How many writers does it take to change a lightbulb? One and a chorus of whingers to point out that someone else has – somewhere in the history of the planet – already changed a light bulb, so changing another one would be unoriginal and therefore completely pointless.
Creatives are an odd bunch. We work inside the silos of the sanatorium called an agency, being a part of the tug of war between our central creative pull and the client’s same when it comes to their brand mandatories.
We know the drill. We know that to get a campaign out involves a dozen meetings where the idea that has been presented, critiqued, reworked, re-presented, reconsidered, re-tweaked and re-presented is then put through some real paces and eventually given the green light. It is (almost) never the case of a good idea sold and preproduction briefed, because a good idea inside my head for example, may make no sense to the others at the table and the same may be true of what comes from them.
So then why are we such a bitchy bunch? I’m no saint when it comes to opinion – I can’t handle bad advertising and my candour when I see it is palpable. But bad advertising is often very clear about how bad it is. Like when two women who obviously travel with their washing machines are seen standing in a kitchen talking about how concerned they are that their husband’s shirts don’t look bright and new. I always travel with my washing machine so that’s not the part I hate. No wait, it is – because that’s just stupid. It sets feminism back a hundred years and has been responsible for more eye rolling than Julius Malema or Marie Straub.
There is so much to consider when making a quick, uninformed quip about an ad on a social media forum: a) Are you the target market? If you are not the target market (believe it, not everything is aimed at you), it was not intended to resonate with you anyway; b) Does it successfully speak to the target market? c) How would you rate the production values? Because there are cheap shit ads, and there are cheaply made but very effective ads. The list is long…
I made the senseless mistake of engaging a silly sally on Twitter recently who evidently has no awareness or skills on the above measurables. She is an editor in chief which means that she must have some common sense, somewhere. But on a scale of one to Lindsay Lohan, it’s quite clear that not everyone who has it, uses it. She hates stereotypes but has become one in the process: a tightly wound, self deified strawberry who hears but does not necessarily listen – let alone think.
They say you can’t put people in boxes. Wrong. You can if you want to – even with creatives. There are those that have to have five different colours in their unwashed hair – simply because they are a creative. There are those that take long, dramatic moments to pause, deep in thought before sprouting their pearl – simply because they are a creative; skinny jeans, aloof and emotionally unavailable – or flowing cotton, open shirts and a self-created quirky lilt – simply because they are all, well, creatives.
You can also put people in boxes as to whether they are, for example, a features writer, a copywriter, a script writer, a blog writer, a vapid content creator, or a twitter update writer. Where your talent resonates is what you live to be proud of. Sure, it’s been said that good work shouldn’t need to be defended, but then does that mean you shouldn’t be passionate about what goes on your porti? If so, be sure then that while you sprout this cliché, your own work is at an infallible level for all the world to see and bask in.
I hear there are shock collars for dogs that need testing. I can think of two people who should sign up.
© Dylan Balkind