Guest Blog: Tom Simons Reviews “Art & Copy”
Note from Beth: A month or so ago, I blogged
about the film “Art & Copy.” I haven’t seen it yet, so I can’t actually write a review. But really, who cares what an ink stained member of the fourth estate like me thinks? What does a real ad man think? Tom Simons, the CEO and chief creative officer of Boston’s PARTNERS+simons gives his take:
In the new independent film “Art & Copy” advertising reflects on itself and likes what it sees.
“Art & Copy” is a delightful, satisfying worship at the altar of transformational advertising ideas. More than a dozen of the great creative minds of the previous 50 years politely take their turns reflecting on their work—and themselves—in this 90-minute documentary by filmmaker Doug Pray. Anyone connected to the development of art or copy in an ad agency will almost certainly gobble this up in its entirety. I’m less sure anyone else will.
The party poopers who brand the advertising culture as unattractively self-referential and self-congratulatory will unfortunately have another bullet for their clip in “Art & Copy.” Nonetheless, this tenured art director found the interviews with George Lois, Hal Riney, Ed Rollins and Jeff Goodby affirmational and inspirational.
George Lois is the fighter, pugnacious and unrepentant – insisting that advertising has the power to “make food taste better.” (You don’t need to sell me!) We come to understand Hal Riney’s considerable talent emanated from his ability to connect with audiences through advertising that mirrored real life. (If he was really the first to do this, what was that “Mad Men” ideal we were fed growing up?) Ed Rollins brings a perspective on the historic implications of a great creative advertising idea. (It can make presidents, stupid.) Jeff Goodby has a worldview that is refreshingly humble. (Whew!)
We are presented with meditations on the mysterious origins of the boldest advertising ideas. We are reminded that even the pros at the top of their game understand better than the rest of us that we work in the business of rejection – many of the best ideas aren’t ultimately sellable. And the case for good advertising’s unique ability to persuade – to create desire – is pled throughout.
As a student of advertising for longer than I care to admit, I’ve heard the stories of “Think Small,” “I Want My MTV,” “Just Do It,” “Got Milk?” and Ronald Reagan’s election campaign dozens of times. “Art and Copy” is a welcome new telling, without varnish or veneer. Which is not to suggest that “Art & Copy” isn’t stylish. It is produced with the elegance of restraint and simplicity.
That said, I have a few bones to pick. The title graphics of fun facts about the advertising industry that punctuate the film help with syncopation but do little in the way of illumination or irony. The mentions of satellites as the metaphor for the new normal were entirely lost on me.
Finally, I wish the subjects of “Art & Copy” had been brought forward into the present tense through a discussion of the changing currency of “the idea” as consumer attention spans shrink and creativity has become more temporal. That would have been interesting whether you are in the business or not. I was left wanting.
All of that aside—if you are reading this, you have been pre-selected as an audience sure to enjoy “Art & Copy.” The film will take its rightful place alongside advertising textbooks and be a meaningful part of any worthy advertising curriculum. These are the stories we in the business need to know well. “Art & Copy” is a great new venue for their learning.
