Why is it that so many well-regarded creatives feel compelled to repeat the old canard about how they “hate advertising” and try and ignore it at every opportunity. I mean I get that at some level they’re saying that so much of what’s out there is crap and that they’re in the business to try and improve it. But what it comes out sounding like is “I really could care less about this stuff. So how cool is it that I’m so much better at it than all you suckers who really do care. I mean, I barely try and you all are busting your asses and yet who’s walking home with the Gold Pencils?”
There’s another unintended effect too, which is to convey to clients that “this advertising thing is crap. Look at me, I hate it and I’m the guy the industry is looking up to. What a sucker you are for wasting your money on it.”
Not saying we all need to become Award Show Junkies or watch hours of commercials every night, but a little respect for our business from those within it at a time when we get no respect from those on the outside might be nice.