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Tuesday, April 18, 2006
"BIG IDEAS COME OUT OF BIG PENCILS"
Loyal readers will recall my March 1st posting titled TELEVISION TORTURE. This article denounced the current state of television copywriting whereby almost half of all current commercials resort to the same terribly overused, lame, uncreative word -- "introducing." Talk about lazy -- as I said then, it doesn't matter if the ad is for a Volvo or a vulva itch suppressant the word "introducing" will be used more likely than not.
This egregious state of affairs is endemic of the incompetence found in today's hallowed halls of America's ad agencies, but just last night the "Fat Boy" of exasperating advertising exploded on my 48" Mitsubishi courtesy of some bonehead at the Leo Burnett Agency. A 30-second Allstate commercial used "introducing" not just once, not twice, but three damn times -- and get this, it wasn't enough that Dennis Haysbert said the word repeatedly, it was also written across the screen in big letters each and every time the word was spoken.
Let me uncategorically declare to the folks at Allstate that when it comes to their advertising representation they are by no means in "good hands" unless jerking off within the confines of the copywriter cubicle has appeal to their senior management.
By God, this is the agency that brought us the Marlboro Man, the Pillsbury Doughboy and the Jolly Green Giant. What a decline in creativity...
It was Leapin' Leo himself who once said, "I've learned that any fool can write a bad ad..." It appears the agency bearing his name has elected to hire about every damn "fool" they can find based on their handling of the Allstate account.
"Big ideas come out of big pencils" is another Leo quote. That may be true. What is abundantly apparent is that big ideas don't come from pathetic pencilers under the supervision of Jeanie Caggiano, Leo Burnett's current Executive Creative Director. I can't help but believe that if she ever ran into the Jolly Green Giant he'd give her a jolly green finger. And deservedly so.