I’m up so so late brainstorming on a new Smokey the Bear campaign for our friends at the USDA Forest Service and I was thinking about my former Tarzana neighbor, Meghan, Duchess of Sussex (née Meghan Markle), would be struggling to stay awake if I were the Queen of England and Meghan wanted to retire to bed. Apparently the Queen and I would get along very well at Buckingham Palace whipping out ad copy to late night champagne toasts. A boy can dream, right?

Queen Elizabeth II, legend.

(Uhhh, you do know who Smokey the Bear is, right?* If you don’t scroll to the bottom and read up. Read, read, read.)

These late nights get me thinking about dedication and perseverance. I work in a profession where many of my colleagues show up every day, do what’s asked and go home. Day in and day out. You would be surprised at the resistance you get you ask for a certain level of dedication. The labored response is something like this:

“Oh you want a press release written?”
“You want the framework of that media buy flushed out this week?”
“I can go hard hard this week if you need me to.”

Yeah, not that many in the advertising workforce are working hard. In fact, maybe 2% of our industry are working at top speed. I’m talking the total, absolute commitment where you take it home with you…

…Live it…
…Dream it…
…Master it.

Pop-Tarts, legend.

Most everyone just gives you the minimum required. These people are the reason I’ve had to listen to motivation speeches from the account managers over the years.

You know the Man upstairs hands out the DNA, but if you get lucky and you have the gift that’s not enough. Once you mix in the complete obsessive, compulsive behavior, then you’re onto something special. But then the commitment to maintain this greatness might actually be harder that becoming great.

Every morning I wake up and read the trades and watch what the greats are doing. Hone your craft through research, mind exercises, and an relenting passion to keep climbing. Read, read, read. It’s okay to be the modern day Sisyphus and let the rock roll back over you. Get up again and keep pushing.

(Uhhh, you do know who Sisyphus is, right?** If you don’t scroll to the bottom and read up. Read, read, read.)

It’s that extra effort that makes you great. That thing you read today will be a tiny seed that germinates into that big idea one day. The extra work is the one thing that will separate you from the pack. I know this to be fact, you should too.

The greats (and by no means am I calling myself “great”) have a sickness. The sickness is called compulsion. If you’re punching a clock, you’ll be good, but never great. You have to be obsessed with it all. It’s that simple.

You know what get’s a bad rap?

“OBSESSIVE.”

Jerry Seinfeld, legend.

When you say “obsessive”, people say, “WHOA! That guy is obsessive.” Obsessive, my friends is the difference between great and legendary.

I was on the New York Times website this morning (yes, read, read, read) and saw that Jerry Seinfeld was asked how long does it take for him to create a 90-minute comedy set. He said, “I don’t know. I go to bed thinking about jokes. I wake up thinking about jokes. When I walk my dog I think about constructing jokes. There is not concept of time there.”

(Uhhh, you do know who Jerry Seinfeld is, right?** Jerry Seinfeld is not some regular comic, he’s a legend. $600 million net worth. Co-creator of a Top 10 television show of all time. Arguable the best stand-up act ever. There’s a thousand of slap-happy comedians at the local stand-up place with a great set trying to make rent, but Seinfeld is legend. Yet I digress…)

In the New York Times article, he talks about writing a joke about a Pop-Tart. It took him two yearsto get is right. He talks about every comma and every syllable, and how he’s never thrown away a joke. He keeps them written on yellow pads. Here’s a quick excerpt about his Pop-Tart process:

“Two years is a long time to spend on something that means absolutely nothing. But that’s what I do. In comedy you think of something that you think is funny and then you go from there. It’s a fun thing to say…Pop…Tart. I like the first line to be funny right away. Then I talk about shredded wheat that’s like wrapping your mouth around a wood chipper. You have breakfast and then you take two days off for the scars to heal so you speak again. Then I had to figure out how to end the thing and that’s the hardest part if you have a long bit, the funniest part has to be at the end. It has to be. It can’t be in the middle or in the end. ‘It can’t go stale, because it was never fresh,” that took a long time. I know it sounds like nothing, and it is…”

But is was something, it was a joke: His craft.

And, he was obsessive about it.

Now, I’ll go back to being obsessed with finding the next big idea for a legendary bear…

* – About Smokey the Bear:

For those of you not aware, created in 1944, the Smokey Bear Wildfire Prevention campaign is the longest-running public service advertising campaign in U.S. history, educating generations of

Smokey the Bear, legend.

Americans about their role in preventing wildfires. As one of the world’s most recognizable characters, Smokey’s image is protected by U.S. federal law and is administered by the USDA Forest Service, the National Association of State Foresters and the Ad Council. Despite the campaign’s success over the years, wildfire prevention remains one of the most critical issues affecting our country. Smokey’s message is as relevant and urgent today as it was in 1944.

Smokey’s original catchphrase was “Smokey Says – Care Will Prevent 9 out of 10 Forest Fires.” In 1947, it became “Remember… Only YOU Can Prevent Forest Fires.” In 2001, it was again updated to its current version of “Only You Can Prevent Wildfires” in response to a massive outbreak of wildfires in natural areas other than forests and to clarify that Smokey is promoting the prevention of unwanted and unplanned outdoor fires versus prescribed fires.

** – Who is Sisyphus?

In Greek mythology, Sisyphus, the cunning king of Corinth, was punished in Hades by having repeatedly to roll a huge stone up a hill only to have it roll down again as soon as he had brought it to

Sisyphus, legend.

the summit. This fate is related in Homer’s Odyssey, Book XI. In Homer’s Iliad, Book VI, Sisyphus, living at Ephyre (later Corinth), was the son of Aeolus (eponymous ancestor of the Aeolians) and the father of Glaucus. In post-Homeric times he was called the father of Odysseus through his seduction of Anticleia; cunning obviously provided the link between them. Sisyphus was the reputed founder of the Isthmian Games. Later legend related that when Death came to fetch him, Sisyphus chained him up so that no one died until Ares came to aid Death, and Sisyphus had to submit. In the meantime, Sisyphus had told his wife, Merope, not to perform the usual sacrifices and to leave his body unburied. Thus, when he reached the underworld he was permitted to return to punish her for the omission. Once back at home, he continued to live to a ripe old age before dying a second time.

Seinfeld’s Pop-Tart Joke

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Where else would I be but at the office, where I spend 60 hours of every non-vacation week. I am trying to get that inspiration for, not only that new campaign that’s due on Friday, but also that mysterious new commercial campaign for Smokey the Bear. My cluttered office and desk isn’t helping my forward thrust…

…or is it…?

From NBC’s The Office:

Michael: “They say a cluttered desk means a cluttered mind. Well I say that an empty desk means a…” 

Dwight: “Empty mind.” 

Michael: “No, that’s not… no, that’s not what I was going to say.”

On any given day, my office might be described as “antique store chic.” On a bad one? A garage sale from the sixties.

The words, concepts and occasional dumpster fire springing from this laptop follow a similar pattern. This isn’t Mad Men with their fancy set dressers with unlimited budgets, and there’s no grandiose or calculated master decor scheme. Just a bunch of things that I like and some I have earned.

I have no interest in protracted exposure to junk that I can’t stand, especially in the modern era where you you can bring in inspirational inducing items at the click of a button. I’m all about immersing myself around karma voodoo in the form of good luck juju and the eclectic aura of neat things. It’s my hope that surrounding myself with these things that I’m subconsciously fostering work that will rub off on my team as well.

The Mercedes of Candy Jars
One of these mid-century marvels sits tall and proud on the corner of my desk on the fifth floor (easily the best collection of creative minds this side of those fancy boutique agencies up north in Silicon Valley). In lieu of constantly begging co-workers and staff to stay for meetings, this is the next best thing. The bait of sitting through another of my long-winded stories and analysis, I set out this bait in the form of Hershey’s Kisses. My 14K gold rimmed jar holds a full gallon of these babies. Amazon loves my frequent orders (I talk a lot.)

Go
No office should ever be without some hockey stuff, so here’s a kitschy bobblehead featuring Los Angeles Kings mascot Bailey with a simple handheld sign saying: “Go”. Not only is the king of the jungle encouraging you to climb every mountain, but also he could be saying “get the hell out of my office, resulting in a true win-win.

The Book Pyramid
Reading is the backbone of knowledge. Sometimes when the creativity is blocked I read a paragraph or two to get it all following again. Think: Mental Ex-Lax. Also book #1, $7, and #9 were written by me and that’s pretty cool when someone wants to challenge writing styles…so that’s pretty cool.

Dear Mike:
Jeff Katzenberg missed me one day and (actually) penned a note to prove it. I feel like Sally Field* every time I read this. And, yes, that’s an autographed 8×10 from Uncle Miltie.

National Order of the Cedar
Getting an award from a foreign government is never easy. But the work to earn one can be a fun one. In the mid- to late-2000s, I convinced the (some of the) world that the Middle East was a great place for American tourists (before the W., the Arab Spring and Hillary ruined it all) to visit on vacation. In true Lebanese hospitality, the municipality of Beirut awarded me this fancy medal as a thank you in 2006. Oh, I have stories…just pull up a chair and grab some Hershey’s Kisses.

Vlad, The Russian Ghost
I tell people the Russian Ghost is there to talk to the real ghosts in my office. Truth be told, the ghost is a prop from the Disney Story when that had rad displays that harkened back to the New York City Windows of yesterday. The chapeau that sits atop Vlad is an authentic Soviet Officer’s handcrafted at the end of the Communist era in my great grandparent’s hometown of Odessa. Robert Mueller never called to investigate if Vlad was involved in the election hacking, so it didn’t go as poorly as it could have. Either way, he’s probably safer here channeling to the spirits that visit after dusk.

Nuts
Everyone wants to be a good dad and this jar of roasted and salted peanuts was a Father’s Day gift, circa 2004. I try to trick myself into believing the label was typed by my son. I do know, however, that the peanuts on top were painted by him. Don’t eat my nuts, they are at least 14 years old now.

The Oscar of Advertising
I saw a Clio Award on eBay for $149 for the opening bid. Mine was much more expensive: it cost me my first marriage.

Vintage Photography
I fancy myself as a photographer. To prove it, I have my original Kodak Instamatic and Brownie cameras.

The Voice of the Proletariat 
Even when you are part of management you have to connect with the people. I mean, everyone wants their voice heard. I picked up this Solidarity flag on a trip to Poland so the informed in the office know I believe in the people. It hangs in front of my Bourgeois first place golf trophy I won at some country club in 1999.

Judging Fish
This quotation alludes to a long-standing allegorical framework. It is inappropriate to judge an animal by focusing on a skill which the creature does not possess. A fish is specialized to swim superbly, and its ability to climb a tree is non-existent or rudimentary. In the workplace, I believe that you find what someone is good at and keep them in that lane until they want, and can handle more. The result? I’ve had the same team for nearly five years. Work happiness equals real happiness.

* – Sally Field

See her speech for winning the Oscar® for Best Actress for her performance in “Places in the Heart” at the 57th Academy Awards® in 1985…skip to the 03:34 mark to the money quote.

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