“The Girl from Ipanema”

It’s stuck in your head.

That song.

“The Girl from Ipanema”, or at least the theme is. Rattling around on your cranium for the rest of the day, or longer. Even if you don’t know that particular song, there are a schwack of songs, themes, or even lyrics that have the ability to stick. Why does this happen? I could rattle off some scientific mumbo-jumbo that would sound cool, and impressive. Fact is. It’s simple. No really…”simple”. For the most part the mind does not like complicated, especially in advertising, especially now. Consumers are bombarded with thousands of messages, both traditional and online. Creatives must focus even more on who the consumer is, and convince them to act with witty, clever creative, that stands out from the rest of the “spam-vertising”.

(ok, I just spilled soya sauce on my napkin, the one I am using to write this. See the picture below. I am kicking it old school. No tablet or laptop, not even a pad of paper. I am scrawling my thoughts down, with a borrowed pen, on a napkin in a sushi restaurant. Hey, sometimes I can’t control the creative, when this baby is ready to come out, stand back!) 


That is why it is important for Creatives to focus on the audience, and of course that starts with the client. Pulling out pertinent info, drilling down to the specific details about the audience. It can almost be a therapeutic exercise for the client to answer the hard questions about his brand, and his true audience.

Simple works. And it works even better when you have all the elements needed to execute great creative. Follow the K-I-S-S Philosophy (keep it simple stupid)


– DP


Hidden Treasure

November 30th, 1992 – (excerpt from my first journal entry)

“Today is Monday, the last day of November. It was an okay day, nothing too exciting. My Sunnyside Garden Center commercial goes to air today. Not as good at “Pointer-Settas”, but up to par.”

A few days ago, I found my old journal while rooting through my “tickle” trunk. It brought back a flood of memories, some good, others great. From it, I realized something…creative writing was not something that came easy for me. It was an unknown talent that revealed itself to me in my late 20’s, when I first started in radio as a creative writer. I always had creative energy. I just never harnessed it. I was the funny, class-clown-goof that never took things seriously and always wanted to make people laugh with my actions, never my writing. Radio forced it out of me. I say forced it because it was difficult for me to focus the multitude of creative ideas I had into 30 or 60 seconds. I remember my first Creative Director reading my radio scripts, stop watch in one hand, my soon-to-be award winning radio script in the other, fresh off my IBM electric typewriter. The IBM hummed, I vibrated, and my Creative Director started reading, out loud. (it sounded so much better in my head).  She finished reading and showed me the stopwatch…39 seconds.

Long script short…I became a much better writer, and still write to ensure what is inside my head makes it out. I learned something from finding my old journal…the greatness inside, doesn’t want to hide.

– DP