Body of work

When my pal Rich Siegel first saw this picture, his reaction was I should wear a hat more often. I know (think) he was kidding, but the funny part is even though I know that fabulous looking, thin, brutally handsome, dark haired guy on the left is me, or a former version of me, in my mind's eye I see myself as the guy on the right. I have issues.

Anyway, what you're looking at would be the before picture of me. Today's after picture would be an older—and by older I mean more distinguished and attractive—grayer (my dad went gray at 25, I never stood a chance), fuller version of myself. But nowhere near as full as the gentleman on the right.

Of course I'd be wearing black in both pictures, because, you know, black.

In my head, I've always felt like I was overweight, even though much to my everlovin' surprise I keep stumbling on to more pictures that prove otherwise. So the question is if I was that thin once, could I be that thin again?

And I'm starting to think the answer is fuck yeah.

For starters, it's not like someone stuck an air hose up my ass, tattooed Goodyear on it and sent me flying. I'm carrying slightly more weight than I should be, and might I add carrying it quite well. But I am getting tired of my doctor and my pants telling me to lose a little. So I'm making small, manageable changes to my routine I think will result in slow, steady progress towards getting me back into my 32-inch 34-inch waist pants that have been hanging in back of my closet since, well, that's not important right now. I know it's an ambitious goal, but if we can put a man on the moon...

Here are a few of the steps I'm taking to look as thin as Chandler did on season 3 of Friends.

Soda is off the menu. Mostly.

I've always loved Coke. And I used to drink a lot of it, but not so much anymore. I now go almost all week long without having one, or any soda for that matter, and try to stick strictly to water (preferably lemon flavored and carbonated). Sure I might have a sip or two of my son's soda at the movies on the weekend, but he gives me the side eye when I ask, doesn't like to share, and lets out a disapproving, judgmental sigh because I know he thinks it's just hastening my demise and he doesn't know where the insurance policies are. I'm just kidding. He knows exactly where they are.

Timing is everything.

Grazing used to be a 24/7 proposition. I think the electric bills were so high because of all the times I'd stand at the refrigerator with the doors open just staring, hoping something I wanted to eat would appear since the last time I opened the doors and stared. Ten minutes ago. Now, mealtimes punch a clock. Breakfast, lunch and dinner happen, with healthy snacks in between. But when dinner is over, the diner is closed and it's only water and Lipitor until morning.

Up the down staircase.

I work on the 2nd floor of my office, but I park on P2. I'll do the math for you—it works out to six flights of stairs. I'm excellent going down them, and getting better going up them, except when the weather is hot and humid. Since I sweat like Albert Brooks in Broadcast News anytime it gets over sixty degrees, I haven't abandoned the elevator just yet. But I do try to think about Rosalind Shays in L.A. Law when I press the up button, and that seems to motivate me to make the climb manually.

Staying in for lunch.

I'm a social animal. I like going out to eat, and spending tons of money I don't have on lunch. But the lunch hours they are a changin'. For a more than reasonable price, my friend Maria prepares clean meals for me to eat everyday. If you don't know, clean meals are just like healthy ones except they have flavor, fill you up and leave you excited about the next day's meal. Other people in the office have seen the meals Maria has been making for me, and asked if she can make meals for them too. She has a built in market for her budding business, and I'm ready to pony up the bucks to invest in her commercial kitchen. She's a clean-eating food empire waiting to happen.

Skipping is a good thing.

This three meals a day, food pyramid, five food groups bullshit is just the man's way of keeping you round. I'm learning to listen to my body more, which is good cause lately it's been doing a lot of talking. And it's saying, "Hey chubby, maybe you don't need lunch today." Maybe I don't. The new rule is if I'm not hungry, I'm not eating. And if I'm only a little hungry, then I just eat a little. Then I burn off some calories getting mad at my body for calling me chubby.

In addition to those steps, I'm making it a point to exercise more. I have an expensive mountain bike with flat tires sitting in the garage. I also have an expensive air compressor sitting there with it. I don't need a roadmap to see I'm minutes away from getting back in the saddle and biking all around town. Although I won't be doing it in bike shorts. No one needs to see that.

While I'm talking about exercise, I may as well mention I'm finally joining a gym. When I used to live in Santa Monica, I'd get up at six in the morning, walk over to the legendary Gold's Gym in Venice and work out surrounded by world-class body builders and steroid abusers. In fact my former personal trainer was a Mr. Nebraska. I could've found it intimidating, but instead it was inspiring. Being the Hollywood kid I am, one of the things I loved about Gold's was the occasional celebrity I'd see working out there. During the Gold's years, I like to say I worked out with Jeff Goldblum, Laura Dern, Jennifer Connelly, Keanu Reeves and the late, great Gregory Hines to namedrop a few. I'm not sure if they bragged about working out with me, but I like to think so.

Inspiration also happens on the local level. My once and always neighbor Sebastian just lost 35 lbs. and is still going. Other friends have lost weight as well, and somehow their lives seem to be going on just fine and no one appears to be going hungry.

So there you have it. I don't usually like to share about this particular topic, but I felt the picture called for it. I'm uncharacteristically optimistic, and looking forward to the new me.

But just in case things don't work out, I did ask Mr. Red Hat where he got his pants.

Client rewrites

I'm doing something right now I'd advise anyone writing a blog not to do. I'm writing this post while I'm extremely pissed off. I know what you're thinking, "But Jeff, you're usually so funny and easygoing and levelheaded, what could possibly put you in such a foul mood?"

Well, I'll tell you. Clients who want to be copywriters.

There's a story I may have told before here, but it bears repeating. Paul Keye, who owned Keye Donna Perlstein, one of the great Los Angeles creative shops that isn't around anymore, wasn't just the creative director. He was also a copywriter, and a great one at that. He was presenting his work at a client meeting, and the client was being particularly dickish about it. Finally the client made some bullshit, insignificant, arbitrary change, like "the" to "a". He looked up at Paul and said, "What can I say Paul, I'm a frustrated copywriter."

To which Paul took a beat, then replied, "No, I'm the frustrated copywriter. You're an asshole."

Any copywriter who's been in the ad biz more than ten minutes has had the joyless experience of the client reworking their copy, with total disregard for what goes into creating it. Even when they like the copy, clients rarely get the nuance, cadence, subtlety, humor and rhythm of words well written. One of the most common places they take refuge is "I don't get it, how will any of our customers?"

Respect from clients for consumers intelligence is harder to find than a Christmas bonus.

Don't get me wrong: I'm sure occasionally a client will contribute something positive and helpful that doesn't make the copy sound like a strategy statement. Just like occasionally I believe I'll win the lottery, or Scarlett Johansson will return my calls.

If you think I'm painting clients in broad strokes and generalizations, take a look and listen to TV and radio commercials tonight. They were all client approved before they got there. We'll talk about the ratio of good to bad when you're done.

Originally this post was going to be about the subject of overthinking, but then I realized it's essentially the same thing. Clients examine copy with a magnifying glass the consumer will never use—assuming they even read the copy in the first place (you know the old saying).

It is endlessly frustrating with one client. The good news however is I have several who've been chiming in on how they think it should read. Copy by committee. Mmmm mmmm good.

Here's what I try to think about to keep it all in perspective. When Goodby had the notoriously bad Carl's Jr. account, they insisted on rewriting virtually everything that was presented to them. When asked about it, Jeff Goodby allegedly said, "It's a great deal. They write the copy and pay me." After it left, Goodby apologized to the staff for taking the business in the first place.

Whenever a creative chimes in with anything unflattering about the client, they're usually met with the fact that the client pays the bill and can have it the way they want. Thanks, but we already know this. I pay my doctor bills, but I don't get to tell him how to do the surgery. But then medicine isn't a collaborative sport like advertising. Which leads me to another thing: we're not curing cancer here. Don't get me started.

Here's the thing: this isn't my first rodeo. I know clients are always going to be changing copy, sometimes with the genuine intention of thinking they're making it better. And sometimes just because they're frustrated copywriters.

So I'll try to keep Jeff Goodby's comment in mind, along with my own personal motto.

The checks clear.