DICK WANTS MORE BOING | Perich Advertising + Design

DICK WANTS MORE BOING

By Ernie Perich

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That was the feedback a client gave us about a TV spot we were hired to create. Dick was the CEO of our client’s company. “Boing” meant (we think) sizzle, sex appeal, sound effects, something to juice the spot, make it bounce off the screen. Two problems. 1. I never met Dick. 2. I’m not sure our day-to-day ever met Dick either. And therein lies the problem, dear rant readers. Dick had a huge say in what we do, and we had no access to Dick. It’s a 100% proven, take-it-to-the-bank, sure as my parents named me Ernest Grant and I have less hair that I did last Thursday ask my shower drain, bet-your-bottom-dollar, absolute truth in this business: if you don’t have access to the Dicks in the world who are ultimately, positively responsible for reviewing and approving your work, it’s all a waste. A waste of your time, a waste of Dick’s time, a waste of money, of Dick’s money, a waste of gas, a waste of cell minutes, a waste of net carbs, a waste of sweat and blood. You’ll be frustrated, the Dicks will be frustrated, your work will suffer, the Dicks’ results will suffer, you’ll be unhappy, the Dicks will be unhappy and you’ll be garbage sooner or later. I hate to be such a downer this morning but what a gooey mess. You’re out on your cheeks one way or another. Just a matter of time. Moral of my bleak story? Fight for access. 15 minutes might be all you need. And be ready when you get it. Iron your trousers. Sharpen your lipstick, or whatever you members of the smarter sex do. I bet you’ll get a return invite after you nail the 1st meeting.