Encore post: Book Report

I've taken the easy way out this fine Monday morning (again). I was planninng on writing a new post about a musician I discovered over the weekend, but then the Google started giving me all sorts of Captcha issues with embedded videos in Blogger. The musician post will be here tomorrow.

In the meantime, you can happily fill up a few minutes with this encore post about my pal Rich's fine book. Now I'm not saying I expect a commission on any additional book sales as a result of this post. Then again I'm not saying I don't.

Monitization. It's all the rage. Anyway, please to enjoy.

I don't make a lot of money from this blog. And by a lot I mean none.

However being in advertising, it's occurred to me from time to time I probably could break open a few corporate wallets by selling ad space on here. After all, the very desirable demographics of my readership are the same as Disneyland's - 8 to 80. Plus it is the happiest blog on earth, so there's that.

Advertisers would have a direct line to the 11 people who read this blog on a regular basis. I know that may not sound like much, but it's 11 people they wouldn't have otherwise.

Before I go climbing up the corporate ladder asking for money, I probably should have proof of concept: an example of how well advertising might work on this site, and could work for them.

So as a trial run, I'm going to plug my pal Rich Siegel's book, Round Seventeen & 1/2: The Names Have Been Changed to Protect the Inefficient.

The title comes from his popular blog of the same name. In it, Rich covers a diverse variety of topics like advertising, sex, the situation in the middle East, why he sucked at being a creative director and poo. More than one post about poo.

Alright, maybe not exactly the same demographics as Disneyland.

Anyway, I haven't read the book yet. But I had lunch with Rich a couple weeks ago, and I did get to hold a proof copy of it. And I have to say, I was duly impressed. It had everything the great, classic books throughout time have had.

There are pages, lot's of 'em. And on almost every single page, words. Lots of 'em. Like Moby Dick and The Bible, it also has a front cover and a back cover.

What more do you need to know? If you need a good laugh, and really, who of us doesn't, then pick up a copy of his book today. You can order your copy here.

And once you're done with it, if you don't mind I'd like to borrow it. Because, you know, twelve bucks is twelve bucks.

Encore post: Radio radio

Yesterday I was talking about radio with my pal Rich Siegel, author, owner and grand poobah of Round Seventeen. In one of my many business schemes, I asked Rich why don’t we start a radio production company. We’re both good writers with lots of radio production experience. It seemed like a win-win to me.

Rich replied, “Who pays for radio anymore?”

Thanks pal. Here’s my balloon –pop it.

Of course, he’s right.

For starters, there’s not a lot of radio being done, and what little there is certainly doesn't have any money – real money – thrown against it. Agencies usually just hand it off to the juniors, or the interns because they pay them even less than the juniors.

In most agencies, radio is considered the bastard stepchild to, well, to just about every other media. Maybe it’s because good radio is so hard to do, but many writers suddenly seem to get swamped when a radio assignment is up for grabs.

I’ve never looked at it that way.

The fact is, for the most part, the agency leaves you alone when you write radio. It’s not that high on the glam-o-meter, so you can usually fly under the radar and write some pretty fun stuff. But let me go back to an earlier point: good radio is hard to do.

There are of course basic rules to writing good radio. But if you've listened to any radio commercials lately, I'm sure you'll agree there need to be more.

Here are a few I’d add:

First, no more spots where the listener is eavesdropping on the recording session, and then the talent realizes they’re recording.

Next, no fake stand-up comedians with bad fake material and fake canned laughs.

Then, no more spots where the talent is talking about a sale with another talent, and suddenly there’s a door slam sound effect and the first talent says something to the effect of, “I guess everybody’s going to the (CLIENT NAME HERE) sale!”

Even though many writers use them, filler lines have got to go. You know the ones I mean. Lines like “so what’re you waiting for?” or “Hurry in now, the only thing that’ll be gone faster than these (PRODUCT NAME) is this sale.“

Lastly, the direction “more energy, have fun with it” must be banned from all recording sessions. No real person is that happy about having to take erectile dysfunction pills or diarrhea medicines.

This isn't the first time Rich and I have talked about starting a business. Just a few days ago, he suggested we start a deli.

I thought it was a good idea. Obviously, since we work in agencies, we already have enough baloney to stock it.

A new decade

So here's something you don't want to do: look for pictures of feet on a scale on the interwebs. If you ever thought feet were strange looking, browsing through dozens of pictures of them won't do anything to change that.

What am I saying? Feet. Not a pretty picture.

But contrary to what you've read so far, I'm not here to talk about feet. I'm here to talk about the scale.

Historically the scale has not been my friend. Whether it's my expensive digital bathroom scale, or the twenty-year old beam scale (yes that's what it's called, no I didn't have to look it up) in the doctor's office, they always come up with a number that shocks me. Of the two, I look more forward to the bathroom scale, because that one is usually off by three or four pounds in my favor. But the doctor's office scale pops that balloon real fast.

It's a number that says, "Well, looks like we're not keeping that resolution again this year."

Everyone has a different way of assessing their weight. Mine is in decades. Not the years, the increments. I call every ten-pound increment on the scale a decade. And here's the bad news: I thought I was in one decade, but come to find out I'm well into the next one.

It made me so mad at myself I had to have some sugar cookies just to calm down.

When I enter a new decade on the scale, it's not easy to deal with the shame, embarrassment and disappointment. Something my high school girlfriend used to tell me all the time.

And it's not like I don't have inspiration all around me. My close personal friend Rich Siegel—Peleton evangelist, proprietor and editor-in-chief of Round Seventeen—has recently undergone a physical transformation, dropping a ton (not literally) of weight. He looks great, feels great and is currently in the market for a newer, less tenty wardrobe.

When I ask him how he did it he said diet and exercise. Like I'm buying that.

Another close friend, the formidably talented copywriter, screenwriter and bronze medal winner in curling at the 2014 games in Sochi, Cameron Young is constantly encouraging me and generously making himself available to go for long scenic walks, where we can speak of things that matter, make fun of strangers and burn calories at the same time.

Walking. Isn't that what I do between the bedroom and the refrigerator? At midnight?

One problem is I can carry a lot of weight without looking too awful. But I can only kid myself for so long. It's a numbers game, and sometimes the numbers just decide to slap you across the face and call you Sally.

Anyway, seems to me there are really only two solutions. One is to give the scale a twenty-pound head start so I don't feel so bad. The other is to let it keep starting at zero and get serious about lowering the number. After all, it's not a lot to lose. I've done it before and I know how.

And since I've been measuring the ups and downs in decades, I'll have to do what Superman did flying counterclockwise around the earth, and Cher did singing on a battleship.

Turn back time.

Muh muh muh my Flurona

It’s amazing to me how much our collective vocabulary has expanded in the last couple of infectious years. Suddenly we’re tossing around words like “viral load” and “antigen” and “herd immunity.”

And, as Rich Siegel would be the first to tell you, while all of those would make awesome band names, we probably could’ve done without them and just gone on with our average eighth-grade vocabularies the rest of our lives.

But, as I wrote about here, in the not so illustrious advertising tradition of combining two words to make an astonishingly bad third one nobody would ever use even if they had a gun to their head, it seems medical science has jumped on the bandwagon.

We now have a name for the virus you have when you have the bad luck to come down with the seasonal flu and covid-19 at the same time: Flurona.

Two mints in one.

I suppose it’s a catchy (no pun intended) way of identifying what’s ailing ya. It’s also a way to broadcast your monumental bad luck to the world.

And while the odds of contracting both respiratory illnesses simultaneously are small, the risk of hospitalization is considerably greater. Fortunately, you can now get a flurona vaccine, which is exactly what it sounds like. Two vaccines in one shot.

So if you haven’t had your flu shot, and you’re due for a covid booster, just sidle up to the CVS pharmacist/bartender and order yourself a Flurona straight up.

Be careful not to ask for a Shingmonia, Hepatolio or Measbies. Those shots aren’t ready yet.

Encore post: Curing cancer

This post originally appeared about eight years ago. Amazing isn't it? Not the post—the fact I've been cranking this stuff out over eight years.

The reason for the repost at this particular point in the juncture, I'm sorry to say, is the situation has gotten much, much worse. Seriousness at advertising agencies has reached—and forgive the term—pandemic proportions. It's spreading faster than ever.

What's driving it? Decisions and work that's data driven. Nonstop metric measuring (my metric's bigger than yours). Low supply and high demand for just about everything. Fear, fear and more fear. Of keeping jobs and accounts. Losing jobs and accounts. Flying under the radar. Standing out in the meeting. Budgets being cut. Fear at agencies in a post covid world is running more rampant than ever before.

All of this has led to more meetings and pep talks with charts showing how serious the situation is.

I prefer to take the opposing position: if we can't have fun and enjoy a business where we get to dress like fifteen-year olds, make shit up all day, eat free pizza, bagels and meeting leftovers more often than any healthy human should, then what hope is there?

Have a read and see if you don't agree.

And by all means, take this post very, very seriously. As I know you will.

Every once in awhile, I'm reminded in no uncertain terms that we do very important work in advertising. Very important. It’s obvious isn’t it? If the work wasn’t life or death - which it apparently is – then why would some people in the business treat it that way? People in advertising wouldn’t lie.

Nah, I’m just funnin’ ya. It isn’t. And they would.

I’ve said it before, and I’ll say it again: people take themselves too damn seriously in a business that’s supposed to be fun. Not fun in the ha-ha sense, but fun in the working hard, producing something we can be proud of creatively and that moves sales for the client sense.

There’s also award show and media girl fun, but that’s for another post.

Just today, a friend of mine asked what happened to, “Here’s a great idea, we love it, here’s a shitload of money now go produce it.” Good question.

The answer of course is fear. Fear is what happened to it. Fear of making a decision, and fear of taking responsibility for that decision. Fear of losing your job over that decision. Fear of telling a creative team to just go produce an idea without a room of 12 strangers who know nothing about it to back them up.

I’ve never been one to be accused of overthinking the work, and that may explain two things: first is my unfrightened attitude. For some reason, when you don’t take things as seriously as other people do it really bothers them. They feel like you’re not a “team player” (by the way, whole other post about that phrase coming soon - oops, may have tipped my hand).

And second, it’s the reason I prefer freelance. Going on staff means one thing and one thing only (hint: contrary to popular belief it's not job security). It means you have to take it seriously.

Don't misunderstand, I know full well there are serious aspects to what we do. Millions of dollars are spent, and clients, understandably, expect to results from it. Careers and reputations are often made and broken on one decision. But those things are the price of entry of being in the business, and everyone at the door waiting to come in knows it.

The thing is, after everything you've given and sacrificed and struggled through to get in, there's still a constant demand for a blood oath to show how serious you are about it.

For example, I’m not sure when it happened, but somewhere along the way the powers that be decided if creative people were really going to be serious about it, they should be on call 24 hrs. a day, like doctors (who actually are curing cancer and making a real difference). And they should be on call with their personal cell phones without reimbursement.

That seems fair.

There are agency cultures that live and breathe by the if-you're-not-here-on-Saturday-don't-bother-coming-in-Sunday credo. I've worked for them, we all have. But like my pal Rich Siegel at Round Seventeen so aptly put it, I didn't drink the Kool-Aid. No need to linger after school if I have nothing to do just to make sure I'm seen after hours.

If I'm not there, start without me.

Here's what I know for sure. We're creating a disposable product no one outside of the client is asking for. Occasionally it does some good. Once in a while it's extremely creative. And when it moves product, whatever that product is, it's a great thing for all involved. Don't get me wrong: just because our product is disposable doesn't mean there aren't great commercials deservedly burned into the public conscious for the right reasons. For example, Apple's "1984" spot.

But for every "1984" there are a thousand "Mucinex in. Mucus out." spots.

Which is hard to believe, given all the seriousness that went into them.

Branching out

What you're looking at here is a stunning tree called a Forest Pansy. Its different color leaves throughout the year make it as unpredictable as it is beautiful.

You might be able to tell from the skateboards, barbecue and dog poop scooper against the fence that this particular picture didn't come from Homes & Gardens. Nope, in fact this is my very own back yard.

I've always loved the Forest Pansy tree. And on day 2 of hunkering down and self-isolating, I thought I'd wander out back and have a look at this tree since it always makes me happy. I can't help but notice the colorful heart-shaped blooming buds (Note to Rich Siegel: Heart Shaped Blooming Buds, Roxy '07), the shape of the crown, the slight bend in the trunk where it leans towards the sun.

Apparently what I failed to notice is this branch sticking out like the Night King's spear over the walkway.

I finally saw it when I turned around from the other side and walked right into it. Fortunately I wear spectacles (OSHA would be so proud) so it didn't take my eye out.

What it did do was gash my gigantic forehead (ad space available - great rates!). I hardly gave a thought to the fact this open bleeding wound on my forehead was like a big welcome sign for the coronavirus. I can only hope the tree isn't contagious.

I'm not sure, but I don't think this blatant Forest Pansy attack will leave a scar. Growing up on the mean streets of West L.A.—north of Wilshire—I already have enough of them.

So while we ride out the coronavirus storm sequestered in the house, I'll still look at the tree and admire its beauty and calming spirit.

Except maybe I'll do it through the window.

Production is down

There are a couple of ways you can tell this blog hasn't exactly been one of my priorities this year.

First is the aching, lonely, abandoned feeling you've been experiencing deep in the pit of your stomach. The sense that something good is gone. That uneasy, anxiety-ridden, nagging feeling that asks, "Why can't he just give me my daily dose of humor, insight and wit I've relied on so dearly for the last ten years to get through my otherwise sad, mundane and ordinary day. Why?"

The other way to tell is the chart pictured here.

When I started blogging in 2009, you can see I just put up a couple of posts. I was getting my toes wet in the blogging waters of the interwebs. Then for the next five trips around the sun, I posted over 100 articles each year. Enthusiasm was high, people were commenting, I was confident I had something worth saying to fill up all those posts.

Of course, 2015 was the best year for this blog. Not for the quality ("quality", good one) of the posts, or the subject matter, but for the fact it was the year I beat out my close personal friend and fashion consultant Rich Siegel of Round Seventeen fame in my imaginary race to keep up with, and exceed, his prolific output of online articles.

Just pausing for a second to re-live the victory.

Ok, I'm back.

Apparently that was the year I peaked, because as you can see the following years took a precipitous drop in postings despite a slight upward tick last year. This year doesn't even average out to two postings a month. And I think I know why.

Besides being the least disciplined writer you know, every time I begin to write a post it becomes political in nature. No surprise given my complete revulsion and disdain for the unstable genius we have for liar-in-chief. But after a day of political posts on Facebook and the sewer that is now Twitter, it just seems difficult to add anything of meaning to the discussion that isn't already being covered a thousand different ways on other channels. And writing about anything else seems meaningless and a wasted effort, given the dire state of our country and our democracy.

I just light up a room don't I?

But writing is a muscle, and if you don't exercise it you lose it. And God knows I've lost enough muscle in my life. So I'm going to start thinking about maybe making the effort to perhaps begin posting a little more frequently if I think I have something worth talking about.

A grateful nation breathes a sigh of relief.

Admit it, you're feeling better already.

What Papa said

Who's up for a really passive aggressive blogpost? I knew you'd say that. Here we go.

I'm going to have to disagree with my pal Rich Siegel, wedding coordinator to the stars and proprietor of the infamous Round Seventeen blog. In one of his more recent posts, A Celebration of Birth, he makes a rather large, revealing statement near the end that sums up the difference between his approach to writing and mine.

I quote: "The thing is, I like to write."

The thing is, I do not.

Now, just so I don't sound ungrateful or unprofessional (and I may be too late already), let me clarify something right up front: I love writing for a living. You know, the kind that's creatively challenging, let's me dress like a fifteen-year old every day, surrounds me with wildly creative, funny people and pays the bills. When I say I don't like it, I'm talking more about the idea of sitting down to write as much as the actual act itself.

And of course, one man's essay is another man's agony. Rich likes it. I treat every assignment like I'm going to my execution.

I understand the best writers make it look easy. But by its nature, it's one of the most difficult of the arts.

In fact after juggling, crowd estimating and balloon animals, maybe the most difficult.

I suppose like most writers, if it came easier I'd enjoy it more. But that's Hemingway's point (I'm in no way comparing myself to Hemingway—my sentences are much longer). If you're going to reveal your true self in words, you have to be willing to go to the deepest, truest and most painful place.

I don't like going to those places. I prefer New York or Las Vegas.

If you've followed this blog for any amount of time—and really, you're never going to get those minutes back—then you know there are a few posts on here where, instead of going for the snarky laugh or easy shots, I've actually shined a light, dull though it may be, on my true self, my real life and my inner thoughts.

Not that anyone was asking for that. I know for a fact no one was paying for it.

The reason that kind of writing causes me nothing but anxiety and apprehension is because of this almost crippling fear I'll have nothing to say. In fact, a lot of people think I have over 900 posts to prove that.

My former office wife Janice MacLeod, who's written four maybe five books (who can keep count) including the fabulous Paris Letters, always told me two things. First, that venom was my best medium. I still don't believe that to be true, although that's just what someone whose best medium was venom would say. The other thing she said was just sit down, stare at the blank screen and eventually an idea for something to write about will come to me.

Again, 900 posts prove that may not always be the case.

My close, personal friend Cameron Young is always just completing or just starting a new screenplay. His enthusiasm for original ideas, story structure and writing is inspiring. Apparently not inspiring enough for me to put down the potato chips and the remote, stop bingeing Breaking Bad (again) and write a screenplay of my own. But, you know, inspiring nonetheless.

In spite of my unwavering resistance, all three of these talented, imaginative, disciplined writers are incorrigible encouragers, supporters and advocates of my writing. It is appreciated to a degree I'll never be fully able to express.

Certainly not in words.

I have another problem with opening up as a writer. And I say this with love—frankly, it's none of your business. As an only child, I've always felt the idea of sharing was just crazy talk. But I do recognize that sometimes it makes for good reading. So, you know, anything (almost) for my art.

What am I saying? That Hemingway was right. And if you think by reading my blog you somehow can glean the joy and sense of fulfillment from my words that writing brings me, I only have one thing to say.

You're reading the wrong blog.

Game of Phones

It's September again. That time of year when the weather gets suprisingly, unbearably hot for a month.

Fall is gently knocking at summer's door.

Kid's are learning and playing back in school.

Christmas displays are going up at Home Depot.

Rich Siegel starts waxing nostalgic.

Oh, and one more thing.

The new iPhones are announced.

Every year at this time Apple introduces their newest iPhone model. Sometimes the changes and improvements are minor, sometimes more substantial. Either way, they're always expensive.

This year was different. Not in the price tag, but in the offerings.

Sure, they went sequentially and introduced an iPhone 8 and 8Plus with some marginal improvements. But because it's the 10th anniversary of the introduction of the iPhone, anticipation for this year's event reached a fever pitch, not just among fanboys and the Apple community, but also the press and the general public. And the credit card companies.

To mark the occasion, Apple cooked up (#seewhatIdidthere) a special edition model: the iPhone X (pronounced "ten"). And to go with the special edition is a special price: $999 for the 64GB version, and $1149 for the 256GB version.

The iPhone X comes with all sorts of new technical whammy-jammy like facial mapping and recognition, emojis that animate with the users facial expressions (dubbed "Animojis"), using gestures instead of a home button among a few of them.

I have the same problem with iPhones as I do with cars—I hang on to them too long (insert high school girlfriend joke here).

My first one, phone, not girlfriend, was the 3GS. I thought it was amazing, and I never missed the chance to gloat about it to my friends who only had the iPhone 3. I was so happy with it, I sat out the 4, 4S and the 5. By that time though, it had gotten to the point where I couldn't update the system and a lot of apps wouldn't work on it. So when the 5S came out, I was first in line.

Well, figuratively. I'll never be first in line for a new iPhone. I can't wait that many days in line for anything, unless it's Springsteen tickets. Which I can now get on the iPhone.

The circle of life.

When the 6 Plus came out with the larger screen, I traded up. My eyes get worse every second they're open, and the larger real estate for the screen was a no brainer. Then the 7Plus came out with the better camera. Since I'd gotten the 6Plus on the lease program where you can upgrade without penalty every year, I walked in and did just that.

I'll admit it. I've been an Apple guy almost since the beginning with computers and phones. Every September when they announce the new iPhone, I'm like Steve Martin in The Jerk with the new phonebook.

If I'm being honest with myself, and where's the percentage in that, I don't really need the iPhone X. My 7Plus would do just fine for another few years, and I could bank the $1149, or put it to good use towards something else (Springsteen tickets).

But knowing me, and the tower of strength I am, I'll probably cave like Jim Gaffigan at the dessert bar and get it.

Unless next year's iPhone 11 cleans the house, walks the dog and washes the car.

Then I might wait.

A pleasant run-in

Almost seven years ago, I wrote a post about running into people out of context. That is to say in an environment where you don't expect to see them. It's astonishing to me. Not running into people. The fact I've been cranking this thing out for seven years.

Anyway, running into someone I didn't expect to see happened to me again today.

As you may or may not know, the wife and I decided I should work the rest of my life to pay for the extensive kitchen, living room and bathroom remodel we currently have under way at the ponderosa. Contractors, subcontractors, city inspectors and assorted strangers come and go from our house from seven in the morning until four in the afternoon.

Our dogs hate it. But at least they're not paying for it, so quit your barking.

If you've ever done a remodel, which I hadn't until this one, you know part of the process is finding time to pick out accessories like faucets, drawer pulls and lighting. Which is how the wife and I happened to find ourselves on a Saturday afternoon date at Rejuvenation in Culver City, scoping out the many stylish, unexpected and just plain bitcin' lamps and lighting fixtures they have.

Wandering through the store, a little tired, a lot hungry and somewhat overwhelmed by all the choices, I was oblivious to other shoppers and designers-in-training circling my orbit. Then, out of nowhere, this guy walks by me, and slams into my shoulder as he passes.

There was plenty of room to get by. I'm not gonna lie, I was pissed. I turned around fast, ready to give this guy a piece of my hungry, tired, overwhelmed mind—even though if you ask anyone who knows me, they'll tell you it's something I can't afford to give away. When I did, I was met with a big smile on the face looking back at me.

It was my close personal friend Rich Siegel, Round Seventeen blogger extraordinaire and fourth place pole vault champion behind Denys Yurchenko at the Bejing Olympics.

To this day, I think Rich was robbed of the bronze.

Anyway, we introduced the wives, and chatted for a short bit. In our conversation we managed to trash open offices, throw shade on a creative director we both know and talk about the many benefits of freelance over staff positions.

Ad guys. Nothing if not predictable.

Afterwards, Rich and his wife went to Kohler to look at fixtures, toilets and sinks. My wife and I went to Father's Office and had one of their legendary burgers, along with a light citrus-y pale ale with a side of Spanish mushrooms. Spending money always works up a hearty appetite.

So as we continue our adventure shopping for the remodel, I'll be sure to keep my eyes open for Rich or anyone else I don't expect to see out in the real world.

Right after I'm done icing my shoulder.

Round here

You may have noticed I haven't written a new post in a while (undisciplined).

And frankly, there have been a lot of reasons for that (laziness).

I've been unbelievably busy with work (couch potato). I've had family obligations (binge watching). I've been concentrating on other projects (lotto tickets).

But I did want to take a few minutes out of my busy schedule (napping) to do something I have never done before—offer a bit of advice to my fellow blogger and swing dance instructor Rich Siegel over at Round Seventeen.

Now, normally I don't make it my business to tell anyone else how to do theirs. I don't give other parents advice on how to raise their kids, although God knows with the devil spawn some of them have unleashed on the planet they could use it. I don't offer relationship advice, even though I know the secret to a long and trouble-free relationship most married men find out soon enough involves two words: Yes dear.

But since Rich is a friend of mine, I want the best for him and his blog because, and I think if you're followed me for any length of time and gotten past the crippling disappointment, you know I'm a giver.

So here's the advice: It's time to change the name of your blog. Not that Round Seventeen isn't a fine name, but based on my personal experience as of late, I don't think it's an accurate one anymore.

I can't remember the last time copy got routed less than seventeen times. For starters, once I've used up the entire three to four hours I get to craft a compelling brand story people will relate to, find humor in and want to know more about, it first has to get routed through several of what I like to euphemistically call layers.

The account team.

Strategy.

Account planner.

Product specialist.

Legal.

Associate creative director.

Group creative director.

Proofreading.

Executive creative director.

The cleaning lady on three.

And, if I'm lucky, then it finally makes its way to the client.

That's ten stops it has to make before it gets out the door. And if any of those people have a change, suggestion, idea, whim, opinion, thinks something's missing, thinks something else should be included, forwards a suggestion (mandatory) from the client or just. doesn't. get. it., then, as if I'd written it on a boomerang, it comes back to me for revisions.

After they're made, some well-meaning, highly intelligent, over-worked, underpaid and incredibly organized project manager gets to route it through all those people again. And again. And again.

Every time an "and" gets added. A "the" needs to be included. Disclaimers have to be changed (as if anyone reads them-thanks legal). Something gets underlined. A word gets bolded. An accolade gets deleted. Whatever the change, the copy suits up and does another lap.

By the time it gets back to me to sign off on, we're on round twenty eight. At least. Of course, as any writer in an agency will tell you, it'd be great if it stopped at twenty-eight. But sadly, predictably, it doesn't.

What people don't know about advertising is it's a lot like Groundhog's Day—the same assignments keep coming back over and over until the powers that be decide it's been watered down, legalesed and tamed enough to make it out the door to the client for their changes. I mean approval.

Now, I don't want you to get the wrong idea. And as I read this over, I see that would be easy to do. Great work, classic advertising, the kind you remember and talk about for years—I'm looking at you Apple 1984 spot—doesn't happen the first time out. I'm fairly certain anything good I've done and I'm proud of took plenty of victory laps around the agency before it saw the light of day. So I do realize in some cases, this painstaking and often frustrating process has its upside.

Anyway Rich, you don't have to do it today, but you probably want to think about a more realistic number for the old blog title. Of course I suppose it's possible a writer of your caliber may not have to go more than seventeen rounds.

And if that's the case, just forget I said anything.

Book report

I don't make a lot of money from this blog. And by a lot I mean none.

However being in advertising, it's occurred to me from time to time I probably could break open a few corporate wallets by selling ad space on here. After all, the very desirable demographics of my readership are the same as Disneyland's - 8 to 80. Plus it is the happiest blog on earth, so there's that.

Advertisers would have a direct line to the 11 people who read this blog on a regular basis. I know that may not sound like much, but it's 11 people they wouldn't have otherwise.

Before I go climbing up the corporate ladder asking for money, I probably should have proof of concept: an example of how well advertising might work on this site, and could work for them.

So as a trial run, I'm going to plug my pal Rich Siegel's book, Round Seventeen & 1/2: The Names Have Been Changed to Protect the Inefficient.

The title comes from his popular blog of the same name. In it, Rich covers a diverse variety of topics like advertising, sex, the situation in the middle East, why he sucked at being a creative director and poo. More than one post about poo.

Alright, maybe not exactly the same demographics as Disneyland.

Anyway, I haven't read the book yet. But I had lunch with Rich a couple weeks ago, and I did get to hold a proof copy of it. And I have to say, I was duly impressed. It had everything the great, classic books throughout time have had.

There are pages, lot's of 'em. And on almost every single page, words. Lots of 'em. Like Moby Dick and The Bible, it also has a front cover and a back cover.

What more do you need to know? If you need a good laugh, and really, who of us doesn't, then pick up a copy of his book today. You can order your copy here.

And once you're done with it, if you don't mind I'd like to borrow it. Because, you know, twelve bucks is twelve bucks.

Like a version

If there's one thing ad agencies are it's repetitive. Let me say that again - see what I did there? Especially when it comes to revising the work.

As anyone who works in the creative department of an agency knows, sometimes a project will come around an absurd amount of times. My friend Rich Siegel named his blog Round Seventeen as an homage to the number of times he's had to revise copy.

I'll see your Round Seventeen, and raise you the revision number I had on a piece of car copy yesterday. The number was 68. Now, if you're reading this post as a civilian, I suppose you're thinking with all those versions the copy must change dramatically from one to the next.

Not so much.

Revisions come from all sorts of places. Proofreaders. Account people. Low level clients. Mid-level clients. The big cheese client. Legal. The product guy. The client's wife. The cleaning crew on the third floor. It goes on and on. It's usually a word or two they obsess over ("Is this too light? Too flip? Too...you know...). More often than not, it just a change for change sake so they can feel like they were part of the process, and get their name on the credits when they fill out the award-show entry forms.

I hear the Client's Wife category is going to sweep the shows this year.

There's an old adage, one I subscribe to, that says the secret to great writing is rewriting. It's a nice thought, but working in an agency will knock that sentiment into the next zip code mighty quick.

Anyway, old Albert had it right. And I'll be he got it on the first try.

Getting mugged

While my close friend and personal life coach Rich Siegel is busy over at Round Seventeen writing about issues of the day like Islamic clerics, Israel and Palestine, the Holocaust and the sorry state of advertising, I notice he has yet to tackle a vital subject that affects us all on a deeper, even more visceral level.

Of course I'm talking about celebrity mug shots.

It's always good, wholesome fun to have a laugh at someone else's expense. So let's start with one of the classics: Nick Nolte. Now the go-to choice would've been to contrast and compare a glamour boy shot of Nolte from the Rich Man Poor Man days with his now infamous Don King-esque, "Have you ever heard of conditioner?" hairstyle mug shot.

Instead, I chose an earlier mug shot of Nolte as a counterpoint to the one we all know and love. In fact, as you'll see, I've pretty much restricted all my choices to celebutards who have enjoyed the luxurious accommodations of an 8x6 holding cell more than once.

It's hard to know exactly what's more embarrassing about this early Tim Allen mug shot. The '70's stache? That he was busted in Kalamazoo (which coincidentally is the word magicians use when they forget "abracadabra"), or the fact people kept mistaking him for Geraldo Rivera?

Clearly his success from Home Improvement and voicing Buzz Lightyear is reflected in the more recent, more styled shot on the right. You can tell he's aware of the lighting, as well as his best angle. It could almost be the head shot his agent sends out for roles on shows like, you know, Oz or Prison Break.

Unfortunately for Tim, thanks to the interwebs these mug shots will be around to infinity and beyond. (See what I did there?)

                                        

Ladies and gentlemen, the man who's single-handedly putting the glamour back in anti-semitism, the one and only Mel Gibson.

This suitable-for-wallet-size mug shot on the left is from Mel's drunk driving episode a few years back on Pacific Coast Highway. Clearly, Mel still has plenty of alcohol in his bloodstream. You can see the sly smile, the sparkly eyes - the look that says "Hey, I know Jews run the business, but guess which ten-year old, independently financed film shot in a dead language grossed the most money in history?"

I'll give him this: it was a good film, even if I did know how it ended.

But see, you can't smack talk the people who run the business and still expect to have a career in it, as an older, paler and jowlier Mel knows judging by the photo on the right.

I suppose everybody's human and nobody's perfect. But sometimes stupidity just rules the day, and the mistakes we make have a way of sticking to our shoes.

Oh, and just in case you were wondering, I was going to post Lindsey Lohan's mug shots. But even on the internet, there just wasn't enough room.

Curing cancer

Every once in awhile, I'm reminded in no uncertain terms that we do very important work in advertising. Very important. It’s obvious isn’t it? If the work wasn’t life or death - which it apparently is – then why would some people in the business treat it that way? People in advertising wouldn’t lie.

Nah, I’m just funnin’ ya. It isn’t. And they would.

I’ve said it before, and I’ll say it again: people take themselves too damn seriously in a business that’s supposed to be fun. Not fun in the ha-ha sense, but fun in the working hard, producing something we can be proud of creatively and that moves sales for the client sense.

There’s also award show and media girl fun, but that’s for another post.

Just today, a friend of mine asked what happened to, “Here’s a great idea, we love it, here’s a shitload of money now go produce it.” Good question.

The answer of course is fear. Fear is what happened to it. Fear of making a decision, and fear of taking responsibility for that decision. Fear of losing your job over that decision. Fear of telling a creative team to just go produce an idea without a room of 12 strangers who know nothing about it to back them up.

I’ve never been one to be accused of overthinking the work, and that may explain two things: first is my unfrightened attitude. For some reason, when you don’t take things as seriously as other people do it really bothers them. They feel like you’re not a “team player” (by the way, whole other post about that phrase coming soon - oops, may have tipped my hand).

And second, it’s the reason I prefer freelance. Going on staff means one thing and one thing only (hint: contrary to popular belief it's not job security). It means you have to take it seriously.

Don't misunderstand, I know full well there are serious aspects to what we do. Millions of dollars are spent, and clients, understandably, expect to results from it. Careers and reputations are often made and broken on one decision. But those things are the price of entry of being in the business, and everyone at the door waiting to come in knows it.

The thing is, after everything you've given and sacrificed and struggled through to get in, there's still a constant demand for a blood oath to show how serious you are about it.

For example, I’m not sure when it happened, but somewhere along the way the powers that be decided if creative people were really going to be serious about it, they should be on call 24 hrs. a day, like doctors (who actually are curing cancer and making a real difference). And they should be on call with their personal cell phones without reimbursement.

That seems fair.

There are agency cultures that live and breathe by the if-you're-not-here-on-Saturday-don't-bother-coming-in-Sunday credo. I've worked for them, we all have. But like my pal Rich Siegel at Round Seventeen so aptly put it, I didn't drink the Kool-Aid. No need to linger after school if I have nothing to do just to make sure I'm seen after hours.

If I'm not there, start without me.

Here's what I know for sure. We're creating a disposable product no one outside of the client is asking for. Occasionally it does some good. Once in a while it's extremely creative. And when it moves product, whatever that product is, it's a great thing for all involved. Don't get me wrong: just because our product is disposable doesn't mean there aren't great commercials deservedly burned into the public conscious for the right reasons. For example, Apple's "1984" spot.

But for every "1984" there are a thousand "Mucinex in. Mucus out." spots.

Which is hard to believe, given all the seriousness that went into them.

The first manifesto

From airlines to peanut butter to Japanese car companies, they all want one. And not just one. One like the one that started it all. And agencies want to give it to them.

The manifesto. That crisp, concise group of words that at once lays out the philosophy, character, promise, mission and direction of a company.

My friend Rich Siegel over at Round Seventeen is the best manifesto writer working, and he's written more of them than anyone I know including me. But as he'd be the first to tell you, even when it's right in front of them, they don't always see it. In a global campaign gang...effort for a luxury car company, I won't say which one - Infiniti - Rich wrote an incredible manifesto. I walked in the conference room where it was pinned on the foam core with about 25 other, lesser manifestos, and was in awe. In fact, I gave it the ultimate copywriter compliment: I wished I'd written it.

At the end of the exercise though, Infiniti stayed with the work it was doing.

The benchmark for all manifestos is and will always be Apple. But that particular one is uniquely reflective of an uncompromising leader with a singular vision. Two things too many companies are lacking.

But don't think I'm completely against them. I'm not. They're good for business.

So here's to the crazy ones. Because people who are crazy enough to think they need to hire freelancers to write manifestos are the ones that do.

Siegel called it

Back in October, my good friend Rich Siegel, who writes the not-to-be-missed blog Round Seventeen, did something he's never done before. No, he didn't take the account team to a group lunch. He didn't suggest reducing the broadcast budget so he could do more banner ads. And he didn't start complimenting the British planner with the knit cap for his insights.

What he did was post a movie review of the film The Master. It was a scathing, no-holds-barred, flat out attack as only Rich can write on what he thought was a deplorable film, not to mention a monumental waste of time.

Here's the thing I found out this afternoon: he was right.

Now normally I'd say that one should make up their own mind about about a movie. I've seen many movies that weren't well-reviewed - Meet Joe Black, Signs and Unbreakable come to mind - that wound up being very entertaining. In fact some of them have even shown up in my Guilty Pleasures posts, like the Final Destination series.

Since the Oscars - which mark the official end of nights Hollywood honors its own because no one else will - are rapidly approaching, I usually try to see as many of the nominated films as possible. So I decided to fire up my screener of The Master, and give it a go. After all, I'm a big fan of the two leads, Jacquin Phoenix and Phillip Seymour Hoffman.

Sometimes that's enough.

This time it wasn't.

I would've rather been the terrorists being tortured in Zero Dark Thirty, Lincoln being shot in the head, or Django being beaten than to have had the Les Miserables experience of sitting through The Master.

At least I didn't have to leave the house and it didn't cost me anything.

Except two and a half hours I'll never get back.

For now

Not that anyone's noticed - and really, if you have then you're concentrating on the wrong things in life - but I haven't posted anything here in a couple weeks.

The reason, surprisingly enough, isn't laziness. Or lack of time. It's much simpler than that.

I haven't felt strongly enough about anything to go on a tear about it. Not that there haven't been things to feel strongly about - I'm just not feelin' it.

Plus, being the freelancer I am, the time off from the responsibility of coming up with something every day is very liberating. Doing nothing gives me more time to do nothing. What can I say? It's a skill.

So in the meantime, if you want to fill the empty void in your soul and spend some quality time with another clever, insightful, extremely well-written blog, please to enjoy my pal Rich Siegel's musings over at Round Seventeen. For a while now, Rich and I have had a friendly competition to see who could put up more blog posts in a year. Despite an early lead at the beginning of the year, I knew I was nowhere near as prolific as he is. It's official Rich (as if it wasn't before) - you win.

This isn't goodbye. It's just "I don't feel like doing it." for now.

I'll be back eventually. Probably after I'm rested, refreshed and tanned from our annual trip to the Hotel Del Coronado.

So mark your calendars for the end of August, and have yourself a fine what's left of summer.

Don't forget to write. I won't.