Some would say that last week's event 'A Night With Neil French' in Toronto was a disaster. I disagree on every level. No, not even half the show was sold out. And yes, it may have been a better "performance" had we been in a smaller, more personal environment. But as was, I thought the Fenske and Boyko's (he was the moderator) interview with Neil French was interesting, entertaining and thought provoking.
After the Flamenco dancers and a ray of introductions, Boyko, Fenske and French were together on stage. We started out watching different commercials, such as "Grrr", a few Adidas and the biggest ad of the year for Carlton Draught, and were graced with French's opinion as to why they're good. He talked about irony and brave clients and the art of making a joke with a straight face. He pressed the genius behind Apple's "Here's to the Crazy Ones" Think Different commercial, which we all know and love.
Some notes I scribbled during the show:
- French thinks creatives aren't good creative directors.
- Neil French = no passion for advertising, loves $$.
- Neil said he would do anything for $$.
- Neil hates account people. He loathes women.
My first disappointment was that Neil French is in love with money. But he was also full of contradictions. He made it seem like there was no joy in his craft, and was in it for the money, but then he would say something that made you sure he at least liked writing ads. And was proud of some. And yes, he truly considers copywriting a craft, not an art. He believes it can never be art if you're not doing it for yourself. Ads you do for a client, and you're using their money.
But I hated how in love with money he is. When Fenske asked what he would do if his son came to him, saying he wants to do advertising, Neil said his son will never have to work anyway, and that it's a bad idea. The disappointment lies in the fact that this man who seems brilliant at times actually has no passion for what he does. To him it's just a job. It's just money. Or maybe the disappointment lies in the fact that I don't really know what he actually believes. I couldn't tell if he liked writing ads or not or if he truly only cares about money. I guess he'd have to like it to still do it, but who the hell knows?
Second disappointment was how much of a pig Neil French is. And I'm sure he'd admit to it in a second. He's in love with women, but whoever had the idea to dress an innocent young girl up as a Fench maid to serve Neil French drinks on stage all night should be shot. It was never a secret as to how Neil views women and no one should have been put into the position to be publicly gawked at, flirted with and talked down to. If I wanted to see an man check out a girl, trying to be funny over and over again (when it barely was the first time) with his stupid comments, I would have stayed in Virginia and spent an evening at some redneck bar. Or gone to a frat party.
Third disappointment was that, not only does Neil French view women as juicy pieces of meat, he thinks they're pointless in the industry. But this was not my biggest disappointment of the three. It actually wasn't much of one. Mostly because it was expected. If he hadn't been like this I would be surprised. He's a dinosaur. From a time when men truly ruled the world. And although they still rule advertising to a degree, they sure are getting a run for their money with a significant increase of female creatives. Female CDs. Etc.
A lot of women were truly offended by Neil French. But why? He just said what many others think but won't say. If you're going to be offended by his honesty, then be offended by every man in the business. Don't act like the idea that "girls aren't as good" is news to your ears. We've heard it before. We witness that mindset every day. While it may not be fair, it's how things are and instead of complaining about it, it's our job to change it. And if that means working two or three times as hard, then that's what has to be done. Again, not fair, but it's life.
I obviously am not a feminist. And some would consider it a sin to witness such behavior from an asshole and not want to start some sort of revolution. But the fact is, men and women are just different. We think differently. We have different priorities. Let men sit in their ignorance and think that because some of us don't make advertising our whole life because we don't want it to be our whole life, we aren't hard workers and we can't do just as good of a job. Let Neil French believe that just because whenever he's walked into an agency late at night and men are the only ones there, it's proof that they are much harder workers. Could it be that they just don't manage their time well? Of course not. Men do everything well.
Neil did take a step back, though. He mentioned that one of the reasons women don't make it as far in the business is because they are constantly going off and having babies, and made an intelligent observation saying men just simply can't have babies. It's not something they ever have to think about because even if their wife were to have a child, they still would be able to work every day.
This is a tough business for women because sometimes we feel like we have to make a choice: advertising or family. While I love advertising and creating and writing, I'd much rather be at home making a great human being than a great ad. Hopefully in my career, I'll be able to do both. But as with many of my female peers, it's something we think about all the time, but haven't quite figured out yet. I have no idea how long I'll work before I want to have kids, and if once I have kids it will all be done. But it is certainly something men have no idea what it feels like to have to think about. And I know that, you know that, why do we have to justify everything?
In short, the only way women are going to prove their worth is to do well. It may take extra effort. More work. But instead of whining about some Brit from the Stone Age being a dick, be graceful. Keep your pride, and let your actions and work speak for themselves. Only you know what makes you happy. And if you like your work and are happy doing it, fine. If you're just as happy doing something else, there is no fault in that. Again, different priorities.
All that said, I still like Neil French. I had no need to talk to him after the show for any extra wisdom, but he is who he is and I can only respect that the mark he's made in the ad world.
Some other things he mentioned that I took note on are how bull fighters and creatives are similar in that they need the same three things in order to be successful: Bravery, Creativity and Self-Confidence. He also differentiated between famous ads and great ads saying, "Famous is winning awards. Great is selling a product." And in reference to the craft and style of long copy ads, he said that ads can be as interesting as articles. He said if long copy is done well, it will engage somebody longer and essentially be more effective in the end. I also wrote, for some reason, that French thinks "Esquire is the best written magazine in the world." I guess it's nice to know what other people like and what they think is good.
And one of my favorite French quotes of the night: "Boy bands. I love boy bands!"
Here's to the crazy ones.