How We Think

I was at a BBQ this weekend. All of a sudden an elderly woman started choking on a piece of lamb. I’m talking serious choking here, the blue faced, Heimlich Maneuver isn’t working, OMG she’s gonna die kind of choking. Fortunately for her, a lot of doctors were there that day. At least 3 or 4 came running over to help. Somehow, they managed to dislodge the stubborn meat and get her breathing again.

It was one of those moments when you really know what your skills and talents are worth. As an advertising copywriter, I couldn’t help thinking, all I was qualified to do was write the obituary.

We’ve all been there: you’re trying to come up with a big idea, but nothing’s happening. You just sit in your chair beating your head against the wall, combing through old award books, desperately willing an idea to come. Meanwhile, the deadline is looming. Other teams working on the same assignment seem smug, cocky. You sense they have the goods, and a little piece of you dies.

Once when I found myself in this situation, an art director I was working with suggested we go for a walk.

Your client wants a great corporate video to humanize their brand. They want it to be exciting! Differentiating! Inspiring! Oh, and they want it for 2,000 bucks. Sound familiar?