Beruflich Dokumente
Kultur Dokumente
by David Fowler
FOREWORD
Steve Hayden
Vice Chairman, Ogilvy & Mather Worldwide
1
GET UP AND GO.
2
IS YOUR BABY A MONKEY?
3
WRITE A THEME, NOT A LINE.
4
HOW TO WRITE THEME LINES.
5
FOG IS NORMAL.
6
W H AT D O E S I T WA N T T O B E ?
An idea is like love. The more you need it, the less
you can find it. The more desperate your search, the
more scarce it becomes. Stop. Settle down and
listen to the thing. It will tell you what it wants to be.
Maybe if you walked around the block, you
could hear it more clearly. Maybe if you went and
fed the pigeons, they’d whisper it to you. Maybe if
you stopped telling it what it needed to be, it would
tell you what it wanted to be.
Maybe you should come in early, when it’s quiet.
7
A S T R AT E G Y W H E N Y O U D O N ’ T H AV E O N E .
8
C L E A R I T U P.
9
WRITE A SPEECH, THEN AN AD.
10
S U P P LY Y O U R O W N V I S U A L S .
11
DOES THE PROJECT REEK?
12
GO HOME.
13
H AV E T H E I D E A B E F O R E Y O U N E E D I T.
14
PERK THE NOTION.
15
T H E O V E R N I G H T T E S T.
16
GET A SECOND OPINION.
17
STOP MIND READING.
18
T RY Y O U R H A N D .
19
IS THE IRON HOT?
20
JUST DO SOMETHING.
21
T H E S A M E O L D S T O RY, B U T N E W.
22
T H E PA R T N E R T H I N G .
23
B U I L D T H E WA L L O F S H A M E .
24
W H AT ’ S T H E B A R H E I G H T ?
25
M AY B E T H E I D E A’ S A L R E A D Y B E E N H A D .
26
MAKE A BAD AD, THEN MAKE IT BETTER.
27
D O N ’ T C R E AT E , U N C O V E R .
28
W H AT B U S I N E S S A R E T H E Y R E A L LY I N ?
29
W H O ’ S T H E TA R G E T ?
30
S O LV E T H E L A S T F I V E S E C O N D S .
31
AFTERWORD
32
This is no small achievement—since there are a dozen other
lodging chains made of the same cinder blocks and paint.
And it is all the more impressive since he did it through the
much-maligned medium of radio.
What makes David so good is that he can take seemingly
dull and ordinary things and find style, soul, dignity, spirit
and purpose buried inside them. Whether it’s non-rub
ink or investment bankers or what have you—he takes
the sorts of things that other copywriters turn up their
noses at and turns them into something honest, human
and meaningful.
This is a rare skill.
It is, after all, no big deal to make a great Michael Jordan
commercial — you start with something great and merely
allow that greatness to shine through. But can you make
dental floss interesting?
Fowler could.
And now, instead of hoarding his secrets, he is sharing
them with you. To help you through the dark times when you
are wondering whether you are a talentless schmuck. Or
merely stuck.
I wish I’d had this advice. It would have saved me some
sleepless nights.
Chris Wall
Co-Creative Head, Ogilvy & Mather New York
33
5.6.03
© David Fowler 2003