Know what I hate? I hate those do-gooders who spoil every good
old-fashioned rant on this page these days. Every time someone slags off
a poster or TV commercial, we are subjected to letter after letter
saying ’that person must be, like, a really unhappy man, cos they’re
like, really nasty’, or we have to endure last week’s yawn-inducer who
hoped ’we aren’t all as anally retentive’ as the respondents to some
survey about their colleagues.
Well, let me tell you something.
I bet your colleagues hate you, and it’s a good job you don’t mind
no-one making you a cup of tea because I bet no-one ever does.
See, that is what’s wrong with advertising these days. No passion.
Advertising is about having a stand-up shouting match to defend your
work. It’s about being prepared to stay up all night for something you
really believe in. And thanks to these watered- down dullards,
advertising doesn’t have any passion any more.
But having said that, I don’t want to stay up all night working, mainly
because by the time the reasonable relationship-builders have finished
with your ad, it’s not even worth staying awake for.
It’s the Tony Kayes of this world who will be remembered and who make
memorable advertising.
One more thing. The definition of ’rant’ is ’to storm or scold with
great anger’. Perhaps last week’s punter was confusing it with ’ramble’
because that’s all they did throughout their entire couple of hundred
words.
