Off the clock. Again.

The reason the title has the word "again" in it is because I've used this title before here. Feel free to compare and contrast the posts. They're both equally entertaining, humorous and a fun read in their own way. And of course, they both reflect my world-renowned humility.

Anyone working in an ad agency will tell you it's not exactly a 9 to 5 job. An account goes into review, the creative director changes his mind, a deadline gets moved up, the creative director changes his mind, a new business pitch walks in the door, the creative director changes his mind, and the battle cry goes out: all hands on deck.

If you're following along with your Advertising-to-English Dictionary, that means don't buy any concert or airline tickets, make any dinner dates or plan on getting a lot of sleep for the next several nights or weekends.

Not that I'm not a team player (a term I hate, don't get me started), but here's the thing: when I'm done for the day, I'm done for the day. The nanosecond my feet are out of the building, I don't think about it until they're back in the building the following day. I have no problem flipping the switch.

Or flipping anything else for that matter.

I've written about how seriously some people in advertising take it. Fortunately I'm not one of those. Oh, I know, advertising helps the economy, gets information to the consumer they wouldn't otherwise have (want), builds brands. Whatever. I hate for you to have to hear it this way, but we're not doing God's work here. A grateful nation is never going to thank us for the latest banner ad or social post promoting "engagement" with your laundry detergent.

A close friend who owns an agency in San Francisco told me years ago it's better to work smarter than later. Can I get an amen to that?

Don't get me wrong: when I'm on the job, you have me 110%. I'm focused, I'm a concept generating machine. I'm on it. And contrary to how it may sound, I do recognize there are occasionally times when late hours and weekends can't be avoided. The problem is a lot of agencies confuse "can't be avoided" with "that's just how we do it."

You know when you call a doctor after hours you get that recording that says "If this is a medical emergency, hang up and call 911."

Mine would be "If this is an advertising emergency, you should've planned better. See you Monday."