Be funny or thought provoking, otherwise do everyone a favor and step away from the keyboard.
Fluffy Links caught up with Lawson Clarke akaÂ Male CopywriterÂ who is listed as one of the Top Five Ad Agency Twitter Accounts To Follow by DigidayÂ for an exclusive interview.
Be funny or thought provoking, otherwise doÂ everyone a favor and step awayÂ from the keyboard.Â Male Copywriter
Q1:Â Where did you get the idea for Male Copywriter?
I mean, itâ€™s obvious I workÂ out. I love Burt Reynolds. AndÂ I look ravishing on animal fur. But if you want a little backstory on theÂ history of Malecopywriter.com I can give you that.
Okay, so remember when the Great Recession put two torpedoes intoÂ the hull of the ad industry? Well, a lotÂ of people wentÂ into the water, including yours truly. And like everyone else clingingÂ to the deck furniture, I really didnâ€™t see it coming. Case inÂ point, when myÂ boss called me into his office, I was convinced I was getting a promotion,Â because, well, Iâ€™m just that kind ofÂ asshole.
As luck would have it, I was already in the process of puttingÂ together my portfolio site.Â Â In fact, IÂ think we were a few weeksÂ away from putting the final touches on it when the axÂ fell. Thereâ€™s this perception that I walked out of Arnold with my pink slipÂ inÂ hand and thought, â€œOh, God, what am I going to do now?â€ and decided right thenÂ and there to pose nude like the Octomom,Â as if that was my only option. But theÂ reality is I had been working on the site for a while when I got laid off.
And to be honest, at the time I was just trying to build a siteÂ that would make me laugh if it came across my desk.Â Â I really wasnâ€™tÂ setting out to create theÂ viral phenomenon that it ultimately tuned into. Iâ€™m told at the peak of theÂ insanity it was gettingÂ something like two million hits a month, which, for aÂ copywriterâ€™s portfolio site, is just plain silly.
In the end, I think it was just matter of being nude on theÂ right bear at the right time.
and, of course,Â making it intoÂ â€œLemonadeâ€, which by the way, I canâ€™t take any credit for.Â Â I just agreed to be interviewed for it.
Nevertheless, Iâ€™m eternally grateful for all the attention myÂ website got me.Â Â It was the product of aÂ lot of hard work by aÂ handful of brilliant people who were kind enough to workÂ for booze.
Lesson learned: when it comes to low budget projects, ALWAYS hireÂ talented alcoholics.
Q2:Â Describe a typical workdayÂ
A freelance copywriterâ€™s life is not too different from that ofÂ a meth addictâ€™s.Â Â When youâ€™re not bookedÂ you typically spend theÂ majority of your time looking for your next fix.Â Â And at the end of the day, we both wind upÂ ripping the copper wiring out ofÂ abandoned homes for cash.
Q3: WhatÂ are your 3 favorite advertising campaigns of all time?
What is this,Â Sophieâ€™s Choice?Â For the love of God, donâ€™t make me choose! Okay, since youâ€™re putting a gun toÂ my headâ€¦
â€¢ The work TBWA/Chiat/Day NY first did for Skittles was trulyÂ groundbreaking.Â Â It was the first time IÂ saw an ad on TV thatÂ made me stop and say, â€œHoly shit, we can do that?â€Â Â And it never stopped.Â Â They were relentless.Â Â They just kept coming andÂ coming and comingÂ like Peter North.Â Â Theyâ€™re still holdingÂ their own, but that early work made me green with creative envy.
â€¢ This may be a controversial call, but Iâ€™m going to say theÂ Kenny Fucking Powers campaign 72 and Sunny is currently doing forÂ KSwiss.Â Â As far as Iâ€™m concerned, that first video wasÂ a shot heard â€˜round the ad industry. It drew a line in the sand and said,Â â€œYouÂ want to be funny?Â Â Then have the balls toÂ be fucking funny.â€ Hereâ€™s the thing with humor in advertising.Â Â Youâ€™re not justÂ competing against other funnyÂ brands.Â Â Youâ€™re competing againstÂ everything in the world thatâ€™s funny. And you know whatâ€™sÂ funny?Â Â Kenny Powerâ€™s using the word â€œbukkakeâ€ in aÂ meeting.Â Â Now, do you have to be vulgarÂ to be funny?Â Â No, but if thatÂ campaignÂ proves anything itâ€™s that you donâ€™t have to be so antiseptic when it comes toÂ building a brand around comedy. I hopeÂ more CMOâ€™s have the courage to let itÂ rip like that in the future.
â€¢ I know itâ€™s not a campaign, and itâ€™s probably a clichÃ© toÂ talk about it, but I have to say Appleâ€™s â€œ1984â€ still reigns supreme onÂ theÂ game-changer scale. There was nothing like it before, and there hasnâ€™t beenÂ anything like it since.Â Â Nearly 30 yearsÂ later,Â weâ€™re still talking about it.Â Â Speaking of which, I love these guys who write articles in Ad AgeÂ claiming that â€œ1984â€ is anÂ overrated spot.Â Â Really, asshole?Â Â Then why are youÂ talking about it in the year 2012?Â Â ByÂ the way, I canâ€™t believe Iâ€™ve gone thisÂ long without shamelessly plugging myÂ â€œ1984 Focus Groupâ€ video.Â Â This must beÂ some sort of record.
Q4: Who areÂ the 3 most creative people you follow on Twitter?
I love Twitter. Mostly because it was MADE for copywriters. IÂ mean, we essentially spent our entire careers within theÂ constraints of 140Â characters or less, so when Twitter came along it was like being given a cherryÂ brief for an endless small-space campaign.
Now, I look at Twitter this way.Â Â Unless youâ€™re going to advance the ball,Â donâ€™t bother playing.Â Â Nobody likes theÂ person whoÂ just writes â€œHa!â€ in an email chain, because, honestly, whatâ€™s the fuckingÂ point in that?Â Â So if youâ€™re going toÂ participate inÂ Twitter then do something to justify being there.
Be funny or thought provoking, otherwise doÂ everyone a favor and step awayÂ from the keyboard.
Now, all that said, there are a ton of people who are killingÂ it on Twitter.Â Â Off the top of my head, though,Â these are the threeÂ people who consistently make me laugh.Â Â Oh, and take note, not one of them has everÂ posted an update about their P90XÂ workout.
Tim Siedell -Â @BadBannana
For my money, pound for pound, the best writer onÂ Twitter.Â Â Heâ€™s got a great voice and aÂ warped view of theÂ world.Â Â Even when heÂ doesnâ€™t connect for power, he still ends up on base.Â Â Oh, and it just so happens that heâ€™s aÂ copywriter.
Jenny Johnson -Â @JennyJohnsonHi5
Maybe itâ€™s because she has a mouth like a longshoreman.Â Â Maybe itâ€™s because she wonâ€™t let KimÂ Kardashian get away with being a vapid, histrionic brat. Either way, I like theÂ way she moves.
My Wife -Â @WomenArentFunny
Full disclosure: this one is my wife.Â Â But sheâ€™s funnier than most comedians whoÂ claim they have 50,000Â followers.Â Â If weÂ werenâ€™t married Iâ€™d still follow her and secretly slow jack it to her tweets.Â Â So what Iâ€™m saying is, â€œFollow myÂ wife andÂ secretly slow jack it to her tweets.â€
Q5:Â Which Mad Men character do you most resemble and why?
Iâ€™d have to say Chauncey, the show-worthy Irish Setter DuckÂ Phillips puts out on the streets of Manhattan after he falls off theÂ wagon.Â Â I donâ€™t know how long ChaunceyÂ lasted out there, but you better believe he looked fabulous eating out ofÂ dumpsters. IfÂ there was ever a character who embodies the spirit of a freelanceÂ copywriter, itâ€™s that beautiful son of a bitch.Â Â By the way, weÂ all know heâ€™s dead, right?