I just saw this ad from Proctor and Gamble. I know I’m coming from a place of privilege; I know P&G is not doing this out of pure altruism. But it’s a well done piece of storytelling–of a story I’ve never had to consider–and good for them for making it.
As I mentioned a couple weeks ago, I’ve been learning new things in my industry (long tail keywords! empathy maps!) and thinking about it a lot as a whole. When you boil it down, we sell things people don’t need. Sometimes we do it terribly (ahem, Pepsi). Most of the time we do it forgettably. And, as diving into content strategy is showing me, there’s just so much of the forgettable stuff being churned out. You can get the science down, but what about any art?
But then, you see a really good commercial before a movie and it makes you think, “This industry might be ok.”
The version I saw in the theater only had “Do what you can’t” as an end tag, which was much more effective (trust your audience to make the leap, guys). But still. There’s good stuff out there to be made.
I’m headed out of town for a few days to help supervise a TV commercial shoot. It’s always fun to see if the vision in my head when I was writing the script comes out in the finished product.
Toby does NOT think it will be fun to just have Doc around. His face is very clearly saying, “Mom, what is THIS shit?”
I’ll be at a shoot for a TV commercial today, and up until last night’s pre-production meeting I was convinced the script I wrote for it was terrible and the actor wouldn’t be able to read it well and that everyone would see through me as a fraud. Then I read it again in the meeting and thought, “Hey, this isn’t too bad”– and remembered this very accurate summary of the creative process:
I think I need to remember this other truth when I’m stuck in steps 3 and 4:
Guys, I have some news I haven’t told you: This is my last day on the job as an “in house” copywriter for the craft company. Starting Tuesday, I’m headed back downtown and back to writing at an ad agency.
I hinted at it in January, but it’d been more difficult than I thought it would be to adjust to only writing for one “client” all the time. I also missed the city I’d worked in for nearly a decade–Salt Lake isn’t a major urban center, but it’s as urban as Utah gets and has some really wonderful alleys and restaurants and poems in public parks. Not being in it every day was hard for me.
The last 19 months in house taught me a lot–I did more consumer-facing stuff and I got to experience a retail product launch–but I think my heart is with the agency world. If only because then I can call Peggy Olson my spirit animal:
1:24 and 1:53 FOR THE WIN, Peggy.
(Drawn and animated by this gentleman. The cat just hitting keys makes this perfect.)
“You mean, just say what the product does?”
The moment at 1:30 is pretty great, too, since I’ve gotten that reaction more than I care to admit.
Another video I like today: Stephen Colbert on the spirit of Boston (scroll down).
+1. Be happier in my work
This is qualitative for now because I don’t know what it’s going to take for me to be happier. Just an attitude adjustment? Some internal changes at my current job? A different ad gig? A radical career shift? I’ve been pondering this for a while now, but I’m still “living my way into the answer.”
Well, Rilke will be happy to know that I finally found the answer: As of Monday I’m starting a new job as a writer. I’m leaving ad agency life and software clients (and downtown SLC) behind and going to work in-house at a craft company. It’s a big change, but I think it was time to shake things up–and I’m pretty excited about it.