art-&-copy

I was on a TV show once with David Susskind back in those days and he said, “Tell me, what is adverstising?” And one of the guys from J Walter Thompson goes into this five minute discussion about marketing and this and that and I didn’t know what the hell he was talking about. And then he said, “George, why are you making faces?” [I said], “David, I think these guys are in a different businses.” And he said, “Well, what do you think advertising is?” And I said, “Well, I think advertising is poison gas.” Advertising should tear you up, it should choke you up, you should get the chills, maybe you should pass out when you’re watching it.
—  George Lois, 
vimeo

Art & Copy

A documentary about advertising today and post World War II. I loved it considering that more than half the reason I watch Mad Men was the advertising aspect of the show.

So uhm, I’ve been pondering this design in my mind for a while now. I wanted to draw an alternative outfit for Decans to use for my rp content and I’m kinda happy of how he turned out. He didn’t changed much just changed the hoodie and the top. He’s rarely showing his bones to people since they’re covered of old scars (He’s not ashammed of them more like conscious that people could feel uncomfortable around them. ) but in company of people he trust he tend to open up himself a little more.

He still too lazy to tie his shoes though X’D

Art & Underdecay© @little-noko

I am a fan of documentaries (when they don’t suck) and I’m happy to say Art & Copy does not disappoint. Basically a window into America’s advertising industry, this film gives us an intimate look at the secretive and very eccentric lives and buildings of this nations’ finest advertisers and agencies, and since it was made in 2009, it’s safe to say that shit hasn’t changed much since. Art & Copy reminded me of Food Inc. in all the best ways, the most notable being that both documentaries do not shy away at offering us a glimpse at both sides of the coin, although Art & Copy is a tad more biased and ultimately nudges you into thinking a certain way about advertising. This does not detract, however, from what is a seriously interesting, motivating, and wonderful movie.

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SEE IT? If you love documentaries, you’ll eat this one up.

Lessons learned from Art & Copy: 1 of 5

I rewatched Art & Copy on Netflix a few days ago. The following is an attempt to place my favourite quotes from the documentary into some sort of narrative arc. These are lessons that I want to apply to current and future projects.

Lesson 1: People like to be advertised to

Despite the frequent complaint that we’re bombarded by too many ads, the truth is that we like to be sold things. Or, rephrased, we like to be told stories. Who doesn’t like a good tall tale? It’s great when these stories are told with wit, a flair for drama and a good sense of humour. The trouble occurs when the story or the storyteller is dishonest or disrespectful.

If you communicate in a way that is entertaining, people literally get something from it, and they literally like you because of the way you sold them something.

- Cliff Freeman (Cliff Freeman and Partners)

Mary Wells was responsible telling the story of Braniff Air International. The campaign positioned Braniff as an airline that celebrated the act of flight.

We made it fun to fly. People flew with us because they were having a theatrical experience. It was a time when people loved marketing. They got it. They understood we were all having fun with each other. The world ahd been pretty dull after the war, and through depressions … and people loved fun ideas.

- Mary Wells (Wells Rich Greene)

Jeff Goodby on the success of Nike’s “Just Do It” campaign

…but the reason why the campaign is successful is because a likable human emotion - the idea that we can get healthier, was suddenly in parallel with a corporate mission, which was to sell a whole bunch of equipment to people. And we like that. We like those two things together. We don’t distrust those two things when they’re going in the same direction. People don’t mind being sold to if they understand what’s happening and they enjoy the process.

- Jeff Goodby (Goodby, Silverstein & Partners)

Lesson 1: People like to be advertised to

Lesson 2: Ads can (and should) reveal rather than obscure

Lesson 3: The things we make, make us

Lesson 4: Ads are an event and an invitation

Lesson 5: Above all, courage

16/365: Movies of 2012: Art & Copy (2009, US)

Now something for everyone I personally know.

First documentary of the challenge, and it’s something about the industry I’m looking into joining. But before that, let me tell you something about my ‘ol self: advertising wasn’t my first choice of career at all. I was supposed to be a doctor since I was five. But then high school came along and I discovered that I liked drawing (lol), and heard from a friend that there was such a thing as a profession in advertising. Up until then I had never heard of it, and I had been content in knowing that after high school I’d end up laboring through ten years of even more school to wear a white jacket. But alas, decisions were made, and now I am out of college maybe around six to seven years later, inches nowhere near the white jacket I had dreamed of. Instead I’m nursing a slightly hurting hand after doodling lots of faces, with one looking a bit like Benedict Cumberbatch’s Sherlock Holmes. That, and waiting for my resume to see the light of day at some ad agency’s HR office. 

Art & Copy is a documentary that I wish I had seen before I had disembarked from the journey to medical school. While it didn’t really go into the specifics in the life of an ad man/woman, it talked about what was needed to get into that life and succeed - the creativity. The film looks into the people behind the ads we see, the origins of campaigns still remembered to this day, and how campaigns can transcend their commercial intent and instead affect more important aspects of life. It’s an interesting documentary, with wonderful interviews and insights from ad people themselves, sprinkled with contrasts between those who work on different sides of the industry. From the manual to the creative, may it be art or copy, we’re shown at the very least glimpses of how they work to make that billboard on your main avenue not go empty. 

This is something I’d recommend to the people I personally know. I understood a lot more about what I’m supposed to deal with, now that I’ve traded my (nonexistent) white jacket for a pen, and what it would require of me. And, interestingly enough, how the last words of a dying man can be just the words that’ll make a brand unforgettable.