Age of dis-content

It’s going to be a highfaloutin one. Don’t say I didn’t warn you.

I remember a debate I had with a writer friend of mine years ago. It was her contention everything is art. Everything. Anything you can look at, anything you can see, is art. Following her logic, that would mean everything from dog droppings to curbside refrigerators to posters of IQ45 could be called art.

I however—and I know this will come as a shock— took a contrary position.

It was my view that art must not just create an emotion, but must have an artistic redemptive sensory value, a unique and individual aesthetic and expression that’s intentionally created.

The Artist blog, in part, has this to say about it:

“The dictionary definition of art says that it is “the conscious use of skill and creative imagination, especially in the production of aesthetic objects” (Merriam-Webster). Art is essential to society as it stimulates creativity, reflects culture, fosters empathy, provokes thought, and offers a medium for expression. It enhances society’s intellectual and emotional understanding of the world.

In other words, they agree with me. Being married and having worked in agencies I’m not used to that so I love it when it happens.

And speaking of agencies, that brings me to the point of this piece: content creators.

We’re in a day where everything you can post is considered content. But my argument would be the same as with art: if you define content simply by it being there, then yes. That would mean the idiot comments on Yahoo, Instagram photos of your breakfast and agencies posting their client logos five times a day on LinkedIn would be considered content. But if you, like me, feel content must be meaningful then everything is not content.

In my experience, agencies like to advocate for the idea that they're content creators extraordinaire, with their finger on the social pulse of their target consumer. How's Tide's agency doing with content creation? They have just 60K followers on IG. Kleenex has 31K. Genesis does a little better at 366K. Charmin does a little worse at just under 29K, although to be honest the pictures they'd need to post to get more followers are the ones no one wants to see.

Like "influencer" or "storyteller" before it (see what I think about the "storyteller" image here)—two titles also used recklessy and often at agencies—"content creator" is just another bullshit title anyone can claim anytime they post anything.

Is this post content? Maybe. Is it meaningful? Doubt it. Will it stir up any emotions? Probably. Just not the ones I want.

How low can you go

In the limbo dance (I'll pause while you all hear "Leembo Leembo Leembo" in your head), the goal is to see how low you can set the bar before you decide you can't go any lower.

Sound familiar?

In advertising unfortunately this is a dance you get invited to on a daily basis. It comes at you from all directions: Client. Budget. Holding companies. People on your own team. And if you say no to the invite, then suddenly you're not a "team player" (as if I ever was), and pegged as difficult, which I may have been called once or twice. Today.

Most creatives I know would wear that label as a badge of honor. We'd all rather fail with quality than succeed with garbage. But it's easy to see just by grabbing the clicker and turning on the TV or radio, opening a magazine or going to a website, that it's not a landscape that supports that point of view very often.

It's not a state secret that in this world of reduced budgets, no AOR/project-based clients and the amount of money being spent on 360 campaigns for everything from running shoes to laundry detergent (how're those Twitter and Facebook engagement numbers for Tide working out?), agencies operate much more fearfully than they ever have.

So I just want to take this opportunity to raise a glass and say thank you to my fellow creatives, creative directors and everyone who keeps pushing to make the work better, tirelessly fighting the powers working against them and managing to turn out work that's as creative, interesting and inspiring as it is results-getting.

Also, thanks for leaving your dancing shoes at home.

Where's my HBO documentary?

I've been watching the HBO documentary on Steven Spielberg, and enjoying it thoroughly. I'm learning things I never knew, like the Star Wars crawl at the opening was Brian DePalma's idea. That Spielberg has three sisters. That his mom divorced his dad then married his dad's best friend (floosy).

I'm certainly not about to compare myself to Spielberg. After all, we have very different skill sets. I've never directed an Academy Award winning film. He's never written a Hyundai banner ad.

I know, it doesn't sound as glamorous as what he does. But that's only because it's not.

The point is, I have lots of interesting things that've happened to me in my life, many of which I've written about here, that might add up to a swell HBO documentary. Or even a limited run series. I even have some ideas about who could play me in the dramatic recreations of pivotal events in my life. Depending on my weight at the time, it could run anywhere from Michael Fassbender to Kevin James. I might be getting ahead of myself.

Deep movie trailer announcer voice over: In a world where truth is stranger than fiction, this Tuesday at 9 on JEFF....

Sure, everyone has stories to tell, but not everyone's stories are deserving of a documentary. And lest you forget, I'm an only child. So we already know the world revolves around me.

Look, I have celebrity friends. I've locked myself in a hotel bathroom in New York. I buried both my parents (yes it was after they died). I've hung off the seventeenth floor of an apartment building. I've flown helicopters. I've worked with Advertising Hall of Fame legends. I've copped to my shortcomings, and taken responsibility for my mistakes. I've broken bones (yes they were mine).

It's been a life full of comedy, drama, action, romance and suspense. A story of love and loss, all based on true events. An epic tale of a life well lived - so far. Complex, emotional, heart-wrenching and, as anyone who knows me will tell you, filled with conflict. Like all the best stories.

Interesting characters? I've spent most of my adult life working in ad agencies—my life story is lousy with 'em.

When it comes to the A B C's of me, there's a lot of ground to cover. I think an experienced documentary filmmaker, someone like Ken Burns for example, would do a fine job of bringing perspective and meaning to the events that've shaped me. God knows someone has to.

An important element to any documentary is the narration, which means it's critical the voiceover chosen for the job imbues the proper tone and feeling of the subject matter. I'm thinking Morgan Freeman. I love what he did for those penguins.

With it's high standard of excellence, unrelenting attention to detail, long-standing relationships with the documentary filmmaker community, I really believe HBO is the only premium channel with the bona fides to do a life story like mine the justice it deserves.

And if for some reason they don't want it, I'll add some Nazis and dinosaurs and bring it to the History Channel.

Word

Like a lot of writers living in Southern California, I’ve worked on many car accounts. From top end $90,000 luxury vehicles to $14,000 coffee-grinders, I’ve written it all.

Commercials, collateral, radio spots, print ads, online banners, interactive content, Twitter posts, Facebook posts, outdoor, customer kits, dealer kits, CPO kits, sale kits, employee bonus kits, warranty kits.

Oddly enough, no matter the price or quality of the car, they all have something in common. The words used to describe them.

Pick a car, any car. I bet it’s exhilarating. It’s probably also a leader in innovation. No doubt it’s been engineered to maximize your driving experience, and designed to turn heads as well as corners.

Let’s not forget the fact it’s also loaded with state-of-the-art technology, as well as class-leading aerodynamics whose job it is to keep you connected to the road. How else could you get a car that makes setting the standard, standard.

But there's no point to any of it unless you're around to enjoy it. That's why the car you're thinking about is loaded with the latest active and passive safety features.

The cars come with airbags. The agencies come with windbags.

Differentiating parody products - different brands with the exact same features - has always been a problem in advertising. Often the only thing that does it is the quality of the creative idea, the consistency of the execution and the personality it establishes for the brand.

I bet you know what BMW builds. But I'm fairly sure you aren't nearly as familiar with the tagline Toyota - which builds awesome cars for all income levels - just spent millions to introduce.

Unless there's a real product difference, almost every category from athletic shoes to cars to fast food use the same words to describe their product. Which makes it even harder to tell them apart.

Sort of like ad agencies.