that
36:07every button every zipper every
36:11buttonhole every color every fit every
36:13fabric was to perfection
36:17George turbocharged my success and then
36:21it just took off then the hip hoppers
36:23started wearing then the rockers and
36:25then the suburban heights then the dads
36:28and the moms and the kid
36:29then my business burst into a
36:32multi-billion dollar global business
36:35[Music]
36:37great advertisement makes food taste
36:39better it makes cars run better
36:42it changes the perception of everything
36:45for example I Love New York the most
36:47extraordinary thing about that campaign
36:48was the music in a sense music was out
36:51for about two weeks before the
36:52advertising changed but from the minute
36:54the music hit New York New York changed
37:07there's only one Broadway it's in New
37:10York
37:11[Music]
37:21I think what you can do is manufacture
37:23any feeling you want to manufacture you
37:27can create any any feeling that you want
37:31people to have especially some people
37:38could play the piano some people can say
37:39I was born as a number of people in
37:42advertising are born with a gift for
37:45sensing what it is that will turn you on
37:50you waited row
38:03[Music]
38:17[Music]
38:26[Music]
38:34[Music]
38:39this is my mantra right here KIC brutal
38:44simplicity I've asked people to please
38:46simplify their ideas the simple
38:49brutality I am NOT a rebel
38:55I am amazingly driven this table right
38:57here Parsons School of Design every cut
39:01in this table is art school and it's
39:03been with me ever since I've never had a
39:05different table in my life I wasn't a
39:07very good student but I had insights
39:09it's it's kind of like I felt I was a
39:12little boy who saw the Emperor naked I
39:15saw things but I didn't know what to do
39:18about it I grew up you know in art
39:20school in New York and I would see
39:22ugliness and I knew it was ugly and I
39:24wanted to fix it and that that's a curse
39:26because when you see those things that's
39:28all you see I don't really notice stress
39:30too much I'm a little bit of Bolivia
39:32switch makes me good at this you know
39:33rich is totally the stress guy rich is
39:36like a wire well I'm still trying to
39:38prove to my father that M&E good I think
39:41that's the whole key I'm the son of a
39:44guy who went to business school at
39:46Wharton and a woman who is a painter and
39:50was born in Italy okay so I think that's
39:52actually absolutely perfect for
39:54advertising I was just asking for it
39:56you know if the dog pees he's out and he
40:00doesn't really like me too much
40:02Jeff could being myself are very
40:04different people but when we think about
40:06ideas somehow it clicks is a yin yang to
40:10it it works our motto here is art
40:12serving capitalism it comes from my mom
40:14and my dad
40:19I wish I could tell you we were that
40:22smart to know where it was gonna go our
40:25goal was to create good advertising from
40:28milk in California and and kind of
40:31relaunched this product which is been
40:35with us since the beginning of time we
40:39market milk generically and the reason
40:41is because there are no brands of milk
40:43if you ask people what brand of milk
40:46they buy they'll tell you the red carton
40:47or 2% I buy 2% that's my brand milk
40:53sales are dropping about 4% a year so
40:55every year everybody just took milk for
41:00granted and said can I have a Gatorade
41:04your Nike or if your Snapple you get to
41:07introduce new flavors and bottles and
41:09packages new shoes we're selling white
41:11milk in gallons guys it hasn't changed
41:13since 1993 that's a real challenge the
41:17intent was to get people to just make
41:19sure they didn't run out of milk which
41:21meant by a little bit more of it or buy
41:23it before it go sour
41:25they had a presentation board and they
41:27didn't have a heading for it and
41:28somebody asked Jeff could be what do you
41:30want to put up on the top of the board
41:31and I said oh why don't you probably it
41:32got milk question one and somebody
41:35corrected him and said yeah but Jeff
41:36that's not correct it should be do you
41:38have enough milk got milk and I look at
41:40it go that's the dumbass line that's bad
41:43it's clunky it's not even English and I
41:46said no it's like got milk I think it's
41:48kind of cool it's so short and it's
41:50almost nothing almost it's almost gone
41:52before you can say the words it worked
41:56[Music]
42:11[Music]
42:20[Music]
42:24great advertising almost always starts
42:26with something true it was hundreds of
42:29million dollars spent before this and
42:31milk does a body good and they would run
42:33100-yard dash in the boho walk that was
42:36untruthful you do not chug milk after a
42:39huntress yard - I don't think it's good
42:41for you and the truth is you cut up your
42:44strawberries you put it on your cereal
42:46you're sitting down and yeah you don't
42:49have very much ah I need milk so there's
42:53the truth and that's it we had no idea
42:56where got milk was gonna go I could
42:58spend all my time and all of our money
43:01trying to close down all these ripoffs
43:03and that that wouldn't sell any more
43:05milk but maybe the more important part
43:07was that they were doing us a service
43:10got dense it's everywhere got junk
43:14it's very sexual too there is no other
43:18kind of communication in the world
43:19that's as focused as an ad is you get a
43:22certain amount of time to engage
43:23somebody and you have to do it in a
43:25quality way it's like haiku you're like
43:27the Aaron birth thing that we did for
43:29milk every single cut is working hard to
43:31do something and now let's make that
43:33random call with today's ten thousand
43:35dollar question it's a tough one who
43:38shot Alexander Hamilton in that famous
43:40duel alright let's go to the phones and
43:45see who's out there I think we're trying
44:11to entertain society using clients
44:15products I think Nathan and then if a
44:17client heard that to go boy wait you're
44:19not thinking about my product of course
44:20we are but I believe we're here every
44:22day to do something kinda special to
44:26connect to society in some entertainment
44:30form you Nate tell people all the time
44:32it's the same as making art you know I
44:34make stuff I put it in people's faces
44:35and it changes them and hopefully it
44:37enriches them makes them feel something
44:40and it's really a rush to have it happen
44:43to millions of people at once
44:47I've always made a distinction between
44:50things that you're experience kind of as
44:52a single person and you go wow this is
44:54kind of cool I want to go tell my
44:55friends about it and things that you
44:57experience as a single person but you
44:59know that millions of other people are
45:00seeing it at the same time it's a mass
45:03communal happening and not too many
45:06things offer that in life ma'am miss
45:35David Kennedy my rifle number is one
45:40nine four four seven nine three USMC
45:43blood type o atheist creative people
45:55need this sort of duality of feeling
45:58very secure in some deep sense enough
46:01that they can be very risky and put
46:03themselves into the work what I've tried
46:05to do is focus on the environment in
46:07which people work here and let them
46:11relax and be themselves and be
46:13adventuresome did you see the nest
46:16have you been up to the nest this is a
46:22room where all our staff gathers
46:24together we have all kinds of
46:26performances here
46:27someone once said lightning Kennedy is
46:29high school with money it's pretty much
46:33the case but come back at 3 in the
46:37morning it's like Santa's workshop
46:40we always don't go home at 5:00 it's
46:44hard work man it's physically hard is
46:46mentally hard it's a hard sell to con
46:52people and around their crazy ideas
46:57where the [ __ ] is Kennedy's office
47:00well I think most creative people are so
47:02damn insecure that they want to think
47:04they know everything but they know deep
47:06in their hearts they're just in deep
47:08trouble from the minute they get up in
47:09the morning so if you can tell them
47:11that's what you're supposed to be
47:12sometimes that's kind of liberating
47:16this is David's office
47:20and
47:22everything he's ever touched is in this
47:26office
47:29these are plastic pushpins and in this
47:33wall are a hundred thousand pushpins
47:35fail harder it took them four days and
47:40four nights non-stop to do this the
47:42background is made of pushpins the easy
47:45way would be to do the lettering is
47:47pushpins and leave the wall black they
47:50chose the hard way it's a perfectly
47:52executed concept to them and I think
47:55that this should be here forever well
47:58it's like Babe Ruth trying to hit a home
47:59run how many it's like if you miss you
48:01miss but we should swung the bass hard
48:03you could you know I miss more than
48:089,000 shots in my career
48:13I've lost almost 300 games
48:1826 towns I've been trusted to take the
48:21game-winning shot and missed I've failed
48:26over and over and over again in my life
48:30and that is why that's a tree I never
48:35had a failure in my life I probably have
48:37but I forgot them because there's
48:40nothing you could learn from a failure
48:42if you sit there with a failure and
48:45that's it for trying to figure out how
48:46you failed you just [ __ ] yourself good
48:49you're Adam you had a business because
48:51all of a sudden that's George be careful
48:52my mother told me to be careful my
48:55father told me to be careful my sister
48:56everybody tells me be careful your
48:57coaches tell you but care of a school
48:59tell me already tell you to be careful
49:01going to advertising that's when
49:03everybody really told you to be careful
49:04in a meeting people say hey Troy be
49:06careful I mean everybody tried to kill
49:08everything we ever did the minute before
49:11we did it
49:12they all got you know nervous and
49:15where's the beef they tried to kill
49:17where's the beef a week before it
49:19supposed to go on the air where's the
49:22beef guys were saying oh I don't know
49:23but maybe we'll we'll have a big bun
49:26ourselves it certainly is a big bun it's
49:28a very big fun big fluffy bun Testing
49:31Service said absolutely do not under any
49:35circumstances put that commercial in the
49:36air
49:42trained left-brain MBA minded
49:47process-driven people that basically are
49:51the bedrock of so many companies there's
49:53no creativity there's no intuition
49:56there's no trust
49:58there's no bravery people think that ice
50:00is a three inches thickness there's two
50:03feet thick and what I try to tell
50:04everybody is you got power in your to do
50:06morning you're doing everything should
50:08be so ambitious a Tele we would get a
50:12new account and the first thing we would
50:14do is get so damn absorbed into that
50:17business that we would almost own it and
50:21then we would go for the product truth
50:23strong ideas simply presented we
50:27introduced a new company in Tuesday New
50:32York on Wednesday alien throws do you
50:33not come party got it to it so you want
50:34to work here what really makes you think
50:35you deserve a job well sir I think I'm
50:36gonna finish up mine excellent can you
50:38start on Monday I mean conclusion Jim
50:39bill Bob golf right load or pavement in
50:40business you did a bang-up job I'm
50:43putting on charge of Pittsburgh I know
50:45it's perfect Peter that's why I pick
50:46Pittsburgh Pittsburgh's perfect Katie
50:47may I call you Pete fast
50:49high-pressure get it done yesterday
50:51world aren't you glad there's one
50:53company that can keep up with it all
50:56absolutely positively has to be there
50:58overnight I would rather deal with the
51:04tyrant any days and with the committee
51:06committees are as a general rule are
51:08willing to take chances which is why you
51:11have a committee in the first place so
51:12you can share the blame they look at
51:14something they say oh that's interesting
51:16maybe he said much interesting our tests
51:19didn't find out if I like it a lot of
51:20times people think of risk in terms of
51:22of challenging convention you know and
51:27that's one form of risk I don't think
51:29it's necessarily the most important
51:30thing is it's kind of an easy shot you
51:33know I think the real risk comes in
51:36being willing to try to be authentic the
51:40whole trick of this business is to stop
51:43pretending you're an advertising agency
51:45and help the client forget that he's a
51:48client and just sit down at the table
51:50and go
51:51okay and some what are we gonna do how
51:53are we gonna turn people on the thing
51:57that makes advertising different is that
51:59we have to convince a client the guy at
52:01the company to buy our idea and then
52:04show it through a consumer out there
52:05somewhere
52:06and you have to be able to talk to
52:07people that are not like you and
52:09convinced them to do things that are not
52:11like them they did one famous frog
52:19commercial on the Superbowl everybody
52:22heard them go Budweiser in the following
52:24Super Bowl one of the marketing people
52:26that bud said to me you know haven't
52:28been able to make anything out of the
52:29frogs I think we're gonna kill the
52:30campaign kill the campaign that's
52:33interesting that we shouldn't kill the
52:34campaigns we should get some characters
52:36that are gonna kill the frogs you know
52:37and we'll kill the frogs on Super Bowl
52:39and everybody in the room thought it was
52:41a crazy idea except for August Busch the
52:44third who was you know the dictatorial
52:47autocrat that runs the company and and
52:50he said this was like a movie
52:52he said that's funny I like that I like
52:54those lizards those lizards are really
52:56funny you can see the marketing people
52:57going like oh my god whoa I'm no
53:07electrician but that has got to be
53:09dangerous oh my
53:14[Music]
53:16whoa Louie Frankie eventually every frog
53:22as to croak that's not for me I laugh
53:25when I'm sad what does that have to do
53:28with beer I mean it was just something
53:30you wanted to be part of that thing you
53:32wanted to go did you see that thing I
53:34get that if there is a truth in it it's
53:37not a truth about the product and it's
53:38not a truth even about your relationship
53:40to the product when you buy it it sounds
53:42crazy but I think what you're really
53:44saying is I'm part of the people that
53:45get this humor like I'm part of that
53:47group they want to be part of that
53:48community and the beer becomes the badge
53:50of that community I think that's why it
53:52works
53:53brands are very much like people it's
53:54kind of like do you think that brand is
53:56interesting would you like to have them
53:58over for dinner
53:59is he always the same or sometimes is he
54:02funny and sometimes is he serious
54:04there's a great ad that was done for
54:06Harley Davidson years ago was a Harley
54:09logo tattooed on somebody's arm and it
54:11basically said when was the last time
54:13you felt this passionately about
54:15anything that's what's crazy how
54:16passionate people can actually be about
54:19brands if brands are these interesting
54:22fascinating and maybe high-minded people
54:25that you want to assign to being part of
54:27who you are the interesting thing about
54:29branding is that you're giving an idea
54:32not just to the customer but also to the
54:34company itself of who they are and a
54:37sense of themselves you know what I mean
54:39in a sense of their role and their
54:40responsibilities in the greater economy
54:42that's like being at least a midwife to
54:47something pretty amazing you know I
54:49think we have higher aspirations for our
54:51clients and are more passionate about
54:53what our clients can be should be should
54:55try to be than they are we're trying to
54:58tell them hey you can be more than just
55:02a car company you can be more than just
55:05a pet food company you can aspire to
55:07loving dogs rather than just feeding
55:11dogs
55:13I'll take a shot but I'm not gonna make
55:16it because they never make it yeah but
55:19now if you shoot the ball going through
55:22the hoop part you can cut it together
55:24make it look like I made it there you go
55:27now attach that to the front part and
55:29you got it I think any really
55:32competitive person is driven by wanting
55:35to prove something now I don't know if I
55:37want to prove something to my dad or to
55:40J shiet but if you're gonna be intense
55:42and passionate about business I think
55:45you almost have to say that you're gonna
55:48attack it in a rebellious kind of way as
55:50opposed to a orderly kind of way and I
55:54think that spirit of being rebellious
55:56and being the david taken on the goliath
56:00whether it's a little agency shot a
56:01taken on the big New York agencies or
56:03whether it's the little clients trying
56:05to take on the big clients isn't it more
56:07fun to try and be this little guy trying
56:10to kick the big guys ass and maybe it's
56:12because I couldn't kick anyone's ass in
56:14high school that I saw a way in business
56:16where hey I could use my creativity and
56:19jiu-jitsu in terms of being able to take
56:22on the big guy and win
56:25this is the original Apple team that
56:28lunch Macintosh every year at the Super
56:31Bowl somebody calls and wants to talk
56:32about 1984 and people keep trying to
56:36explain why it was such a breakthrough
56:37some people point to the fact that we'd
56:40never showed the product some people
56:42point to the fact that the Super Bowl
56:44has this vast audience and nobody had
56:47ever done anything quite this dramatic
56:50some people point to the fact that we
56:52only ran it once but I really think it's
56:55kind of one of those everything happened
56:58just right number one we were actually
57:01introducing something that was
57:03revolutionary Macintosh and the mouse
57:06graphical interface changed everything
57:09so how often in the history of
57:12advertising if you get to actually tell
57:13people something great is now available
57:16and you can buy it too we had a client
57:21who believed it was world-changing and
57:23said go do me an ad that doesn't look
57:25like anything anybody's ever done before
57:28three what was going on in England with
57:31directors who as we know have all gone
57:34on to be amazing filmmakers were
57:36defining a genre of advertising that had
57:40really not quite arrived in the United
57:42States and then a very frightened Board
57:45of Directors actually said this is
57:47stupid the whole company is riding on
57:50this computer and you're gonna spend all
57:52this money on a commercial that doesn't
57:53even show it pull out of the Super Bowl
57:56Jobs and Wozniak looked at each other
57:58and said well I'll pay for half of it if
58:01you will
58:02[Music]
58:18since your offices
58:20[Music]
58:47[Music]
58:49On January 24th Apple computer will
58:52introduce Macintosh and you'll see why
58:551984 won't be like 1984 everything that
59:03was done to launch that product is now
59:07done differently because of that product
59:09the editing of film the editing of music
59:13and sound all the production tools that
59:15go into television all the tools that we
59:17use to produce magazine ads print
59:20inserts and I still say to this day
59:23every computer company on the planet
59:25does their ads on a Mac
59:29[Music]
59:32ears to the crazy ones The Misfits the
59:36rebels the troublemakers the round pegs
59:41in the square holes ones who see things
59:45differently
59:47they're not fond of rules and they have
59:49no respect for the status quo
59:52you can quote them disagree with them
59:55glorify or vilify them about the only
59:59thing you can't do is ignore them
1:00:02because they change things they push the
1:00:06human race forward and while some may
1:00:09see them as the crazy ones we see genius
1:00:15because the people who are crazy enough
1:00:17to think they can change the world are
1:00:21the ones who do
1:00:28I was not a communicator at all as a
1:00:37matter of fact I was very quiet kid and
1:00:41when I got me advertising business I
1:00:43think I was over 30 years old before I
1:00:46dared speak up in a meeting and offer my
1:00:49opinion about anything if the earth had
1:00:51been tilted a little more to life it
1:00:54probably wouldn't have happened if the
1:01:00continents had waited a day or two to
1:01:02start drifting it's doubtful and if the
1:01:07rain hadn't followed that day or the
1:01:10moon hadn't been full who knows there
1:01:15might not be a town called fair jazz
1:01:17[Music]
1:01:22or spring cold Perrier my dad was a
1:01:26jack-of-all-trades during the Depression
1:01:28and having a hard time making a living
1:01:30as a lot of people did and he was a
1:01:35writer and he was a cartoonist and he
1:01:37was funny and the good salesmen of all
1:01:40of those things like that and yet he was
1:01:43essentially a failure and eventually
1:01:46they they put him in the pokey for
1:01:48writing bad checks so I didn't see him
1:01:51much after that
1:01:53and I think that through the problems
1:01:57that my parents had my father not being
1:01:59around there I I think a motion was
1:02:01always to some degree a part of my life
1:02:03that have been left out and I think I
1:02:07mean I'm not a shrink and I haven't been
1:02:08to one much but but I suspect that I I
1:02:16led advertising to be a sort of an
1:02:19avenue to express some of the things
1:02:21that I might not have experienced in my
1:02:24life I missed a lot of things and I
1:02:26certainly missed you know the kind of
1:02:29wonderful families that we all still
1:02:32admire and I think there's a lot of that
1:02:35and why work
1:02:38when Americans buy a hal whiny
1:02:40experience when they buy into one of his
1:02:43campaigns i think many times what
1:02:44they're buying is what they wish their
1:02:46lives would be a feeling for something
1:02:49that happened in their childhood or you
1:02:51know something that would have been
1:02:52better if you'd had that kind of dad or
1:02:54that kind of mom or lived in that kind
1:02:55of house or in that kind of little town
1:02:57a time in America that people wish had
1:03:00happened probably never did what people
1:03:04don't understand is I think it's
1:03:06actually how as a person that you're
1:03:08experiencing it's actually what he
1:03:10wishes his life would be and he's
1:03:12creating that and it's so evocative and
1:03:15so attractive you're feeling him you're
1:03:17experiencing a man
1:03:23I was drinking a little bit more in
1:03:25those days and there was a bar right
1:03:26bowl or office so I used to do a lot of
1:03:28work down there and have a bourbon while
1:03:30I was working and I rode three or four
1:03:34commercials for the campaign
1:03:39in about two and a half hours there and
1:03:45a guy asked me and he said well what are
1:03:47you doing I said well I'm writing a
1:03:49campaign for the re-election of the
1:03:51President of the United States and he
1:03:56says sure I'll have another drink
1:03:58[Music]
1:03:59it's morning again in America today more
1:04:04men and women will go to work than ever
1:04:05before in our country's history with
1:04:08interest rates at about half the record
1:04:10highs of 1980 nearly 2000 families today
1:04:13will buy new homes more than at any time
1:04:16in the past four years it's very often
1:04:19his own voice that's creating this
1:04:21feeling and there's a cadence to it
1:04:23that's extremely soothing but I think
1:04:26that after a while you don't really pay
1:04:27attention to exactly what it's saying so
1:04:29much as a feeling that it creates a
1:04:31feeling of warmth and comfort that was
1:04:33perfect for a guy like Reagan it's
1:04:35morning again in America and under the
1:04:38leadership of President Reagan our
1:04:41country is prouder and stronger and
1:04:43better why would we ever want to return
1:04:47to where we were less than four short
1:04:50years ago I'll never forget the first
1:04:52time I walked in and showed the
1:04:54president the morning in America spots
1:04:56he teared up he basically said I wish I
1:04:59was that good
1:05:00[Music]
1:05:04Regan understood the power of emotion
1:05:06and power of advertisement mean to him a
1:05:08campaign was advertising so we had his
1:05:12probably 150 reporters the most cynical
1:05:14reporters in the world of the national
1:05:16press corps we showed him the ads dead
1:05:18silence I mean they obviously were all
1:05:21moved by the ads the number of them
1:05:23shook their heads that boy those were
1:05:25great and then then of their cynicism
1:05:26they sort of said boy I mean this is you
1:05:30guys are really manipulating us and I
1:05:32said well you know fortunately people in
1:05:35the country feel differently than you
1:05:36all do how was all about moving people
1:05:39by emotion whether it was the Gallo ads
1:05:41the Saturn ads or anything else that he
1:05:43did later his life they are the best ads
1:05:46ever made in politics and and I can
1:05:48attest to that having spent four years
1:05:49of my life in politics there is a bear
1:05:52in the woods
1:05:53for some people the bear is easy to see
1:05:57others don't see it at all how rainy is
1:06:02the devil he's also be angel Ronnie
1:06:07always said that there was a
1:06:08responsibility on the part of the
1:06:09advertiser for people to know that this
1:06:12was an ad okay so that when you were
1:06:14talking to somebody you had to make it
1:06:16clear that you were talking in the form
1:06:19of advertising to them at the time
1:06:20well that world is like long gone you
1:06:23know a lot of the things that happened
1:06:24to us in the name of advertising now
1:06:26help sneak up on us and crazy ways and
1:06:28they seem like something else it's not
1:06:30just about commercials anymore it's
1:06:31about everything everything is an ad a
1:06:34stunt a paint on a wall I
1:06:38guerrilla tactic a movie a theatre
1:06:41placement of a product just goes on and
1:06:44on and on and on it's like Aaron water
1:06:46it's around you it's gonna happen to you
1:07:02he always terrified me dan widen he's
1:07:09always going to tell you exactly what he
1:07:13thinks making great advertising is a
1:07:18very emotional very difficult process it
1:07:21is not for the faint of heart it was
1:07:27unusually exciting to sort of be present
1:07:29at the birth of something like that
1:07:30which just seems to have struck such a
1:07:33cultural nerve some things don't look at
1:07:37while you're doing you know otherwise
1:07:38you can't do them properly it was clear
1:07:43that the number one mission of Nike is
1:07:45to serve the athlete but it was in the
1:07:49late 80s that the definition of athlete
1:07:51got expanded way beyond just the
1:07:53professional endorsers Nikes often
1:07:58credited with the jogging boom in the
1:08:02United States because Bill Bowerman the
1:08:04co-founder of the company it actually
1:08:06did import jogging to America if you can
1:08:09imagine such a thing he had seen it
1:08:12joggers in Australia or New Zealand or
1:08:15something people had just started really
1:08:19running for fitness that hadn't happened
1:08:22so much before
1:08:26all like he ever wanted to do was
1:08:28inspire people to participate in sports
1:08:31it's a pretty good mission to have as a
1:08:32company actually the inspiration for
1:08:35this came from a man that was about to
1:08:38be executed for murder in Utah and his
1:08:43final words to the firing squad were
1:08:45let's do it and so so I I thought well I
1:08:51probably I like to do it part of it
1:08:59that was not the version that I heard
1:09:02when I arrived at Nike I'm sure they
1:09:03didn't want anyone to really know that
1:09:05that was the genesis of the phrase none
1:09:11of us really paid that much attention we
1:09:12thought yeah that'd work and I think
1:09:16what happened and it was sort of like a
1:09:18lot of things in life as sometimes it's
1:09:20the most inadvertent things that you
1:09:23don't really see that or people started
1:09:26reading things into it much more than
1:09:27sport I think they were amazed and
1:09:31delighted but they would admit totally
1:09:33shocked at the just the impact just do
1:09:39it let's make it seem like anyone can do
1:09:41this you know kind of kicked me in the
1:09:43pants you know get you know rejuvenated
1:09:47with my career just do it do what you
1:09:49want I was a senior in high school and
1:09:51an actually gave me courage to ask this
1:09:53girl out to the prom that I wanted to
1:09:55ask and it worked
1:09:57people were applying it to just
1:10:00everything they had been putting off or
1:10:03procrastinating about or avoiding
1:10:05dealing with I had women writing to us
1:10:08saying I finally left the bum you know
1:10:11they were like getting divorces based on
1:10:14the just do it slogan I started getting
1:10:18letters from people that had been having
1:10:20emotional problems or all sorts of
1:10:22issues where somehow this line in this
1:10:24way of looking at the world meant
1:10:27something much deeper than what we were
1:10:30even talking about you know there was a
1:10:32woman Janet champ working with Charlotte
1:10:37Moore in our agency and these two
1:10:38creative people started talking from
1:10:40their heart from their personal
1:10:42experience about things publicly they
1:10:45brought themselves to this discussion of
1:10:48what it means to be a woman in today's
1:10:50world and a woman trying to find sense
1:10:53in the world and empowerment they just
1:10:56put it all out there it was very very
1:10:58personal I believe it was even a picture
1:11:01of Janet's mother that was in the ad I
1:11:04was speaking at the University of Oregon
1:11:06and there was this woman who said did
1:11:09you do that answer
1:11:10for the women that talked about the
1:11:12women oh my god I tore that out handed
1:11:16that to my daughter
1:11:17three weeks ago and said that's what I
1:11:20was trying to tell you well you let me
1:11:22play Scrabble like myself now I'll have
1:11:25more self-conscious if you let me play
1:11:27sport you let me play if you let me I'll
1:11:29be 60% less likely to get breast cancer
1:11:32I will suffer less to pressure if you
1:11:34let me play sports I will be more likely
1:11:36to leave a man with beets let me play
1:11:39I'll be less likely to get pregnant
1:11:40before I want I don't learn I will learn
1:11:42what it means to be strong be strong you
1:11:44let me play play sports if you let me
1:11:46play sports
1:11:56[Music]
1:12:02maybe just do it did make people
1:12:04healthier in the world maybe that maybe
1:12:06they got out and did it maybe they ran
1:12:07mourn and played games more and actually
1:12:10got healthier but the reason why the
1:12:12campaign is successful is because a
1:12:14likable human emotion the idea that we
1:12:16can get healthier was suddenly in
1:12:19parallel with the corporate mission
1:12:20which was to sell a bunch of equipment
1:12:22to people and we like that we like those
1:12:25two things together we don't distrust
1:12:27those two things when they're going in
1:12:28the same direction people don't mind
1:12:31being sold to if they understand why
1:12:33it's happening and they enjoy the
1:12:35process
1:12:37[Music]
1:12:41at the same time you know I would hope
1:12:44that that people understand that brands
1:12:47can be dangerous there like a TV channel
1:12:49that immediately your body locks into
1:12:51and if you like them you'll listen
1:12:54you're like a dog waiting to have
1:12:56something happen and it's a dangerous
1:12:58kind of attention that can be abused and
1:13:00I think the biggest abuse of it is just
1:13:01when people treat other people like
1:13:04idiots you know they treat them like
1:13:05they don't have a good sense of humor
1:13:07they treat them like they're stupider
1:13:09than the advertiser is that that's the
1:13:10biggest crime
1:13:12I don't like my kids to see bad ads at
1:13:14all I'm just like anybody else I think
1:13:16it's bad for them
1:13:20I guess I understand why people trash
1:13:23advertising because a lot of advertising
1:13:24is trashing people aren't really
1:13:26aspiring to do something creative or
1:13:30illuminating or inspiring they're aiming
1:13:33low they're like we would like a
1:13:3530-second piece of communication here
1:13:37that tells people these five product
1:13:40features that's like just not very
1:13:43ambitious you can do so much more I'm
1:13:48looking a lot about it's on TV and I
1:13:50think wasn't there anyone in the room
1:13:51that said that's not interesting nobody
1:13:55is gonna care about that somebody needs
1:13:58to be saying that in every conference
1:13:59room where advertising is being approved
1:14:01I think that it's easy to be cynical
1:14:08about advertising because we don't
1:14:10police ourselves and make things that
1:14:12people want in their lives we deserve
1:14:15some anger
1:14:16[Music]
1:14:25my dad was in the business and so I
1:14:28always thought that advertising was the
1:14:31most horas a person could get into he
1:14:35was staying up late at night away from
1:14:37the family and had long conversations
1:14:38and intimate conversations with people I
1:14:42knew he really didn't like it it's so
1:14:43nice to them and I it just seemed
1:14:45duplicitous and he was a great man you
1:14:48know him and I just thought the business
1:14:51was something to be avoided at all costs
1:14:55you know that's what drew us together a
1:14:59mutual love hate relationship with the
1:15:02business you know I have spent 15 years
1:15:04in Chicago before I moved out here and I
1:15:08hated advertising
1:15:10sorry so wives to tell my kids teachers
1:15:15that I was a designer with niche in the
1:15:18word advertiser most advertising is
1:15:22pretty offensive intrusive aggravating
1:15:26annoying and intellectually based at the
1:15:30lowest common denominator so it's a hard
1:15:32business to remain prideful but I happen
1:15:36to believe that when advertising has
1:15:38done well the wall or the billboard that
1:15:42celebrates a brand artfully and
1:15:46beautifully can be part of our culture
1:15:48as opposed to some form of pollution
1:15:53[Music]
1:15:59[Music]
1:16:11seven three and a half thousand shots
1:16:14for this session this was like kind of a
1:16:16final group for verticals and there's
1:16:20there's probably 50 in here we know down
1:16:23tonight I think the final ones character
1:16:34a little more specific
1:16:36air is always a good thing we kind of
1:16:46brought in this Latin dance instructor
1:16:48and he would say okay well this beat is
1:16:50right here's a Samba and so he would
1:16:51start doing the Samba and kind of dance
1:16:53with his partner and show the dependent
1:16:55sections of it and so it's funny because
1:16:57we just brought him in as a consultant
1:16:59and he was able to talk about it and
1:17:01then he started dancing and then the
1:17:02whole agency got around and we kind of
1:17:04knew that this was a really special
1:17:05track you have a rush shoot on
1:17:08green-screen
1:17:10didn't we find some scat dancing images
1:17:13that we used at the beginning to kind of
1:17:16discover how the dancing might work
1:17:19these things end up out in the world as
1:17:22part you know you go back couple hundred
1:17:25years to Paris and Toulouse Lautrec was
1:17:28doing posters that went up around Paris
1:17:30to invite people to the Folies Bergere
1:17:33it's now considered art there are now
1:17:35coffee table books made of Toulouse
1:17:37Lautrec art but back then he was just
1:17:39trying to get people coming buy a drink
1:17:41pay the cover charge to get into the
1:17:43Folies Bergere so I think we are in the
1:17:45art business when we do it well I've had
1:18:09a very big life I've had a very busy
1:18:11life but I have the energy I was born
1:18:15with the energies in my genes
1:18:17I don't get tired maybe because I'm not
1:18:20afraid I think fear is a very powerful
1:18:26[Music]
1:18:29depressant it's a business of rejection
1:18:32things are getting killed all the time
1:18:33you start working you kill ideas for
1:18:36yourself then you show it to your
1:18:37partner and he or she kills a few ideas
1:18:39and then you show it to the client the
1:18:41client kills a few ideas then you show
1:18:43it to some people in a focus group and
1:18:44they kill a couple of the ideas and then
1:18:46you come back again and show it to the
1:18:47client again and he decides he didn't
1:18:49like it after at all because his wife
1:18:50saw it that can sometimes take a year
1:18:52that process you know it can take a year
1:18:54it's very stressful and depressing to
1:18:57have those ideas killed and so there has
1:18:58to be a nurturing environment around
1:19:00here because people have to get
1:19:02themselves up off the floor and do this
1:19:04again
1:19:09this business is is not a work of
1:19:14committees just autoworker formulas it's
1:19:16not a work for anything it's not a
1:19:17business about any of that it's not big
1:19:22agencies or anything else it is simply a
1:19:25few really good people and if you're
1:19:30lucky enough as I have been to have a
1:19:35few those people around you you can
1:19:37probably succeed because there aren't a
1:19:40whole bunch of them I'll tell you that
1:19:42there are a lot of people in this
1:19:44business but damn few really good ones
1:19:47and also damn few people who gets a
1:19:52chance to do good work
1:20:07if I say one other thing I don't think
1:20:11any organization or any career succeeds
1:20:14if there isn't a goodly amount of
1:20:17old-fashioned love involved and a deep
1:20:21sense of affection for each other the
1:20:23people you work with
1:20:26and when it gets if you can hold on to
1:20:31that and make your decisions with those
1:20:33things in mind even when they're hard
1:20:34decisions you have to make I think it
1:20:39it's a big difference
1:20:48[Music]
1:20:56[Music]
1:21:06there's got to be something more than
1:21:08just paid arc it's got to be bigger than
1:21:10that it's a way for big soulless
1:21:14corporations to actually have a
1:21:16personality and to interact with people
1:21:18in a hopefully meaningful way a lot of
1:21:20times they don't have any way to
1:21:21interact with the world they're like big
1:21:23lonely beasts in their caves you know
1:21:25and we help them come out
1:21:35[Music]
1:21:41I think artists have a need to express
1:21:44themselves and tell their stories so if
1:21:47you left the capitalist society and
1:21:49created a socialist or communist society
1:21:52and there's no need for advertising
1:21:54because you can only buy one kind of
1:21:55soap or one kind of car that it would
1:21:57stop people from wanting to tell stories
1:22:00and convince people of something and if
1:22:03the something isn't you should buy this
1:22:05car you should buy this computer it
1:22:07might be we should overthrow this
1:22:08government or we should change things
1:22:10but there'll always be somebody with a
1:22:12message
1:22:15[Music]
1:22:29I've never been afraid of my talent or
1:22:33my ideas or my thoughts or experimenting
1:22:36or
1:22:36learning something I love a new idea if
1:22:38something comes to me with a better idea
1:22:40that I have I love that
1:22:46to me it's a celebration of lightning
1:22:49striking so when you stumble onto
1:22:52something you go Jesus I think this is
1:22:55something very very important or very
1:22:57cool you know and people feel that so if
1:23:00you can speak honestly and use this
1:23:03profession to do that weird [ __ ] can
1:23:08happen I think creativity can solve
1:23:13anything
1:23:14anything anything
1:23:48[Music]
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1:25:09[Music]
1:25:17[Music]
1:25:23[Music]
1:25:29[Music]
1:25:34[Music]
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1:26:02[Music]
1:26:14[Music]
1:26:21[Music]
1:26:27[Music]
1:26:35[Music]
1:27:26[Music]
1:27:56[Music]
1:28:04you

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