Art & Copy (2009) - full transcript

ART & COPY SUBS v.0.99
by IDDECO & Kinder

What is most frightening, and more difficult,
of what they call being a creative,

you do not have the slightest idea of
really where your thoughts come from

And especially, you have no idea
Where will the next day venirte

There is an urgency in the human, to put
something there and see what happens to people

We are doing the same thing,
those painted in caves,

we are creating an environment that makes us
feel comfortable, or feel concerned

or get a reaction from us,
which the community has wanted

The three figures above,
are lookouts

in the tradition of the
[Indians] Tsimshian

The watchers care about the house and all
those who were in it, and are guardians



And they sit on top of the eagle,
would be the carver's clan

The image below is an elder and
on the palms of the hands ...

... That eye means giving
something, or a gift

And the figure on the base is a mother
frog, with his son in the back

And that represents us,
Tsimshian culture because

Frog is the messenger:
"Croak-croak-croak"

THE ONE CLUB
has

a production of
ART & INDUSTRY GRANITE PASS

film
DOUG PRAY

ART & COPY

They call us "rotators" call us "rotators"
because we rotate a sign to another sign

and rotating along copies
City

My family has been doing it since
I do not know, 1900 and something, and 1930 and peak

My grandfather was billsticker
for the same company



That's my great-grandfather,
the grandfather of my father

I never thought, 'This is what my grandfather did,
and my great-grandfather, and I want to do, '

It was the day I came home
After graduating from high school was:

the next week or make a
Billboard interview,

or go to the army, or to college,
instead of staying on the couch

My father never missed work
while I was growing

Grandpa never lacked work,

Even my great-grandfather during the
Great Depression, was working

They were never without
employment, never

There has been activity ...

I do not know any that do
ads, I personally do not ...

I was once on a TV program
David Saskin of that

on What is Advertising?
And Jay's uncle Walter

was like 5 minutes talking
of Marketing, this and that

I do not know what
demons spoke

and he said: "George,
Why make funny faces? "

I said, "David, I think these two types
other profession are different "

He said, "What do you think
is advertising? "

Well, I think that advertising
gas is toxic

Advertising should you shred, atragantarte,
may give you chills and dismayed to see

It is a romantic story, it really is ...

Bill Bernbach, Ned Doyle, Bob Gage and I were working for the agency Gray

Bill went into Bob's office one day
and said, "Well, let's do it"

Ned Doyle has been with us and I thought:
"Mother, the seller fiercest I've seen"

And I had a friend, 'Mac' Dane
with whom he plays tennis ...

I said, "Doyle Dane Bernbach" [DDB]
has a great cadence

Gage and Bernbach ...

... And I am the one hand,
of that smoking

We were fourteen, fourteen people
when we started

Including the uncle of production,
and whoever answered the phone

And I was appointed Director of Copy

The same glasses, you see?

No thought, 'Wow, I enter a site that
Advertising is going to win, 'you know?

I had no idea of ??how large
important would be the movement

I knew it would be
exciting

Advertising until the end of
50 when he entered the Bill Bernbach

It was an old-style club, come from the
right school, have connections

And so for years,
increasing mediocrity

And at first gave no option,
you know, like wet gunpowder

They always go down, but
was not far below, were they ...

You said people who worked for DDB
and they felt that you became gold

Was where
had to be

And it was such an honor to work there

It was like working for someone
terribly powerful

Bill Bernbach added a whole new
Advertising creative force

by putting the Creative Director
the same office that the Copy

That had not ever done before

In J. Walter, my text had to upload
upstairs, the Director of Art

who had to make the announcement
from my text

He never talked, Art Director
not participate, in what was thought

Then Bernbach said, "Art Director
Here to Copy, work on it together,

from a blank sheet of paper "

Think Small

Lemon

Perfect

Nobody is perfect

Those of Volkswagen are the most
known, of course,

That stroller German,
no one liked,

because everything was so close
the dashboard

Nobody thought that this car ugly
sell German

The car became the most
'In', 'chic' and 'cool' the moment

He had the ability to see how
cut with a tradition

that stood in the sale of a product
and turn it around, making positive

There has always been
Fantastic copys

There are great story lines
of advertising

That "they laughed when I sat
at the piano "

or "walk one mile
for a Camel "

There are thousands of them, you know ...

What you wanted them to enter

is the fact that when you made
advertising always looking for the great idea

and do something that stuns ...

Dear and clumsy janitors,

taxi gross

receptionists neglected

and to all who have hands
Butter the world

We do have a suitcase
for you

American Tourister, from $ 20

It was a pleasure at this time

see advertising agencies come from 4,5,6

and I was glad to see these campaigns come

Now look at the advertising and stay
Wah, wah, wah '

Bob Dylan, Malcolm X, John Kennedy and Fidel Castro

And the evolution is that it was almost like a prophetic thing

Many of the covers of Esquire I did ... ads are cultural debates, a manifesto

who say, "These guys are doing fantastic things there

Here goes something, something exciting ...

The black Santa Claus was a joke of mine
America for white

Everyone said, 'My God, I favor
the rights of blacks

but they have gone too far, and black stockings'

I said, fuck them, this Santa
going down the chimney

and I will cut the balls

Mohammad Ali as St. Sebastian

boxing shorts came in and said:
"I want you to poses and Mohammad

relaxed, in the same way, but with your head in agony

I hated the system, the status quo

were changing the world
and all respected him

and really understand
you were changing the culture

policy statements and creating graphs

grab you by the heart, the throat

and are manifest, how the hell do you think life should be

And I think that's what I've done my whole life with my advertising

I was selling products, but also trying to argue something

The public can, and should, and sometimes has been evolutionary, subversive

six, eight, nine ... nine ..

... 10, 9, 8, 7, 6, 5, 4, 3, 2, 1, 0 ...

This is what is at stake:

create a world in which all children
God can live,

or fall in the dark.

Or love one another,

or we die ...

Vote for President Johnson
November 3

there is too much at stake for
you stay at home

The global business of Advertising exceed
the 544,000 million in 2010

You can not imagine today, life without satellites

44% of the satellites that are launched are for advertising

Satellites are the center of communications

Thanks to U.S. satellites

you can see on TV what happens on Earth

The ads come via satellite

but the satellites are in advertising

because advertising money can

pay and launch satellites

75% of revenues from satellite services
comes from television, and 70% of revenue comes from TV ads

My mother was very quiet, my father could not see

Ambulance driver was returned from the war total depressive

so most of my time growing up, he hid

and when we ate dinner not saying a word, you know ...

nobody talked about nothing

I think that people who are lone wolves

or have things to overcome when they are young

I think they get a fort, which is useful then

Everyone thought it would be an actress: It was unavoidable

and my mother in an attempt to get me out of Poland (Ohio)

I got into the theater because they could not afford dance classes

or singing lessons or anything like that

and my whole life changed, because everything was by / for the theater

And from the first time I worked in advertising

it was in a department store

all that experience around the theater all those years

I came thus: zzzsss, and I served

Switch to DDB showed me that was right from the beginning

it was the most exciting job where you could be

and it was the right place for me.

But it was like something printed, even for television

was like something printed on the move

I wanted to make theater

- Is not it wonderful?

So I left and went to DDB Jack Tinker & Partners

and I stay there for a while

and while I was there I tried my clients

do great things, they were very dramatic

Anyone who has been someone great in ads, at least in the creative

usually has those two qualities:

are vendors and entertainment, all in one

and she had a perfect

It was a time when all the planes came from the army

not thinking about food, not thinking about the service,

when you were there, was what could be more monotonous than

everyone seemed as army officers

But the campaign of the new Braniff was on my shoulders

and we had lots of fine papers with ideas,

piles and piles and piles

and hated all

And she goes down to the room

and for the fifteenth time

and look in the trash, along with my desktop

and see this fine crumpled piece of paper

and pulls on it, looks and says, 'What is this?'

'It occurs to us that every day,' I said,

'But we throw it, it's too obvious'

And she said: "Obviously? Is divine!"

He said, "Do that!"

"Brainiff International is building the world's most beautiful airline

Emilio Pucci hired to design our uniforms

Our hostesses are reversible coats green, open cut

space helmets to protect from rain

Red astronaut suits

and sometimes, something more comfortable

And Alexander Girard hired to rebuild our aircraft

Planes have blue, orange, yellow ...

You can travel seven times, without being in one of the same color

and in seven different color themes

And as we travel to Mexico and South America

or from Peru, Brazil and Argentina

cha, cha, cha

Braniff International announces the end of "jet plane" (plain plane)

It'll take you to your destination faster ...

... But I'll look

A Mary came up with the idea of ??painting the plane

it was she who "sold"-and believe me is no small-Braniff sold the idea to

and got the do

Oversaw the design of uniforms,

Pucci and hired Alexander Girard,

had all the equipment involved

And the advertising

was really the last piece, which was: how to announce this to the world ...

One of the hostesses of Braniff International

you'll find the plane

wear something like this

We had a stunning hostess of that

to which they thought well,

young, beautiful and with beautiful legs

and made fun of flying

People flying with us, it was a theatrical experience

It was a time when people worshiped the marketing

understood it, it went well with each other

The world had gone wrong in the war, depression, and people loved the fun ideas

Life was suddenly ... jovial

-Turn left

I can not, is looking at me

'OK, turn left

- We do not!

"No matter how badly you treat a Rebel

damage is very difficult "

- How am I doing?

- Much better than yesterday!

They needed a series of dramas, like a sitcom or so

I loved that extra effort, the fun, the drama that gave them

- Beware of the truck!

- What truck?

- Behind the bus!

- What bus?

"The Rebel has survived some of the worst drivers in the world"

- Should I turn on the wipers?

"It appears that the Rebel will take unexpected detours"

It starts at 4 o'clock in the morning

In my first job was between 5 and 5:30

In 70, the average citizen received about 1,000 daily advertising messages

Today they are near the 5,000

If conditions are right

and everything is ready, it takes about 13 minutes

A fierce seller, thank you very much, I loved

If you can find that kernel

the essence of what the product is

so if you speak of it no matter how you do it,

people will respond and say, "Yes, it is true";

But if you talk about it in an intense and memorable

say "Yes, indeed: I'll buy it"

It is a challenge to say the right thing, the right way

to get someone to do what you want me to do

And you have, and certainly have an effect on many people

If you want to move someone to do something, you have to connect to it

you can not throw in the face, with an explanation, or a joke about it,

have to reach them in some way

I worked for Clairol hair dye

I sold them the idea of ??showing youth

with the slogan: "He lets me be myself"

It has to do with people connecting with each other

I guess he got the message "Hey, someone give me recognition"

Bruce Gelb was president of Clairol

came with a friend and said:
'I want you to know

the woman who invented the 'me generation'

Bruce, I said no you're wrong

The 'me generation' was there, I realized

and I have mentioned, and I showed the evidence for this

In New York the worst employees, sent off branches

taking the worst of their creative and did creative director at San Francisco

When I walked into the office, there were many heroes in the creative

So creativity was not a word that was used both

The publicist was all, the movies you saw in the gray suit

While they were nobody's creative

Footmen were like they had in the agency

accounts and was the uncle important

So I thought I wanted to be the account

guys because they were important, if wanted to be an advertiser, you had to be accountable

and wear a suit, tie, one of those funny hats, things like ...

... That is what people did then

I tried for 6 months, and was the worst job I ever had

In the end I did a campaign in the late 60's, for a bank

It was an old bank, with its old customers

that they either were or dying, or about to do

and tried to replace these people for younger customers

I decided that there was nothing to talk about

so I went to the bank president and said:

'You know, I think with the money to call and write a song composers

on young people and their lives, and how they are changing, things like ...

And I can not tell what song it is, I'm not a composer,

and I can not say what will be the announcement, I can not until we have the song '

He said, 'That ... all sounds very vague '

Only just started ... to live ...

... White lace and promises ...

a kiss for good luck and the way we

only just begun ...
before sunrise ...

We got Paul Williams
We wrote the song

"We just started," which was number 1 or 2 throughout the country

So not only get a 'hit' national

also made some announcements pretty remarkable for the time

it said nothing

saved, "You have a long way to go. I want to help you get there", that's all.

All we did was to reflect the lives of people

and make it so that you 'play' the audience

They came in droves to the bank to borrow money and stuff

Then the bank decided that they do not want, because they brought money

would not give them money, they had no guarantees,

and finally decided to load the campaign and get rid of it

but meanwhile, what they did with the campaign was

who managed to extend to banks across the country

And the beginning of care received what was happening in San Francisco

something that finally happened.

The average American watches over 8 hours of TV a day

There are 1353 HD satellite channels throughout the world today,

this figure will grow by 350% by 2013

There are 565 channels of satellite TV in the U.S.

70% of households have 3 or more televisions

I grew up 'surfing' since I was 12 years

I went to the army guys from New York who had completed college

and already in a career

Missed an opportunity in his youth to rebel

when they were in their physical strength, sexual

and the ability to connect with life

I'll be happy until the day I die, having grown up on the beaches of California

I'm Lee Clow and offices are in Los Angeles

of TWDA Chiat Day

I am president of global operations and head of dep. creative

I was adopted and raised by working parents of lower middle class

who cared to continue cheering, "Go to art classes, I have told you go"

I drew a boat, with smoke rising in the correct direction of the fireplace

So I always had in mind, that my art could be my way of earning a living

I walked into the office in an agency that represents everything bad about the advertising business

an unscrupulous boss, he did do anything to keep a customer

did whatever it took to get a client

and basically despised all the creative department

With him was: "How big you want the logos, Lord?"

All they were concerned, was milking customers

and give them what they wanted

that bad formula, which composes the brunt of the work of our industry

And it almost seemed dishonest, let customers dictate a mediocre job

and pay us for it, when we aspired to do better

I was the head of the 'escape committee', because he said: "We can not stay here!"

It is a place of evil, we must go to agencies that created it right!

And I was fortunate to discover Chiat Day, who had been born

Jay Chiat and Guy Day were rebellious spirit of the pirate

I was trying to promote, not this other agency "lela"

By the time I left, they said, 'Do not let him re-enter'

realized it was an insidious cancer for the company

because he preached rebellion creatives 'Rebelaos'

'They can not do shit, if we do the ads for them:

You know, 'We should be in charge!'

California white wine and real fruit

mixed in bowl ... at a party ...

... On the beach

... And now comes the original mix in a bottle

"California Cooler, the real '

That's a beautiful sound!

I love this city, or not get me out of it

I grew up actually in the West Bronx deep

in a strict Irish Catholic vecinario

Wilder quarter of all

fistfights were 15, with 15 kids

that ended up being my best friends

but you had to fight your way, you know?
Because I am Greek

I always had this reputation of being tough with customers

and had been hard with customers,

I had this great idea, it is taught, and struggled to sell

and was trying to become rich

I had to drag them to become rich, going insane

You can thrill to sell a new type of pen,

'Wow, look at the pen, which pen-holders, what sensible

let me sell this bitch,

go feather, you know, it does work of art

You know, you could be excited about nearly anything

Watch the ads Maypo

all use the command, and changed by pressing,

and when you change, you see a scene after another,

command and pressing the son of a bitch,

and there is Mickey Mantle with a bat

"I want my Maypo!"

Johnny Unitas - "I want my Maypo!"

And press the knob, just in:

"I want my MTV!"

MTV I can get you to accept it, all cable TV operators

even if they were a year shitting on them

"Call your cable company and say, 'I want my MTV'"

They had no protectors with cable TVs

when I told Bob Pittman: 'I'll get
rock stars, you know,

and if we do it my way,
get thousands of rock fans,

going crazy with calls to the cable operators'

He said, 'You can not get stars, we all hate'

"The game will be getting rock stars'

And then went to see Mick Jagger and got:

"I want my MTV!"

They placed the ad in San Francisco on a Thursday night

at 8:30 in New York, which is 5:30 in San Francisco

And the cable operator calls Bob Pittman there

he gets the private line and says

'Do they remove that fucking TV ad "

Bob Pittman said, "take it off right away"

And San Francisco's uncle said, "By the way, I'll take it"

- Do you get what?

-The MTV - Why?

-Because I've had thousands of calls

It's done! In three seconds!

- I want my Maypo!

I have ... I have you I by the balls!

I have the ad!

That is advertising, baby

I can make a significant mark Hillfiger Tommy and famous

and in a couple of hours, you know

He is a visionary, seeing things that normal people do not see

And think they'll want to see before they know what they want

Just launch the launch of MTV ads

And this advertising campaign developed to present an unknown brand

the world of fashion, from morning to night

... And did

He said, 'I have an idea, why not put photos of Ralph Lauren

which is a white-haired old guy, Calvin Klein, it seems a little wrinkled,

Holstein and maybe he's dead ...

And then we say that you're next '

I said, 'You can not compare to Ralph Lauren and Calvin Klein

I can not compare myself, or so it sounds cool

I see myself looking at them, as gods

-I showed him the sign that says:

"The 4 major American designers are men's clothing"

And then C, and such ... Fill in the names ... Calvin Klein ... Ralph Lauren Perry Ellis ...

Then T_ H_ _ _ _ _ _ _ _ _ _ _

Who knew who T.H.? Tommy's mother "

'I do not want to participate in any of this "

"Of course, he saw that he could be penalized, said he could not do it"

He sat with me and said, 'Listen:

if you want a name you recognize something in this office

need to spend millions of dollars in advertising over and over and over again

and will take years ...

If you want your name out there right now,

and that people look for your clothes

only need something like this ... '

-I always hear the term "seemingly scandalous"

and if I look at something and think it is crazy,

2,3,4 in the following seconds or 20 seconds

you realize what you bet,

but it is better that the product is good,

because if the product is not good, I will bring to ruin

Because people will want to buy it and find that it sucks

-I do not sleep nights

because I thought this would be the end of my career

And now and then I thought, 'but ...

maybe you know my name, people look at the clothes and they like '.

They placed the ad, and the crowd went crazy

All Seventh Avenue said, "who is believed to be '

''...' Is not a designer Ralph and Calvin have worked years and years'

It was below Cousin Johnny, and the next week he was here

I said, 'There is a campaign that I have dreamed,

is a campaign that pictured Mr. George Louis

and convinced my partners, who must implement it

It was not my decision to make this campaign

I am struggling as a designer, I want the best for my company and my clothes

but I really am ashamed of it '

We made a giant billboard that put the same words

on Seventh Avenue to annoy Calvin

... And became famous overnight, literally

But I also brought such shame

I rolled up and worked as hard as I could never imagine

I knew there was only one way to demonstrate what they said was not true

and designing clothes was amazing

So I literally rolled up, and worked as an animal

Making sure that each button, zipper, keypad, color, fit, fabric

was a perfect

George gave him the "turbo" to my success, then took off all ...

began the the "hip-hp", then the rockers, then urban fashion,

then the parents and kids

My business grew into multi-billionaires and global

Good advertising makes food taste better,

makes the car run better, change the perception of all

In the case of "I Love New York" the most extraordinary thing was the music

The music came about two weeks to change advertising

And since the music came, New York changed

"Broadway is only one: it is in New York"

I think what you are manufacturing a feeling, you want

You can create any feeling that people want it to have

"Especially at night"

There are people who can play the piano, or singing

I was born, like other people from advertising, with the gift of

what they feel will make you feel 'on'

-I can not believe I ate that whole whoooole

'I ate, Ralph

Food companies spent 32,000 million dollars on advertising last year

The car spent more than 15,000 million

Advertisement of political campaigns: more than 2,600 million (in 2008)

This one here is my mantra, see?

"Simplicity brutal"

I have asked people to please simplify your ideas

He changed it to "brutally simple" one day ...

I'm not a rebel, I let go a lot

Does this table here? When school is designed

Every cut here is the art school

And it is with me ever since I've never changed my life table

It was a very good student, but his insights

It's like being the child [the story], he saw the naked Emperor

I saw things, but do not know what to do with them

I learned at the School of Art in New York, and saw the ugliness, and knew it was ugly, and I wanted to cure it,

and it is a curse, because when you see these things, you see nothing more

-I do not feel much stress, I'm a bit unconscious,

what makes it good at this, you know?

Rich guy is totally stressed

Rich is like a power cord

Well, I'm still showing my father that I'm good [something]

We think that is the key to everything ...

-I am the son of an uncle, who went to Wharton Business School

and a woman who is a painter and was born in Italy

And I think that is perfect for advertising

as if he had asked for it

-If the dog pee, we take

And he really liked a lot ...

-Jeff can be very different from me, but when we turn to an idea

somehow makes 'click', there is a yin-yang, and it works

'Our motto here is:' Art in the service of capitalism '

It comes from my father and my mother

'I wish to tell you we were so ready, we knew where they would go

Our goal was to make good publicity for milk in California

revive something like this product, which has been with us

from the beginning of time

Promote it as a generic product,
The reason is

there is no such thing as milk brands

if you ask people what to buy milk brand will tell

"The red brick of", or "2%, that's my check"

Milk sales fell 4% each year, and each year would ...

Everyone gave milk for granted and ended up being, "I put a Gatorade?"

If you are Nike, or if you use Apple

put new flavors, bottles, packaging, shoes,

White put a gallon bottle has not changed since 1993,

that's a real challenge

-The intention was that people do not run out of milk

implying buy some more, and that will be used for nonagricultural

They had to make a presentation, and had no title, and asked Jeff what do you want us to put up?

And I thought, why not put a question like 'Do you have milk?'

And someone corrected him: 'Jeff, that's not right, it should be, do you have enough milk?'

- 'Got Milk?' I looked and jam is the phrase ... is bad ...

is seedy, is not correct in English

And I said, "I like 'Got Milk' is something Molo. It is so short, that is almost nothing, is gone before you say the words

- Hahahaha ... it worked!

-The great advertising almost always begins with something that is true

-There were hundreds of millions of dollars were spent before this to say "milk is good for the body"

To say that you ran in a hurry, then Glu-Glu-Glu-Glu

And that's not true, not swallow milk after a 100-meter dash

I do not think that is good

The truth is you cut strawberries, put them in cereals,

Then you sit down and 'pests'

and do not have much ... 'agg, I need milk',

and that's the truth ... that's all

He had no idea where would the 'Got Milk?'

'We could spend all the time and money, to cut all such plagiarisms

but that would not sell more milk than

But more importantly, we were doing a favor

- 'Do you dance?' It's everywhere ... 'Do you' horse '?

It is also very sexual ...

'There's no other communication that draws attention, as an ad

Have a time limit to appeal to someone,
and you have to do with quality

It's like haiku

Since that announcement about Aaron Burr Got Milk

Each plane is working to get something

"And now, let this surprise call

with the question today of the $ 10,000-a difficult-

Who shot Alexander Hamilton in that famous duel?

Well, let phones and see who is out there ...

- '?Hoda?' 'Hello, $ 10,000 who fired ...?

- 'Abanbuu' - Excuse me?

- 'Abanbuu'

'I fear that time is running out

- 'Abanbuu!'

I'm sorry, maybe next time

- 'Abanbuu'

I think we try to entertain the society using the products, I think ...

And if a customer comes and hears him, 'you're not thinking about my product?'

Of course, but I think we are here every day to do something ...

... And especially to connect with society

some form of entertainment

'I always tell people, which is the same as creating art

I think things, and they set before the people, he changed

with a little luck, enriches them makes them feel something

and is a 'high' if it happens to hundreds of millions of people at once

Always differentiate between the things you experience as a person or individual

and you go and say, 'Wow, how cool' and you tell your friends;

and live as individual things, but you know that millions are living the while ...

It is a 'happening' community mass

and there is so much to offer you that in life.

Last year, Time Warner revenues of 8,800 million for advertising

A 30-second spot on "American Idol" costs $ 750,000

The value of Michael Jordan for Nike, is estimated at 5,200 million dollars

My name is David Kennedy

My ID number is 1944793

U.S. Navy

Blood type O, and atheist

I'm not an atheist

Creative people need that kind of duality

feel very safe, in a profound way

while they can take risks, and involved a lot at work

From what I've tried to worry about is the environment in which people work here

let them relax, be themselves, be adventurous

Have you seen the nest? Were you up in the nest?

This is a room where all our employees meet

There are all kinds of activities here

someone once said: "Wieden + Kennedy is like high school, but with money"

It's pretty much what happens to us

But back at 3 am

is like Santa's workshop [Claus], you know?

Owls do not return home at 5 [pm] ...

It's hard work, man ...

It is physically tough, mentally tough

We have to fight a lot so that people with crazy ideas come to mind

Where the hell is Kennedy's office?

I think most creative people are so damn insecure, they want to believe they know everything

but they know inside that are in trouble from rising in the morning

So if you say, "It's like you're supposed to be," sometimes as a release

This is the office of David ...

... And everything that has ever played is in this office

They are plastic pins

and this wall there are 100,000 thumbtacks

"Fail harder"

It took four days and four nights without stopping, do this

The background is made with pins

The easy thing would have been to make the lettering with them, and leave the wall blank

They chose the hard way

This concept is perfectly executed, you know?

And I think it should stay here forever

It's like Babe Ruth trying to hit a "home run"

If you fail, fail, but you should try at least herd with the bat as hard as you

I've missed more than 9,000 shots in my career

I've lost at least 300 games.

On 26 occasions, entrusted me with the game-winner ... and failed.

I've failed over and over and over again in my lifetime.

And that's the reason why I won ...

I have not had a failure in my life ...

... Probably had, but I have forgotten

Why not learn anything from a failure

If you sit down to think about why you failed, you're fucking alive

Because you have a business, and you suddenly say "George, be careful"

My mother told me to be careful, my father ... everyone told me to be careful

... Your coach, school, in the army they say, watch out ...

And when you go in advertising around the world there really tell you be careful,

at a meeting they say, "George, be careful"

Everyone wanted to load everything we did, just before it

Do you know? All were nervous

- Where's the beef?

They tried to load the "Where's the beef?" Issued the week before on TV

The guys said, "Oh, I dunno, maybe give us a good 'pan' to us"

-It really is a large loaf pan-A VERY large and large bread-Sponge

The test said "no way, under any circumstance emit?is"

- Hey, where's the beef ...? I think there is anyone out there back

Trained left hemisphere, with an MBA [business]

people with a mind trained to process data

which basically are the backbone of many companies

no creativity, no intuition,

no trust, no courage,

People think that if esl ice is three inches thick

that is too thick just

What I'm trying to tell everyone is

have the power to do what they're doing

Everything should be as ambitious

Ally, we got a new account and the first thing we did

was to be so damn absorbed by the enterprise

it was almost like owning it

and then going after the "truth of the product"

intense Ideas presented simply

Introducing a new company, FedEx

... Need to be in New York on Monday, Tuesday, Allegheny, New York Wednesday, Los Angeles Thursday, New York Friday, okay? ...

So you want to work here, why do think you deserve to work here?

Lord, I think I'll fit, I have a shrewd mind

Excellent, can start on Monday?

Conclusions ?, Gill, Bill, Bob, Carl, Fred, Lou, Dork, Aven, Ted?

Business is good, to work, thanks for coming to this meeting

Pete was on the bench, put him into office in Pittsburgh, Pete, Pete, Pete

Pete is perfect for Pittsburgh, I can call Pete would you?

In this fast paced world with so much pressure to "do it yesterday"

Do not you glad that there is a company that can keep up?

"When you absolutely, positively, has to be there the next day"

I certainly would face any tyrant, rather than a committee

The committees generally do not accept any risk

for that you create, so the blame is shared

Look at something and say, 'Oh, it's interesting ...' maybe 'Interesting'

I will make a final test, if I like ...

Many times people think of risk in terms of challenging the conventional

and is a form of risk, but I think that is the most important

is almost an easy target, you know?

I think the real risk is to be willing to be truly authentic

The whole trick to this office, is to stop pretending to be an advertising agency

and make sure that customer is a customer

and sit at the table and say, 'Well, what do we do?

How do we move people? '

What we do differently to advertising, we have to convince the customer, the uncle of the company,

to "buy" our idea, and after that, show it to the consumer

And you have to be able to talk to people who are not like you

and convince them to do things that are nothing to them

A 30 "during the Super Bowl cost $ 2.7 million

We made an announcement famous frogs
The Superbowl

All over the world to hear: "Bud-wei-serrr"

And the next Superbowl, the marketing people told me Bud:

"We have not taken anything from frogs, let's kill the campaign"

"Kill the campaign," interesting, rather, we should create characters that are charged to the frogs

Do you know? And kill the frogs in the Superbowl

And everyone thought it was a crazy idea

August Busch except third, which is like the autocratic dictator who runs the company

was: "It's like a movie. It's fun, I like. I like lizards.'re fun"

You could see the marketing plan thus: 'My God' ... they had no choice

'Wow, I'm not an electrician, but it must be dangerous

- Mother!

- Wow, brilliant!

-Franky, in the end, every frog has to "croascar" ...

'That's not funny
-Ehhh, I laugh when I'm sad

What does that have to do with beer?

Just want to take part in it, say 'Did you see that? I get it '

If there is truth in this, not a truth about the product

is not true of your relationship with the product when you buy

Sounds crazy, but I think what you say is: "I am part of people who understand this humor"

"I am part of that group" want to be part of that community, and the beer becomes the badge

I mean, it works

Brands are like people, something like:

"Do you think it is interesting that brand? Will take to the dinner? Is it always the same?

Or sometimes funny, sometimes serious? "

There is a black and white ad for Harley Davidson years ago

Harley's logo tattooed on somebody's arm, and basically said:

'When was the last time you felt a passion for something as well?'

It's crazy, you can feel how passionate people for brands

As if the marks were interesting people, fascinating, intellectual,

to which assigned a place of who you are

The interesting thing about branding is that you give an idea, not only the consumer

but also the company itself, who is she

and a sense, you know? And a sense of role and responsibility in the great economy

That's almost like being a midwife for [born] something amazing

I think we have higher aspirations for our customers

and more passion about what they can, should, or should try to be

than have them

We try to say, 'Hey, you can be more than a car company

can be more than a pet food company

can hope to give love to the dogs, instead of just giving them food

Throw a shot, but it will become, never do

But if you save it as it comes, you can edit it, and pretend that the methodology

There you go! Now put them together with the first part and ready

I think any competitive person

motivation to have something to prove

does not matter whether your father, or a Jay Chiat

but if you want to convey passion for the job

I think you almost have, to attack a rebel as well as

rather than, more organized

And I think that rebellious spirit, to be the David against Goliath,

as Chiat / TWDA against big agencies in New York,

or customers are small against the big

Is not it more fun, be small given the big kick?

Maybe it's because I could not kicking ass in high school to anyone

I saw that one way in the trade, to use my creativity

as jiu-jitsu, in terms of power and win the big storm

This is the original equipment from Apple, which launched the Macintosh

Each year in the Superbowl, someone calls to talk about 1984

people try to explain why it was a major milestone:

Some point to the fact that the product does not teach

large audience or the Superbowl, because nobody had done anything so dramatic

others point to the fact that once we issue only

But I really think it's one of those ...

everything happened just as it should

Number 1: We were presented something that was revolutionary

The Macintosh GUI and mouse, changed everything

How often in the history of advertising, you can really tell people that there is something great available?

And you can buy

Number 2: We had a client who believed in that would change the world, and he said:

'Make me an ad that looks like nothing you've done so far'

3: what happened in England with directors, had become film directors

were defining a genre of advertising, which had not reached the United States

And when frightened Board said:

'This is stupid, the company depends on this computer, what are you going to spendest that money on an advertisement or taught?'

Before the Superbowl, Jobs and Wozniak said, 'I'll pay half if you do the same'

"Today we celebrate the first glorious anniversary of the directives of the Information Purification

We have created, for the first time in history, a garden of pure ideology

Where each worker flourish away from the plagues of confusing and contradictory truths

Our Unification of Thinking is a weapon more powerful than any army or navy on Earth

We are a people, a will, a resolution, a cause

Our enemies speak until his death, and buried them in his own confusion

We prevalerecemos!

On January 24th, Apple Computer introduced the Macintosh

And you'll see why 1984 will not be like [the novel] "1984"

Everything was made to launch the product

is now done differently, thanks to that [same] product:

film editing, music editing and sound,

all TV production tools

all the tools we use to produce magazine ads, newspaper inserts

And to this day say that all computer companies make their ads on a Mac

Dedicated to the mad, the misfits, the rebels

that create problems, which do not fit the established mold

those who see things differently

not like the rules, and do not respect the "status quo"

can cit?rseles or disagree with them, glorify or vilification

but all is not possible, is to ignore

because things change ... move humanity forward

and where some might see some crazy, we see genius

... Because those who are crazy enough to think they can change the world,

are those who succeed ...

It was all a communicator, indeed, was a very quiet boy,

when I came to advertising, I think even more than the 30, did not dare to speak at a meeting

and offer my opinion on what was

"If Earth were tilted slightly to the left

probably would not have happened

If the continents would have waited a day or two, start to drift

would be to doubt

And if the rain had not fallen that day, nor the moon had been full

Who knows?

Might not have a city called Vergeze

or its source, called Perrier

My father was a guy who did everything during the Depression

and struggled to earn a living, like many people then

and was rider, artist, funny, and a good salesman, and all that stuff

Still, it was essentially a failure

and ultimately led him to 'train' for signing bad checks

After that, I did not see much

I think that with the problems of my parents, my father was not much ...

emotions were a part of my life I always missed,

And I think (I'm not "shrink" or I left a lot to them) ...

but I suspect that the advertising was as a way to express some things that I experienced in my life

I missed many things, those wonderful families who still admire

And I think there a lot of that in my work

When Americans "buy" the experience Hal Riney

when they buy these campaigns, I often buy what they want them to be their lives

A feeling of childhood, or something that could be better,

if you had that father, the mother, or lived in such house, or in the small town

In an era of America that people would want to happen, and perhaps never did

But people do not understand, and I think that's how you live as a person

Actually, it was where he wanted his life

And is recreating it, and is so evocative and sexy, you're feeling it, you are living to this man

He drank a little more in those days, and there was a bar on the office,

so I used to do much work there and make Bourbon while working

And I wrote 3 or 4 ads for the campaign ... in about 2 ? hours, there

And a guy asked me 'What are you doing?' 'Well, writing a campaign

for re-election of the president, 'and said' Sure, Hal, take another drink '

It's morning again in America

Go to work today more men and women who have never in our history

with interest rates twice lower than in 1980

Nearly 2,000 families today will buy a new home

More than ever in the past four years

It is very common it is her voice that creates this feeling

and there is a cadence in it that is terribly relaxing

but I think after a while, and do not pay attention to exactly what it says

but the feeling that creates a warm and serene

it was perfect for a guy like Reagan

-It is day again in America

and under the leadership of President Reagan's most proud of the country, stronger and better

Why would we want to go back to where we were, just under four years ago?

Never forget the first time I showed the president the spots

he was broken, said 'I wish I was that good'

Reagan understood the power of emotion and of advertising

For him, a campaign [policy] was advertising

So, together with the 150 journalists, more skeptical of the world

and teach them the ads ... and silence

Obviously they had moved the ads

A few shook their heads, said it was great,

and then other skeptics said, 'We're manipulating the truth'

And I said: "Fortunately the people of the country does not look like you"

Hal was all move people with emotion,

either by Gallo or advertisements for Saturn, which was later in life

They are best for policy announcements, and I can testify, I have 40 years in politics

There's a bear in the woods

For some, the bear is easy to see, others do not see it at all

Hal Riney is the devil ... and the angel

Riney was that had the responsibility of the poster, that people knew that this was an ad

and when you talk to someone while you make it clear that it is in advertising,

but that world is gone and, you know?

Many of the things that happened in the name of advertising, is now upon us

forms seem absurd and otherwise

It is not advertising, is anything

Everything is an advertisement, a specialist

Graffiti on the wall, guerrilla tactics,

movies or theater, 'placement' of products

and thus, more, more, more ...

It's like air and water, is around you, and you happen

Always terrified me, Dan Wieden

will always tell you exactly what you think

Do much advertising is a very emotional, very difficult

not for the faint of heart

It was unusually exciting, being present at the birth of something like that

that looks like a 'bump' in the nerve in the cultural

Some things are not as long as you do, you know?

Otherwise, you could not make it the right way

It was clear that the mission # 1 of Nike athletes was to provide

but it was late 80's that the definition of athlete, expanded beyond the sponsored pros

Nike is often attributed the boom in the United States jogging

because Bill Bowerman, co-founder of 'imported' jogging to America

if you can imagine saying that ...

He had seen people jogging in Australia or New Zealand or something ...

People had started to run really for 'fitness',

what had not happened long before that

All I wanted to Nike, was to inspire people to participate in sport

mission is pretty good for a company

Actually, the inspiration came from a man who was about to be executed for murder in Utah

and his final words to the firing squad were: 'Let's do it! "

And so, I thought that I probably liked the "Do It"

That's not the version I heard when I came to Nike

sure did not want anyone to know that was the genesis of the phrase

None of us paid much attention, thinking, 'Yes, it worked'

And I think what happened is, like many things in life,

that are sometimes things that go unnoticed, do not really see,

people begin to take readings, beyond sport

I think they were surprised and delighted

but as admit, also completely stunned by the impact it had

-I think it's good to apply to life

- "Just do it"

'It seems that everyone can do it, you know?

'As he gave me a kick ... you know? It gave me new life with my career

- "Just do it", do what you want ...

It was the final year of high school, and encouraged me to ask this girl out

and get the courage to ask, and it worked ...

People will apply to all that put off, leaving for later

or to avoid confronting what

Women wrote to me saying, 'Finally I dropped the bomb'

Getting a divorce based on the slogan "Just do it"

I started receiving letters from people with emotional problems, or all subjects

in which this phrase, and this way of looking at the world,

they found something much more profound than even we were talking, you know?

There was a woman, Janet Champ, working in our agency with Charlotte Moore,

these creative and began to speak from within their experiences publicly

They took that discussion on what it really means to be a woman in today's world

and how women are looking for meaning in the world, and strength

They put everything all there, it was very personal, I think it was even a picture of Janet's mother, the ad

He was speaking at the University of Oregon and said, "Did you notice that women talking about women?"

"My God, I plucked, I went to my daughter will be 3 weeks and I said, 'That's what I was trying to tell you'"

-If you let me play

-If you let me play sports

'I myself more like me

I have more self-

-If you let me play sports

-If you let me play

-I have a 16% chance of having less breast cancer

-I will suffer less depression

-If you let me play sports

-Will be less likely to let a man hit me

-Will be less likely to get pregnant unintentionally

-I will learn ... learn ... learn what it means to be strong ... be strong

-If you let me play sports

Perhaps the "Just do it" made more healthy people in the world

maybe they got up and did: run and play and be healthier

but the reason why the campaign was successful

is because a nice man emotion, the notion that we can be healthier,

was suddenly in sync with a corporate mission

and sold a lot of equipment to the people

And we like, we like those two things together

We do not suspect these things, if they are in the same direction

People do not care to sell them things

if you understand why he has so, and enjoy the process ...

At the same time, you know, I wish you,

people to understand that the marks can be dangerous

are like a TV channel that you tune your body instantly

and if you like it, hear, like a dog waiting for something to happen

and attention as dangerous, which can be abused

and the greatest abuse is when you treat people like idiots

treat them as if they had no sense of humor, or like fools

that would be the greatest concern

I do not like my children to see bad publicity

I'm like everyone else, I think it's bad for them

I think I understand why people throw advertising, because a lot of advertising is basurilla

They are really trying to do something creative, enlightening and inspiring

very low point, something like:

'We want a piece of communication 30 "to tell people these five characteristics of product"

That is, as not very ambitious, you can do so much more ...

I see many ads on TV and think: there was no one in the room, saying 'not interesting'?

Nobody cares about that?

Someone would say that, in each room where you decide to adopt an ad

Each year, a typical child sees about 20,000 ads on TV

I think it's easy to be skeptical of advertising,

because we do not monitor us, and do things that people want inside

-We deserve the anger part

Americans see 61 minutes of ads every day ... on the Internet, TV, and mobile

65% of Americans think they are being "constantly bombarded with too much" advertising

My father was in the profession

so I thought that advertising was the most horrific profession which could be

It was late, away from family, and talked a long time,

intimate conversations with people who did not even like

and it was so nice to them, almost like a double-sided

It was a great man, you know, and I just thought the profession was something to avoid at all costs

It's what attracted us to be together

that mutual love-hate for the profession, you know,

I spent 15 years in Chicago before moving here

and hated publicity

I used to lie, tell the teachers of the children was a designer

do not mind a word on advertising

Most advertising is offensive, intrusive

infuriating, annoying, and intellectually based on the lowest common denominator

so it is a skill that is difficult, still feel proud

But I believe that when advertising is done well,

the wall or fence revere a brand, with art and beauty,

can become part of our culture, rather than one type of pollution

There are 17,500 photos for this session

this is like the final group, for vertical

and there are fifteen dance here

and I think there are chosen from top to bottom, that's a ...

... But also what works together ...

... There's more character, and makes everything a little more specific ...

... Hair is always nice ...

... Which is how this series will take ...

We brought this Latin dance instructor

and said "This rate, now is the samba"

and started doing the samba, with different partners

showing the different parts of the dance

was fun because we brought in plan consultant, and was talking about it, and began to dance

and the entire agency was around
and we knew it was a very special

Do we have taken against green screen?

Do we have some pictures of the dance "scat" that we use at first, to find out how it would work?

These things just out there in the world, as art

You know, if we go back a few centuries ago, in Paris

Toulouse-Lautrec was making posters that went through Paris

inviting people to the Folies Berg?re

Now considered art, and there are many books hardcover art, including works by Toulouse-Lautrec

But of that, just trying to get people out to take a drink

pay the admission fee and enter the Folies Berg?re

So I think we're in the office of art, when we do it right

We're on our way, we travel a lot

Now, I think I have a trip today ...

-Atlanta - Where? Yes, Atlanta ...

- What will you do there? I'm not sure

I had a great life, a busy life

but he had energy, I was born with that energy, is in my genes. I never tire

Maybe because I have no fear. I think the fear is a powerful ... sedative

This is an office of rejection. They "kill" things all the time

Start working, some ideas you yourself loads,

teach them to your partner and he / she is charged ideas,

Samples are customer ideas and charged

and they are taught to the control group and uploaded a couple of ideas

and then they teach the client again and decides that he does not like after all, because he saw his wife ...

And that can sometimes take a year, the process, you know, you can take a year

It is very stressful and depressing to be loaded and ideas

so there must be an environment that will strengthen around

because people have to get off the ground, and start again

This office is not a committee work, not a work of formulas

not a job, it is not a job that any of it go

It is not the large ones, or else

this is just a few really good

And if you're lucky enough, as I have been,

to have some of those people around you,

you can probably succeed, because not many of them, I tell you

There are many people in this job, but only a few really good

and only a few people who have the opportunity to do a good job

The agencies employ over 182.600 people in the U.S.. There are approximately 26,000 advertising agencies worldwide

80% of the advertising produced only four groups of international companies

?I can say anything else?

I do not think any organization or career success

If there is a lot of that love, old school, involved ...

and a deep sense of affection for each other, by the people you work with

And what you get ... if you cling to it, and make your choices with that in mind

even when you have to make tough decisions ... I think that makes a difference

It must be something more than an art hated, has to be bigger than that

is the way that large companies without a soul, you really have a personality

and interact with people in a way, hopefully, meaningful

They often do not have a way of interacting with the world

are as large solitary beasts in their caves, you know,

and help them get out ...

I think artists have a need, to express themselves and tell stories

and if you stop capitalist society, and will create a socialist / communist

in which there was no need for advertising, because you can only buy one type of soap, or car

people would not stop telling stories and things to convince

And if you do not say, 'Buy this car, buy this computer'

you would say, 'we should overthrow this government', 'we must change things'

But there would always be someone with a message ...

I've never been afraid of my talent or my ideas, or thoughts

or experience, or to learn ... I love new ideas

If someone comes up with a better idea than mine ... I love it!

For me is the celebration of the beam that [you] hit,

someone bumps into something and says 'God!'

"I think this is very very important or very 'cool'", you know ...

... And people feel that

So if you speak honestly and use this profession to do that,

Can go a 'shit' amazing!

I believe that creativity can solve everything ... everything ... everything ...!

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