Barry Cadish
Copywriter
Portland, Oregon

971.222.7571
barry@barrycadish.com

Barry Talks Trash vis-a-vis Advertising.

In my previous life, I counted garbage for a living.

No, I didn’t rummage through curbside cans sitting outside random households. As a junior administrative assistant for the City of Los Angeles, I added up the “dump slips” from the previous days collections around the San Fernando Valley.

Evidently, they wanted me to “count” how much garbage was collected from two-man trucks (one man drives; the other lifts and dumps) vs. one-man trucks (one man drives; the truck’s automatic arm lifts and dumps) thereby determining which mode of refuse collection hauled ass.

The dump slips are in and…one man and his truck were more efficient!

And so was I. My day began at 6a.m. and four hours later, I was finished counting. So what’s an overly-efficient L.A. city employee with four hours left in his workday supposed to do?

I did my homework, of course.

I was taking two advertising courses simultaneously. A concept class, at Advertising Center, taught by a copywriter at Daley and Associates, plus a copywriting class, at Otis Parsons (now simply Otis), taught by a senior copywriter at BBD0/West.

So there I sat, diligently “drawing” out concepts on everything from potato chips and roach killer to security systems and steaks. I use the term “drawing” very loosely. You see, I can’t draw. Even my stick figures are lame. To prove it, here are drawings I did of my magnificent family for our 1999 holiday card. See? Lame!

Anyway, I had the worst looking ads of anyone in the concept class. Why? Because I spent most of my time thinking about the idea. And that, boys and girls, is today’s lesson: concept is king. In my next blog, I’ll talk about how my  student TV script for Sizzler steak was my entree into advertising.

But now, I must take out the trash.

The views expressed on this blog are Dave’s personal opinion and do not necessarily reflect the views of anyone else or company.

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