On Advertising
0

The Countdown

The more I study it, the more it seems like advertising is the conscious and deliberate wearing of an explosive vest with only a subtle understanding of how to defuse it.

dynamite1-largeGod, I love a creative brief. It’s exhilarating, titillating, terrifying. The clock is set, the countdown begins and come hell or high water, the job must be done when the LEDs read 00:00. You jump in the deep end and start treading water, you start asking questions hoping that something will click right away. Something does, but then doubt kicks in. You ask more questions to combat the doubt. You get more answers, more ideas, and more directions in which to travel. Then, when it’s all done you sit there thinking “shit, what now?”

So, shit, what now? Well, we’re looking at the blank piece of paper. Looking at it and seeing a plane, a boat, the Hindenburg… the ideas we put on that paper could soar, sink or go up in flames.

The more I study it, the more it seems like advertising is the conscious and deliberate wearing of an explosive vest with only a subtle understanding of how to defuse it.

Tick. Tock. And, here we go.

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Caleb McMullen

Written by Caleb McMullen

Founder and Editor-in-Chief of TheatreisforSuckers.com

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