The client your client could smell like

No one's more cynical about advertising than people who create it. We're like comedians sitting at the bar in back of the the Comedy Store while the other acts are on, daring you to make us laugh.

But when a creative team manages to run the gauntlet of junior account executives, account supervisors, the management supervisor, the acd, the gcd, the ecd and actually get their awesome idea made, it's an inspiration to everyone trying to do the same thing.

You earn our loyalty and appreciation. You took a renegade "what if?" idea, hopped the fence and escaped the compound. You won the lottery by getting it produced and at the same time raising the bar for the rest of us.

You understand you either get busy living or get busy dying (yes, I went Shawshank on you).

Whenever a spot breaks through creatively and culturally, it instantly becomes the example clients point to and say, "Where's MY (insert Apple/BMW/Old Spice/Other great spot) commercial? Why can't you guys do one of those?"

Here's why.

It's because of you. Your lack of vision and aversion to risk. Your fear of failure intertwined with your ego. Your overall cowardice and inherent stupidity that makes you think you're protecting your job when you're guaranteeing your expiration date.

I believe deep down you really want a spot that smells like Old Spice. The problem is you'll only approve ones that smell like Olive Garden.

The great ideas, like great clients, aren't bound by rules. And lest you get the wrong idea, I know and believe there are incredibly visionary, unfrightened and bold clients out there. I've worked with some of them. And I see the work others approve.

They're clients who not only want the Apple spot, they embody the philosophy of it.

Did I have an idea I loved shot down? I'm not saying I did, but I'm not saying I didn't. Anyway, it's just the mood I'm in tonight. From the cleaning lady on three to the client's wife to a creative director who won't let it out the door, there are a million ways for an idea to die.

So let me apologize for the rant. And the lecture. So uncharacteristic, I know. Maybe it's time to lighten the mood with a little comic relief from the spot your spot could be.