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August 14, 2008

Jedi Copywriter Redux

Several years ago, Tug and I got a case of beer and watched the Star Wars saga in chronological order back to back to back to back to back to back.

Yeah, yeah, we know. Our wives said the same thing. And we don't disagree.

Anyway, about halfway through Episode VI, we started applying Jedi wisdom to the practice of advertising (likely due to the aforementioned beer). The ultimate result was a document we called "Jedi Copywriter: The Secret Tenets of the Advertising Force."

We've posted about this before. And even done a podcast on it. However, with the release of “The Clone Wars,” it seemed like a good time to blow the dust off our efforts of that evening and review the ways of the Advertising Jedi.

TENET ONE: Be a Padawan Learner.

The Jedi identify those who are strong in the force at a young age and bring them to the Jedi Academy for training. These students are called Padawans.

Now, all Jedi are born with their innate talents. But not all Jedi are the same. For instance, Kit Fisto can sense his opponents’ uncertainties. Plo Koon has face appendages that sense subtle movements and shifts in The Force. Oppo Rancisis uses The Force to induce nausea in opponents. And Mace Windu? Well, he is just a complete bad ass. When it comes to lightsaber combat, there are numerous forms and innumerable personal adaptations. Those with blue blades are more apt to fight it out. Green, they’re the negotiators. And red, well, you all know who carries red blades.

The point is that we all have different strengths that should be nurtured and honored. The Jedi Knights do this by assigning every Padawan a mentor. Yoda mentored Count Dooku who mentored Qui-Gon who mentored Obi-Wan who mentored Anakin and Luke.

To become an Advertising Jedi, you need a mentor, too. Even if you already hold a high title, seek an opinion you can absolutely trust. Not to give you answers, but to help you find them.

Arrogance is of the Dark Side and will fight to keep you from following this tenet. Remember that Anakin had loads of talent but believed he could do no wrong. He fell to the Dark Side. This is why Master Bernbach always carried a piece of paper in his pocket that read: "They might be right." He remained a Padawan. Always.

TENET TWO: Concept the Jedi Way.

Jedi almost always collaborate to solve a problem. When a Jedi does strike out alone, as Anakin did in Episode II when he attacked the Tusken Raiders’ (you may know them as Sand People) village, it generally turns into something of the Dark Side.

Today, we’re all talking about creating integrated solutions. In this sense, the big idea is diced into a thousand touch points. The traditional creative team can benefit from collaborating from the outset with the big brains in media, PR and strategy.

At our agencies, we have seen great benefits from redefining the borders of the traditional creative team. Instead of two, we often see three, four or even five people in initial concepting meetings, several of whom would not traditionally be considered “creative.” We’re not saying it has always been easy. But with time and encouragement, we have seen that it works. And, if the Jedi can get entire races to set culture aside and collaborate for the common good, then certainly we can get a few ad people to collaborate willingly for the good of their client. We're talking about real collaboration. Not the same old turf wars wrapped up in an integrated package. Brilliant, insightful work shines brightly enough to spotlight everyone.

TENET THREE: Concentrate on the Here and Now.

Master Yoda said this about Luke: "This one a long time have I watched. All his life has he looked away-to the future, to the horizon. Never his mind on where he was-what he was doing."

The same can be said for many advertising folks. Always thinking of the day when they will move to the next agency, the next client or the next project instead of making the absolute most of the opportunities that are right there on their desk.

We don't care what any Sith Lord tells you, every project is worthy of your attention, and every project offers an opportunity to do something well. Do one thing well, and you'll get opportunities to do more things well. If you don't believe that, you can never be an Advertising Jedi. Master Butler, Master Shine and Master Stern have built a fine agency on the idea that there is no small project. From a sticker on a bag to the tag on a pair of jeans – they strive to make all of them great. In the end, it's far more likely that the dream agency/client will call you in your future if you are not so intent on wasting your present.

TENET FOUR: Beware the Dark Side.

Again, Master Yoda's words ring clear and true in our ears: "Anger, fear, aggression: the Dark Side of the Force are they. Easily they flow. Quick to join you in a fight."

True Advertising Jedi add pettiness, envy and insecurity to Yoda's list. There is plenty of room in advertising for all of us to succeed in our own way and in our own time. So, don't indulge in useless negativity and/or snark. You may think it makes you powerful, but it doesn't.  Instead, focus your energies on living tenets one through three. You'll soon find yourself impervious to such Dark Side emotions.

Along the way, work to keep your motivations pure. The phrase, "we slipped one under their radar" is Sith lingo. Do the right thing for the sake of doing the right thing. You will be amazed at how much easier your ideas are to sell when you believe without one ounce of doubt that they are the absolute best thing for your client. Why? Because when you believe, your client believes, too.

TENET FIVE: Do or Do Not. There Is No Try.

Yoda sees no gray. And when it comes to your motivations, neither should you. Not every idea you have is going to be a blockbuster. And, conversely, you are not going to sell every blockbuster idea you do have. This is the way of things.

It's important that you do not focus on what didn’t sell and who is to blame. Instead focus only on bringing the best ideas you can to the first creative review each and every time. Fight with yourself ruthlessly. You either had a good idea or you didn’t. This is where you should seek your personal satisfaction because once you share your idea, the rest is largely out of your control. There will be victories. And losses. But you cannot allow yourself to be afraid of loss or be consumed by the anger of it. This is why the Jedi shunned attachments. Fight yourself to do your best, cast the results to fate then roll with the punches that will inevitably come. Remember, the Jedi could not control the events that led to the Clone Wars nor were they spared suffering in The Great Jedi Purge. Still, they never strayed from the ways of The Force. And, in the end, they triumphed.

TENET SIX: Celebrate Seriously.

You’ll note that several of the “Star Wars” movies end with a big celebration scene. There's a important lesson for us here as well. It's critical to celebrate victories both big and minute. It’s critical because this is, after all, the advertising business. And no matter how well you did today, no matter what adverbeast or Sith Lord you slayed, somewhere out there, someone is building another Death Star.

And, it's coming for you.

Enjoy The Clone Wars this weekend. We've got our tickets for 2:15 Sunday afternoon.

Posted by John on August 14, 2008 at 06:15 PM | Permalink
Categories: AC News , Advertising , Current Affairs , Entertainment , Film , Opinion , Pop Culture , The Creative Life

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