Graffitti.

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The reception at Mother London.
It’s also true the other way around, Advertising can be graffiti.
No one epitomises than more than the first incarnation of Kirshenbaum Bond, late eighties/early nineties.
I first read about them in this Campaign profile.
Kirshenbaum Bond article-01
From a few thousand miles away, they seemed so New York.
For a start they had a ‘baum’ in their name, that sounded very New Yorky to me.
But mainly because their work was as aggressive and in your face as the city itself.
It wasn’t polite, crafted or sophisticated.
Unlike most ads from the time, it didn’t feel like it was written by a middle class WASP wearing chinos and a buttoned down Ralph Lauren shirt.
This stuff felt like it was written by a muscle bound dude in a capped T smoking Marlboros.
It wasn’t.
Most of it was written by this guy; Richard Kirshenbaum.
(He’s the one on the left. In the buttoned down Ralph Lauren shirt.)
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Their work for Kenneth Cole Shoes started to pop up in my copy of Rolling Stone.
It’s probably difficult to fully appreciate just how radical this was at the time.
Because breakthroughs are copied, It’s like making your own route through a forest. It’s difficult to map out, but once you have anyone can use it and it becomes common place.
At the time, ads for shoe companies looked stylish,this is fashion after-all, and justified the price with talk of quality leather, stitching, etc.
Nobody ran scruffy little faxes like this, with no product shot.
‘Where’s the craft? Is it even allowed?’
It was like D.I.Y. advertising, like punk rock.
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It wasn’t uncommon for a company to run the occasional tactical ad, linking their product and a big news story of the day, but Kenneth Cole only ran tactical ads.
They were linked to all the major news stories, Pro Choice…
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The gun control debate…
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The revelations about Imelda Marcos’s extravagances…
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They were there at the Iran Contra trial…
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The Stock Market crash…
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(The White House contacted the company to inform them that the President’s picture could not be used for commercial purposes. Fortunately after the ad had run.)
Airline strikes…
Kirshenbaum Bond 'Transport' Kenneth Cole-01
Nancy Reagan’s revelations about her astrology advisor…
0003695517680d48b4d668fd84493964d3f50
The exposing illegal or immoral actions of tv preachers…
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The race to the Whitehouse…
00029c3b51b270c904d7cbc67377425d48253
The vanishing rain forests…
00042d0ca9592537144b9bf3c2696a78173d1
The Berlin Wall coming down…
00050eb9de4150ca2454eb555984d13c1f1d7
Nelson Mandela being freed…
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General Noriega being…General Noriega…
00037450413d63b2345e092fb1558534d73d1
The Vice President not being able to spell…
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And subsequently being dropped…
0005521a297a1286b49279626c1a3f7fb15e4
A woman cutting her husbands penis off, (John Wayne Bobitt).
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Women’s Day…
00009dd5530c7718f409b88565d8866b96a59
The homeless problem…
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The nuclear power debate…
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Or just celebrating Christmas.
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Very occasionally, they’d run a product ad…
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Or maybe some store opening ads.
Still, somehow, giving themselves attitude.
Either by boldly listing the people they didn’t want to turn up to the opening party…
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Or by publicly showing they were just as shallow as everyone else in town…
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Arguably, their boldest decision, was to unflinchingly get behind AIDS awareness,
It’s difficult to imagine how courageous that was in 2014, but in the nineteen eighties headlines like this were running:
aids-britiain-threatened-by-gay-virus-plague AIDS-Wrath-of-God2
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They ran this ad on World AIDS Day 1992.
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And this one on World AIDS Day 1993.
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As a strategy it’s the difference between going to a party talking about yourself all evening, or talking about being a bit more self-deprecating and joking king about the day’s news.
Who would you rather engage with?

Having witnessed the transformation his brother Kenneth’s business, Neil Cole asked whether Kirshenbaum Bond could do the same for his business, a struggling jeans brand called No Excuses.
The newspapers had recently been filed with compromising pictures of an attractive young lady called Donna Rice and married, presidential candidate Gary Hart.
They’d forced Gary Hart to withdraw from the race.
She became the spokesman for No Excuses jeans in this 15-second ad:

As each new sex scandal broke, the woman involved would be signed up as the new spokesman for No Excuses Jeans.
Next up was Joan Rivers, who remarked;”It was a tossup between me and Lady Di. I guess the real princess won”.
Then Paula Jones, (Involved with President Bill Clinton, allegedly), then Marla Maples, involved in some kind of triangle with Donald and Ivana Trump. Allegedly.
90end010-1

From what I can gather, the New York Post is a shlocky, down market publication with truth issues.
Most ad agencies would attempt to refute this perception, maybe by pointing to a column that covered politics or the joy the Post brought to hassled New Yorker’s lives.
Not Kirshenbaum Bond.
They basically said: ‘Sure it’s trashy, but you love it!’
Kirsenbaum Bond - New York Post 'Channel 13'-01Kirsenbaum Bond - New York Post '5 Mins'-01Kirshenbaum Bond - New York Posy 'Actor' -01Kirshenbaum Bond - New York Post 'Dating'-04Kirshenbaum Bond - New York Post 'Job Interviews'-01

They made a compelling case for little known brokers Quick & Reilly.
Kirshenbaum Bond - Quick & Reilly 'Philanthropist'-01
Kirshenbaum Bond - Quick & Reilly 'Guarantee'-01Kirshenbaum Bond - Quick & Reilly 'Subtract'-01

Nobody would describe their work for Bamboo Lingerie as sophisticated, but nobody could ignore it either.
(Check the small print; ‘A company run by two women. Put that in your pipe and smoke it.)
Kirshenbaum Bond - Bamboo 'Headlamps'-01Kirshenbaum Bond - Bamboo  'Melons'-01Kirshenbaum Bond - Bamboo 'Knockers'-01

They were very early adopters of guerilla advertising, most agencies considered it beneath them at the time.
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This ad drew offended the Italian-American Defamation League.
Kirshenbaum Bond - Restaurant 'Shot'-01-01
1.9207d_l1.9207c_lchampagne-peace-small-93447the-history-channel-hoffa-billboard-small-77086Kirshenbaum Bond - Family Circle 'Band wagon'-01
When brands ask for a brand positioning work, it can often sound complex or random, depending on the meeting.
It’s not, as one Strategist put it; ‘If you want a positioning, take a position’.
The Charivari campaign is an object lesson in that.
Most brands attempt to be either whatever they think people will be willing to part with a dollar for or whatever’s fashionable that particular day.
Charivari didn’t do that, they drew a line in the sand.
Kirshenbaum Bond - Charivari 'Flannel'-01Kirshenbaum Bond - Charivari 'Goatee'-01Kirshenbaum Bond - Charivari 'Jeans'-01-01
Here’s what Donny Deutsch thought;
Charivari - 'I Wish I'd Done That Ad'-01

The Savin copier company.
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They stuck stickers on 30 million mangos telling mango lovers that now there was a new mango flavour Snapple drink.
A very, very early use of ambient.
A tv campaign that felt unlike tv ads at the time.
(And very New York.)
They even roped in the former Mayor of New York; Ed Koch.






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Duck Head Apparel.
They don’t follow any conventions of how ads should look.
They feature biggest logo possible and no product shot.
What they do have is attitude.
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Here’s a video from the eighties showing Kirshenbaum Bond pitching, (for a seemingly inappropriate, genteel client)

 

 

 

Adnams Pt 2: Words

Agencies and clients generally shack up together after a single blind date, (or a pitch, to give it its technical name.)
As a result, the relationship is a marriage of convenience – “Do you, Least Bad Agency In The Process,  take you, Client Who Needs To Look Like They’re Shaking Things Up?”

But when an old flame comes back, the dynamic is different, you feel you have to do everything you can to justify their decision.
Or at least I did when this happened back in 2009.

I got a call from Andy Wood, formerly Adnams Marketing Director, now their C.E.O. and top chap.
He talked fondly of the old Beer From The Coast campaign we’d created together.
adnams illustrations_001

Then he told me that their marketing had lost its way a bit in recent times, research had said people saw them a bit like a Volvo, reliable, trustworthy, but boring.

He shared some of their most recent ads.
Screen Shot 2014-08-17 at 18.42.25

Adnams %22Boatbuilder%22 Ads,Refreshing-01Adnams %22Boatbuilder%22 Ads,May Days-01Adnams %22Boatbuilder%22 Ads, Rich & Fruity-01Adnams %22Boatbuilder%22 Ads,Spindrift-01Adnams %22Boatbuilder%22 Ads,Regatta-01 Adnams %22Boatbuilder%22 Ads, Bitter-01Screen Shot 2014-08-17 at 18.47.25Screen Shot 2014-08-17 at 18.46.40
Wow!
The only positive I could find was that they consistently featured generously proportioned pictures of a pump clip, which would be lapped up by all those pump clip fans out there.

He was reluctant to jump back into producing more Beer From The Coast work, as it felt like a backwards step.

I told him I’d mull the problem over.

What to do?
The Beer From The Coast campaign was pretty well-known, so it felt wrong to completely ignore it and reinvent the wheel, maybe we could evolve it?
I remembered when we were writing the first campaign a planner had argued “brewing beer next to the sea doesn’t actually make it taste better”.
Maybe we should lie and say it does make it taste better?
If done in a tongue in cheek way it could be cool? e.g. Each pint contains special pockets of unique Southwold Sea Air.
It would be a kind of USP, (or Unique Selling Point for all you post Ting Tings generation.).
It could give Adnams a bit of attitude,  make them more contemporary.
Less Volvo-ey.

I emailed Andy a couple of concepts.
Adnams %22Fresh Air%22 Pitch ads 4-01Adnams %22Fresh Air Pitch ads 3-01Adnams %22Fresh Air%22 Pitch ads 2-01

He liked them.
But there was a problem, the idea was too beer focussed.
The Adnams of 2009 was different from the Adnams of 2002, it had diversified, they now distilled Whiskey, had a growing number of stores, hotels, wine departments and all manner of brand extensions.

All these different parts of the business looked different too.
We’d need to unify them.
But the messages would be quite diverse, ranging from ‘30% off Rioja’ to ‘Weekend Hotel Breaks’ to ‘New Store opening’ to ‘Mayday Bitter is back’.
Given the range and type of messages we’d need to cover, words seemed to be the only way to go.
We’d need to create a distinctive voice to make it feel like one brand.
The most successful ‘voices’ tend to feel true to the company.
Baked Bean companies that talk like street pimps or Banks that talk like they are your oldest friend don’t tend to hang around for long.
So what truths could be used to build Adnams voice?
We put together a presentation:
Screen Shot 2014-08-17 at 19.39.09 Screen Shot 2014-08-17 at 19.39.28Screen Shot 2014-08-17 at 19.40.03Screen Shot 2014-08-17 at 20.14.25Screen Shot 2014-08-17 at 19.39.48Screen Shot 2014-08-17 at 19.40.18      Screen Shot 2014-08-17 at 19.41.10Screen Shot 2014-08-17 at 19.41.28 Screen Shot 2014-08-17 at 19.42.17  Screen Shot 2014-08-17 at 19.41.45 Screen Shot 2014-08-17 at 19.42.37    Screen Shot 2014-08-17 at 19.38.05Screen Shot 2014-08-17 at 19.38.48Adnams Avenir Chat -01

This theory was bought.
But what did it mean in practice?
How would it look?

I liked the idea of using recycled papers as backgrounds, to look home-made.
I felt photographs of beer would look too corporate.
Photographs of products can look cool, graphic, vibrant and powerful.
But they rarely charm.
We just need to find the right illustrator…ooh, there he is, sitting on the other side of the office;
Simon Barna, the dude on placement. He could draw…
admans-illustrations029

Could he draw a pint of beer?  Yes.
adnams_glass_a6
We used a single font in the initial poster roughs…
Broadside new label v3-1-01
…but it felt a bit formal.

Maybe we needed to be more playful and mix up the fonts?
Screen Shot 2014-08-17 at 20.19.36Screen Shot 2014-08-17 at 20.15.27Screen Shot 2014-08-17 at 20.16.01Adnams, Oyster Stout-01Screen Shot 2014-08-17 at 20.15.47Screen Shot 2014-08-17 at 20.19.24Adnams, Irish Stout -01   Screen Shot 2014-08-17 at 20.19.09  Screen Shot 2014-08-17 at 20.17.58Screen Shot 2014-08-17 at 20.18.53 Screen Shot 2014-08-17 at 20.17.38  Screen Shot 2014-08-17 at 20.18.42Screen Shot 2014-08-17 at 20.18.30   Screen Shot 2014-08-17 at 20.16.41   Screen Shot 2014-08-17 at 20.16.29 Screen Shot 2014-08-17 at 20.16.13 Screen Shot 2014-08-17 at 20.18.17 Screen Shot 2014-08-17 at 20.16.53 Adnams, Diamond Ale Poster %22Biscuity%22-01

I was happy with the tone of the words.
They weren’t overtly selly,  so felt like they were talking to an intelligent, sophisticated audience.
The tone was kind of ‘We know that your too intelligent to trick, so we’re just going to joke around with you about the merits of a particular beer, then you buy what the hell you want to buy. It’s no skin off our nose.”
It made Adnams appear confident.

The various recycled paper backgrounds worked well, giving the ads a homemade, environmentally friendly feel.

Changing the font from beer to beer gave each beer its own flavour, BUT it just made the campaign feel erratic.
We’re supposed to be unifying.

We needed to give ourselves stricter guidelines:Adnams Branding

Which makes them look like this…
Adnams Beer Posters%22East Green%22-01Adnams Beer Posters %22Tally Ho%22-01Adnams Beer Posters %22Oyster Stout%22-01Adnams Beer Posters %22May Day%22-01Adnams Beer Posters %22Lighthouse%22-01Adnams Beer Posters %22Spindrift%22-01Adnams Beer Posters %22Bitter%22-01Adnams Beer Posters %22Broadside%22-01Screen Shot 2014-08-17 at 21.02.54Screen Shot 2014-08-17 at 21.13.03Screen Shot 2014-08-17 at 21.08.44Screen Shot 2014-08-17 at 21.21.07

We needed a book to tell the Adnams story.
I chose an illustrator to help make the content more charming; Nicholas Saunders:
saun_foundation2-lsaun_davycrockett2-lsaun_foundation1-l

I liked his naive charm and homemade vibe.
Nicholas got his coloured pencils out and started drawing.
The cover…
Screen Shot 2014-08-17 at 21.12.14

…I wrote a manifesto for the intro page, then Nicholas brought it to life..Screen Shot 2014-08-17 at 18.48.16

Some of the illustrations in the book were also turned into ads, like these:Screen Shot 2014-08-17 at 21.24.41Adnams, %22Red, White & Rose%22-01Screen Shot 2014-08-17 at 21.25.14

We needed a section on ordering beer online.
I thought it would be cool to have a picture with bottled beers hidden within it, and titled ‘where to find our beer?’,
a bit like a kids book.

Spot the beer-01

Nicholas’s first rough looked good…
Screen Shot 2014-08-17 at 21.09.54

…but maybe it would be better if it wasn’t confined to a street?Screen Shot 2014-08-17 at 21.09.23

Also, maybe we could rehash that ‘coastal air’ idea?
Mr Blue Sky'tif-01

Screen Shot 2014-08-17 at 21.29.43

We re-skined their site.
Changing it from this…
Adnams webpage
…to this…
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We colour coded the Adnams tours.
Producing these cool enamel badges, given to anyone who took a tour.
BadgesAdnams BadgesScreen Shot 2014-08-17 at 21.16.22

Adnams Seasonal Cellar Wine Club didn’t appear to stand for anything.
Screen Shot 2014-08-17 at 21.23.28

We gave them a point of difference.
Screen Shot 2014-08-17 at 21.23.43

We made the brewery an Instagram/Facebook/Pinterest photo-op.d7056e7721a6197be1d85f59fb42fc65d16fc192d78c456861d6df05444da50cb1a60f01d0084c2334f069883a351288aaeeebe8481b05cd16b33d442aa4066b

We used boxes as ad space.
Screen Shot 2014-08-17 at 21.37.29

Lorries became moving 48 sheets.
Screen Shot 2014-08-17 at 21.07.066c275f119bc9d1f64c5085e4112d481dScreen Shot 2014-08-17 at 21.26.37

We took our new voice in store.
Screen Shot 2014-08-17 at 21.18.19Screen Shot 2014-08-17 at 21.17.17Screen Shot 2014-08-17 at 21.17.54Screen Shot 2014-08-17 at 21.30.11Adnams, %22Jars%22 ad-01Screen Shot 2014-08-17 at 21.31.18Screen Shot 2014-08-17 at 21.33.34Screen Shot 2014-08-17 at 21.32.07ADN000 A1 SEMI PERM POSTERSv2.indd

We let people know about awards…
Screen Shot 2014-08-17 at 21.08.15Screen Shot 2014-08-17 at 21.18.09
Screen Shot 2014-08-17 at 21.28.57Screen Shot 2014-08-17 at 21.31.48Screen Shot 2014-08-17 at 21.28.25

…links with Latitude…
Screen Shot 2014-08-17 at 21.34.54

…Newmarket…
Screen Shot 2014-08-17 at 21.34.33Adnams Cask Bar-01

…and an ever-growing range of beers…
Screen Shot 2014-08-17 at 21.36.01Screen Shot 2014-08-17 at 20.59.12Screen Shot 2014-08-17 at 21.15.05Screen Shot 2014-08-17 at 21.32.56Screen Shot 2014-08-17 at 21.35.31Screen Shot 2014-08-17 at 21.34.04Screen Shot 2014-08-17 at 21.29.22

One of the least used, most read bits of media; the humble beer mat…beer mats one
Adnams Beer Mat %22Local Ingredients%22-01 Adnams Beer Mat %22Yeast Older...%22-01

beer mats three

beer mats two

beer mats four

We created a sub brand and it’s packaging; Jack Brand.
Screen Shot 2014-08-17 at 21.15.26adnams-innovation
Three years in Adnams was beginning to seen as being cool.

But, and we should have guessed it given their environmental policies, Adnams decided to source their creative work locally.
It’s understandable, after all they now had a template to copy, and agencies in Suffolk tend to be cheaper than those in Soho.

Is it worth paying writers to find an angle on a new message when we could just say it?

Is it worth paying for Art Directors to Art Direct each execution when we already have a style to copy?

Is it worth debating with an agency about what they want vs what we want?

Is it worth listening to an agency push us to be ballsy when we don’t always want to be?

Is it worth arguing about whether the layout is cleaner without the extra info?

Is it worth having to listen to the agency wang on about which is the wittier execution?

Well, on the evidence of their recent work, below,  I’d have to say…

Yes,

Yes,

Yes,

Yes,

Yes

&

Yes.

But then again, I’m  horribly biased.

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poster-s244823d6180607742d6ec96e682d5187photo 2

Easy as ABC?

It’s sometimes tough to argue the obvious.
When you have teams of people analysing, strategizing and theorising it’s difficult to sound like the dumbest guy in the room.
Take ABC, someone must have had to ‘How about we base our campaign on the idea that…
tv-is-good

“TV is good? Duh!”
It doesn’t sound very creative or intelligent, but it’s right.
It’s not the kind of idea that’s greeted with joy; “Shouldn’t we be saying people need tv in their lives? Or say that it’s the most cost-effective way to shift a product?  Or maybe we say it enriches lives and gives joy to the joyless? Educates the uneducated, y’know… the white trash… thickheads?”
There are armies of people with long titles and big qualifications looking for something intelligent sounding to build a career boosting power point presentation around.
So holding on to your gossamer thin vibe against an army wanting empirical evidence is hard.
“Haven’t we got a demographic insight? Some media usage numbers? A chart with some big numbers on? Come on, throw us a bone here?”
But sometimes a believable emotion can be more powerful than a dubious fact.
I remember Paul McCartney once being challenged about the unevenness of The Beatles ‘White Album’, “Wouldn’t it have been better to put all the best tracks onto a single album?”
Instead of defending Bungalow Bill, Savoy Truffle and all the other ‘interesting’ tracks, he said “Nah, leave it alone, it’s The Beatles ‘White Album’ “.
So uber confident that you have to agree.

The guys at TBWA/CHIAT/DAY adopted the same attitude with the ABC posters; “You want us to defend TV? Er… well, there hasn’t been any World Wars since tv got going, how about that? Now fuck off…idiot!”
Rather than defending tv it makes you think it doesn’t need defending.
Lee Clow, TBWA\Chiat\Day’s Chairman: “We thought, why not kind of honestly celebrate the notion that TV is a good part of our lives, and sitting down in front of it for a while isn’t a bad thing.’’

abc-television-zero-small-31685abc - Don't Worry-01godchairabc - Wife1999abc - Husband-01ABCoutdoor97-2abc-television-dont-just-sit-there-small-364412 abc.sofaScreen Shot 2014-08-17 at 11.08.14Screen Shot 2014-08-17 at 11.08.50tv-station-raise-your-hand-small-60400tumblr_m5j7ewdoph1qfb5k4tv-station-sitting-on-your-couch-small-96871-1Reading_1_1tumblr_mdfvktd3181qfb5k4-1tumblr_mdd93dl1pT1rsrjeno2_1280abc-television-the-entertainment-capital-of-your-home-small-25095tumblr_mdd93dl1pT1rsrjeno1_500tv-station-sitting-on-your-couch-small-96871-1
Looks easy.

Isn’t.

Hands Up Who’s Heard Of Jean Paul Goude?

When you start a job with the title ‘Creative‘ you feel compelled to be very creative.
People starting out, Me included,  confuse being described as creative with descriptors like being  ‘nuts’, ‘bonkers’, or ‘out there’.
Consequently, you tend to emulate or simply copy people who appear very weird.
In 1987 I attempted to do a ‘Jean Paul Goude’.
I can’t recall whether it was of lack of money, poor script or the fact that it was for one of the least cool brands in the world; Hotpoint, but Jean Paul Goude declined to help us make our ‘Jean Paul Goude’.
(A shame, as it would’ve made the task much easier.)
Instead we got the director Nick Lewin.
He was red hot at the time, having just directed two cool Levi’s ‘Marlin’ and ‘Rivets’ for BBH.
Try as we might, the ads didn’t end up very Goude.
I realise now that very creative people’s minds work differently the the average bod.
They are stuffed with a whole bunch of weird reference points that are as unique to them as their finger prints.
Often these reference points are ignored or thought of as uncool by the majority.
Then, they connect these reference points in idiosyncratic ways, eg. “A kind of H R Puff ‘N’ Stuff  vibe but with bit of Lou Grant, but with attitude, kind of Fiorucciesque? And a Gilbert O’Sullivan type soundscape…upbeat Gilbert O’Sullivan, not the maudlin shit.”
Somehow their idiosyncratic reference points and take on culture give them their aesthetic.
Their world.
It’s almost impossible to mimic someone else’s aesthetic.
So, although we tried very hard, Nick Lewin and I couldn’t make very ‘Goude’ ads.
He was just too damn idiosyncratic. And brilliant.
Brilliant illustrator, photographer, Art Director, Director, Choreographer, wall paper designer, etc, etc.
His images, whether moving or still leap out of magazines, spring from screens.
They are striking and incredibly seductive.

This is him, (acting the giddy goat):
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He started out as an illustrator. A very good one.
332sdudindian ink on tracing paper 1969printemps mens 2 1964
printemps mens 1964

Then he turns up at Esquire as an Art Director, executing stuff like this for George Lois.
(Yes, that George Lois.)
Toukie 1973

GQ 2-GQ-ES01.25 GRAF1-1
He starts taking pictures and art directing his own covers:
1975_7
Jean-Paul-Goude-Salsa-Spread-Esquire-1974-Spread2tumblr_m1g5hazCYS1qecnyfo6_128010 Jean Paul GoudeJean-Paul-Goude-Salsa-Spread-Esquire-1974-Spread4Jean-Paul-Goude-Salsa-Spread-Esquire-1974-Spread3-Right

Jean-Paul-Goude-Salsa-Spread-Esquire-1974DSCN9484-1024x81649ca0034fee3c2ea1f2c5e1ae3c4c878
He gets a new girlfriend and takes control of her image:
Grace sketch 1978Grace+Jones+-+Warm+Leatherette+-+Original+Artwork+-+LP+RECORD-485764onemanshow-e1364059056126 grace-jones-sans-titre-jean-paul-goude-025-grace-jones-maternity-dress-1979-jean-paul-goudeGrace-Jones-Jean-Paul-Goude-6
He starts choreographing and directing her gigs:
A-One-Man-Showgrace-jones-a-one-man-show-dvd-plus-bonus-42ac
1280-dyt5p8es4x6b91wfat9jfx6d7gzkq94kqxwdzj1tjpg_book_lrGrace on her way to manhood 1980 farida 19841995 Libertango costume designs 1981jean_paul_goude6Grace first impression 1978Battling Grace 1 1978jp-goude-carolina-photo-peinte-new-york-1973-le-bonbon1

goude2a 1 copyarton2940-1afa6Blaise000707_goudemallion_sa091111-463c4-48885028_grace-jones-et-jean-paul-goude_theredlisttumblr_mn73nnWMjX1rsj9jwo1_128001-14_750-da43c-e5e27
As there’s no Photoshop, he cuts up negatives and airbrushes the print:18-exposition-musees-art-dzcoratif-Jean-Paul-Goude-Hoosta-magazine-parisjean-paul-goude-1

Jean-Paul-Goude-181280-y8ps7hj6jwsgf5h29etd2bb74bpjq35jtdt4ewy1

Jean-Paul-Goude-2 goude2

He starts directing commercials. Unlike anyone else at the time:

 

 

 

 

 

 

 

 

 

 

229211photo-jean-paul-goude-chanel-tittigoude 1
He produced the amazing French Bicentennial parade back in Paris  1989.

273-BI_PAGE_4-HDJean-Paul Goude N1jean-paul-goude-sexpose-arts-decoratifs-L-h9RbJYMarquise-Piece-Montee-wallpaperimg_028410-1024x759World-Music-Equation-3-1024x675

He has been producing posters for The Galleries Lafayette for years:
    goude4 115_750-31fc7Jean-Paul-Goude-11lafayettebig lafayettebig7lafayettemd13lafayettemd14427-Cirque_roses
He continues to draw:
Lafayette working sketch L'Amazone 2002 Lafayette working sketch L'Homme 2003  Lafayette working sketch L'Homme 2004 Lafayette sketch 2005 A-gorgeous-bird-like-me-wallpaper-1024x888Chenapans-Lafayette working sketch 2004
Create wallpaper:
Wallpapers-by-Jean-Paul-Goude-for-The-Mark-On-The-Wall-company-03 Wallpapers-by-Jean-Paul-Goude-for-The-Mark-On-The-Wall-company-02       Wallpapers-by-Jean-Paul-Goude-for-The-Mark-On-The-Wall-company-01
And he continues to do magazine work.
Tavi-Gevinson-Covers-LOfficiel-NL-DesignSceneNet-01img878eo3BGJean-PaulGoude1133979_fete-du-graphisme-affichetd-bd_1
DSC_8801 andre

 

This bunch of work is just the tip of the Goude iceberg.
There are tonnes and tonnes more images and films to be found out there in Netland.
But be warned, you won’t find his recipe.

P.S. If anyone has a contact for JPG I’d love to get in touch to see whether he’d be up for doing a talk at Mother next time he’s in London?