Graffitti.

Mother London Reception
The reception at Mother London.
It’s also true the other way around, Advertising can be graffiti.
No one epitomised that more than the 1980’s agency Kirshenbaum Bond.
I first came across about them here, in Campaign.
Kirshenbaum Bond article-01
From a few thousand miles away, boy they seemed cool, 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 creative partner Richard Kirshenbaum.
Madboy-RevisedCover1.jpg
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.
0005967e0e72225ee4d94afaad3fdd902e48dKSAnn1+22.jpgKSAnn1+23.jpgKSAnn1+24.jpg
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.
0001081d56096e082405590d273a912e30ff1
The revelations about Imelda Marcos’s extravagances.
000088a4965edaac044ff9b86df586ce3e43e
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.
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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).000703f2bc9c0fc3b46f58f012cfef118eb7e
Women’s Day.
00009dd5530c7718f409b88565d8866b96a59
The homeless issue.
000562ee9f6ba282f47dca99b00880da8eff1
The nuclear power debate.
000136cc5ae49a0264b42931ef8e5c97ba29c
Iraq.

Screen Shot 2017-06-19 at 23.43.53.png
Or just celebrating Christmas.
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Occasionally, very occasionally, they’d run an ad with a product in.
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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.
000177882e157b9084caa967039b3c45352b4
Or by publicly showing they were just as shallow as everyone else in town.
00068f49f4164b0384f20a18e276f98dd453c0058129c830dae78c4736aa9c87f89283ffd9
Arguably, their boldest decision, was to unflinchingly get behind AIDS awareness,
It’s difficult now to imagine that being courageous, but in 1985 these were typical of the news headlines.
aids-britiain-threatened-by-gay-virus-plagueAIDS-Wrath-of-God21990.jpgcole2.jpg
00051cfe4602902664ee1bc8d70acf56ba02400023503ed11976c34b0baba8ddee759c67a400065fc59731229de4700810ba2e35551523f.jpg000645815ad98e1044580bdaacb6ad9b26fb6
They ran this ad on World AIDS Day 1992.
00031dc800ea4515e480aa3732340a9e58e3b
And this the following year. 1993.jpg
0021607b09904b9134845ae95452f62da7115000383b96422ce3284ab2a2ae71f346e04d4200039c3f9011916154f0d9bb950f722bb98ec.jpg
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 Kirshenbaum Bond to do the same for his, 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 latest spokeswoman.
Next up was Joan Rivers, who remarked; ‘It was a toss-up between me and Lady Di. I guess the real princess won’.
Then Paula Jones, then involved with President Bill Clinton, allegedly, then Marla Maples, involved in some kind of sex triangle with Donald and Ivana Trump. Allegedly.90end010.jpg

From what I can gather, the New York Post is a schlocky, 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 '5 Mins'-01.jpgKirsenbaum Bond - New York Post 'Channel 13'-01.jpgKirshenbaum Bond - New York Posy 'Actor' -01.jpgKirshenbaum Bond - New York Post 'Job Interviews'-01.jpgKirshenbaum Bond - New York Post 'Dating'-01.jpg

They made a compelling case for using brokers Quick & Reilly.'Our Brokers Don't'  Quick & ReIlly, Kirshenbaum Bond .jpg'If You're Still*' Quick & ReIlly, Kirshenbaum Bond.jpg'This May Be' Quick & ReIlly, Kirshenbaum Bond.jpg
'Your Stock Went' Quick & ReIlly, Kirshenbaum Bond.jpg

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 'Knockers'-01Kirshenbaum Bond - Bamboo  'Melons'-01Kirshenbaum Bond - Bamboo 'Headlamps'-01When most agencies considered guerilla marketing beneath them, Kirshembaum Bond embraced it.
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1.9207c_lThis ad drew offended the Italian-American Defamation League.Kirshenbaum Bond - Restaurant 'Shot'-01-011.9207d_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.Charivari  'Red' Kirshenbaum Bond-01Charivari  'Green' Kirshenbaum Bond-01Charivari  'Blue' Kirshenbaum Bond-01
Here’s what CNN’s Donny Deutsch thought;Charivari - 'I Wish I'd Done That Ad'-01

The Savin Copier Company.1.9201c_l1.9201b_l1.9201a_l

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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The Duck Head Apparel look nothing like fashion ads, no lifestyle picture or product, they just look odd. Instead they feature the biggest logo known to man and bundles of attitude.
The result is they are difficult to ignore.3.9325a_l3.9325b_l3.9325c_l
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Here’s a video from the eighties showing Kirshenbaum Bond pitching, (for a seemingly inappropriate, genteel client)

http://youtu.be/6z1lHTKq-bw

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 six years earlier.adnams illustrations_001Then 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 18.42.25Adnams %22Boatbuilder%22 Ads,Refreshing-01Adnams %22Boatbuilder%22 Ads,May Days-01Adnams %22Boatbuilder%22 Ads, Rich & Fruity-01Adnams %22Boatbuilder%22 Ads,Spindrift-01

Adnams %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…er… 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 back to when we were writing the first campaign; a planner had argued ‘brewing beer next to the sea doesn’t actually make it taste better’.
Technically that may be true, but emotionally it isn’t.
maybe we should lie and say it does make it taste better?

If done in a tongue in cheek way, maybe saying being brewed by the coast DOES make it taste better could be cool?
E.g. ‘Every pint contains special pockets of unique Southwold Sea Air.’

It would be a kind of USP, (that’s ‘Unique Selling Point’ for all you post Compact Disc 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.Adnams 6a.jpgAdnams 7 .jpgAdnams 9a.jpgAdnams 5 .jpgAdnams 8 .jpgAdnams 10a.jpgAdnams 15.jpgAdnams 12.jpgAdnams 13.jpgAdnams 14.jpgAdnams 16.jpgAdnams 19.jpgAdnams 17.jpgAdnams 18.jpgAdnams 23.jpgAdnams 24.jpgAdnams 25.jpgAdnams 2a.jpgAdnams 3 .jpgAdnams Avenir Chat -01This 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
But could he draw a pint of beer?  adnams_glass_a6
Yes!

POSTERS.
I tried a single font in the initial roughs.
'The New Broadside Label' Broadside, Adnams.png
But I felt it was a bit formal, maybe we needed to be more playful and mix up the fonts?'Our Carbon Neutral' East Green, Adnams 2.jpg'A Seasonal Beer' Mayday, Adnams.jpg'The Word 'Spiffing' Tally Ho, Adnams 2.jpg'Blonde, Bubbley' Explorer, Adnams.jpg'Flavour-wise' Oyster Stout, Adnams 2.jpg'Brewed With Local 3' Bitter, Adnams.jpg'Authentic? Of Course' Irish Stout, Adnams.jpg'Invented The same' Old Ale, Adnams 2.jpg'Yes, Kolsch Is' Kolsch, Adnams.jpgScreen Shot 2014-08-17 at 20.18.53Screen Shot 2014-08-17 at 20.18.42'Of Course' Bitberger, Adnams.jpg'Can Now Be' Witbier, Adnams.jpg'It's Probably What' Belgian Abbey Ale, Adnams'It's Very Rich 2' Broadside, Adnams.jpg'Biscuity, Fruity 2' Gunhill, Adnams.jpg'Described By' American Style IPA, Adnams.jpg'The Name May' Regatta, Adnams 2.jpgAdnams, 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 BrandingWhich makes them look like this.'Our Carbon Neutral' East Green, Adnams.jpg'The Word 'Spiffing' Tally Ho, Adnams.jpg'Flavour-wise' Oyster Stout, Adnams.jpg'A Seasonal Beer' Mayday, Adnams 2.jpg'The Distinctive Pale' Lighthouse, Adnams.jpg'Time To Start' Spindrift, Adnams 6.jpg'Brewed With Fuggle' Bitter, Adnams.jpg'It's Rich' Broadside, Adnams.jpg'A Honey Beer' Royal Wedding Ale, Adnams.png'Our One-Off' Royal Wedding Ale, Adnams.jpgScreen Shot 2014-08-17 at 21.08.44'Not Nearly As' Tally Ho, Adnams.png'As English As' English Red Ale, Adnams.png'Created After' Explorer, Adnams.jpg'At 2.7% It's' Sole Star, Adnams.pngScreen Shot 2014-08-17 at 21.35.31

BROCHURE/BOOKLET THINGY.
We needed to get the whole Adnams story out there, their views on the environment, their diverse portfolio, etc, etc.
We could house it on their site, but it would also be good to create something we could put in people’s hands, whether they were trade or consumers.
We set about creating a book.
First I needed an illustrator, I wanted someone who was a bit naive…Kevin Huizenga.jpeg
…fun…
jenny bowers (peepshow).jpeg
…a bit scribbley…
Jochen Gerner .jpeg
…positive…
illustration.jpeg

and not too polished…
Textile Patterns - Roxy.jpeg

I chose Nicholas Saunders:saun_foundation2-l

saun_davycrockett2-lsaun_foundation1-l
I went to Southwold to make notes and collect ideas for it’s content, then sent them to Nicholas to weave his magic.Screen Shot 2014-08-17 at 21.12.14.pngI wrote a manifesto for the intro page, then Nicholas brought it to life.Screen Shot 2014-08-17 at 21.25.40.pngNick 'Seasons' copy-01.jpgAdnams Brochure 15.02.11(lores).jpgNick 'Anarobic digester' Adnams.jpganerobicdigestion (1).jpgWe 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.

6. 'Find The Beer' Adnams,' ScribbleNicholas’s first rough looked good.Screen Shot 2014-08-17 at 21.09.54But maybe it would look more interesting if it wasn’t confined to a street?'Find The Beer' Adnams.jpg

7. 'Lime & Hemp' Adnams,' Scribble.jpgu.jpgNick 'Anarobic 'It's Crucial', Adnams-01.jpg'Southwold Air' Adnams.jpgNick 'Anarobic digester' Adnams-01.jpgbarreljohn.jpg
We turned some of the illustrations in the book into ads.Adnams Press ads DPS 23.03.11, 'Find'Adnams Press ads DPS 23.03.11 'Shirt'.jpgAdnams Press ads DPS 'Cow'.jpgAdnams Press ads DPS 23.03.11, 'Distribution'.jpgAdnams Press ads DPS 23.03.11.jpgScreen Shot 2014-08-17 at 21.25.14Also, maybe we could rehash that ‘coastal air’ idea?Screen Shot 2014-08-17 at 21.29.43

WEBSITE.
We re-skined it, changing it from this…Adnams webpage

…to this…
Screen Shot 2014-08-17 at 21.05.30Screen Shot 2014-08-17 at 21.05.20Screen Shot 2014-08-17 at 21.04.28Screen Shot 2014-08-17 at 21.05.08Screen Shot 2014-08-17 at 21.04.43

BADGES
.
We colour coded the Adnams tours with a range of 
cool enamel badges.BadgesAdnams 'Badges'.jpgScreen Shot 2014-08-17 at 21.16.22

Seasonal Cellar Wine Club.
It didn’t seem to stand for anything in particular, so I tried to coral some facts and views on the world to let people know why they were different.Screen Shot 2014-08-17 at 21.23.28.pngScreen Shot 2014-08-17 at 21.23.43.png

SOCIAL.
Their brewery is smack bang in the middle of Southwold High Street, so we turned one of their windows into an Instagram/Facebook/Pinterest photo-op.d7056e7721a6197be1d85f59fb42fc65d16fc192d78c456861d6df05444da50cb1a60f01d0084c2334f069883a351288

BOXES.
The ultimate free media, most simply print the name of the product and a few functional details, it’s a waste, it’s ‘s a great way to to get your story out. Free.Adnams, 'Brewery Of The Year' Box-01.jpg

LORRIES & VANS.
We turned them into moving 48 sheets.Screen Shot 2014-08-17 at 21.07.06.pngScreen Shot 2014-08-17 at 21.26.37.png6c275f119bc9d1f64c5085e4112d481d

CELLAR&KITCHEN STORES.
We took our new voice in store.ADNAMS STORE we deliver.jpg'Three Ways To Shop' Cellar & Kitchen, Adnams.png'Now In Stock' Cellar & Kitchen, Adnams.pngScreen Shot 2014-08-17 at 21.17.54.png'8 Pints Worth' Cellar & Kitchen, Adnams.pngAdnams, %22Jars%22 ad-01Screen Shot 2014-08-17 at 21.31.18'A Shop That's' Cellar & Kitchen, Adnams

AWARDS.
We let people know about them.Screen Shot 2014-08-17 at 21.08.15'Voted Brewery Of' Cellar & Kitchen, Adnams.pngScreen Shot 2014-08-17 at 21.28.57Screen Shot 2014-08-17 at 21.31.48Screen Shot 2014-08-17 at 21.28.25

THE LATITUDE FESTIVAL.
It’s very local.
Screen Shot 2014-08-17 at 21.34.54

NEWMARKET SPONSORSHIP.Screen Shot 2014-08-17 at 21.34.33Adnams Cask Bar-01

BEERMATS.
One of the least used, most read bits of media; the humble beermat.beer mats two.jpgbeer mats three.jpgbeer mats one.jpgbeer mats four.jpg

JACK BRAND.
We helped create this sub brand.
We wanted to create something authentic, not just Shoreditch cool.
Andy Wood, the Adnams C.E.O. turned up at our offices with just the thing, ye olde Adnams bottle.Adnams Jack Brand Inspiration..jpg
We based our design on it.
adnams-innovation
Adnams Jack Brand..jpg

Screen Shot 2014-08-17 at 21.15.26

THE END.
Three years in Adnams was beginning to be ‘de-Volvo’d’, made cool even.
But, and we should have guessed it given their environmental policies, Adnams decided to source their creative work locally.
It’s understandable from their point of view, they now had a template to copy and agencies in Suffolk are cheaper than those in Soho.
Is it really 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!
and
ABSO-BLOODY-LUTELY YES!
But then again, I’m horribly biased, you decide.3a1b13eda4fd37dd2617355cf03c0851e12c39e1bd7ca330143fe0c91587acb6poster-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 ’
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 - Don't Worry-01abc-television-zero-small-31685abc - Husband-01ABCoutdoor97-2abc - Wifeabc-television-dont-just-sit-there-small-364411 abc.hospital2 abc.sofa-13 abc.marryabc-television-the-entertainment-capital-of-your-home-small-25095Looks 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):
1326684385_bajo_titulo-530x449

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?