Showing posts with label writer. Show all posts
Showing posts with label writer. Show all posts

Tuesday, January 24, 2023

Stop me if you've read this one before

I’m not sure whether it’s a bad habit (God knows I have plenty of those to spare), my failing memory or the fact I’m a believer in the old adage that great writers steal from other writers. Especially when the other writers are themselves.

I’ve written over 1,181 posts on here—I don’t have to tell you. And almost all of them have their own clever little word play titles.

But as you may have noticed, because I know you’ve read, cataloged and committed them all to memory, many of them unintentionally and unconsciously share the same title.

For example I have two posts called Going Bananas. Three if you count the encore post of one of them. And while we’re on the subject, a lot of people, okay, a few people, alright fine, somebody asked me what the encore posts are. Well, they’re pretty much what they sound like.

Encore posts are reposting of pieces that were critically acclaimed, especially insightful, endlessly enlightening and are constantly being asked for, dare I say demanded, by my many grateful followers who appreciate quality writing and want to reread them over and over again.

Nah, I’m just funnin’ you. I slap up encore posts when I’m too lazy or tired to write a new one. Or I don’t feel like living up to that “quality writing” thing.

Where was I? Oh, right. I also have more than one post called With Friends Like These. And I think there’s more than one Here’s The Thing.

I’m not losing sleep over it. In fact I'm in good company. There are more than four movies called Monkey Business. Three called A Night To Remember. There’s more than one Gladiator, and more than one Twilight (one with vampires, one without).

I'm sure there are other examples, but I have to get going on tomorrow's post. I'm calling it Gone With the Wind. Either that or To Kill A Mockingbird.

I haven't decided yet.

Monday, June 18, 2018

"I couldn't pick it up"

I started thinking about my life today. I know, I probably should've put some thought into it earlier, but we are where we are. And let me give you some advice: there's no percentage in it. Introspection, highly overrated. Like someone said, ignorance is bliss (see the irony?).

Anyway, as anyone who knows me will tell you, I much prefer floating aimlessly from one experience, one job, one car to another, and not trying to add up what they all mean or say about me as person.

I may have gotten off track here. In fact, forget I said anything.

But while I was in deep thought about my life, I was also finishing up the latest Stephen King scarefest, The Outsider. I highly recommend reading the first 400 pages anytime, and only reading the rest in the daytime. I was looking at the blurbs for the book on the jacket, and thinking what would the blurbs be about me, my life and my career (laughing hysterically for using the word "career").

And while I can't reach out to all any of the people I'd like to and ask for a blurb, I have a fairly good idea how they might go.

"I'm a master of horror, but nothing scares me as much as Jeff's writing. And not in a good way." - Stephen King

"He's always been there for me and the band, no matter how much we charged for tickets. There's one born to run every minute."- Bruce Springsteen

"Actually no one ever saw the show. Our ratings were so high cause Jeff binged it nine times. Might've been ten." - Bryan Cranston

"He likes the salmon very much." — Taka San, Koi sushi chef

Wednesday, January 11, 2017

850

Break out the champagne, drop the balloons and cue the DJ. This post right here you're feasting your eyes on is my 850th blogpost. Well, 850th published one.

Like all bloggers, I have a whole slew of drafts and false starts—over 70 of 'em—that, for one reason or another I didn't deem particularly post worthy. They have titles like "The creepy clown" "Jasper is enough" and "I'll have what he's having."

Maybe they were too long. Too short. Too bad. Too late. Too serious. Too light. Too revealing. Too sexy (always a problem). Too similar. Too repetitive. Too likely to get me sued. Too poorly written. I know what you're thinking: "I've been following you for a while. Since when is 'poorly written' a criteria?"

OK smartass. Let's talk about it after I see your 850 posts.

The point is at least I have some kind of filter. Occasionally though, shields are down, my judgement is off and something gets put up here that shouldn't be. But thankfully I have a support system of several other exceptional writer friends that let me know immediately when they think I've crossed a line and should take a post down. Sometimes they're gone before you even know they've been there.

The posts, not the writers.

The other thing is 850 may not be a big number to other, more prolific writers (which would be about all of them). But it's my number and I'm happy about it.

Any writer will tell you filling the page can be challenging. But I have a feeling I'm going to have plenty of things to write about for the next four years. Or with any luck, the next two.

In the meantime, stay tuned for 851. I don't know when it'll be here, but I hear it's going to be worth the wait.

Sunday, August 21, 2016

A laughing matter

I, like most humans, enjoy a good laugh.

Not just a regular laugh. I'm talking about the kind of hysterical, on-the-edge, stress-relieving, people-who-see-you-think-you're-losing-your-mind, crying cause I'm laughing so hard, stopping for a minute, thinking I've got my composure and then bursting out into wailing, crying laughter all over again.

The kind of laughter where you feel like a wet noodle afterwards.

That was the reaction I had to this cartoon the first time I saw it. I can't tell you why it made me laugh so hard. Maybe it's that I've worked on so many fast food accounts—including Taco Bell three times at three different agencies—that it struck me the way it did.

Yes, Taco Bell at three different agencies. It's just the kind of masochist I am.

One of those times happened to be Tracy Locke, which is where I worked when I first saw this. It was the front of a greeting card at a store called Aahs on Wilshire Blvd. in Santa Monica. Chris BouteƩ, my red-headed woman, a good friend and a fine writer in her own right and I had gone to lunch at a formerly popular, now defunct westside restaurant called the Bicycle Shop.

After our tasty yet overpriced meal, we walked a couple blocks down to Aahs so I could pick up a gift for someone. We were in different parts of the store, and I happened to be perusing the many racks of greeting cards when I saw this one. And I lost it.

It was one of those laughs that shadowed me the rest of the day (it didn't help that I'd bought the card and kept looking at it). In meetings, working with my art director, kick-offs—didn't matter. I was useless the rest of the day.

By the way, many people think that part hasn't worn off yet.

Anyway, while the cartoon doesn't make me laugh as hard as it did the first time, it still brings a smile to my face every time I see it. I think it's part brilliance of the cartoon, and part of my original hysterical laughter echoing through the years in my head.

The good news is I still laugh plenty in agency meetings. Except now it's to myself, and for entirely different reasons.

Tuesday, June 28, 2016

Ghostwriter

The wide and raging river of taglines, headlines, subheads, subject lines, pre-headers, bold lead-ins, body copy, banner ads, manifestos, landing pages, social media posts, positioning statements and concept write-ups seems to flow on endlessly no matter which ad agency I happen to find myself at.

This of course is an excellent situation for a freelancer, because when the river dries up so does the bank account.

But as any copywriter will tell you, occasionally you have to deal with a bout of what real writer’s who aren’t creating a legacy of garbage (Legacy Of Garbage ©Janice MacLeod) refer to as writer’s block. For whatever reason, sometimes the words that make America buy just aren’t there when you need them.

Which is fine if you’re writing a snarky little blog only nine people read, and then only when reruns of the Bachelorette aren’t on. But when you’re a hired gun up against a deadline, there are no excuses. If the words aren’t there you have to go out and find them.

Fortunately I know just where to look. To my son James.

They say the apple doesn’t fall far from the tree. But I don’t have an apple tree, because it attracts rats to the backyard and I have a black thumb and would probably kill it anyway. And who wants to eat apples that fall off a rat-infested tree into the dirt. There’s not enough Dawn and Brillo to get them clean enough for me to eat. Don't get me started on the worms.

I may have wandered off track here.

My son is a great writer. He's unburdened by strategy briefs, client concerns, nervous account people, award-whore creative directors, account planners whispering sweet nothing in his ear – and I do mean nothing. He just likes to make up fun lines. So on those rare occasions when I need to get a fresh, untarnished perspective because my brain has gone into vapor lock, I just give him a call and tell him what I need.

Give me some car headlines that talk about performance. Knock out a few lines for this video game. I need something for a hotel in half an hour.

He always delivers.

I'd like to think he gets his writing talent from my side of the family, but I think it's just who he is. Screenwriting major, hello? This is a kid who's not afraid of throwing it out there and seeing what happens.

So, to the agencies I work for now, and will in the future, rest assured that when it comes to writing copy for your prestigious clients, and even your lesser ones, I'm going to give it everything I've got. Including my first born.

Wednesday, December 9, 2015

But who's counting

Believe it or not, this is my 200th Rotation and Balance post for this year. I know, I'm as shocked as you are.

I think the reason I made it to this particular landmark is I'm an exceptionally prolific writer. I'm also disciplined, making it a point to carve out enough time each day to hone and craft my words so that they convey my thoughts precisely and accurately. Plus I have opinions and things to say on a wide variety of topics - hence the tagline in the header about perfecting random.

You know I'm yankin' your chain right? I just want to have more posts this year than Round Seventeen. So far so good, but the year's not over.

The truth is I enjoy writing the blog, and I've heard rumors at least three of you enjoy reading it. And even though I usually like working a big room, that's enough for me to keep doing it (a grateful nation breathes a sigh of relief).

Anyway, since I have to get my 201st ready tomorrow, I'll keep this short.

I don't have any idea what tomorrow's subject will be, and I haven't set aside any time to write it. Maybe I'll slap it together on my lunch break.

I'm just that disciplined.

Saturday, June 20, 2015

Drinking it all in

I don't think I have to tell you that over five years ago, I wrote a post about the many, many branch offices I work out of.

And by branch offices I mean Starbucks.

You may be a little cynical and think I'm bringing this up because it's a Saturday night, and I'm too lazy to think of anything new to write about. Well, no. Not entirely.

The reason I bring it up is because today I found myself working on a freelance gig at the Sunset Beach Starbucks for a few hours. And I noticed the customers who came in and out were very, how you say, beachy.

I've never worked at that office before. But I decided to widen my horizons a bit. I was tired of seeing the same people at the ones I usually work at. Plus it was a hot, sunny day and being near the water sounded like a good idea.

It made me realize even when I'm doing the same thing, there's a way to change it up. It's a lesson I could probably apply to a few other areas of my life.

I know, I should write fortune cookies or Hallmark cards - what can I say, that's what I thought.

I think I'm going to institute a new policy: every time I go work at a Starbucks, it's going to be a different one. God knows there isn't a shortage of them. I think seeing different kinds of people - how you say, clientele - helps the creative process along. That alone is reason enough to work there.

Well, that and a half-caf venti Carmel Macchiato.

Sunday, February 22, 2015

Blame him

You want to know whose fault it is that I'm in advertising? It's his.

A long time ago, in a lifetime far, far away, I saw a job post on the UCLA job board for a position in the mailroom at an ad agency in Century City. I'd never given much thought to advertising, but I did give a little thought to paying my bills and my rent. So I interviewed for the position, turned on the charm and humor we all know and love and got the gig.

Come to find out the agency was Wells, Rich, Greene. And the creative director who arrived from New York shortly after I got there was Howie Cohen.

By the time Howie got there, I'm not sure which of my jobs I was on at the agency. I'd started in the mailroom, where I got to make my rounds, and talk with everyone every day. A social butterfly even back then.

Then I got promoted to running the stat camera (look it up) in the studio. Except it wasn't in the studio. It was in a small, badly ventilated room next to the studio. Since the camera used a lot of fragrant chemicals to develop the film, I'd have to hold my breath a lot, then run out of the room after I'd taken a shot of whatever camera ready art I was working with.

From there, I was bumped up to traffic person - excuse me, project manager. If you look in the Guiness Book of World Records, you'll see that I was the worst traffic person that's ever held the job. True fact.

Anyway, my grand plan, since I was a theater arts major, was to become an agency producer. I figured if I did that, I'd make all these contacts. I could get an agent and start my illustrious film career.

But a funny thing happened on the way to my three-picture deal.

One day, there were no creative people at the agency. A team was down in Rio on a shoot for Brittania Jeans. Another team was out sick. Yet a third team was at a client meeting. This all happened to be on a day when a Bran Chex print ad had to be written and presented. The account guy, a short man who looked like he was wearing those plastic glasses with the fake nose - except they were both his - was running around the agency trying to scrounge up someone to write the ad.

He called Howie, who wasn't in that day, and asked who he should get to write the ad. And Howie said "Give it to Jeff."

So I wrote it. While it didn't win any awards, I'm pretty sure it's still the best written ad for a high-fiber cereal Reader's Digest has ever run.

Shortly after that, Howie promoted me to junior copywriter. Honestly, it was thrilling. I was excited to be working with the team, Howie and his partner Bob Pasqualina, who had created the legendary "I can't believe I ate the whole thing" Alka-Seltzer commercial.

As you might imagine, earning his bona fides working in New York advertising during that time, Howie has many, many stories that only someone who lived it can tell. And nobody tells a better story than Howie. If you want to read some good ones, definitely have a peek at his blog MadMensch.com.

I'm happy to say Howie is still working his magic in the world of advertising. I'm still working mine as well, although so far nothing I've done has made it to the Advertising Hall Of Fame. Yes, I said so far. Keep hope alive.

Anyway, I don't know if I ever actually thanked Howie and told him how grateful I am for launching me into a career I didn't even know I wanted. But if I haven't, I'm doing it now.

And by the way, for all the creative directors I may work for in the future, if you don't like something I write, now you know who to talk to.

Sunday, February 1, 2015

Let's keep this short

Today is Super Bowl Sunday, so it probably doesn't matter what I write since no one will be reading it (I know, why is this day different from any other?)?

I've written here a couple of times, here and here, about my futile, humiliating, nothing-can-make-me-feel-more- stupid-with-the-possible-exception-of-my-children attempts to become a contestant on Jeopardy.

However, as I was watching the show the other night, it hit me like a bolt of what is lightning (see what I did there?). I've been applying for the wrong position.

Instead of contestant, I should be going for Jeopardy category writer. It's not like I don't know how to bring the funny. Depending on who you ask, I do it for a living. And those category titles and answers are short. Nothing I like better than short copy, with the possible exception of the paycheck that comes with writing it.

I always think the categories reflect the writer's personal tastes. So it'll come as a surprise to no one that my first Jeopardy categories would be Springsteen, Breaking Bad, The Godfather, Sushi Bars, German cars, Helen Mirren and Potpourri (have to keep some traditions alive).

Moving on to the double Jeopardy round, which is always harder, I'd have Movie Palaces, Star Trek, Stand-Up Comics, Seinfeld (I know he's a stand-up, but really, a category unto himself), Is This Thing On and Star Wars Geography (This planet was destroyed by the Death Star super laser in Episode IV: A New Hope...).

Unfortunately you can't go online to apply for the category writer job, so I'll have to see who I know and how to get stuff to them.

Another great job for me would be lotto winner. Working on that one as well.

By the way, it was Alderaan.

Tuesday, January 13, 2015

Unemployment line

A friend of mine, who's an excellent writer, and I believe from my experiences with him a decent individual, put up a post about someone he didn't know who'd tried to contact him on LinkedIn. Universal experience. Happens to all of us.

Whoever it was that hit my friend up for a connection listed his job as Independent Marketing & Advertising Professional, which, as we all know, is LinkedIn code for unemployed. My friend replied maybe the guy wasn't that good at advertising if he couldn't think of a better way to say it.

Now, I totally recognize my friend was just being funny. And don't get me wrong. I like a harsh, sharp, snarky line as much as the next guy. God knows I've written my share of them. But this time, it just struck me wrong.

Not wrong, hurtful. I felt bad for the guy.

I've said it many times before - if you're in advertising and you're unemployed, all it means is you showed up one day. Obviously the guy was unemployed. We've all been. And I was startled that my friend, who knows what it's like to be unemployed, came off as harsh as he did in his comment.

The point of LinkedIn isn't to announce you're unemployed - it's to make yourself look as good as possible to potential employers and digitally network as much as possible. Two things it seems to me this guy was trying to do. (Just to be clear, I wouldn't link with someone I don't know either - but I wouldn't blame 'em for trying).

We're all in the advertising foxhole together, and anyone in the business will tell you things ain't what they used to be. And they're not going to be again. Me, my friend and the guy on LinkedIn are all just trying to do our best.

Every once in awhile, contrary to how it may appear, I believe a little slack-cutting is in order.

Tuesday, January 6, 2015

Define writer

Seems simple enough. A writer is a person who writes. Just like a drummer is someone who drums. So if you're drumming on your table at Starbucks, waiting for your venti half-caf with an extra shot of cream, does that make you a drummer? No, no it doesn't.

I take a lot of heat from my friends, who I call "real writers" because they are, about the fact I don't post to this blog with any kind of regularity. Clearly they've forgotten that I hold the well-earned title for the least disciplined writer they know. If it's any consolation, and I'm not sure why it should be, it's not the only thing I do without any regularity.

Saving money, buying new clothes, changing the oil in my car, good parenting. It's a long list.

At least when I do manage to have a thought rattling around and write about it, I usually have something to say. Usually being the operative word.

Anyway, I'd like to wrap up this post with some clever, snappy line. But to do that, I'd have to think about it more, and that might jeopardize my least disciplined writer status.

What I might do is take a second to go back over this post and see if there's anything I want to revise.

As I look at it, I think a good place to start would be the part about how I usually have something to say.

Tuesday, April 8, 2014

Act fast, and you'll always have Paris

UPDATE: As a rule I don't usually repost pieces here. But today is different than every other day, because today PARIS LETTERS has been selected as a Kindle Daily Deal. It will be featured on the Kindle deal homepage for $2.99 under biographies/memoirs, as well as on Kindle store on all devices. And you can get your copy today just by going here. So (re)read the post, then get the book. You're welcome.

One time I said to my great friend (more on that in a second) Janice MacLeod, "I'm a giver." To which she replied, "Giver? You hardly know her!"

This of course is one of the many reasons I love Janice.

I met Janice when we worked together at the advertising agency Y&R in Orange County. I remember us both complaining about the commute one day, and we came up with a solution. Every morning, she’d have her coffee, then make the slow, excruciating drive from her apartment in Santa Monica to my house in Long Beach. Then we'd hop in my car and fly in the carpool lane from my place to the agency.

And we'd talk about everything.

The problem was we always seemed to have way more things to talk about than time to talk about them. And while I don’t remember each and every subject we covered, I do recall there was a lot of laughing in the car. It was the best part of the work day for me. I’ll assume it was for her. What the hell, she’s not here to say otherwise.

What with all the talking, confiding, gossiping, joking, planning, singing, eye-rolling in meetings and saying the same thing at the same time, Janice quickly became my “office wife.”

It’s a tribute to Janice and the person she is that my real-life wife approved (which is also a tribute to my real-life wife).

There are so many things to admire about Janice it’s hard to know where to start, so I’ll start here – Not only did she think about leaving her job in advertising, a job that was making her profoundly unhappy, to pursue the life she wanted, she actually did it. That new life included traveling the world, unburdened by time or possessions, and leaving herself open to whatever experiences she chose to have along the way. She planned it, figured out how much money she’d need and saved for it.

Dare I say it’s a dream shared by, what’s the word I’m looking for…oh yeah, everyone.

I had dinner with Janice at Joe’s in Venice the night before she left for France. It was a great dinner, one of those “why don’t we do this more often” dinners. Here's one thing I remember from that meal: I don’t want to spill any state secrets, but let's just say her fall from a full vegan diet may have started a little before she fell in love with and married a butcher.

Another thing to admire is she wrote a book about the experience. Paris Letters is the third book Janice has written in the warm, humorous, observational, razor-sharp, inclusive style that is her voice.

She is what I like to call a real writer.

As opposed to myself, who’s still waiting to be found out by the word police.

The book journals her decision, her travels, meeting and falling in love with her now real-life husband Krzystzof, who is a butcher by trade and apparently has invested heavily in the consonant market.

In Paris Letters, there is a Thank You page, and the very first person Janice thanks is me. Shortly after that, she thanks Bruce Springsteen for writing Thunder Road.

Coincidence? I think not.

I haven’t read the entire book yet, but so far the Thank You page is my favorite part.

But if I’m going to be honest with myself – and if you know anything about me you know how rarely that happens – it is I who should be thanking her.

She was the one who encouraged me to start this blog when I told her I have nothing to write about (something that after 472 posts, many people would still agree with). She always says that venom is my best medium, but that’s mostly about the snarkier posts. She is equally supportive of the vast majority of them that are not written in that tone. She is living proof that there is nothing getting in the way of your dreams but yourself - always a good lesson to keep in mind. And she comments on my posts, which of course all bloggers love.

At that dinner the night before she left to travel the world, I told her that if it didn't work out to just say the word and I'd fly over and bring her back. That offer still stands.

Although I'm beyond happy for her knowing that with her new life, the life she's made for herself, the life she wanted, she won't be taking me up on it.

Friday, February 7, 2014

No no, thank you

One time I said to my great friend (more on that in a second) Janice MacLeod, "I'm a giver." To which she replied, "Giver? You hardly know her!"

This of course is one of the many reasons I love Janice.

I met Janice when we worked together at the advertising agency Y&R in Orange County. I remember us both complaining about the commute one day, and we came up with a solution. Every morning, she’d have her coffee, then make the slow, excruciating drive from her apartment in Santa Monica to my house in Long Beach. Then we'd hop in my car and fly in the carpool lane from my place to the agency.

And we'd talk about everything.

The problem was we always seemed to have way more things to talk about than time to talk about them. And while I don’t remember each and every subject we covered, I do recall there was a lot of laughing in the car. It was the best part of the work day for me. I’ll assume it was for her. What the hell, she’s not here to say otherwise.

What with all the talking, confiding, gossiping, joking, planning, singing, eye-rolling in meetings and saying the same thing at the same time, Janice quickly became my “office wife.”

It’s a tribute to Janice and the person she is that my real-life wife approved (which is also a tribute to my real-life wife).

There are so many things to admire about Janice it’s hard to know where to start, so I’ll start here – Not only did she think about leaving her job in advertising, a job that was making her profoundly unhappy, to pursue the life she wanted, she actually did it. That new life included traveling the world, unburdened by time or possessions, and leaving herself open to whatever experiences she chose to have along the way. She planned it, figured out how much money she’d need and saved for it.

Dare I say it’s a dream shared by, what’s the word I’m looking for…oh yeah, everyone.

I had dinner with Janice at Joe’s in Venice the night before she left for France. It was a great dinner, one of those “why don’t we do this more often” dinners. Here's one thing I remember from that meal: I don’t want to spill any state secrets, but let's just say her fall from a full vegan diet may have started a little before she fell in love with and married a butcher.

Another thing to admire is she wrote a book about the experience. Paris Letters is the third book Janice has written in the warm, humorous, observational, razor-sharp, inclusive style that is her voice.

She is what I like to call a real writer.

As opposed to myself, who’s still waiting to be found out by the word police.

The book journals her decision, her travels, meeting and falling in love with her now real-life husband Krzystzof, who is a butcher by trade and apparently has invested heavily in the consonant market.

In Paris Letters, there is a Thank You page, and the very first person Janice thanks is me. Shortly after that, she thanks Bruce Springsteen for writing Thunder Road.

Coincidence? I think not.

I haven’t read the entire book yet, but so far the Thank You page is my favorite part.

But if I’m going to be honest with myself – and if you know anything about me you know how rarely that happens – it is I who should be thanking her.

She was the one who encouraged me to start this blog when I told her I have nothing to write about (something that after 472 posts, many people would still agree with). She always says that venom is my best medium, but that’s mostly about the snarkier posts. She is equally supportive of the vast majority of them that are not written in that tone. She is living proof that there is nothing getting in the way of your dreams but yourself - always a good lesson to keep in mind. And she comments on my posts, which of course all bloggers love.

At that dinner the night before she left to travel the world, I told her that if it didn't work out to just say the word and I'd fly over and bring her back. That offer still stands.

Although I'm beyond happy for her knowing that with her new life, the life she's made for herself, the life she wanted, she won't be taking me up on it.

Thursday, June 6, 2013

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.

Saturday, March 9, 2013

Punctuation doesn't suck

Grammar's a hard thing to muster a lot of excitement about. And since I pass myself off as a writer, I have this secret shame I don't know as much as I should about it. The dreaded semi-colon? No idea if I'm using it the right way or not. At least in the three times in my life I've used it (two of which are in this post).

My friend Julie Prendiville gave me the best book on grammar I've ever read: The Deluxe Transitive Vampire. It makes grammar interesting, fun, and more importantly, important. (any number of writers could've done a better job with that last sentence. Don't think I didn't notice).

Anyway, it's been a long time since she gave me the book, and equally as long since I've read it. But as a result of the rapidly fading use of proper grammar, I'll be picking it up again soon. I can't stand the thought I might be part of what I consider the dumbing down of writing, even if I am part of a business that makes up words like stroft (Charmin - strong & soft), powercision (Hyundai - power & precision, or circumcision; was never sure which), funified (Chuck E. Cheese; false advertising at its best), freshalicious (Subway) and a million more.

In case you're wondering, the quick way to a dumb, new ad word is to combine two ordinary words into a colossally stupid one. Or just add -licious, -centric, -tastic, -esque or -opolooza to one.

Look, I know I'm not the only writer who's frustrated by the disappearance of proper punctuation. Most noticeably periods. I'm not sure when it happened, although it was probably around the time the first web designer/art director said, "Do we really need that period in the headline? I don't know, it doesn't look right." And naturally since art directors are well known for their legendary grasp of grammar and spelling, the (junior) writer he worked with went along with it.

The thing about punctuation is that it isn't only a design element. It's an essential tool in making written words read and feel as much like spoken conversation as possible.

So when I drive down the 405 - and by drive I mean crawl - looking at outdoor headlines with no periods, it's frustrating. Same with almost every headline anywhere on the interwebs. It's almost as if the laziness of abbreviated txtng has crept into everything.

Without periods, headlines are incomplete. They float. They're wishy-washy. They're not definitive, confident statements about the product.

I'm not letting myself off the hook either. I rarely use punctuation on my post titles. I'm not proud of it. I promise to do better from now on.

Not just for my readers, but for grandpa.

Thursday, February 21, 2013

Remembering Paul


I’ve thought about this post even before my great friend Paul Decker died Tuesday. Truth be told, I’ve been thinking about it since Kitty – his wife, and the love of Paul’s life – sent me an email saying how ill Paul was.

I knew Paul only had one kidney, was down a gall bladder and had been a smoker far longer than he should’ve been. He’d had some health issues over the years. I immediately sent all the good thoughts and prayers I could their way. I offered to fly to Portland and help out for as long as needed, but Paul was too weak for visitors.

In my mind’s eye, this post was going to be a cohesive story about my longtime relationship with Paul, complete with a beginning, middle and sad, sad end. But as I sit here writing, hard as I try, I can’t seem to conjure up that kind of structure.

I’ve never been much for structure. Ask anyone I work with.

All that comes to me are mental snapshots, a highlight reel I know will fall short of giving a full picture of Paul because he was such an original. He was, as their friend Carla Clemen’s said in tribute, “one of God’s masterpieces.”

But incomplete as the memories may be, I’m going to share them. Because for me, any story involving Paul is inherently a great one.

Here are a few things I remember.

Paul spoke slowly. I’d often be in conversations with him where he’d pause to think about what he was going to say next, and then I’d start talking. And then he’d continue. Paul always thought before he spoke, making sure the words as well as the details conveyed exactly what he wanted. Not only was it refreshing, it was an education in how to listen as well as how to tell a story.

I met Paul at the first agency job I ever had, which was in the mailroom at Cunningham & Walsh. I remember they had built out a new studio and recording booth, and after work and on the occasional weekends Paul and I would go back there and do a radio show for our own amusement. I’d be talking about Bruce Springsteen (even then), and he’d be talking about baseball, asking me if I knew why Ted Williams was called “The Thumper.”

Since I mentioned Springsteen, I should also mention that at the time Paul couldn’t stand him. He thought he was a fake, a poser. I couldn’t convince him otherwise. I was never actually sure if he felt that way or if he was just having some fun with me because he knew I was such a hardcore fan. In fact, when Paul knew I couldn’t come to see Bruce in Portland last November, he decided to rub it in a little bit with this Facebook text:

The fact I was in the mailroom didn’t matter to Paul. He enjoyed people for who they were, not the position they held. And the fact this man, this writer, I admired so much treated me as an equal – which he continued to do after I became a copywriter – meant the world to me. Paul was the writer we all wanted to be. With a degree in English Literature from USC, he didn’t just make it up as he went. He knew what greatness looked and read like.

When Paul was going through his divorce, I was living in a two-bedroom apartment in Brentwood and my roommate had just moved out. Paul needed a place to stay, so I offered the extra bedroom and he moved in. I wish I could remember every conversation and story from back then, but sadly no.

I do remember at some point we decided we both could stand to be healthier, so every morning before work we’d walk about a mile and a half, stopping to have a donut at a place on San Vicente.

We saw the irony. We didn’t care.

One night during the time we were rooming together, I got into a horrendous car crash. I was thrown 20 ft. from the car, broke my arm and was knocked unconscious for over an hour. When I came to in Cedar’s ER, the person I had them call was Paul. He was the one who called my parents.

Paul gave me my first taste of real jazz. I remember one night he took me to the famous jazz club The Baked Potato in Studio City, where we saw the Dave Brubeck Trio. He explained – to the degree you can explain jazz – the music, the origin, the sound. He knew it all. At the end of the night, not only did I feel smarter, I felt more grown up.

While we’re on the subject of jazz, it should be noted that Paul and Kitty held their wedding at Harvelle’s, another legendary blues and jazz club in Santa Monica. I don’t ever remember seeing Paul happier than he was that day. If you know Kitty, you know there's no other way he could feel.

Always looking for ways to amuse himself, Paul came up with a game called Revenge. Basically it was where you’d challenge someone, and then you’d both run around in public with squirt guns filled with red water. Whoever shot the other person first won. That’s the explanation why I found myself chasing and being chased by Mal Sharpe all through Fox Hills Mall one night.

Just for the record, I lost. He snuck up behind me in front of a luggage store.

There was the legendary advertising brochure he did for Mammoth, Pervasive & Bland, a parody of large, dusty, non-creative, global shop that took pride in not using hackneyed phrases like “breakthrough” and “original”. The brochures became collector’s items in the biz because they only did a limited run. I’m proud to say I have one in mint condition.

Anyone who knew Paul well is also probably a customer of Modern Meats. I don’t think there’s anyone among us who didn’t look forward to the calendars, letters (suspiciously well written) and branded pens from Otto, president of Modern Meats. The note I wrote to Paul when I first found out he was ill was written with that very pen.

Here’s the truth of the matter: Paul isn’t gone when he dies. He’s gone when we die. It’d be impossible to have known him and not carry his spirit in your heart forever.

On the website where Kitty was posting updates about Paul, you have to log in with your I.D. and a password.

My password is ilovePaul.

Thursday, January 31, 2013

AT&T Jew-verse

Everyone has to live with a certain amount of denial in life. Otherwise, we'd never cross a street, get on a plane or eat at Jack In The Box for fear of what could happen to us. It's how we manage everyday risk and emotion.

Since, according to this article, the average consumer can be exposed to between 3000 and 20,000 ads a day, and actually see and register about 250 of them, commercials - especially bad ones - have also become one of the things we have to deny in order not to be overwhelmed by them. Out of necessity, they become white noise.

It'd be a second career getting mad about all of them.

However, there is one commercial so bad, so hateful, so grating in the most primal way, I feel pointing it out is less of a gripe and more of a public service. It's this one:

Here's how I'm pretty sure the meeting went.

CLIENT: What do you think the kid should look like?

ART DIRECTOR: Well, he should be...

ACCOUNT PERSON: We were leaning towards a "New York" look. (actually does air quotes)

CLIENT: You mean Jewish.

ACCOUNT PERSON: Yes, you know, curly hair, big nose...

Laughter erupts in the room.

CLIENT: Can we have him say some Jew sounding words?

WRITER: Like fancy, schmancy or for cryin' out loud?

CLIENT: Yes!

ACCOUNT PERSON: (hamming it up - no pun intended) Oy vey, we'll do it.

ART DIRECTOR: Maybe an argyle sweater, so he looks like the old Je...uh, old "New York" guys you see in the jewelry mart.

CLIENT: I love it. What do they say?

ACCOUNT PERSON: Mazel tov?

CLIENT: That's it!

Laughter erupts again.

Don't get me wrong, I love the Jews on TV. I can even tolerate the stereotyping. But what I hate is a stale concept, long past its expiration date, that's been done a gazillion times before - in this case a kid talking like a wiser, older "New York" grandfather to kids slightly younger than him who, for some inexplicable reason, know how to act their real age.

And wagging the corn dog while he's talking must be a Jewish tradition I'm not familiar with.

It's frustrating because it's AT&T. A big client with a huge advertising budget and decent production dollars to spend, and this is the best they (and their 65-year old, Jackie Mason loving writer/art director team) could do.

Then, just to make sure there's absolutely no escape, they run the crap out of this spot. You can't turn on the TV without seeing it everywhere. Maybe the kid got them the air time wholesale.

The best advice I can give the team, or anyone else associated with this spot is that same advice that works managing life's risks.

If someone asks if it's your spot, deny it.

Friday, October 26, 2012

The Shithouse Poet

One of the jobs of a copywriter is to find exactly the perfect words to describe what you’re talking about. Revision after revision, you rewrite, hone and whittle the copy down to turn the precise, interesting phrase to perfectly describe your subject.

When you get there, you know it instantly.

And when someone else comes up with it, you know that too.

I have a writer friend of mine I’ve known coming up on twenty years. He’s a writer of some renown in the business, and we’ve worked together as well as crossed paths at a number of agencies over the years.

This one agency we worked at decided to bring in a creative director to bolster its creative chops. So they brought in a guy originally from one of the big cities in California. I won’t say which one.

But it’s known for, among other things, sourdough bread, a bridge and cable cars.

Anyway, this creative director fancied himself a renaissance writer. He'd made his reputation with two big successes: drinking before eight in the morning every day of his life, and making sure no one he ever worked with in that California city remembers him in a vertical position.

I kid. I kid because I love.

Actually the award-winning, nationally recognized work he did for a sparkling water account and, at the time, a brand new car company is where he made his mark. He had a folksy style he thought was appropriate regardless of the account he was working on.

He also had a deep baritone voice he decided would be the voiceover for all the radio and tv we were doing on every account.

Someone thought very highly of himself.

I was talking to my writer friend one day about this creative director, and my friend called him the "shithouse poet."

I was crying I was laughing so hard. It. Was. Perfect. In two exacting words, he'd captured the essence of who this guy had been, was and would always be.

I'm still in awe of it.

Sometimes, out of nowhere, the phrase pops into my head. And when it does, it brings me as much joy as the first time my friend said it.

Sparkling water, cars or anything else, I'm pretty sure the shithouse poet never described anything so perfectly.

Tuesday, October 16, 2012

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.

Wednesday, August 29, 2012

Writer squared

Freelancing is a lot like checking into a hotel. A really crowded hotel, with three conventions going on at the same time.

You never quite know what room, or in this case, cubicle, you're going to get.

As any freelancer will tell you, they stick you where they can. They also stick it to you where they can - usually in the wallet. But that's for another post.

The days where a hired gun could expect a spare empty window office to work in for the length of the gig are long gone. Now, they cram you into whatever space they can.

Lately I've been working in various parts of various agencies: open areas (supposedly better for creativity - total bulls@#%), the lobby, the kitchen, the (small) conference room (that I kept getting booted out of every time they had a meeting, which was every half hour because, well, it's an agency).

But there are cubicles then there are Cubicles.

The ones you see above belong to Chiat Day, and they are the most sought after workspaces in the agency. Rarely does a freelancer get to use them, although I have been lucky enough to work in them a few times while a staffer was on vacation. Everyone jockeys for these spaces, especially the ones on Main Street, which is the bottom row.

Say what you will about Chiat, aesthetically speaking it's nicer than any other agency to come into. It almost doesn't matter where they put you. There's always something to see: some interesting design or architectural detail to appreciate. And pretty people? The place is lousy with 'em.

Plus they let you bring your dog to work. There's a park. A basketball court. And a restaurant.

As far as walking into freelance gigs, I file it under "things could be worse."

Speaking of worse, a lot worse, I just finished working with an art director at an agency in Orange County. I've worked at this agency many times before, and all those other times I had an ordinary cubicle, the kind you're imagining right now. However this time, they put both of us in - well, room is too generous a word - a very narrow space about nine feet long and four feet wide. It was clearly one of those leftover spaces - not enough for an office, too much for a closet.

So it's the freelancer room.

As I broke a sweat trying to breathe while the table was smashed into me, and the chair was backed against the wall, the thing I made a point of remembering is that unlike a hotel, I'm not there for the accommodations.

I'm there for the love. Nah, just messin' with you. You know what I'm there for.

Besides, what did I really expect from an agency that thinks chairs like these are a good idea?