Fighting fire with fire and fury

I've seriously stopped counting how many ways our dipshit, liar-in-chief, fake president, and Putin's personal lapdog, is unqualified to hold the position he has. Frankly, I can't count that high. But here's a good example that happened just today: apparently he's decided to fight stupid with stupid. On learning news North Korea most likely has been able to miniaturize a nuclear warhead that can sit on top of a missile aimed at the west coast of the U.S., Trump said they'd better stop making threats or they'd face "fire and fury like the world has never known." He then followed it up with "Nyah, nyah, nyah."

I suppose there are two ways to look at this. First, Trump is smarter than any of us think, and he's speaking in language the chubby psycho with the bad haircut in North Korea understands. But more likely, he's an idiot completely ignorant of the ramifications of the sabre-rattling he's doing, trying to overcompensate for a dick he couldn't find with a flashlight and a search party, and at the same time edging us closer to nuclear conflict than we've been since the '60s.

And what does he care? He'll be holed up in his gold-leafed bomb shelter, watching Hannity on Fox News and Dancing With The Stars, complaining how unfair North Korea is being to him.

Or maybe it's just all a rouse to get Melania to finally hold hands with him (insert small hands joke here).

Regardless, this is what happens when hillbillies, greedy billionaires and spineless Republicans give nuclear codes to clowns.

At any rate, with all this going on it seemed like a good day to repost this piece, which was originally called "Gimme shelter, or not." It's a little personal plan of attack (pardon the phrase) if you will about what to do as we reach the final chapter.

Put on your sunglasses, pop open a beer, rev up the credit cards and grab that guy or gal you've been thinking about. The big bang is getting serious. Please to enjoy.

Back in the mission accomplished, strategery, fool me once days of the George W. Bush presidency, everyone had a great time making fun of the way W mispronounced the word nuclear. It never mattered much to me. I say nuclear, you say nucular. Either way we're toast.

Lucy, our one-year old Sock Finder terrier absconded with a tasty argyle the other day and hid it, poorly, in her den which is under the dining room table. I had to go under there and retrieve it (who's the retriever now?), and in a flash (SWIDT?) it reminded me of the drop drills we did in elementary school.

We'd be sitting there, either doing school work or counting the minutes until we could get home and watch Engineer Bill or Sheriff John, and suddenly the teacher would yell "Drop!" We'd all hit the deck under our desks, as if that was going to prevent us from looking like one of Johnny Depp's ash trays on a Saturday night.

It's a lot like when a potential client is about to tour the agency, and the account guy yells "Look busy!" The difference is at the agency nothing changes.

Anyway, with enough nuclear bombs on submarines alone to take out the world, and the Stay-Puft dictator in North Korea shooting off his firecrackers towards Malibu, I started thinking about preparations I need to make in the event of the event.

There's this very informative website that tells how to prepare for a nuclear blast. And while there are a lot of helpful tips on it, I have a few of my own I think will come in handy should we get close to that edge.

First, get to Vegas.

For almost four decades, the U.S. Department of Energy did above-ground testing of over a thousand nuclear bombs at the Nevada Test Site just sixty-five miles northwest of Vegas.

And to no ones' surprise, Vegas did what they do best: turned the detonations into a tourist attraction.

It's where the saying, "It ain't the heat, it's the radiation." originated. My point is if they're going to drop the big one, shouldn't there be swimming pools and free drinks involved?

Who's with me?

Next, run up the credit cards.

The minute the news shows interrupt the season finale of The Bachelorette and start tossing up the Breaking News banner to report on on tensions getting higher between nuclear-armed third-world nations, and we're reaching a point of no return, reach for the credit cards.

A quick shopping spree is better than none at all, and you'll probably have a few days at least before the big boom. Those things you always wanted? Buy 'em. Enjoy 'em. Even if only for a little while.

Just because you're going to die soon in a flash of brilliant white light doesn't mean you have to do it with regrets. 82-inch flatscreen, hello?

Then, grab someone you've always wanted to kiss and plant one.

To some, the impending end of all life on earth might be the time to reflect on what your friends and family mean to you, and to tell them in a heartfelt final conversation so they can vaporize knowing how much you loved them.

Here's the thing: if they don't know by now, you really don't have time to explain it.

Instead, find someone you've always wanted to kiss, grab 'em and plant one on 'em. They'll be startled, maybe in shock to the point where they won't even know what to say. Which is when you say, "I'm so sorry. What I actually meant to do was this." Then plant another one.

Will they be mad? Maybe. Will they report you? Who cares. You can stay out of sight for a couple days until we're all gone.

Remember the part about no regrets?

Finally, remember to smile.

You don't want to look like those people from Pompeii when it's over. They were turned to stone and ash, and not a one of them looked happy about it. At least in the pictures.

If on the chance you wind up charred and not vaporized, you want to have a smile on your face when you go. It projects confidence, joy, a certain je ne sais quoi that says, "Even 500 kilotons of fissionable material can't harsh my buzz."

It lets them know you were having a party while you were here, and you're planning on a great time where you're going.

Years - and I mean a lot of years - from now, when they discover your preserved remains and see the smile, they'll wonder what you had to be so happy about at that particular moment. They'll do documentaries about you. Scholars will debate that look on your face. And if you're lucky, your remains might actually get to go on a national museum tour just like King Tut did.

And of course, on the off chance politicians somehow manage to head off the attack at the eleventh hour, you won't want to miss my next post about right ways to apologize and strategies for debt reduction.

I have the negatives

Here’s a client comment every copywriter gets – some more than others – about a headline they’ve written at some point along the way.

”It’s too negative.”

I get it a lot. In fact, I got it today.

Despite the fact the second half of the line paid off the first part of the line beautifully and, dare I say it, positively, the client was having none of it.

My headline included the word “won’t.” Apparently that’s on the list of random negative trigger words, along with “can’t”, “shouldn’t”, “doesn’t”, “didn’t” and I’m sure a bunch more I won’t (there’s that word again) know until I present them and they’re shot down.

Mid-level clients are not big picture thinkers. Their tendency is to have crippling tunnelvision, and overthink everything, especially how much of their ass to cover. It’s why they examine headlines on a word-by-word basis, as opposed to taking in and reflecting on the entire line, the bigger meaning, the brand tone of voice and the overall message being conveyed.

Obviously to live in the purgatory that is middle management, one must have their sense of humor surgically removed. I believe they keep it downstairs in the pathology lab, next to the jars of middle manager brains.

I kid. Middle managers don't have brains.

It’d be a great business if clients read headlines and copy, and then reacted as if they were real people instead of what they think they are: experts in the life of the mind.

So my lesson for today, courtesy of this middle-management, ass-kissing, overthinking, boot-licking, water-toting, brown-nosing, apple-polishing, favor-currying, toady little suck-up is to try to be more positive.

How am I doing so far?

Drip dry

If you follow me on Facebook - and really, haven't you had enough of me by now, I know I have - you may have noticed the post I did this past Thursday when I accidentally spilled water into my laptop.

Not my proudest moment. Besides having teenagers in the house, few things will make you feel as stupid.

It wasn't a complete submersion. I was opening the screen, and either a) forgot, b) didn't notice or c) didn't care about the plastic cup of water behind it. When the screen hit it, I heard the cup tip over and immediately shifted into that slow-motion feeling you go into when you're either in a really bad accident or have done something monumentally, inexcusably stupid (that one).

It felt like hours before I lifted the laptop up to prevent any more water from getting on the bottom of it, but in reality it was probably only a second or two. Fortunately, it wasn't a direct hit.

The water spilled on my desktop, and seeped under the laptop, which I'd just turned on a moment before. I immediately wiped the bottom of the laptop off, held it upside down to let any water that may have gotten in through the cooling vents run out, and then logged in.

It fired up (poor choice of words) just swell. Everything looked fine, and I figured I'd dodged a bullet. Right up until the screen started getting these static-y lines running through it. The second I saw them, I shut down. The good news is it didn't just crap out, it actually went through shut down and turned off. So I took that as a good sign. Then I went on an agency desktop, and started reading the interwebs about laptops that get water spilled on them and what to do.

The answers ranged from get it to Apple right away, let it dry out for three days, and start praying. The most optimistic were the ones that had let it dry out.

They said if you kept the computer upside down, somewhere air could circulate around it and let it dry for at least three days, often it would turn on fine and be like nothing had happened. So, as you can see by the picture, that's what I'm doing.

I won't turn it on until Sunday afternoon, but I'm hopeful. At the very least I'm hoping it'll come on long enough for me to back everything up to Time Machine, which, coincidentally, I was going to do Thursday morning before work but I was running late. Lesson learned.

I'll let you know how it works out.

In the mean time, I'm going to be careful not to spill any more drinks. Especially the one I'm going to have if I find out I have to buy a new computer.

UPDATE: This afternoon I fired up "'Ole Sparky" and I'm extremely happy to report it's working just fine. Nothing but grateful. Of course, I'll never get that hour I spent in the Apple store yesterday back, but it's a small trade-off.

The stupidest thing I've ever done

Sadly, there was about a fifty-way tie for the answer to the title of this post. What can I tell ya? Some lessons you have to keep learning.

But I'm pretty sure I've narrowed it down to the right one.

For almost twenty years, I had the very good fortune to live in a 17th-floor corner apartment in the South Tower of Santa Monica Shores (now called The Shores).

This being Santa Monica, the apartment was rent controlled. When I moved in, it was $450 a month for the top floor, 1000 sq. ft., two-bedroom, corner apartment that was about a hundred yards from the beach. When I moved out almost two decades later, it was $900 a month.

The reason I moved was because my son was two years old, and very mobile. See those windows just to the left of the patio? Those were almost floor-to-ceiling, and they were sliding windows. Once my son was mobile, we had to have window locks on them that only let us keep them open an inch or two. Plus we were getting crowded out with all his baby gear. I desperately wanted to stay in Santa Monica, but it was at the height of the market and tear-downs were selling for $850K. So that wasn't happening.

Anyway, in what was clearly a design flaw, all the patios slanted towards the patio door. Which meant when it rained, or storms would come in off the ocean, the water just seeped right under the patio door and flooded the living room. And while the wife and I both enjoyed splashing in puddles, not so much when they were in our living room. The building had a maintenance staff and a fleet of wet-vacs to clean up the water after, but I thought there had to be a better solution.

Well, a solution anyway.

So I had the bright idea of putting giant sheets of clear, thick plastic on the front and side of the patio. I measured the space, then went to Fastsigns and had them made, grommets and all.

Here comes the stupid part.

To hang them, I had to straddle the railing on the patio, screw hooks into the patio ceiling, all while my wife was hanging on to me by the belt of my jeans. I was stretching and leaning to reach the hooks, while below me was a 17-story drop. The only thing between me as tenant and me as roadkill was my belt.

And the wife. Fortunately she kind of liked me.

When we think back on it now, both our stomachs churn thinking about how unbelievably stupid it was. We'd complained to the building for years, as did all the tenants who had the same problem (the water, not my stupidity), and they finally did something about it. After we'd moved out.

The complex has since been sold, and a lot of money was spent modernizing and updating the units. It feels more like a luxury, seaside hotel now and even stood in for one on a recent episode of Mad Men.

I still know a few people there who are enjoying the restaurants on Main Street, the short walk to the Third Street Promenade, the beach bike path and their rent controlled view of the ocean. A view I desperately miss.

Still, looking back, and down, I'm glad I'm around to miss it.

The stupidest thing anyone's ever said to me in advertising

It doesn't matter whether they're just starting out or seasoned pros, every copywriter and art director I know has a "stupidest thing anyone's ever said" story. In fact, there are a bunch of websites like this one devoted entirely to stupid things people in the business say.

People more frightened, more practical and more employed than me have said I shouldn't name names, because "You never know where you'll wind up and who knows who and blah blah blah..."

So I won't name names. I'll leave clues. See if you can get in touch with your inneR Colombo and figure out the genius who said it to me.

Here's the thing. I was freelancing at this big agency that prints money off its one main automotive account. I'm tempted to tell you the name of the agency, but those same people who say I shouldn't name names also say I shouldn't name agencies, so I won't.

Saatchi.

I was writing the brochure for the 2007 Toyota Matrix. Now brochures aren't something that put a big smile on any copywriter's face. However they do put a big deposit in their bank account, so thank you very much and I'm available for any and all of your automotive brochure needs.

I mean I don't want to sound mercenary about it, but it is freelance. What do you need, a roadmap? Anyway, it's kind of the same way I feel about agency tItles. They're pretty useless. I really don't care if you call me creative director or janitor. As long as you say it with cash.

But I digress.

The person who'd hired me and another freelance writer named Lori neglected to tell us he'd given notice. So the second week we were there, he was gone. Which was fine. Lori and I are both senior people, and we just carried on creative directing each others work and getting the job done. One part of the job was that Matrix broChure. I'd written it, it'd been routed and was virtually on its way out the door.

Right at that point, a freelance associate creative director (speaking of useless titles) was brought in to oversee the work until someone permanent was hired.

Again, not naming names, but I Hope you're reading closely.

This acd (lower case intentional) stopped the presses and wanted to review all the Copy.

This is where it gets good.

In the brOchure I talked about the cargo space in the Matrix, mentioNing all the different kinds of things you could carry in it. It was something along the lines of three mothers-in-law, two surfboards and eighteen wiener dogs.

The wiener dogs are what did me in.

The project manager told me that the freelance acd, who'd been on the job and immersed in the culture of Toyota and Saatchi for a staggering total of two days, wanted to talk to me about the copy. I asked what the problem was, and she rolled her eyes and said I'd better speak to him myself.

So I called him. Here's how the conversation went:

Me: Hey, what's up?

Him: I wanted to talK to you about the Matrix copy.

Me: Okay.

Him: Here, where you say "wiener dogs", you're talking about dachshunds right?

Me: Yep.

Him: Well there could be some confusion between that and hot dogs. (by the way, that wasn't the stupid comment, although definitely a close second).

Me: I don't think it'll be a problem. Look - you're a bright guy, you figured it out.

Him: Well, the other thing I'm really worried about is that PETA might come after us. (THAT was the comment.)

I couldn't help myself - it just came tumbling out.

Me: Are you f#$&ing kidding me?!

Him: Well you know Toyota is a big target with deep pockets, and I'd hate to have PETA all over us for this. (Third runner up.)

Me: First of all, driving small dogs in a car isn't animaL abuse. And second, I'm pretty sure PETA has better things to do than go looking through Matrix brochures for things to sue over.

Him: Alright, I'm still worried, but go ahead and use your best judgement.

Me: I already did, but thanks.

Now I know I sounded a little hostile. But the stupid needle was way in the red, and, as anyone who knows me will tell you, I have a low threshold. Especially when it's coming from the new kId on the block.

Funny thing is apparently the new kid had a low threshold for my hostility, and the next day, out of the blue, my services as well as Lori's were no longer needed.

So there you go. It would've been nice to finish the gig, but judging from this one conversation we both had sized up each other pretty quickly: he was going to continue to say unbelievably stupid, chickens#&t comments, and I was going to keep calling him on it.

I don't know if this person is a good writer or not. I know he's had a lot of automotive experience. I may have just been on the receiving end of one incredibly stupid comment in an otherwise brilliant career. And now that some time has goNe by, even though I know there's no chance he's reading this, I want him to know I wish him luck no matter where his journey takes him.

Unless it takes him to an agency I'm working at.

Then I wish he just shuts his trap and gets out of the way.