Living the Dream

I don't work in a highly regarded profession. In fact, I read somewhere that advertising ranks just above used-car sales. But, frankly, we deserve the tomatoes. Most ads are condescending, unimaginative, or obnoxious.

The problem is that most ads reflect a make-believe client world where customers go crazy over everyday products like mascara and instant rice. It's just not true. Life is way too complicated and busy to care that much about every purchase. We (addies) also ignore the fact that consumers can sniff a fake a mile away. Nobody really believes that buying new-and-improved laundry detergent will change their life. We exaggerate, embelish, and fluff. We hide the truth in miniscule type and auctioneer voice overs. The worst (and most arrogant) part is that we think no one's noticing.

I think the reality is that people understand the necessary evil of advertising and in turn truly appreciate (shown through passionate brand loyalty and advocation) clever, well-placed ads.

In my short career, I've been a part of great campaigns...





...and not so great ones (no need to share). When the stars align and the client approves creative that is funny or ground breaking or moving, it makes me proud of what I do. I'm not so proud of the account I'm currently assigned to. I'm mostly disappointed with the agency process and values, although the ads are pretty lame too.

So, four paragraphs in (I clearly wasn't paying attention to my journalism professors' inverted triangle lectures), I'll break the happy news:

I've officially resigned from AndersonDDB and accepted a position with Saatchi & Saatchi. I'm escaping the tortuous world of pharma advertising and taking a stab at CPG (consumer packaged goods). My new assignment... Cheerios! -- specifically Yellow Box (the regular kind), Multi-Grain, and a new unnamed Cheerios product (be certain that as soon as I find out what it is I will tell everyone I know).

In case you don't feel like googling Saatchi, here are some of my favourite (it's a UK agency) ads they've recently produced:







Cheerios is why I wanted to work in advertising. Ok, that's not true. But, the idea of Cheerios is why I put up with getting yelled at and working like a dog. I can only hope that this move will open more doors for the future and maybe bring a little more sanity/happiness to the present.

Like Brother said, "living the dream."