I recently saw the film Art & Copy, and thought I’d share a few thoughts about what I saw…
I agree that anyone in this industry should take some time to reflect historically. And if you’ve done your homework, you already know that the design mavericks of the 70’s etched their names into advertising history. Remove the clouds of cigarette smoke, add 100x more passion and the ability to push their gut onto clients, and you’ve got the real Mad Men. Advertising took a risk back then, but it was an intuitive social push from talented pioneers that understood the need for change and had the bravery to make it happen. Advertising was deemed entertainment.
Framed in the story of the guy who actually hangs the billboards was the perfect shift in perspective. That was a part of the ad that no one ever thought about, yet it’s still a part of the process. In a world where everyone is inundated with messaging, the only way you’ll stand out is if you roar when others talk, make the consumer cultural connection and speak the brand truth. All three of those, and chances are, you’ve got the magic. That in itself I found inspiring. The search for the holy grail of good work continues for most of us living in smaller fish bowls.
I moved quickly along the storyline until the Wieden + Kennedy tour. It wasn’t the beautifully creative fun zones - from the basketball court to the heavy bags hanging in the lobby that caught me. It was what Wieden said about creatives. I wanted to pause and rewind again, just to make sure I heard it right. If you want creativity, look at your environment. It has to be a safe haven. Creatives need the wingspan to make mistakes, grow ideas and hone their inner cultural compasses. We don’t have the answers, but we could have a possible step towards it. The ability to lose the fear could make all the difference. Part of me wanted to stand and cheer “Yes, he gets it!”
To say the film answered earth-shattering questions and removed all evil from our industry would be naïve. Some of the facts and points seem to repeat themselves throughout. But to those who were paying attention, it only brought out the questions that most of us should be asking every day. Especially the ones that live in smaller agencies that struggle to push the envelope of both trust and ideas. I think it could have dug a little more below the surface, but for a documentary, it was enough of the glamour to give those in the industry the hope to keep living in it.
On the brisk walk back to the reality of my parked car, I slowed my pace knowing that my own agency has a really long way to go. I believe in change, I work with people who have passion, and our doors are still open despite the economy. That to me is plenty of dirt to grow in.
MORE INFO
ART & COPY is a powerful new film about advertising and inspiration. Directed by Doug Pray (SURFWISE, SCRATCH, HYPE!), it reveals the work and wisdom of some of the most influential advertising creatives of our time — people who’ve profoundly impacted our culture, yet are virtually unknown outside their industry. Exploding forth from advertising’s “creative revolution” of the 1960s, these artists and writers all brought a surprisingly rebellious spirit to their work in a business more often associated with mediocrity or manipulation: George Lois, Mary Wells, Dan Wieden, Lee Clow, Hal Riney and others featured in ART & COPY were responsible for “Just Do It,” “I Love NY,” “Where’s the Beef?,” “Got Milk,” “Think Different,” and brilliant campaigns for everything from cars to presidents. They managed to grab the attention of millions and truly move them. Visually interwoven with their stories, TV satellites are launched, billboards are erected, and the social and cultural impact of their ads are brought to light in this dynamic exploration of art, commerce, and human emotion.
kim haggin rossi
Nice read. Thanks for posting.
Kim