Download PDF by Bob Garfield: And Now a Few Words From Me : Advertising's Leading Critic

By Bob Garfield

"If you crave perception into the wacky, zany, madcap--albeit very serious--business of ads, this can be a good spot to begin."--Miami usher in A witty and frank examine the advert biz from one in every of its most beneficial voices ads has turn into an never-ending movement of clich?s, tacky productions, miscast celebrities, and gratuitous sex--and take-no-prisoners ads Age columnist Bob Garfield has had sufficient. within the frequently hilarious, constantly dead-on And Now a couple of phrases from Me, Garfield appears to be like on the top and the worst in latest advertisements as he tells ads professionals that it is time to swallow their very own egos, go back consumers' rights to the vanguard, and--once and for all--eliminate undesirable ads from the face of the earth.

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Am I saying, then, that it, too, should have been disqualified? No, no, no, no, no. I am saying the opposite. I am saying that it was a worthy Grand Prix for all the reasons previously delineated. It was a perfect expression of a universal experience. It resonated with the target audience. It was unexpected. It was entertaining. It was catchy. It was in every respect great advertising. Who cares that it existed first as a spec film? Who cares that the Energizer bunny owed a great debt to Carling?

The US West spot, for instance, was sent to me by a PR woman from the Martin Agency in Richmond, Virginia. Two days later, as PR people are wont to do, she followed up with a phone call. ” she asked. There was no real need to respond. She knew the package had arrived. Packages always arrive. What she really wanted to know was, did I open the package, did I look at the tape, and did I like it? “Yes,” I said. ” she asked. “I have always liked it,” I replied. The PR woman, apparently a woeful ignoramus in the area of nineteenth-century German musical romanticism, didn’t pick up the allusion—just as not one-tenth of 1 percent of the viewers of the US West spot detected it as the big misunderstanding it clearly was.

The “1984” paradox raises big questions for agencies as well. Do you cultivate an atmosphere of anarchy and derring-do, encouraging your employees to make all the wrong choices in a futile search for the breakthrough idea? Or do you enforce rational protocols for communication that are unlikely to result in the next “1984” but will improve the overall agency output by orders of magnitude? Most agencies seem to have opted for the former. In my soonto-be-announced agency, Garfield & God, things will be done a lot differently—because, as it turns out, discipline and genius are by no means mutually exclusive.

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