{"id":1214,"date":"2021-03-30T14:01:43","date_gmt":"2021-03-30T19:01:43","guid":{"rendered":"http:\/\/capertongillett.com\/blog\/?p=1214"},"modified":"2024-11-27T02:47:29","modified_gmt":"2024-11-27T08:47:29","slug":"dear-baby-creatives-advertising-movies-arent-real-life","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/dear-baby-creatives-advertising-movies-arent-real-life\/","title":{"rendered":"Dear Baby Creatives: Advertising movies aren\u2019t real life"},"content":{"rendered":"
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Pictured: The office of a senior copywriter<\/figcaption><\/figure>\n<\/div>\n\n\n

Dear Baby Creatives,<\/p>\n\n\n\n

I mean, of course advertising movies aren\u2019t real life. They\u2019re movies. (If you haven\u2019t grasped that fictional movies are fiction, you\u2019ve got bigger issues than ad industry misconceptions.) What Women Want<\/em> is a rom-com, not a documentary. How to Lose a Guy in 10 Days<\/em> isn\u2019t an educational filmstrip. They\u2019re movies, made by movie people who write scripts and are, like, \u201cHey, \u2018Frost yourself\u2019 sounds like a good ad campaign for a luxury good,\u2019\u201d and then someone else is, like, \u201cHell yeah, it is,\u201d and then they high-five, and at no point<\/em> through the pre-production and production and post-production process does anyone<\/em> say, \u201cThat\u2019s actually pretty stupid, y\u2019all.\u201d<\/p>\n\n\n\n

So no, advertising movies aren\u2019t accurate representations of the advertising industry, and they\u2019re not supposed to be. They\u2019re not made for the pedant sitting in the audience hissing, \u201cBut no, seriously, what the hell is Mel Gibson\u2019s job supposed to be?\u201d (It\u2019s genetic \u2014 my dad is a [quasi-]retired doctor, and watching ER<\/em> in the same room with him was an exercise in patience as we were given a recitation of everything George Clooney just did wrong.)<\/p>\n\n\n\n

(I love you, Daddy.)<\/p>\n\n\n\n

Maybe you, like I once was, are on the cusp of graduating from an advertising program and have no illusions about the size of Ben Berry\u2019s office or the viability of \u201cFrost yourself\u201d as a tagline. Or maybe you\u2019re about to graduate from a school without an ad industry-focused program, or maybe you\u2019re breaking into advertising from a different industry, and you don\u2019t know what to expect, but damned if What Women Want<\/em> didn\u2019t imply that a position as senior copywriter comes with a corner office and two assistants. (Officially: It does not.) <\/p>\n\n\n\n

But there\u2019s knowing a movie is going to be inaccurate, and then there\u2019s knowing how<\/em> it\u2019s inaccurate. So if you\u2019re curious about the how<\/em> (and really, we should all be curious about the how<\/em>), I\u2019ve got your back. To wit:<\/p>\n\n\n\n

A tagline is not a concept.<\/h2>\n\n\n\n

\u201cNo games. Just sports.\u201d \u201cFrost yourself.\u201d (\u201cFrost yourself.\u201d)<\/em> These are taglines. One of them is even a good tagline. A tagline is not a concept. Being the first to yell out a tagline like you just buzzed in on Jeopardy!<\/em> doesn\u2019t mean it\u2019s \u201cyour campaign\u201d \u2014 it means you came up with a tagline. And when you\u2019ve worked it through with your creative team, developed a tone and a visual theme and a message, drawn it all out into a cohesive idea, then you have a concept. And once you\u2019ve executed it in every medium you need to, then<\/em> you have a campaign.<\/p>\n\n\n\n

This is what concepting sounds like:<\/p>\n\n\n\n

\u201cBut why is he a worm?\u201d \u201cHe\u2019s not a worm. He\u2019s a fanciful creature that looks<\/em> like a worm.\u201d<\/p>\n\n\n\n

\u201cCan we use cuss words?\u201d \u201cI don\u2019t think that\u2019s on \u2014 Well\u2026 Maybe, I guess. We can check.\u201d<\/p>\n\n\n\n

\u201cThey\u2019re all cats. Everyone in the agency is a cat.\u201d \u201cLike, animated cats?\u201d \u201cNope, actual, live cats.\u201d \u201cI love it. \u2026Do we have the budget for live cats?\u201d \u201cI don\u2019t care.\u201d<\/p>\n\n\n\n

Ultimately, the client shot down the fanciful worm concept, we didn\u2019t use cuss words, and we had to go with people instead of cats, although the people did have<\/em> a cat, because as you might have guessed, those are all actual quotes from actual concepting sessions. Glamorous, right?<\/p>\n\n\n\n

Advertising people have jobs.<\/h2>\n\n\n\n

You\u2019ve almost certainly figured it out already, and have almost certainly already chosen a path as a baby copywriter or baby art director or similar, but just in case: Advertising people have specific jobs that they do. Copywriters do copy, for instance, and art directors do art. The person who did the Johnny Walker mockup is not going to be the person who wrote the Nike copy and then made storyboards. The person who manages the account is not going to be the mockup-making copywriter. And the person in charge of them both will have a job title other than \u201cboss.\u201d<\/p>\n\n\n\n

This is actually rather pertinent, though, to job-hunting baby creatives: Advertising people have jobs, and that\u2019s what you\u2019re going to be hired for. If you\u2019re proud of your skills at both copywriting and art direction, that\u2019s great. But from an agency perspective, you being kind of good at both isn\u2019t nearly as valuable as you being really<\/em> good at one of them. Rather than trying to become\u2026 whatever Mel Gibson\u2019s job title was, concentrating on becoming a valuable part of a creative team of people with a wide range of skills. (More on that below.)<\/p>\n\n\n\n

The campaign-making process is a process.<\/h2>\n\n\n
\n
\"\"
Pictured: Pitching a spec ad to poach Nike from Wieden+Kennedy<\/figcaption><\/figure>\n<\/div>\n\n\n

This is something you might not be completely clear about if you\u2019re coming into advertising from another field or a non-advertising program: Campaigns take time. (Generally, less time than you\u2019d like.) And there\u2019s a process. And that process doesn\u2019t go challenge-concepting-eureka!-pitch-champagne. There will be a brief with all kinds of requirements \u2014 your CD doesn\u2019t just say, \u201cThere\u2019s a diamond campaign,\u201d and you say, \u201cOn it, boss!\u201d You\u2019ll be working with a partner (or, potentially, several), and there will be concepting, and you\u2019ll be asked to come up with multiple concepts, and the CD will probably kill your favorite. There will be revisions, and likely more revisions. A deck will be assembled, and it will include concept boards, and it will not include a TV spot produced in full as part of a concept that hasn\u2019t even been approved yet. There will be a client presentation, without the full C-suite in attendance, and your creative director will probably be doing the presenting and you might not even be there. (Such is the life of a baby creative.)<\/p>\n\n\n\n

Then, depending on the client\u2019s opinion of your concept, there might be more of all of those things, or you might be ready to actually start developing the concept into a cohesive campaign. Finally.<\/p>\n\n\n\n

(There is, of course, the all-important step in the RFP process where you order your creative director to get a meeting with a rockstar client in two weeks to present their executives with a campaign they didn\u2019t ask for, and she does, and you poach them from their AOR, except that is very much not a thing at all.)<\/p>\n\n\n\n

It\u2019s not \u201cyour campaign.\u201d<\/h2>\n\n\n\n

If you take one thing home from this post\u2026 you\u2019ve wasted a lot of time reading. But if there\u2019s only going to be the one thing, let it be this: There is no I<\/em> in \u201cteam,\u201d and while there is one in \u201ccreative team,\u201d you should pretend there isn\u2019t one. (\u201cCreatve,\u201d basically.) A concept, as noted above, comprises a million elements that come together to make it perfect, and no one person is responsible for all those elements. Merely the process of bouncing ideas off each other during a concepting session makes it a collaborative effort. If a junior account person sticks their head in and says, \u201cHey, had you considered blue?\u201d they\u2019ve made a contribution.<\/p>\n\n\n\n

Whether you\u2019ve got the entire team involved or it\u2019s just you and a partner, you\u2019re a we<\/em>. If your concept bombs, \u201cWe<\/em> fucked up.\u201d If it did great, \u201cThanks! We<\/em> worked really hard on it.\u201d Sure, the two of you might end up back in one or the other\u2019s office (realistically: cubicle) hissing, \u201cThe hedgehog was your<\/em> idea!\u201d But when you\u2019re standing in front of anyone else, the hedgehog was our<\/em> idea. And honestly, you\u2019ll find that taking flak is easier and taking praise is more satisfying when you\u2019ve got someone to share it with.<\/p>\n\n\n\n

At my old agency, I had a card on my bulletin board that read, \u201cMy ego is not my amigo.\u201d Guess why.<\/p>\n\n\n\n

For real, though.<\/h2>\n\n\n
\n
\"\"
Pictured: The eternal elegance of frosting oneself<\/figcaption><\/figure>\n<\/div>\n\n\n

To be fair, I\u2019ve never seen an advertising movie that\u2019s completely<\/em> off. They almost always have people speaking words, for instance, gathering in buildings to create work for clients, all of it taking place on planet Earth. But there are a few worthwhile messages, too.<\/p>\n\n\n\n

1. You have to understand your audience in order to reach them. And you have to really, sincerely want<\/em> to understand your audience in order to understand it.<\/p>\n\n\n\n

2. An office assistant who\u2019s willing to put in the work really can get called up to the big leagues and become a creative. Probably not by a misogynistic, mockup-making copywriter(?) with a nebulous job title, but get called up nonetheless. So if that\u2019s the path you\u2019re hoping to take as a baby creative, go for it. I believe in you.<\/p>\n\n\n\n

And again, don\u2019t forget the importance of teamwork. As Helen Hunt\u2019s Darcy McGuire said in What Women Want<\/em>, \u201cWhat I learned [at BBD&O] was that any success I had was a direct result of the team of people that I work with. I know that two heads are better than one. I know that five heads are better than two.\u201d And then a bitter dude used his head to steal an idea word-for-word from her head, and then she got fired, and that, my friends, is why we don\u2019t take career advice from advertising movies.<\/p>\n\n\n\n

XOXO,<\/p>\n\n\n\n

Caperton<\/p>\n\n\n\n

Former baby copywriter, now wildly successful in the industry<\/p>\n","protected":false},"excerpt":{"rendered":"

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