…because they’re the pearls of wisdom we want you to notice. This review is to entice you to read the rest.
Ok, let’s get real. Every creative is going to flip through this book so he can have an attitude about it. Every other creative is going to read a page or two and will have a positive attitude about it. The rest of you are young guns.
Young guns, this book is for you.
Why?
Because the stuff that made ads great then, makes ads great now.
Why?
Because what people wanted then is the same as what they want now. All that has changed is where you plonk your lures, hooks and bait.
And also…
If you can quote epigrams like, “When the world zigs, zag,” your boss will think you want to do more with your creativity than explore the edges of what’s technologically possible or make cool stories that brands pay for.
That’s good for your career.
Plus…
This bloke got into advertising in 1965 and is still getting paid to be an adman. Even knowing how to do that is priceless.
So young guns, here’s a sample of Hegarty on Creativity by Thames & Hudson, cut up into bite-sized portions. Each is about the size of a 60 second TVC – proven effective for all attention spans.
HEGARTY ON:
CREATIVITY “No, it’s not an excuse to grow your hair
long, wear weird clothes, and be rude to people.
You may wish to do all those things, but that won’t
make you a better creative person. But being aware,
sensitive, passionate, concerned, committed, and
above all inventive just might – these are the necessary
ingredients to a successful creative career.”
IDEAS “You don’t need special permission
or a certificate to come up with a good idea.
This can be done anywhere, at any
time, without any special equipment or prior practice.
It can be done sitting down, standing up, or lying down.
Indeed, often the right idea will come to you when
you’re not even thinking.”
ORIGINALITY “Now blatantly stealing someone
else’s idea is wrong. But thinking that your idea is original
is also wrong. Your idea only exists in relation
to another idea. We all stand on each other’s
shoulders and in doing so hopefully see further.”
YOU “Yes, we’re all artists. But some of us shouldn’t exhibit.
These wise words should be seared into all our psyches.
And anyone who doubts them should be made to visit the Sunday
art fair on the railings separating London’s Green Park and Piccadilly…
(Spoiler alert: It’s all terrible.)”
A teaser must, by definition, know when to shut up. So, if you want more, buy – or get your ECD to buy you – the book. It’s available at bookstores throughout Australia.
