Taking a Big Bite of Apple

Sorry about the recent lack of blog, dear reader. Simon and I have started working on the Apple account and this has taken up all my brain-space. Even though we’re both consumers of the brand, it’s an interesting challenge to get under the skin of what’s right for it creatively.

Apple’s creative philosophy, as articulated all over the walls at the company’s headquarters in Cupertino, is ‘simplify,, simplify, simplify’. Now this, as I’m discovering, effectively summarises the challenge of picking up this revered brand in a number of ways.

It seems that Apple advertising is easy (sexy product shot and a clever line), there’s a lot of nuance within that and it’s bloody hard to get simplicity right.

As a copywriter, you’re often asked to cover off all possible marketing messages in a line. It’s a real skill to get straight to the heart of the proposition in a minimum number of words. I remember James Hilton, a Creative director at AKQA, telling me that writing copy for Nike was a matter of starting with a statement, halving the number of words, then halving it again. It’s similar with Apple. Typically it’s boiling down what’s brilliant about a product in 4 playful words or less. And those playful words must translate into 19 languages.

It’s a tough one for an art director too. Doing something fresh within a very tight visual framework is incredibly challenging. We know that a lot of the ideas we’re coming up with are wrong, but we’re following them through to their logical conclusion to figure out why and identify the bits that are right. It’s an iterative process and I feel that I’m sharpening my creative skills as I go.

After a few weeks on the brand, we hope that we’re feeling our way towards the essence of Apple in our work. I’m beginning to think that after a few hundred concepts we’ll enter a zen state where we’re getting it right with less of a struggle. I’ll keep you posted…

Recession Boxed Set

Like most of the world, I’ve been thinking about the prospect of a recession. I suppose having experiencing three recessions so far in my life (the early 80s, the Lawson boom-and-bust, and the dotcom crash) I’m pretty philosophical about the present economic meltdown.

That’s not to say I’m not feeling the pinch or oblivious to the possibility of joblessness. The rewards in advertising are reasonably high, but you’re always insecure during a downturn. Marketing budgets are always the first thing that businesses hack back. And copywriting is the first thing that’s lopped off project budgets as marketers think they can do it themselves.

What has struck me each time a recession has arrived is the speed with which things go sour. It’s always a matter of weeks between everything being cool, with a few clouds on the horizon, to full-blown economic typhoon.

I remember being made redundant during the dotcom crash – just before 9/11. It was scary – two kids, mortgage, no job. I had a surreal day watching the twin towers come down on live television from my sofa. My friend Louis (who had also been laid off) was watching it too and I remember us talking to each other on the phone as we took it all in on Sky News, stunned by what was going on. It felt like I was living in a Godzilla movie.

Of course, the dotcom crash was a localised storm in a sense. Sure, investors got their fingers burnt, but it wasn’t the huge global crisis that we’re experiencing now. 9/11 proved to have a more lasting impact. Possibly contributing to the economic problems we have now.

So, having lived through a few, recessions do not surprise me. They do however always seem to surprise governments and big business. Now as much as I’m unsurprised that another recession has arrived, I wouldn’t have predicted it. You would, however, expect a better performance from the super-intelligent policy wonks and economic analysts who control our lives. The majority of these masters of the universe seem to get caught up in their own hubris until it’s too late. Every single time an economic crisis hits. Now that really is fucking scary…

Hidebound Banners

I've been working on a Christmas banner campaign for a client, yet again coming up with creative for the usual banners (468 x 60 pixels), MPUs (300x250 pixels) and skyscrapers (120 x 600). This has led me to wonder why we're stuck with the same formats that we've had for years. Trying to get a message across in a box 468 by 60 pixels in an era of broadband media convergence just seems ridiculous. I mean, why is it 468 pixels long anyway? Seems entirely arbitrary to me (if anyone knows the reason, please do tell).

Of course, it could be argued that the formats fit around content rather than intruding upon it, thus satisfying usability requirements. However, why not have widescreen MPUs to accommodate movie trailers? Or fat banners that do something similar? They could still sit on the periphery of content, but deliver an experience that would actually entertain users.

For a young medium the internet already feels terribly hidebound in some of its traditions already...

Virgin Media Again: a Few Thoughts on Copywriting

I was thinking about Virgin Media again this morning (yes, I’m obsessed!), having passed a few of their ads during my commute. As a copywriter, I’ve always liked the Virgin tone of voice, which is consistent in its clarity and humanity.

However, having fallen foul of some of the promises made in Virgin Media ads and misleading simplifications in their instruction booklets, I’ve come to the conclusion that rather than demonstrating true clarity, the tone of voice actually creates falsehoods through omission. This isn’t good copywriting. Good copywriting is communicating the true facts in a clear and succinct fashion. It's easy to make thing sound simple by missing the difficult bits out.

It’s a bit like being seduced by a good-looking (I can't deny the new brand looks and sounds good) but dishonest lover. They’ll promise you the stars in order to shag you, but then fuck off at 5 in the morning with your wallet.

Not a basis for a sustainable relationship…

Hahaha! I'm off to the bookies with your cash!

Last Day at Rufus Leonard: Clearing Out Steptoe's Yard

Today’s my last day at Rufus Leonard and I feel positively wistful. I’ve only been at this agency for a year, but I’ve done work that I’m proud of, learned a huge amount and worked with people I respect. You can’t ask for much more from a job, really. What I especially like about Rufus is the lack of big egos. Even mine was muzzled most of the time!

I also met a creative director, Steve, whose desk looks even more like Steptoe’s Yard than mine. However, as usual, the junk has built up over the year.

Me and Steve sort through our stuff

So I decided to sort it all out before the day got going. Here’s what’s gone into my holdall:

• 1 Lomo camera case
• 1 Daks flatcap (brown)
• 1 Creative PC speaker system
• A pair of Asics trainers
• 1 Victorian ceremonial short sword
• 1 fetid gym-kit
• 26 copies of 2000ad
• 5 Guardian wall-chart posters
• 1 Fusion art book
• 1 Clint Eastwood postcard
• The original drawings for the cartoons on this blog
• 4 Amos In-Crowd ICWF wrestlers
• 2 Japanese 3Age Marvel superhero figures: the silver Surfer and Daredevil
• 1 Ringo Starr & 1 Blue Meanie
• 1 Cylon Warrior
• 1 Japanese Doctor Doom figure
• A pair of Sony headphones
• 1 book about rats

So it’s ‘goodbye Rufus’ and ‘hello Saatchi & Saatchi’. Maybe I’ll consider going minimalist at my next workstation…

What Do You Call a Group of Copywriters?

I had an entertaining time last night at one of my favourite pubs, the Eagle in Farringdon, with a gaggle of assembled copywriters. There were about 10 of us at one point and, as usual, there was wordplay and cynicism a-plenty.

I did wonder what the collective noun for a group of copywriters would be (you know, as in a murder of crows, a pod of dolphins, an arsehole of account directors). I think a ‘grumble’ of copywriters seems appropriate as we’re a jaded bunch of moaning motherfuckers.

If anyone has any better suggestions, though, do leave a comment…