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
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