Finals Time

I feel my students’ pain. I gave a final exam last night and I feel drained. To give you something to think about—something of value—in light of my temporary lack of brainpower, I’d like to leave you with a quote from my book. (And since I own the copyright to it, I can.)

The quote comes from Steve Hayden, Vice Chairman of Ogilvy & Mather Worldwide. You may recall his classic work for Apple Computer and his current work for IBM. And, I understand that he’s the highest ranking creative at that agency since David Ogilvy.

This quote expresses something for which we should all aim.

He said, “When there is a commercial on TV that seems so absolutely natural and yet riveting that it causes a reaction of delight and intrigue—and on top of that, everything works—that’s what I find exciting.”

He then explained, “Anything that hints that we’re not a brain-dead culture makes me happy. I think that most people are in kind of a rut, just muddling through. You look through a magazine and all the ads are pretty much expected and you’re watching a sitcom and you’ve heard all the jokes before. Life is grinding along. … Then, all of a sudden, something strikes you as delightful. And you think, ‘Maybe life is not bad; maybe life is interesting after all.’”

What are doing in your advertising to make life seem interesting and exciting? And what advertising have you come across that helped you break out of your rut? Please let me know in the comments section.

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