fly or die
 
Wednesday, June 30, 2004
Matt's school reunion
Tomas and I were looking through some of the initiatives we were working on - helping each other fine-tune lines. Tomas is a great writer. If Adoi ever does an article on him, they'll use the cliche on him, "he knows how to turn a phrase". Which as a fellow writer, I covet. Yes, he knows I do. And rubs it in.

"What do you think?" I asked.
"Not bad," he said, his squinty eyes narrowing.
"That's not good enough."
"Maybe you can phrase it like this and this," he suggested.
I turned green.
"I hate you," I hissed.
I spend hours typing and re-typing till I get an okay-ish line. But it just rolls off his tongue. Where is the justice?

Just then, Donna walked in with her tiny skirt and long legs.
"Hey, just to let you know ... " she mewed.
"What?" I asked, puzzled.
"There's this old school reunion thingy next week. Matt and I will be going," then she added triumphantly, "together."
"Oh!" I said, silently, processing this new piece of information.
"You know, thought I just let you know ... in case you think there's hanky panky behind your back." She tried to be chummy by throwing her arms round my shoulders.
I caught a glimpse of Tomas. He was smug. I thought he would break out in song "I told you so, I told you so". I glared at him.
"Sure! Have fun," I said in my most cheerful voice.
"Oh, you're such a darling. Well, that's what I call 'secure'."
I laughed, "Well, you're not what I call ... er ... 'competition'."
She turned a little red and stomped off.

Tomas was in stitches. I felt pretty good too.

  • Pencil chewed at
  • 7:08:00 pm //
     
     
    Tuesday, June 29, 2004
    Nerve wreaking pre-Kancil days
    The 4As and Big Billy will probably hate me for saying this but many (not all) ads that win Kancils (erm... the local advertising awards, not the car) are scam ads - the politically correct word being "initiatives".

    Most of these ads are agency initiated (hence the word) and may or may not flow with client's marketing objectives. Some are funded by clients, agencies or God forbid, the creatives themselves.

    Initiatives has its good and bad. Some initiatives do become part of a strong campaign that builds a brand, eg. Toyota Unser's ads that won the Golden Kancil a coupla years ago. It started out as an initiative. Client bought the campaign and ran with it. I still think those ads outstanding and truly deserving of its win.

    Initiatives also push creative boundaries. It helps creatives explore the brand in new and fresh ways, and it may yield awesome results. It keeps creatives on their toes and gunning for the proverbial outta da box idea.

    An initiative quickly turns distasteful when it is done with one objective in mind: to win. It'll run in some sleazy mag that's giving away free insertions. It'll be a poster hung at some obscure corner in the client's & agency's office. You know, just to check the boxes on the pre-requisites - that it's legit work. The judges, the client and the agency are probably the only ones who will ever see it. And, hell, when it wins at the Kancil, you peer at the tiny projected image and ask your colleague, "whazzit ah?"

    Which makes me wonder...
    If it is so good, why can't agency convince client to buy it and run with it?
    If it is so good, why does client feel that 'consumers will not get it'? Are good ads not supposed to be clear in their messaging and impactful in their approach?
    And why in the world is the industry awarding work that has no relevance to consumers at large?

    That's why I have a love-hate relationship with award shows. I'll love to win but I hate playing the game to win it.

    More so, when as a creative person, I am evaluated on how awarded I am. I do a lot of "pooh-poohed" bread and butter work that does not win awards. But it pays the salary of those scammy award winners, who lounge around the whole day "thinking". Bread and butter creatives deserve the recognition and the paycheck as well.

    Which probably boils down to this: why do I still try, year in and out to win some metal? Simple. Because it is there, Sir Edmund Hillary replied when asked why he wanted to conquer Mount Everest.

    It is there.
    But unlike the Everest, it's getting pretty lowdown.

  • Pencil chewed at
  • 5:01:00 pm //
     
     
    Thursday, June 24, 2004
    Pop the champagne

    Here is the list of creative people who have a reason to wake up tomorrow.



    Don't bother waking me though. *sigh*

    2 Silvers & 1 Bronze
    Anyhoo, Malaysia had a fair showing in the One Show. JWT nabbed a Silver for its 'Missile Car' outdoor thingy. Another Silver goes to Sil-Ad for its Sony "Pool, Field, Playground" Collateral, POP & In-store campaign. O&M bagged a bronze for Kraftfood's entries titled "Bulldozer" and "Street Sweeper", also in the Collateral, POP & In-store category.

    Cheers.

  • Pencil chewed at
  • 3:32:00 pm //
     
     
    JWT hits target
    J. Walter Thompson of Kuala Lumpur, Malaysia, was selected as one of the Grand Prix winners in this year's Print and Outdoor advertising category at the Cannes Lions International Advertising Festival awards.

    The winning entry, 'Missile car', was created for Malaysian TV station CH-9 Media. It features helium balloons in the shape of missiles, tied to a truck. When the truck moves, the missiles "fly" behind it, as if in "hot pursuit" of the truck, dramatizing Channel 9's line: "Non-stop action".


    See more.

    Pretty neat.
    Bravo JWT.

  • Pencil chewed at
  • 2:34:00 pm //
     
     
    Thursday, June 17, 2004
    Tomas time
    "What was that all about?" I pulled Tomas aside and stared at him eyeball to eyeball.
    "What?" he said, looking away.
    "Where did you two lovebirds meet? Tell me, tell me," I imitated him.
    He sniggered.
    "I don't get it. Why were you so hostile? Weren't you rah-rah-rah, cheering him on?"
    He shrugged.
    "Tomas!" I said, a little infuriated.
    "Don't like him."
    "Now you tell me," I threw my arms in the air in the most drama queen possible manner, "And what is it that you don't like?"
    "Just."
    "Okay, forget it. Forget that I even asked," I wanted to walk away.
    "Hey, hey..." he said, grabbed my arm and made me sit down.
    "Now what?"
    "I have 3 younger sisters. Whenever they bring their boyfriends home, I feel ... protective."
    "Hmmm..." I mused. Part relieved, part moved.
    "I don't trust him."
    "But you hardly know him."
    "Gut."
    "Give him the benefit of the doubt, will ya?"
    "Maybe, it's nothing. Just an overbearing Big Brother Syndrome," he smiled and lit his cigarette.

    I hugged him.
    Strange, that this cold, cynical chain smoker would care for me.

  • Pencil chewed at
  • 5:55:00 pm //
     
     
    Monday, June 14, 2004
    Old mates
    Friday evening was as good an excuse as any other to go out and have some fun. So, Susan, Heng, Tomas, Guppy, Donna and I headed down to Sri Hartamas for a little chillin'.

    We were having coffee when Matt called. He was in the neighbourhood. "I'll drop by," he said and before I could utter 'no', the phone clicked. I felt a little panic rising. This will be the first time my colleagues meet him.

    In half an hour he arrived.
    "Everybody," I cleared my throat, "This is Matt." I announced matter-of-factly.

    I threw Tomas a glance. He was scowling, which surprised me. I thought, of all people, he would be kindest to Matt. After all, wasn't he the one who encouraged me to give him a chance? I was puzzled. I really cannot understand this male-ego-territorial stuff.

    Matt ordered his Grande Latte and drew a chair beside me.

    "So, how did you two love birds meet?" Tomas hissed. I kicked him from under the table. "Ouch! What was that for?" he said. I stared daggers at him.
    "A mutual friend," Matt answered icily and casually rested his arm round the back of my chair.
    "Some friend you have, Fly," Tomas said, almost hostile.
    "Perhaps you're the one who needs better friends," Matt replied and drew me closer. I stiffened. I don't like where this is going.
    "So!" I interrupted with an announcer's aplomb, "Mr Hoe bought our campaign. Loved it."
    "Oh, that's great," Matt smiled, "Congrats," he said and pressed his lips against my temples.
    "Awww... so sweet," Tomas sniggered. I kicked him again.

    I wanted to die. I will never be able to walk up straight in my office again. From henceforth, bitchy secretaries will congregate in dark corners to gossip about Mushy Matt and I.

    Then, I noticed Donna staring quietly at Matt. Okay, he has nice teeth but not that nice.
    "Are you from Ipoh?" she started.
    "Yeah?" Matt asked, then his jaw drops and he exclaims, "Lau Ching Ching! [not her real name]"
    "Oh please, call me Donna," she slapped his forearm lightly and does her Pantene toss.
    "You're even more beautiful than I remembered."
    "Oh ..." Donna laughed and tossed some more.

    I wanted to puke.

    For the rest of the evening, they swapped old school stories. Tomas was mean. Heng was drunk. Susan and Guppy were bitching about management. Some kind of chillin' this was turning out to be.

    Later at the car park, Donna caught up with me and grabbed my arm.
    "Er ... what?" I wriggled out of her grasp.
    "Lucky b*tch."
    "Huh?"
    "Matt is so cool."
    I curled my lips in a fake smile and opened my bag.
    "He had such a major crush on me back then?" she sighed.
    "Where the hell are my keys?" I said, rummaging my bag.
    "But of course, then, he was ... such a nerd - beanpole, pimply. Hmm ... very different now." She sighed. "And he's doing so well - senior consultant, you know."
    "Ah, here they are." I said and held my keys up to her face. "Good night, Donna." I drove off as fast as I could.

    I felt upset. Terribly.

  • Pencil chewed at
  • 4:40:00 pm //
     
     
    Friday, June 11, 2004
    The force is with me
    "Even if she wants to play politics, it's such a dumb ass move," I said to Tomas, as I tagged along his cigi-moment at the emergency stairway. I had regaled Tomas on all that had transpired between Jenna and I.

    He inhaled his Marlboros and peered at me, quietly, through his squinty eyes. I tried not to breathe, in a bid to escape second hand smoke.

    "I don't mean to sound like some arrogant prick but hey, she probably needs to ride on my ideas more than I need hers. True or not?" I said.

    "Well, some people have other means to ride to the top," he said.

    I made a life-is-unfair face. He continued smoking. I mulled.

    "So," I finally asked, "should I ask Big Billy to change partners? I soooo want Heng back."
    "Not wise, my young padwan," he whispered, as smoke curled around his face.
    "But I really can't stand working with her," I defended.
    "Rise, you must, above the mire."
    "Aiyo, save your Yoda-isms," I jabbed him. With his big ears and close cropped hair, he did look like an overgrown Yoda. He chuckled and ruffled my hair playfully, as usual.
    "Don't play her game. Just do your work," he said and I hope my friend is really as wise as he looks.

  • Pencil chewed at
  • 4:17:00 pm //
     
     
    Thursday, June 10, 2004
    Audition: Please spare me ... pleeeaaase
    I am fairly tolerant of ads ... being in the industry and all. I usually sit through them cause I know they paid good money to talk to me. Yeah, I'm an idiot. But then, there are those ads that make me charge for the remote and switch channels before you can say nanosecond.

    The current king of Annoying Ads has to be the ads for Audition, the local reality TV show ala American Idol. They absolutely grate my soul to the bones and back. Something inside me just winces and cringes when I catch a glimpse of that sickly purple.

    I HATE THE ADS! I ABSOLUTELY DETEST THEM! I HATE THEM, YOU PEOPLE IN NTV7, DO YOU GET THAT?!

    Phew! That feels good now that I got it off my chest.

    For the uninitiated, the ad starts with some squiggle of a logo and the score ... OMG ... is that music? Participant A comes on and tries awfully hard to be William Hungish. The lighting is bad. The make-up is atrocious. The moves are even worst. As if one is not enough, it cuts to another participant, then another and another, till you curse the day you bought the TV.

    All that torture and they expect you to part with your hard earned 50 sen to vote via SMS for them.

    I've not seen it but I heard that the show ain't much better. Well, is that any surprise at all?

  • Pencil chewed at
  • 11:20:00 am //
     
     
    Monday, June 07, 2004
    Me the bully
    "Eh," said Tina, my traffic manager, "your partner say you bully her, woh?"
    "I ... what?" My eyes widened in disbelief.
    "Scold her and then, left her alone to do all the work."
    "That ungrateful twerp."
    "She said you said she's not cut out for advertising."
    "Did you hear this personally?"
    Tina nodded and gave me a pat me on my shoulder.

    Later in the day, I cornered Jenna.
    "I heard that you've been telling others that I am bullying you. Is that true?" I tried hard to control the tremble in my voice and hands, which is a dead giveaway that I'm freaking mad.
    "I was just telling them what happened the other night. I can't control how they understood it," she shrugged and crossed her arms defiantly.
    "Perhaps," I said, "you're more cut out for advertising than I thought." And walked away.

    Gosh, was I wrong when I thought I saw the lights come on in her head. So much for trying to give her a push in the right direction. So much for using reverse psychology.

    I should have ignored her.

  • Pencil chewed at
  • 7:25:00 pm //
     
     
    Thursday, June 03, 2004
    So clever
    "O my gawd," I sighed to Susan, "he is so smart."
    "Yeah, yeah. You've said that like 10 thousand times today."
    "But he really is. Brilliant!" More sighs.

    I am having a major crush on my client. Nothing serious. Just a girlish infatuation. Like how I was enamoured by my Form 3 Physics teacher.

    Mr Hoe (not his real name) of my favourite brand is amazing. No, he does not have Brad's body. Or Tom's smile. (God is fair, in that sense) But he is brilliant. Sharp, witty, perceptive. And because he knows his stuff, he is secure, decisive and reasonable. As bad as this sounds, I just love the way he poke holes in our proposals and strategies. No pulling the wool over this guy's eyes.

    Do you guys know that your mind is your sexiest organ? There's nothing like a smart guy (read: smart. Not smart-ass) to get the girls going goo-goo-gaa-gaa. Honest.

    If you're not-so-smart, head for the gym.
    Or make lots of money. :)

  • Pencil chewed at
  • 6:50:00 pm //
     
     
    The dullest blog in the world
    Came across this site that is amazingly ... dull. It's so dull, it becomes an artform. And gee, here I am, trying so hard to be interesting. :(

    Check it out at dull.

  • Pencil chewed at
  • 6:44:00 pm //
     
     
    Wednesday, June 02, 2004
    Project A, Part 2
    Despite my caffeine deficiency Project A with Jenna is inching along. Big Billy has okayed some scamps. Yay!

    Anyhoo, yesterday we were working till late. Just the two of us. I was sitting next to her, watching her mouse on her Mac. She was quiet, unusually so. No breeze. No chirp.

    Ignore it, I warned myself, ignore it. Get this done and go home. Then, I heard myself say, "Some thing bothering you?"

    I kicked the softie side of me. Now, she's going to transform into a fly-trap and I'll get caught in some sob story.

    She shook her head, "Nothing!"

    Gawd, do I have to cajol too? But I hate unfinished business, so I tried again. "You want to talk about it?" Some one, give me a medal for thick-skinness.

    She shook her head again. But her eyes were getting red and her face matched the magenta on the visual.

    "Okay, okay. Stop," I said, "Obviously something is wrong. Some thing happened? At home? Problem with boyfriend? Er... problem with ... em ... me?"
    "Noooo," she added quickly, which was a consolation because if she hesitated, it would have meant that I was a total bitch, "you are very nice to me."
    "Really?" I laughed uneasily to mask the guilt for all the bad feelings I had about her.
    "I'm not cut out for advertising," she said.
    "Why do you say so?" I asked.
    "I just can't seem to ... like ... you know, come up with great ideas," she said, fighting her sobs.
    "Hey, you're not alone, girl," I tried to laugh it off. But she didn't share my humour.
    "I mean, you and Heng ... did so many great campaigns ... and I feel so bad ... so bad for being such a bad partner. I'm ... I'm ... just not good enough." That was the cue for the dam wall to explode.

    I did the only thing I knew. I stood up and shouted.

    "YOU'RE DAMN RIGHT YOU'RE NOT CUT OUT FOR ADVERTISING. If this tiny obstacle is gonna throw you off track, you might as well pack your bags and go."

    I paused for drama, then added in a barely audible voice, "If you don't believe in yourself, no one will."

    Her sobbing stopped. Her big watery eyes wide in horror. Then, enlightenment.

    I pat myself on the back and went home.

  • Pencil chewed at
  • 3:08:00 pm //
     
     
    Tuesday, June 01, 2004
    I'm gonna win
    Evil Evian Drinker is up to no good again. Last weekend, we walked past almost every coffeeplace in Kuala Lumpur, in his efforts to derail my path to enlightenment.
    "Hmm ... it smells so good," he sighs.
    "Yeah... so?"
    And I run for my life from the Coffee Beans, Starbucks, San Franciscos, Gloria Jeans, Domes of the world.
    "Ready to accept defeat?" I ask, "Bow to my will of steel."
    "We'll see," he raises his brows, "It's only been a week."

    I am doing better. The headaches have receded. I'm still sleepy all the time and make a million yawns a day. Strangely, it is more of a psychological crave than physical. Much like how Tomas must have a cigi between his fingers before he can think or speak or pick up a sweet young thing.

    It's the toughest arena - breaking the will. But I'm looking good. You can bet on it.

    Cash deposits accepted.

  • Pencil chewed at
  • 11:36:00 am //
     
    template © elementopia 2003
     
     
     
    about me
    A neurotic, nail biting, slightly schizo, caffeine crazed copywriter who doesn't know better than waste her life in the pursuit of the golden pencil a.k.a The One Show. To console me, click here.

    Or simply Blogroll Me!

    Today's mood is The current mood of musing@go.com at www.imood.com
    Female. Lives in Malaysia/Selangor/Petaling Jaya, speaks English. Eye color is brown. I am what my mother calls unique. I am also optimistic. My interests are diving/blogging.
    This is my blogchalk:
    Malaysia, Selangor, Petaling Jaya, English, Female, diving, blogging.
     
    archives
    December 2003
    January 2004
    February 2004
    March 2004
    April 2004
    May 2004
    June 2004
    July 2004
    August 2004
    September 2004
    October 2004
    November 2004
    December 2004
    January 2005
    February 2005
     
    people mentioned in this blog
    I realised that it is increasingly difficult for you to identify who's who in this blog. So here's a rundown. Will try to categorise entries to names but that will take some time, cause I still haven't figured out how to do it.
    In the agency
    Big Billy - Boss, my Creative Director
    Donna - beautiful bimbo Account Executive
    Heng - the art director I used to work with
    Hoe, Mr - my favourite client
    Jenna - the art director I'm working with now
    Susan - street smart Group Account Director
    Tina - my Traffic Manager
    Tomas - fellow copywriter, confidante

    Beyond the agency
    June & Mila - my best gal pals
    Matt - the guy dating me
    Minnie & Moe - my guppies
    Trish - the friend who set me up with Matt

    *all names have been changed.
     
    my zany portfolio
    I'll paste work here periodically. But none of them will be real client work - just my own initiates and doodling.
  • Perodua Kancil
  •  
    awesome ad of the week
    G-Day Coffee TVC. Scene opens on guy trying to slide down a dry water slide. He gets stuck. He finally manages to squeak all the way down. TVC ends with him savouring a mug of G-Day coffee and the tag "Save water for G-Day coffee". A bit unreal but I love the humour. And the talent, the Each Other actor (I forgot his name), is super. He makes it work.
     
    wished i wrote that
    We tell our prospects. When you reach for the stars you may not quite get one, but you won't come up with a handful of mud either. - Leo Burnett
     
    resources
    « The One Show »
    « Archive Online »
    « Free TVCs »
    « Adage »
    « Adoimagazine »
    « Books at how&why »
     
    increase your ad quotient
    Read about Leo Burnett, one of advertising's greats. Click here for profile by Time.

    Learn from the masters in this Wall Street Journal's Creative Leaders Series.

     
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