EDITORIAL: Another Tony Kaye temper tantrum?

Like most highly gifted but wayward individuals, Tony Kaye, who last week announced he was giving up directing commercials, exacts much angst as the price for his alchemy.

Like most highly gifted but wayward individuals, Tony Kaye, who

last week announced he was giving up directing commercials, exacts much

angst as the price for his alchemy.



Tempestuous, obsessive and eccentric, he will never be accused of false

modesty or of letting anything stand between himself and

perfectionism.



One Campaign journalist remembers watching Kaye erupt over a mistake on

a rough cut of one of his commercials, snatch the cassette from the VCR

and hurl it into the nearest bin.



It’s an indication of what happens when Kaye slips the leash. But his

temperament and talent go hand-in-hand and the fact that he has won more

D&AD pencils for his work than any other director suggests agencies will

always be prepared to endure one to get the other. The hope must be that

his perpetual restlessness will drive him back to advertising, which

will be poorer for his absence



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