TBWA's disruption man was here in town and 'The Straits Times' had a little piece on him full of his polite French wisdom (all brilliant though!). Here are some of those words of inspiration and wisdom that stood out for me and made complete sense (or maybe not!)
"Creativity is an act of politeness."
Man wish all admen were polite. But then again if all were polite, then we wouldn't know where the ad business would be now.
"When people are watching your commercial at home, they are usually having their dinner with their kids at 8pm. You are intruding into their lives. It is very impolite. So please, because it is so intrusive and impolite, you should use some tact, some respect. make it beautiful, interesting, entertaining."
This one is bang on the buck. If all ad guys and clients thought in the same lines as Mr Dru, advertising would have been much more enjoyable. It would have rocked your dinner conversation at least. I guess the Americans crunch one year's worth of this ad entertainment to Super Bowl night, when truly everybody's talking about the ads.
Last but not the least is what drew Dru to advertising. Not the stuff of legend, but the fine balance of art and commerce:
"You deal with short-term sales and long-term branding. Creativity and business. Heart and commerce" You work with very talented movie directors and very tough CEOs. You are between them. And that is what I love."