Here's a little bit of toy trivia for you.Fifty years ago this very day, the hula hoop was patented by Wham-O. It's actually been around (no pun intended) since the mid-1800's, just not in the form and material we know today.
If you saw the Coen Bros. Hudsucker Proxy - an extremely underrated film - you know the hula hoop is central to the plot and lead character played by Tim Robbins.
I was thinking about the hula hoop - because really, what else do I have to think about - and I realized it's the same thing I, and all my creative brethren, strive for in advertising: An idea so uncomplicated and pure, it resonates on a visceral level.
But as anyone in the biz will tell you, the simple ideas are the hardest to find. And the hardest to sell.
In the movie, Tim Robbins character shows his idea to a colleague in the mail room: a circle on a piece of paper. The colleague thinks he's nuts. The simple ideas are a lot like shopping for homes - you have to look past what they are and see what they can become.
It's a skill not every agency and client has.
I'm not sure why toy makers can see it and people who are supposed to do it for a living can't. Wham-O followed up the hula hoop with another astonishingly simple idea: the Frisbee. And the rest is history.
As anyone who's worked ten minutes in an agency knows, until the dial gets reset to simple we're going to keep winding up with things like this:
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