Art & Copy: The Movie

Among the issues raised in the documentary, Art & Copy, was the relative scarcity of real talent in our industry. Hal Riney’s (I think it was) remark was qualified by the observation that there is, at least, a paucity of opportunity for talent to shine. My opinion is that this is closer to the more prevalent truth.

Surely, there are many charlatans who work among us. I’ve met a few. (And still wince at the memories of them. Do you even know who you are?) Maybe I’m editing history, but my impression is that this industry is, nevertheless, flush with intelligent, savvy and engaged minds.

The problem is, as it has even been, that it is far easier to demolish an idea than it is to create one. For, really, all it ever takes to topple a worthy line, idea or campaign is a tiny, lone voice of fear or ignorance.

The irony? That which is usually attacked is the unorthodox. The easy target is that which is different. Original. Unusual. Which is precisely what is necessary to engage a message-saturated audience.

What is most striking about the characters in Art & Copy is their boldness. (OK, call it ego.) Which translates into an unshakable respect for themselves. For their ideas. And for the integrity of this chosen profession.

Sadly, mediocrity still sells plenty. However, with the onset of the (measurable) digital age, perhaps there’s real hope there will be no choice but to produce genuinely good ideas. May they soon be the only currency that counts.

With an audience given the power to interact, the new paradigm can be compared to a live performance versus the traditional broadcast performance. If a brand can’t perform on this new stage, everybody knows.

Ultimately, it’s up to us to be aware always how vulnerable an idea can be. Like the memorable Braniff campaign, the first work that ever won me an award was also literally rescued from a trash can. Work to recognize, protect and promote what is rare and deserving.