As part of feedback on a job last week, my client said he felt his client would probably prefer to focus on their positives rather than on peers’ supposed shortcomings – a more elevated positioning, you might call it. I said it brought to mind a quote from David Ogilvy which I recalled from back in the day. I later managed to track it down – when it proved to be not David Ogilvy, but a colleague of his, quoted in his Ogilvy on Advertising:
Seems to me that contains as good a description of a copywriter’s role as I’ve ever seen: say the things that matter, clearly, honestly and informatively.
…and slightly to my surprise he came back saying it ‘leaves me cold’. To quote him further:
“It’s like watching someone doing incredibly complicated mathematical calculations. Astonishing in terms of ability and technique and as spiritually moving as a phone book.”
I can kind of see where he’s coming from. He admitted when challenged Ali G stylie that the fact that she’s Japanese ‘doesn’t help’…I suspect he finds it just a little too reminiscent of these sinister young North Koreans:
But I don’t find it creepy in the same way. To me it’s just an astonishing performance from a staggeringly precocious 12 year old. I wouldn’t want to listen to it all the time, but I take my hat off to her sheer virtuosity.
Is it the implausibly coloured beach, the Mediterranean sky or the jacket & tie? Don’t know. But I just love this ancient British Rail poster. Could anyone see it and not want to drop everything and head for Scarborough, now!