hamp's ads and ends

a creative director's life, etc. Line backer compressionists

Recent Posts

  • A Creative Director's Life, Part 26, The Speech
  • STICKING MY ADS OUT
  • A Creative Director's Life, Part 25, The Carol Channing Show
  • A Creative Director's Life, Part 24, Among My Souvenirs
  • A Creative Director's Life, Part 23, Countdown to Liftoff
  • A Creative Director's Life, Part 22, People Who Never Thought They'd Meet Al Hampel
  • A Creative Director's Life, Part 21, No Buddy Can Eat Just One
  • A Creative Director's Life, Part 20, As If It Was Yesterday
  • A Creative Director's Life, Part 19, An Auspicious Beginning
  • A Creative Director's Life, Part 18, And Then I wrote

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Let's hear it for the box

Think inside the box.

While you're encouraged to think outside it, it's best not to forget what's in it. If it came with a tag like the one on mattresses and pillows, the tag on the box would read, " Warning! Discard or tamper with the contents of this container at your own risk,"

The box holds such mundane items as the creative strategy and its components: the objective of the advertising, target audience,the selling idea, support for the idea (reason for claim) and tone of the advertising...all those important guidelines for creating effective advertising.

Mid the cacaphony of the meshegas that today passes for advertising we have lost track of what we're supposed to be doing. Advertising is and always was a medium of persuasion, a selling tool.

How persuasive is the placement of a product in a movie, or the logo slapped on a race car to compete with the camouflage of a dozen other logos. What is preferred position in this situation? And yet the mere sighting of a product or merely its name constitutes advertising in many quarters.

I wouldn't retire the storyboard or the printed page just yet.Cherish the time and the space to convince.

And remember the box. It's the brake that stops you before plunging into a sea of vacuity. It's the string around your finger that reminds you what you're being paid to achieve.

It must be obvious by now that I'm from the school of "It's Not Creative Unless It Sells".

I should be. I wrote it.

June 02, 2006 in advertising | Permalink | Comments (6) | TrackBack (0)

June 27, 2006 in advertising | Permalink | Comments (0) | TrackBack (0)

June 27, 2006 in advertising | Permalink | Comments (3) | TrackBack (0)

A Creative Approach from the Brazilian Soccer Play Book

In an article from the june 25th Sunday New York Times,titled "Brazil's Unpaved Path to Excellence",author Larry Rohter serves up cogent reasons for Brazil's great success over the years on the world soccer scene.

"Confusion and unpredictability of daily life has made Brazilians adept at dribbling around rules and barriers."

According to Tostao, a popular commentator,"We Brazilians are accustomed to having to improvise,to being creative when we are in a tight spot. It's that intuitive ability to sidestep the rules and improvise on the spot that distinguishes the great player from the excellent."

What can we in advertising take from the Brazilian's creative approach to soccer.

How can we observe a strategy yet  dribble around it. In other words, honor the strategy but factor in some elasticity  when creating ideas and writing advertising. Strategies are not so fragile that they can't abide some stretching and bending. Breakthrough ideas are known to lurk just around the bend.

Kevin Roddy, creative director of BBH in New York, puts it this way, "It's not about outside the box, but rather to create inside the box while pushing vigorously on its walls...from the inside outward."

No client ever rejected a breakthrough idea because it had stretch marks.

July 05, 2006 in advertising | Permalink | Comments (0)

Some Ends from Hamp's Ads and Ends

Just asking.

Has anyone ever bought tires because the Goodyear Blimp hovers over sports stadiums and shoots totally inconsequential shots of the field and the crowd? And who has bought Minute Maid or Tropicana because they have fields named after them. Unfortunately a lot of people bought Enron before it became Minute Maid Field. Can Charmin Field be far behind?

If only advertisers would take some of their nutty sponsorship money and invest it in making new commercials to replace the worn out ones that run on and on until they are totally ignored. When the viewer recites the copy in a commercial before the voice over does, it's time to  retire that spot. Big ideas executed in variety so the viewer is never bored but constantly surprised may help revive the maligned 30-second TV commercial and restore television advertising effectiveness.Remember Emerson; "A foolish consistency is the hobgoblin of little minds." And Andy Warhol once said, "I'm afraid that if you look at a thing long enough, it loses all its meaning."

Humorous commercials wear out the fastest. How many times can you hear or see the same joke?

By the way, do you think Burt Bachrach's latest, " I hope I'll Never Get Hit in the Rear Again." will make it to the charts? Pray for the gecko. Every agency creative person, when looking for a celebrity for a spot, has a list of those who are willing to work for a modest fee. Of course, these are not top stars but mostly has-beens.Geico seems to be using them all. A celebrity will never take the place of an idea. A good idea does not need celebrity added value.

A neat sign on a bus stop,"Other airlines fly over the same countries as we do. We just land at more of them." for Continental. One of the best plays on words and wholly relevant is "The Wetness Protection Program" for Arrid Extra Dry. Bless the theme lines that express ideas in memorable ways.

One of the most effective spots I've seen recently shows an EMS vehicle, siren blaring, hopelessly boxed in standstill traffic while the voice over tells how long a damaged heart can survive without outside stimulation, a matter of precious minutes. This commercial for the Phillips Home Defibrillator. An arresting demonstration.

If ever there was an oxymoron it's " global local" a phrase I see bandied about in describing new advertising campaigns.

Internet advertising success is measured in "hits". But if "hits" don't convert to sales they're "flails".

Isn't it warming to know that S.C. Johnson is a "Family Company" So are the Gambinos.

Men now have a new vibrator. You turn it on and your hand tingles as it hums.This new thrill is called Fusion Power and comes with five blades that have no relationship to the new vibrations.Many men think that Trac 2 ,with no vibrations and three fewer blades gives you the same shave as Fusion Power. Not to be out bladed by the competition, Gillette is now considering a six bladed razor, called Fusion Hari-Kari.

The more things change department....

Years ago all advertising in the so-called main media, print, TV, radio, outdoor, had counterpart sections related to the main campaign but taking it in unexpected new directions. We even had a department devoted exclusively to yesteryear's version of buzz marketing. It was called the sales promotion department and even then there were those who believed that without sales promotion traditional advertising would be half as effective. I agree. I grew up in sales promotion and I am convinced that it made me a better copywriter.

In the recent debate between the White House and the Senate over torture versus Geneva Convention rules, torture was defined as being confined to a cell and subjected to 24/7 of Mentos commercials.

The new bill passed by Congress permits harsh interrogation as in "are you gellin?" over and over while the innersoles keep sellin' and sellin' and profits keep swellin' and swellin'. No wonder old Doc Scholl is kvellin' And the detainees? They can't keep from tellin'.

September 25, 2006 in advertising | Permalink | Comments (1)

The Compressionists

You're probably aware of this example: A postscript at the end of a long, redundant, multi-page letter reads, " I would have made this shorter but I didn't have the time." How true. Good writing takes time and includes careful editing and re-editing. In other words it's hard work.

Somewhere, drummed into the education of many of us, was the misconception that writing long was a sign of supreme intelligence and the use of big words was a sure indicator of erudition. Whoops, is that one of those words?

Word padding is as obvious as the shoulders on Joan Crawford's jackets and just as obtrusive.

In his book, "Mind the Gaffe" American linguist R.L. Trask takes on writing stupidity and cites this example: Do not write drivel like Galliano is at the epicenter of women's fashion: all this means is Galliano is important in women's fashion, and I am a pretentious twit."

Somerset Maugham once wrote, "There are six rules for good writing."

"Unfortunately no one knows what they are."

I don't know the rules but I do adhere to certain principles:

  1. Keep it short.
  2. Keep it simple.
  3. Make it clear.

Sticking to the principles practically guarantees succinct, effective communication.

Good writing is most often a matter of compression. Compression by cutting or editing. Say what you mean and get out. Excise the extraneous. Remove the redundant. If the words don't contribute to comprehension of the idea, get rid of them.

Visiting a ranch in Arizona one day, a group of tourists were intrigued by a grizzled old cowboy on the trail who was absorbed in whittling the head of an Indian out of a block of wood. One tourist said, "that looks like awfully hard work." "Nothin' to it ."  replied the cowboy. "Just cut away everything that don't look like an Indian."

Of necessity advertising copywriters are compressionists.They are not given the time or space to do anything but compress. As the bumper sticker says, "Copywriters do it in 30 seconds."

Copywriters can convert a complex idea into a short and memorable phrase, known in advertising as the theme line. A good theme line becomes an integral part of brand identity.

When E.F. Hutton talks people listen

There's alway room for Jell-o

You can eat a million of 'em but no one can eat just one (Lay's potato chips)

We really move our tail for you (Continental Airlines)

With a name like Smucker's it has to be good

Don't leave home without it (American Express)

We bring good things to life (G.E.)

William James advice to his younger brother Henry James, a master of English prose, "say a thing in one sentence as straight and explicit as it can be made and then drop it forever."

"It's mostly a matter of clearing away the way Robert Frost did. There are meanings in words a poet chooses not to use."  Paul Muldoon

Headline writers, especially in tabloid newspapers, make ideal compressionists. They can capture the essence of a story and sum it up cleverly in a few words. Years ago when Pat Cash of Australia defeated Ivan Lendl in the U.S. Open:

Cash Better Than Czech

More recently:

"Rums Felled"

"Bush Whacked"

"Knifestyles of the Rich and Famous" (about the rash of plastic surgery)

"Lust in Space" ( the astronaut love triangle scandal)

"Waist Management" ( sub title of book on dieting)

There is something about an automobile bumper that inspires clever compression:

"Fishermen do it with their flies down"

"Archers do it with a quiver"

William Styron defined overblown writing best, " self flattering turgidity".

Summing up, the compressionist's credo:

Write tight, write light, and you write bright.

Thomas Jefferson was unhappy with the editing of his original draft of the "Declaration of Indepence." Franklin tried to cheer him up with a story about a hat maker who made a sign for his business that read,"John Thompson, Hatter, Makes and sells Hats for Ready Money."By the time his friends had edited it, it was reduced to the words, "John Thompson" with the picture of a hat and it worked.

March 23, 2007 in advertising | Permalink | Comments (2)

Confessions of a Line Backer

The shortest distance between a big idea and a memorable ad is a great line.

I love lines and I recently took inventory of lines in our lives:

Punch lines,straight lines, offlines, onlines, blood lines, fault lines, cruise lines, air lines time lines, phone lines,  sight lines, party lines, stress lines, tie lines, plot lines, theme lines, laugh lines, headlines, top lines, bottom lines, offensive lines, defensive lines, assembly lines, stream lines, ticket lines, base lines, foul lines, life lines,etc. You could probably think of dozens more and I invite you to do so.

But this piece focuses on the lines that drive advertising, sometimes called theme lines or tag lines and in print, headlines.

Recently several large advertisers admitted that they are not hiring ad agencies to churn out TV commercials and print ads or even the snippets and events that pass for advertising on the Internet. Although this material is important, what advertisers primarily want from their agencies is IDEAS.

Not that agencies ever blew off ideas. Ideas have always been at the heart of all good advertising. But advertisers have suddenly noticed that much of the content they were getting from their agencies was bereft of clear ideas, simply stated, ideas that viewers or readers could understand, relate to and remember. Let's call these selling ideas because when they are well done they help increase business.  And what else are agencies in business to do.

Now back to my love affair with the line.

The line is the idea set to words.

The line is host to the idea.

A good line sticks in the mind.

The line is parent to the campaign.

The line often outlasts the execution.

Some years ago we were in a competitive shoot out for the  prized Continental Airlines account. When the line, "We Really Move Our Tail for You", surfaced we knew we had a winner. Executions of the advertising flowed naturally from the line. But It was the line that won the account,  beating half a dozen other fine agencies. The line had all the right stuff. It was brief. It had the idea. It was catchy. It had a certain edginess. Controversial, yes in some quarters, but not nearly enough to deter passengers from flying Continental. And the notoriety? The night the campaign broke Johnny Carson did five minutes on it in his opening monologue. Best of all, planes were flying full and the client was never happier.

Other lines that have achieved notable selling success over the years:

"When E.F. Hutton Talks People Listen." The strategy, the idea, the ads all wrapped up in one.

Say what you want about Mr. Whipple and "Please Don't Squeeze the Charmin", but that line and the ads that some called corny, catapulted Charmin  way over number one Scott to take first place in the toilet tissue category. And toilet tissue is not your most demonstrable product.

" It Even Absorbs the Worry" for Rely tampons. The strategy, the idea, and memorability in one. The line even became part of the package. Unfortunately soon after introduction and the setting of sales records the product ran into medical  problems and was withdrawn. Incidentally the line was written by an art director.

"A Diamond is Forever" The line is the campaign.

"Takes a Licking and Keeps on Ticking". The idea and line that spawned those memorable product demonstrations of Timex watches.

"Don't Leave Home Without It" Do you need to know any more about the American Express card?

"When You Care Enough to Send the Very Best"

"There's Always Room for Jell-O".

"Fly the Friendly Skies".

"Look Ma No Cavities"

"Melts in Your Mouth Not in Your Hand"

"Where's the Beef?" A line that was fortuitously discovered inside a spot for Wendy's and gained nationwide prominence when presidential candidate Walter Mondale quoted it in a debate.

"Great Taste Less Filling."

"Got Milk?"

What all these lines have in common is one big idea simply and briefly stated and a vital part of the campaigns they  spawned.

Some will say pour tons of money against any line and it will stick. To borrow a phrase from Hertz, "Not Exactly".

No amount of money will rescue the following lines from the DNR (do not resuscitate) list:

My Life My Card (Amex)

You and Us (UBS)

Beyond Perfection (Buick)

Purely You (Dell)

Life, Liberty and the Pursuit (Cadillac)

The Power of You (Time Warner)

I'm Lovin It (McDonald's)

Now if you want my advice. Don't all raise your hands at once. I'm going to give it to you anyway.

If you're looking for an idea and an advertising campaign, write a line. Write many lines. Throw out the clinkers and there will be many of them. But from that hodgepodge there will emerge an idea encased in a line. There might be several lines that will be keepers. Star them. Put them away for the night. Hit them again the next day and judge them on the basis of how well the idea and the line fit the creative or marketing strategy. Look for lines that have that certain ring to them. humor, alliteration, rhyme, intrusiveness, newsworthiness, characteristics that qualify for memorability. The best lines will pop out and stay relevant. Once you have the idea in a good line, the campaign is almost certain to follow. It now becomes a matter of executing the ads. The line will serve as the anchor for the campaign.

When in need, put your money on the line.

This system worked for me.

At this time I am reminded of a quote from Alan Jay Lerner who wrote "My Fair Lady" and other hit Broadway shows. He was asked why so much time elapsed between his creations. His response: "It's not that I'm slow to write; I'm quick to throw out."

I will leave you with a line that I saw outside a jewelry store in the mall. "Ears pierced while you wait".

March 23, 2007 in advertising | Permalink

A SPONGE CAKE RANSOM the life of creative director Al Hampel

  "Got silk?" If you were around in the 1930's or 40's and answered "yes" there's a good chance that your silk came from the looms of H & H Silk Co. on Matlock St. in a grimy section of the mill town of Paterson New Jersey. Paterson was my home town and known the world over as the "Silk City".

One of the H's was Leo Hampel, my father, who tended to his six looms like a rancher to his flock. Weaving was the skill my father brought with him from the Polish textile hub of Lodz so it was no surprise that upon arriving in America he teamed with his brother Isadore and bought a half dozen looms from Crompton & Knowles on credit, a lot of credit.

I must have been about seven or eight when , as a treat my dad took me to the shop. In my family it was always the shop, never the mill or the factory. On first confronting a loom, I remember stepping back from the monster, a complex machine about the size of an armored personnel carrier and looking just as warlike. Parts were interacting every which way, shuttles east and west, reeds north and south plus quills and bobbins and warps. All working in tandem and creating a din that jarred the teeth and buckled the floor. Oil and grease stains served as floor coverings. This was the way my father earned a living every day, six days a week and many hours of overtime in that dirt and noise. No wonder he shouted when he talked. But from this cacophony and drudgery came lustrous,slinky, sexy silk, prized by fashionistas far and wide. I knew then and there this was not how I wanted to spend my life.

The language of our house was Yiddish. So I spoke Yiddish before I spoke English. When my parents didn't want me to hear something, they spoke to each other in a very broken English. Both immigrants from Poland, they were in America longer than I was.

My father's skills really came to the fore whenever there was a "smetsh" Leo Hampel's word for smash, a monumental screw up that came with the ominous grinding of metal and a halt to weaving followed by silence as if the machine needed to take a break. A smash was costly as production stopped and the output of silk diminished. On his knees or his back, Dad had little time to find the cause of the breakdown and fix it. Loom fixers were a special breed with intimate knowedge of every inch of the loom and how to get the beast working again. My Dad was an ace loom fixer and later in life he applied his skills in other shops.

The specialty of H&H Silk Co. was tie silk, the very finest of the breed that became the costly cravats that adorned the necklines of gentlemen who could afford the finest. There was no room for error in the manufacture of tie silk. Nary a slub was acceptable. Any misweave voided that day's production. Money down the drain.

I like to think that H&H silk went into the making of the luxury ties that a short salesman named Ralph Lipschitz was selling to fine stores everywhere. Ralph Lipschitz went on to become Ralph Lauren. Leo Hampel went on to become bankrupt. Alas as the textile industry began to abandon Paterson New Jersey for more profitable climes in the South where labor was cheaper and unions non existent. Caught in that squeeze, H&H was forced to sell its looms for scrap. And many times I thought those mashed, chopped up H&H looms came back to haunt America via Tokyo and Iwo Jima. Ironically much of the world's raw silk came from the silkworms of Japan.

At home, Mary, my mother cooked and baked, cleaned and washed clothes by hand and hung them on the line to dry. No one cooked and baked or cleaned like Mary. Oh how I lust today for that home cooking and special baked goods that I didn't appreciate as a kid. Gefilte fish, matzo balls, potato balls vegetable soup, stuffed cabbage, stuffed veal, stuffed derma and stuffed family and friends around the dinner table. All cooking done without referring to a recipe and never anything written down. What happens in Mary's kitchen stays in Mary's kitchen.

But what Mom did best was importune her kids, my brother Dan and me, to excel in school. This we did without fail lest as she would say, " You'll wind up working in your father's shop." If any mother was the driving force behind her kid's success, Mary would be at the wheel of a stretch Rolls Royce. My brother went on to a hugely successful career as an electrical engineer. Me? Well I went into advertising.

Once when I came home without a gold star on my report card, my mother asked, "What happened to the honor roll this term?"

"I didn't like the teacher very much."

"Why not?"

"She came to my desk and told me that Palmer was probably spinning in his grave and my handwriting was better left in the ink well."

"When she leaned down she had bad breath. She eats ham sandwiches."

After Dad's business failed, household income dwindled.

We were also in the last stages of a depression so like most families in our neighborhood we made some adjustments to maintain some semblance of our comfortable lifestyle.

Dad picked up temporary jobs as a loom fixer in assorted mills. At one point my mother took a job as a quill winder, a less labor intensive task in the weaving process, one more suitable for a woman. But one day an errant shuttle which could become a dangerous flying missile hit her in an ear and impaired her hearing ever after.

Despite the cutbacks we continued to live at 348 East 23rd Street in a wood frame four story house and never missed a rent payment. Dad shoveled coal ,kept the fire alive and hauled ashes to keep our flat warm and in hot water during the winter. I shared one of our two bedrooms with my brother. The apartment was located over Freed's grocery store which was very convenient since we had an arrangement with Mr. Freed to buy groceries without cash. Freed recorded our purchases in a ledger and at the end of the month we would pay up. I was never sure about Freed's bookkeeping or arithmetic but we enjoyed mutual trust.

I wasn't aware of it at the time but we were living a sort of generic existence. My parents, especially my mother slaved to maintain our standard of living. She was so good at keeping us afloat in the style to which we were accustomed that I can't say I was deprived. I would never have described us as poor. We were just very, very not well off.

Nevertheless the signs of poverty were clear and omnipresent. We had no car so we relied on the Madison Avenue bus to take us downtown and back. The fare was ten cents for a half hour ride with lots of stops along the way. Once in a while our generous neighbor, Mr. Resnick invited us for a ride around the environs of Paterson in his vintage Packard. Oh how I looked forward to this treat to glimpse a bit of the world outside my small circle.

The only phone in the building was in Freed's so we were permitted to make and receive emergency calls on Freed's phone.

I had no bike and no sled to enjoy the steep eighth avenue hill in winter. One January day when the snow was packed tight, even icy, a friend let me use his sled. It was the loan that came close to ending my life at an early stage. As I reached the bottom of the hill at an incredible speed, a car made a turn right into my path. I steered to avoid  a collision but not enough to avoid ramming into the right rear tire of the oncoming car. Thrown from the sled and deposited in a snow bank at the side of the road, the car stopped and out came the driver, a woman who had heard a jolt and looking as though she had just run over and killed a kid with her car. There I was immobilized not by the snow but by terror, terror of what might have been and how I would have to explain it to my mother.

During this embargo on what little luxuries we might have enjoyed, there were still ways a kid could pass the time enjoyably if even in the imagination. I would invent games and actually execute some of them out of available cardboard and a pair of dice. Football and baseball with teams drawn up from box scores in the Daily News provided many hours of fun with or without a friend to play with. I announced these games as though I was on radio fancying myself Mel Allen or Red Barber. I created a game of chance constructed on a wooden crate with a circle of seven numbers, and a spinner in the middle. A poor man's roulette. With a meager allowance I bought a small board game called Kentucky Derby on which you moved your horse one space at a time according to where the spinner landed. The horses were named War Admiral, Twenty Grand, Omaha, Gallant Fox, Cavalcade and other great race horses of the time. Of course I described the races as any good announcer would. While the country was caught up in Monopoly mania, my friends and I made do with a pale and cheaper imitation called Big Business. None of us could afford the real thing.

There was never a shortage of food during this time of need. Our family was eventually forced to enroll in a poverty program sponsored by the city of Paterson. It was called being "on relief" and it consisted mainly of food stamps. My mother hated this dole but she swallowed her pride to keep her family in calories. I remember one Thanksgiving a big truck came through the neighborhood delivering the equivalent of CARE packages to those "on relief". I was so embarassed I ignored the delivery man seeking out our apartment to make the ignominious drop. Yet the special Thanksgiving  package found its way to our door. We were the recipients of a turkey and all the trimmings. My mom sorted through the goody bag keeping the pareve items but disposing of the turkey, lard and other non kosher items. Our Thanksgiving was more of a kosher chicken and shmaltz event.

Aunt Selma, my mother's older sister came to America several years before the rest of the family. In her mind this endowed her with a sense of superiority which characterized her demeanor ever after. She shed, she thought, all semblance of her roots and spoke only English. But it was English with a pretty heavy Yiddish accent, although everyone kept it hidden from her so she really considered herself a "Yenkee". a grand dame who always knew more about all things than anyone else. "Mary" she would say to my mother,"You need to take Elvin (for Alvin).  to a doctor; he's too skinny. I can see his heart beating in his chest. That's not right. You let him join the Cub Scouts? oh no, they take the Boy Scouts first when there is a war.

Once when I spilled my chocolate milk, she wiped up the mess with a wash cloth then squeezed the contents back into my glass. Since I was away from home and a five year old guest at Aunt Selma's summer rental in Goshen, N.Y. I thought I better do what I'm told, so I drank it. .

Aunt Selma's only child was Florence, the wunderkind, best in everything she tried. She also was, hands down the best spoiled brat in all of Bensonhurst, where the Waxmans chose to settle as immigrants. Uncle Nathan was a kindly old soul who worked as a furrier and served as a living ATM for Florence. Aunt Selma ran a sewing machine at a dress factory close to home. Friends at work were always giving Aunt Selma gifts, some of which she tried to pawn off on us. In a closet in the Waxman apartment there was a bag filled with brand new, tags still on, merchandise. Most of it was assorted items of clothing.  None of this loot was ever appropriate for my family, but one time Selma insisted I take and wear a brand new pair of blue suede shoes. "You look good in them. " My new blue suede shoes were about three sizes too big, but Aunt Selma made sure we took them home because they were beautiful and expensive. So before there was Elvis there was Elvin and his blue suede shoes. I never wore them. ,, My family and I were convinced that Aunt Selma's friends at work were stationed right where all that stuff fell off the truck.

Lest I forget let me tell you about my flat feet. How flat? It was as though all the air went out of my tires and I was walking on the rims. Some expert on all matters, probably Aunt Selma, strongly advised that I should be wearing arch supports. Thus I was outfitted with clunky metal arch inserts that were so uncomfortable and sharp along the edges they cut through the leather of my ugly high top shoes. As though the kids in school needed more material for jokes. If I had ever passed through  a metal detector with those arches I would immediatly be taken into custody. And the front page headline in the next day's New York Post would read, "8 Year Old Shoe Bomber Caught Flat."

I had fun with cousin Florence and actually enjoyed her craziness but one time as we were in the bathtub together. Don't ask how that ever came about but during that infamous scrub down, cousin Florence bit me in the stomach and left the imprint  of her teeth on me for months. It's a good thing her aim was not too good or we'd be going to another bris.

The main thing I liked about visiting Aunt Selma and Florence was the location of their home, just ten minutes by trolley to my vacation paradise, Coney Island. It wasn't exactly St. Bart's or Barbados but it didn't have jelly fish or urchins to avoid in the surf. All you had to look out for were used condoms. I could think of no place that would be more fun for an eight year old than Coney Island. After a day at the beach we had the boardwalk to look forward to. The boardwalk had all the glitter and excitement for kids that Las Vegas held out to adults. On the boardwalk you had many games of chance in the numerous penny arcades. Payoffs were mainly in free plays. Skee Ball was a game of skill and you would accumulate cards redeemable in junk prizes, most all of them stuffed. Steeplechase Park was the Taj Mahal of amusements on the boardwalk. The only way I gained entry was via someone' s throwaway ticket that had some unused rides. So one time I did get to hold on for life and scream in terror on the legendary Cyclone roller coaster. I also rode the famous race horses and walked the rotating barrel and drove the bump'em cars and saw Coney Island from the huge Ferris wheel. While Coney didn't have the great restaurants of Vegas it did have the best frozen custard and the one and only Nathan' hot dogs which were well worth risking the wrath of God for eating treyf (non kosher). I have never eaten hot dogs as fabulous as those. I now salivate at the memory.

At the southern end of the boardwalk was Luna Park, the other assemblage of rides and fascinating freak shows. It was theater to hear the barkers make extravagant claims of the rarities to be seen inside:  the sword swallower,  the fire eater,  the snake charmer,  a hermaphrodite,  the bearded lady, the world's strongest man, the tatooed wonder and more. From the fast talking comedic pitch of the barker, I took my first lesson in writing ad copy. I could never afford a ticket and I was too young for them to sell me one but just hearing about these wonders of the world triggered all kinds of images, none so vivid as the beautiful Tirza In Her Amazing Bath of Wine. Yes, up on the stage was this huge color poster featuring a gigantic wine glass into which Tirza "naked as the day she was born", the barker said, was shown lolling in Bordeaux , legs sexily dangling over the rim. At first I thought "this is funny; didn't she turn all purple? " Does the ticket include watching her shower afterwards?" These were the thoughts of a wide-eyed kid mesmerized by the beautiful Tirza seen only through a deep purple cheaply silk screened back drop, but even then what started out as funny became a more serious but not unpleasant sensation. In my young but fertile mind I probably saw more of Tirza than the paying audience did

A case of identity theft? No, a case of identity transference. One summer, the YMHA of Paterson sponsored an all expense paid two-week stay at a summer camp for kids whose families could not afford to send them. It was sort of a Fresh Air Fund of the day. Naturally my mother enrolled me. " You'll make new friends. You'll play sports. You'lll have a good time." She could not have argued more convincingly to get this response: "No way." With the registration form came a list of required camp clothes of which I owned precious few. Next thing I know a box arrives special delivery with more than enough camp gear for two weeks, each piece with  an i.d. label sewn in the shoulder. Names I never heard of. All garments, as they say of used cars, previously owned. "I'm not going" I protested even as I boarded the Lehigh Valley train to Port Jervis,N.Y.and then on to Milford, Pa. and Camp Cedar Crest, a picturesque sylvan retreat in the Poconos my home for the next two weeks. As predicted I soon adjusted and even began to enjoy camp. Apparently former wearers of my new identity outfits  left some extra base hits in their tee shirts and some amazing basketball shots in my shorts. They must have been jocks and for this I belatedly thank them very much. They not only helped me trade the tar bubbling pavements of Paterson for a cool and welcome,but all too short,respite in the country. I learned to swim, was elected captain of the basketball team. scored some points in games and actually hit the softball out of the infield. All of this for a kid whose only previous athletic experience consisted of rooting for the Boston Red Sox.

I never suffered the expected identity crisis despite labels to the contrary. In two weeks I became known as Alvin, that fun kid from Paterson.

Bubbe, my maternal grandmother, often spent time in our flat. When my mother went to work, Bubbe played nanny, baby sitter, cook (pasta with ketchup) and wise old storehouse of amusing and often ridiculous bubbemeises (myths, superstitions, old wive's tales).

Bubbe never did learn English, so from her I learned Yiddish, many words of which no English translation can accurately do justice.

While Bubbe didn't invent the spitless spit, she surely was one of its seasoned practitioners. "Ptooey" . I first heard the sound and saw the gesture whenever the name Hitler was mentioned. Her head would face down and with an emphatic shake would spray "Ptooey" meant to curse the ruthless dictator and wishing him in drayed (buried ). Grandma's only son, Herschel, my uncle, and his family perished in the holocaust. "Ptooey" was also emplyed when treyf ( non kosher foods) or chometz (not kosher for Passover) were mentioned, in an effort to ward off the ingestion of such foods. Bubbe would look skyward as if to imply God is watching. I was so impressed with these incantations that I did not violate the rules until many years later and even when I did eat something I wasn't supposed to I believed I was committing a sin and would be punished. I didn't eat bacon,ham or shell fish until I served in the Navy many years later and to this day I shun such foods.

Some typical bubbemeises:

If you let your fingernails grow long you will have bad luck.

If you eat standing up the food will go to your legs.

The best physic (laxative) is an enema.

Eat a flat piece of toast (a panetzl) liberally slathered with garlic (knoble) and you poison all the germs in your system

The one and only cure for acne is urine.

The best cure for digestive problems is a mixture of rhubarb and soda. Bubbe compounded this remedy at home by combining shavings from a well aged chunk of rhubarb with baking soda. The results were preserved in jars and looked exactly like jars of mud. It's been written that uncooked rhubarb is about as delectable as pond algae. Those who could stomach this concoction swore it worked.

It was a time of highly publicized kidnappings in the country, headlined by the Lindbergh tragedy. To prevent my being snatched, Bubbe was assigned to get me when school let out and one day in the boisterous crowd of parents and schoolkids that milled about at session's end, one woman grabbed my arm and said, "Come to momma". I do remember the event and to me it was simply a case of reaching  for the wrong arm. But to her dying day Bubbe remained convinced that I was about to be kidnapped and that she saved my life. If she was right it would have been the world's first kidnapping ransomed with all that my family could afford  to pay - a homemade sponge cake.

May 19, 2007 in advertising | Permalink | Comments (1)

A Creative Director's Life. Part 2 Call of the Corner

Ever since Dick and Jane I do not remember a time when I was not a avid reader. I read everything in print: newspapers, magazines, books, comic books, mailings, ads, signs, cereal boxes, direction inserts, etc. I love words. I once contracted to sell magazines door to door, cold calling and hawking Saturday Evening Post, Lberty, Woman's Home Companion, Colliers. The payoff was not in money but in prizes. My first award for selling three dollars worth of magazines was a balsa wood glider which, on its maiden flight, landed high atop a factory and was never seen again. Not all bad because between sales, and there was a lot of between, I could read those magazines. But from the time I was able to borrow books from a branch library near my house I fell madly in love with books. I became the library's most freqent borrower, two books every two weeks, and never a late return. I had truly catholic taste reading such authors as Jack London,Upton Sinclair John Steinbeck, Zane Grey,James Fenimore Cooper . I enjoyed non fiction too, particularly books on current events and biographies. I was also hooked on series written for young readers, Bomba the Jungle Boy and the Tom Swift adventures. But reading, like writing was a lonely pursuit so in time I put my books aside for a while and ventured out of doors, particularly to the corner of Eighth Avenue and 23rd Street the site of old man Kay's candy store and the gathering place of most of my contemporaries. I slowly acquired the art of hanging out, just hanging out and doing a lot of nothing but shmoozing and absorbing, a little singing, goofing on one another, arguing over baseball, doing imitations of neighborhood characters and creating minor mischief like loud noise that drew the ire of old man Kay who threatened to call the cops which he never did. The corner was also the arena for a bunch of small ball games, played with that old standby, the spaldeen (read Spalding) a pink rubber ball which could then be purchased for a nickel. There was box ball, wall ball, stoop ball, corner ball and of course stick ball. There was no surface exempt from a rendezvous with a spaldeen. And at times we were chased for creating a nuisance. The snack du jour at Kay's cost a dime and consisted of a pretzel log and a Pepsi. Pepsi was newly introduced to compete with Coke on a strategy of more for your money:

Pepsi Cola hits the spot

Twelve full ounces. that's a lot

Twice as much for your money too

Pepsi Cola is the drink for you

Trickle, trickle, trickle

And then back on the street to see who could come up with the loudest burp.

The corner proved popular with adults as well as the guys. From a radius of about five blocks, people came to Kay's candy store. They stopped for an ice cream cone,to buy newspapers and magazines, some even to tilt with the pinball machine or play the numbers.So Kay's became a special salon, a town square serving the enlarged neighborhood where customers could stop for a few minutes after their purchases to chat with the boys, exchange stories, catch up on gossip or watch us play the  corner games which were always a hoot. We went at it as if we were in the big leagues and like the big leagues even more fun when fights broke out. The gang was always good for laughs. Frankie Scaz would regale us with stories from the Spotless dry cleaning factory where he had a part time job:

No use standing on the seat,

Spotless crabs jump six feet.

It was kind of amazing to me, but more and more adults began to show up at the corner of 8th Avenue and 23rd Street.  A candidate for mayor of Paterson was a regular, as was a doctor, a chief of police, a fireman, a mailman and a bus driver, assorted businessmen, a circle of grownups eager to mix with the guys, exchange anecdotes and have a few laughs. We attracted a membership of regulars and while I was not aware of it at the time I was continuing my education in a way no school or book could deliver. I was working on my degree in street smarts.

Of what benefit to men and women their various degrees from prestigious universities if they do not have street smarts? They are among the truly disadvantaged.

I was once asked to define street smarts. Street smart means never having to be called a "shmuck."

June 13, 2007 in advertising | Permalink | Comments (1)

A Creative Director's Life, Part 3, My 15 Minutes

Not being a very high draft pick, when sides were chosen to play stick ball, I was in charge of the stick. So it was not unusual in the summer of my 12th year to find me rummaging through backyards in search of mops and brooms that were near death and would welcome decapitation as mercy killings. When I would show up with a new stick I was rewarded by calling balls and strikes, should the games involve realistic baseball conditions. Occasionly I would get to pinch hit. Thus I found myself in a no-win situation, being harassed for striking out or maligned for making bad calls.

In late August as the sun was setting on the summer vacation, the recreational office of the city of Paterson, in a move to shift gangs from the streets to the ball fields, created a city softball league. We never considered ourselves  members of a gang nor did we have an organized softball team. Nevertheless we found our neighborhood  scheduled to play a team from across the tracks, a section normally off limits to our guys because those kids were said to be hooligans who would pick on stragglers into their territory.

The game was to be played on a Sunday morning at Lafayette oval, their home field. Too embarassed to call the whole thing off, we hastily put together a ragtag team and called ourselves, "Amicis". Bull Horowitz , one of our more learned members came up with name. "It's Latin for friends" he told us. Having little time to argue, we went along with a name sure to instill fear into the opposing team, the "18th Street Raiders."

The Amicis featured the best jocks that could be assembled from a nice, friendly neighborhood where the worst "shonda" (scandal) was Bull walking out of Kay's with a comic book under his coat and the book falling out from under when confronted by old man Kay.

As luck would have it we were one player short on the day of the game, so they all looked at me and I became the starting left fielder, a position deemed least risky to the team's success. My palms immediately began to wet the inside of my borrowed fielder's glove.

You might say the game was decided when the Raiders showed up. As they jumped from a beat up pickup, they looked more like members of a work release gang than a softball team. They were a motley crew, but they had beautiful black and gold team shirts with names like Tony, Wolf, Angelo, Mario, Spider, Turk and Rocco who turned out to be their pitcher. Our team featured Marvin, Marty, Seymour, Worm, Harry, Squirrel, Burton, Scaz. Sidney, Stewie and me Alvin. However in my neighborhood I was known as Ted, as in Ted Williams my idol. This was a blessing since Alvin was then a popular name of a chipmunk. Anyway, if you lined us up we looked just like a class that had just come home from Temple.

Our first six batters struck out. They called him "Rocket" because he seemed to have one attached to his arm. We watched as a softball turn into a pea. We soon knew that we were in a laugher. Our Scaz was a pretty good pitcher but he was not having luck getting anyone out. Third inning, the score eleven to nothing and another long fly ball, this one in the area of left field, where you might remember I was standing. The ball was coming my way and I'm thinking "Oy vey, Hampel this is it". First I ran in, then I stumbled back, then to the side. The ball seemed to be drifting. Understand, the surface of this outfield made Mars look like a croquet lawn. "With a little luck I thought, I would disappear into one of those craters".  A lot of breaths were held on our sideline. After what seemed like an  eternity that nice and friendly ball found its way into my glove. A hugh cheer went up from the spectators.

"But it's not over Hampel". You have to bat.  Until my turn our team had just one feeble ground out. Even though my heart was thumping and my hands were clammy, I believe I made an imposing figure at the plate. From the time they started calling me Ted, I worked on developing a formidable batting stance and a smooth swing of the bat, homage to Ted Williams. I might not get a lot of hits but I had a beautiful swing. Behind me their catcher yelled to the Rocket, "Careful, this guy looks like a hitter." I turned and said "Would you say that louder please?" He did and suddenly I'm feeling  like the legendary hitter I was named after. I swung at the next pitch and lofted a lazy fly ball into short left field. The shortstop drifted out: the left fielder came running in. And I'm standing there in a trance hearing "run, run, run, what are you standing there for?" Before I could reach first, anyone else would have been on third, the left fielder,running as though he was on fire, made a spectacular shoe string catch.

The only member of the Amicis to hit a ball out of the infield, I was greeted as a hero with much applause and high fives. So what if we lost 21-0, So what if Rocket had 16 strikeouts. So what if our five pitchers gave up a dozen hits and almost as many walks. A miraculous catch , miraculous for me, routine for anyone else, robbed of the only hit we could muster, I reached the acme of my athletic career, my fifteen minutes of fame even though it came in a losing cause.

June 14, 2007 in advertising | Permalink | Comments (0)

A Creative Director's Life, Part 4, Alvin to Zeyde

"Zeyde" is the Yiddish word for grandfather and according to Leo Rosten, zeyde is best defined as " the press agent for his grandchildren."

So it was that zeyde took me on not just as his favorite grandkid but as a treasured client.

My grandfather was known around town as the tall "Mondle" although his name was Louis Mandel. There was another Mandel in Paterson; he was the short red-faced "Mondle" The two were never mixed up but they were friends and hung out at the Jersey Verein club on Main Street in Paterson. There the guys played pinochle and had a few schnapps. The club was a cozy wood paneled suite furnished with card tables and one great pool table on which I was permitted to try my hand while waiting for grandpa to take me home. The card players would look over at my imitation of a pool hustler and wink and tease Mondle about his kid the shark at the table , all form, no skill. Remember, I was all of eight at the time and had just come off acing a Sanford-Binet test scoring the IQ of a thirteen year old. Grandpa made this result known to all who would listen. And so in my grandfather’s inner and outer circle I was looked upon as some kind of boy genius. Living up to the hype gave me headaches, but in no way would I ever want to disappoint my beloved press agent.

Zeyde was a distinguished looking six footer with wavy, silvery gray hair. He was always nattily dressed and though his suits were not bespoke, his look was impeccable and his attire gave off-the-rack a good name. In summer he always wore a straw boater, not so much to protect from the sun but to appear fashionable. He delighted in telling me of the time he attended a Yankee game and Babe Ruth hit a home run. In the ensuing excitement someone tossed his hat on to the field. He was not upset because the thrill of seeing the Babe come through was worth it. I wonder what zeyde would think if he knew that his favorite "einekle" (grandchild) became a diehard Boston Red Sox fan. His class extended even to the cigarettes he smoked, Helmar, an oval shaped brand of strong Turkish tobacco which came in an attractive, colorful package that featured a white silhouette of a queen bracketed by stunning graphics of a Middle East origin. The Helmar box is now a collectible and can be purchased on e-bay. Zeyde saved the Helmar boxes for me and I used them for storing stamps, coins, marbles, etc. Kids love boxes and were forever cadging them from grocery stores,(cheese boxes were at a premium), candy stores, hardware stores and crazy Benny was known to hit on the undertaker for empty boxes. To this day I can hardly separate myself from boxes and I have stacks of them around the house.

If zeyde was alive he'd be right on line for the IPhone. He loved buying the latest audio equipment. He owned a beautiful console Fada radio with a built-in Victrola on which he played opera records and drove my grandmother nuts. He also was the first in his circle to own a car, a machine they called it then. He bought a Hupmobile, rolled it over on a country road and almost killed his wife and my aunt Anna.

One memorable day he decided it was time I visited New York City. So off we went to the Erie Railroad station in Paterson, up a flight of stairs to await the main line train headed for New York. With a roar reminiscent of a clap of thunder, that huge steam engine pulling a half dozen passenger cars created a wind storm, startling and thrilling me at the same time as it pulled into the station. This was not Thomas the Tank Engine. This was the same steamer that hauled the Twentieth Century to Chicago west. What a beauty. Later in life I owned a train set that featured a replica of that engine but was powered not by coal but by a huge key that you had to wind and wind until the engine was ready to ride the rails. That set was the poor relative of the famous Lionel electric trains, but it worked and my thumb grew a lovely callus from winding. Another toy I wish I had kept.

The Erie main line ended at the huge busy railroad yard in Jersey City. Dozens of trains disgorging passengers and waste, hissing and sputtering, I never forgot the tumultous sounds and the noxious smells of that terminal. Now zeyde and I disembarked and hurried a short distance to catch the ferry which would take us to Chambers Street and the subway to midtown Manhattan. The ferry ride was my maiden voyage on water and I've loved travel by ship ever since. Some years later, 1944, I joined the Navy and was a sailor in World War II. First zeyde took me to Macy's, the largest department store in the world. Then to the Empire State Building, the world's tallest building. Now for a little lunch at the amazing Automat. Oh the stories I would relate to my friends in Paterson. There's the one of a new immigrant who went to the Automat on his first day in America where he was seen feeding one nickel after another into the cherry pie slot.

"Are you crazy?" his cousin asked him. "You already have a dozen pieces of pie!"

The greenhorn replied,"What's it to you if I keep winning?"

I settled for one piece of coconut custard pie but what an amazing place. You put coins in a slot and out comes food, hot or cold. Who's behind those slots on the wall, the Wizard of Oz? Zeyde could not have taken me to a more entertaining destination.

When I arrived back in Paterson and tried to describe the trip to  my non English speaking bubbe,  I told of seeing "yahmen mit menschen"  Yiddish for oceans of people. That phrase was widely quoted when recounting the witticisms of my youth.

The next stop was the subway to visit my zeyde's sister Anna in Jamaica Queens. This subway ride was not uneventful. Sitting in a corner of the subway car opposite us sat a young couple making out. They were really going at it hot and heavy. I'm glued to the scene. Suddenly, up jumps zeyde, walks over to the lovers and says, "Stop it; can't you see there's a young boy over there." In shock at the command of this stranger the couple unclinched , just as, in my eyes, things were really getting interesting. In retrospect, this could have been a Bernard Goetz moment. Zeyde just couldn't shake his disciplinarian experience. He once served as a guard in a New Jersey prison.

Anna's son was an aeronautical engineer. Wow, he designs fighter planes for the Air Force. What an important and fascinating job. That''s what I want to be. I later found out that he owned a plumbing supply business. Anyway for a time I began to buy and construct model airplanes." Began" is the operative word here. I started those models, Stinsons, Cessnas, Pipers, etc. and never finished one of them. Too tedious,too delicate a task, and too long to finish. But I seemed to enjoy the process before abandoning that hobby. I didn't know it at the time but, of course I was happy. I was sniffing all that model airplane glue all day.

One Hanukkah the family was gathered at my house to celebrate the holiday. After a sumptuous meal, zeyde left the apartment. We all wondered where he was going. Shortly, he came back with a hugh box, and announced a gift for cousin Florence. The box contained a big beautiful doll and a doll house to match. Everyone applauded and congratulated Florence who was berserk with joy. As the incident was later described, Alvin was standing against the wall, watching all this and tears welling up. Zeyde leaves the room again, and goes out to the hall. By now, Alvin bypassed for a Hanukkah gift, left totally out of the celebration, begins crying uncontrollably. Zeyde seemed to be gone for an interminable time. Party over and Alvin gets zilch. Apparently, all the other guests were in on the joke. Suddenly the door opens and in walks zeyde carrying a hugh carton. He sets it down in front of me. All the others start to giggle as I, still sobbing, begin struggling to open the big box. Out comes this gorgeous junior size pool table with cue sticks and colored, numbered balls, and all the other accesories, exactly like the big table in zeyde's club. I start laughing and can't stop. Then my zeyde comes over and gives me a huge hug and a big kiss. My zeyde came through for me but in his own fashion. After all they called him "Mondle" the big teaser . A major player of practical jokes. To this day my wife thinks that he played a dirty trick on his favorite "einekle" (grandchild) and she holds it against him. Not me. I loved my zeyde and always will.

June 26, 2007 in advertising | Permalink | Comments (0)

A Creative Director's Life, Part 5, Boot Camp for the Imagination

The year is 1935. No TV, no PC, no cell, no video games, no You Tube, no My Face.

I am eight years old. What a wondeful time to be alive.

So many books to read. And loads of time to read them.

Whenever I am asked where my imagination came from, the answer is basically the same. Every time I cracked open a book or turned on my radio I was giving my imagination a workout and building a base for the career path I eventually took.

What a blessing to be born in a world with no distractions to keep a young mind from developing imaginatively and creatively. It was not that I was visually deprived. The stories in those books and the dramas enacted on radio  were received in high definition on the flat screen of my mind. And all the while my imagination was growing.

I saw movies without going to the movies and in 1935 watching a movie was not as simple as turning on TV or slipping a DVD into a player. I saw movies on Lux Radio Theater. For example "Sorry Wrong Number" starring Agnes Moorehead, was memorably created in one hour just using voice and sound effects. I listened and was riveted. Subsequently I watched the film version with Barbara Stanwyck and I didn't enjoy it as much. No film could capture the suspenseful narrative of that story better than my own mind.

Much of today's television had antecedents in the early days of radio. American Idol? In 1935 anyone who owned a radio listened to Major Bowes Amateur Hour. Jeopardy? In 1935 there was Dr IQ. A page with a mike roamed the studio audience for contestants. Thus came the phrase, " I have a lady in the balcony doctor." Correct answers were worth between $25 and $100 plus a box of Mars Bars or Milky Ways. Every Saturday morning one could listen and see Grand Central Station for a fascinating tale plucked from the millions of stories in the city. Those episodes rivaled anything now on TV. Before there was Cheers there was Duffy's Tavern ," where the elite meet to eat'"

At the age of eight I never had attended Ebbets Field, the Polo Grounds, or Yankee Stadium. Yet I had a seat to all Dodger, Yankee, and Giant games, right behind home plate. My hosts who described every detail of the game were Red Barber for the Dodgers, Mel Allen for the Yankees, and Russ Hodges and Frankie Frisch for the Giants. How I loved listening to those games; I even kept score. Some away games were re- created on ticker tape. I  saw and enjoyed all the action and was never troubled by the short delay in reality. Hey, President Reagan got his start as a communicator doing ticker tape re-creations on radio.

Like housewives and many college students hooked on soaps, I was addicted to adventure serializations on radio. My radio, a Philco Superheterodyne sat on a table next to my bed and from five in the afternoon to seven I was glued to it. Before frozen TV dinners there were warmed up radio suppers which I ate while listening. Until this day I believed Superheterodyne to be a word coined by an advertising copywriter to convey superior radio reception, like the word "halitosis" made up to mean bad breath. But much to my surprise there is a word Superheterodyne: "a form of radio reception in which part of the amplification prior to demodulation is carried out at an intermediate supersonic frequency produced by beating the frequency of the received carrier waves with that of locally generated oscillations." Well you knew that didn't you. Despite the dictionary definition my little Philco performed big time.

When you tuned in to radio you made a commitment Listening was not optional. Listening was mandatory. So as you put your imagination through a workout when listening to radio, you were also shoring up your ability to listen. And any executive will tell you that one of the biggest shortcomings in business is the inability to listen.

Some of the radio programs I regularly followed:

What Star Wars was to film, Buck Rogers was to early radio. Brought to you by Cocomalt.

"Hiyo Silver...away" so opened the Lone Ranger brought to you by Silvercup Bread, made with a whole cup of real milk. To the sound of Silver's hooves and the stirring William Tell Overture, the Lone Ranger,"Kimosabi" to his trusted companion Tonto, galloped into my home every Monday, Wednesday and Friday.

Tom Mix rode a horse named Tony and was sponsored by Ralston. It was said the oats in Tony's  bucket tasted better.

Jack Armstrong, the All American boy from Hudson High induced me to try Wheaties.

From the inner seal of a jar of Ovaltine and 50 cents for S&H, I got a nifty Little Orphan Annie decoder ring and a code for sending secret messages.

I can still hear that creaky door on the opening of Inner Sanctum, the program that scared the hell out of my brother and me huddled on my bed and afraid to breathe.

Sundays at five were reserved for the Shadow or Lamont Cranston and his live-in companion Margot Lane. "Who knows what evil lurks in the hearts of men? The Shadow knows heh,heh,heh" Sponsor, Blue Coal. I was hardly the target audience but I will always believe that Blue Coal was superior fuel.

I Love a Mystery was a suspense series featuring Jack, Doc, and Reggie.

Renfrew of the Mounted opened with the chilling howl of a wolf in the Canadian Rockies.

Omar the Mystic offered  secret Mystic handcuffs which I sent for. No sooner did I unwrap the package than I tried my new trick by inserting a finger in each end of a bamboo tube. Never was I able to solve how to extricate my fingers from the friggen thing and had to be cut out of bondage by the school nurse.

At that young age I was very interested in sponsors and their advertising on the programs I loved, an addiction that stayed with me and eventually helped shape my career.

I also enjoyed comedy and variety shows on radio. I listened to Eddie Cantor, Bob Hope , Jimmy Durante, Fibber Magee and Molly. But the best of them in my estimation was Jack Benny and his ensemble featuring wife Mary Livingston, announcer Don Wilson, singer and foil Dennis Day, valet and straight man Rochester. and periodically Artie Auerbach who played Mr. Kitzel and could be counted on to say in a strong Yiddish accent, "Pickle in the middle with mustard on top." Much of Jack's comedy was built around his penuriousness. I heard that original and historic airing which became arguably the most famous 30 seconds of silence on radio. Jack was accosted by a mugger who demanded "Your money or your life." After what seemed and eternity Jack responded, "I'm thinking. I'm thinking."

Fast forward 40 years and I'm writing Jell-O commercials which Jack performed on TV. Could a star struck kid have a better dream come true.

Henry Morgan aired on radio one night and the next morning became the talk around the water cooler. Morgan,a fresh voice for radio was kind of a Steve Martin type comedian, more satire than big yuks. One night he spoofed the the popular John Jay Anthony (advice giver a la Dr. Laura) by asking a distraught female caller,"Madam when did you first realize your husband had left you?" The reply, "We were using less butter in the morning". That bit epitomized Morgan's syle of humor. I've borrowed from it ever since.

By stoking my imagination and simultaneously developing appreciation of the creative process, little did I know that I was charting a course for the future.

With the demise of radio drama you would think there would be no way to replicate the experience of  my early years. Not exactly the case. Slip an audio cassette into a tape player and listen to a great book on tape. Get the best of  reading and radio. The 21st Century version of boot camp for the imagination.

August 06, 2007 in advertising | Permalink | Comments (1)

A Creative Director's Life, Part 5, Boot Camp for the Imagination

The year is 1935. No TV, no PC, no cell, no video games, no You Tube, no My Face.

I am eight years old. What a wondeful time to be alive.

So many books to read. And loads of time to read them.

Whenever I am asked where my imagination came from, the answer is basically the same. Every time I cracked open a book or turned on my radio I was giving my imagination a workout and building a base for the career path I eventually took.

What a blessing to be born in a world with no distractions to keep a young mind from developing imaginatively and creatively. It was not that I was visually deprived. The stories in those books and the dramas enacted on radio  were received in high definition on the flat screen of my mind. And all the while my imagination was growing.

I saw movies without going to the movies and in 1935 watching a movie was not as simple as turning on TV or slipping a DVD into a player. I saw movies on Lux Radio Theater. For example "Sorry Wrong Number" starring Agnes Moorehead, was memorably created in one hour just using voice and sound effects. I listened and was riveted. Subsequently I watched the film version with Barbara Stanwyck and I didn't enjoy it as much. No film could capture the suspenseful narrative of that story better than my own mind.

Much of today's television had antecedents in the early days of radio. American Idol? In 1935 anyone who owned a radio listened to Major Bowes Amateur Hour. Jeopardy? In 1935 there was Dr IQ. A page with a mike roamed the studio audience for contestants. Thus came the phrase, " I have a lady in the balcony doctor." Correct answers were worth between $25 and $100 plus a box of Mars Bars or Milky Ways. Every Saturday morning one could listen and see Grand Central Station for a fascinating tale plucked from the millions of stories in the city. Those episodes rivaled anything now on TV. Before there was Cheers there was Duffy's Tavern ," where the elite meet to eat'"

At the age of eight I never had attended Ebbets Field, the Polo Grounds, or Yankee Stadium. Yet I had a seat to all Dodger, Yankee, and Giant games, right behind home plate. My hosts who described every detail of the game were Red Barber for the Dodgers, Mel Allen for the Yankees, and Russ Hodges and Frankie Frisch for the Giants. How I loved listening to those games; I even kept score. Some away games were re- created on ticker tape. I  saw and enjoyed all the action and was never troubled by the short delay in reality. Hey, President Reagan got his start as a communicator doing ticker tape re-creations on radio.

Like housewives and many college students hooked on soaps, I was addicted to adventure serializations on radio. My radio, a Philco Superheterodyne sat on a table next to my bed and from five in the afternoon to seven I was glued to it. Before frozen TV dinners there were warmed up radio suppers which I ate while listening. Until this day I believed Superheterodyne to be a word coined by an advertising copywriter to convey superior radio reception, like the word "halitosis" made up to mean bad breath. But much to my surprise there is a word Superheterodyne: "a form of radio reception in which part of the amplification prior to demodulation is carried out at an intermediate supersonic frequency produced by beating the frequency of the received carrier waves with that of locally generated oscillations." Well you knew that didn't you. Despite the dictionary definition my little Philco performed big time.

When you tuned in to radio you made a commitment Listening was not optional. Listening was mandatory. So as you put your imagination through a workout when listening to radio, you were also shoring up your ability to listen. And any executive will tell you that one of the biggest shortcomings in business is the inability to listen.

Some of the radio programs I regularly followed:

What Star Wars was to film, Buck Rogers was to early radio. Brought to you by Cocomalt.

"Hiyo Silver...away" so opened the Lone Ranger brought to you by Silvercup Bread, made with a whole cup of real milk. To the sound of Silver's hooves and the stirring William Tell Overture, the Lone Ranger,"Kimosabi" to his trusted companion Tonto, galloped into my home every Monday, Wednesday and Friday.

Tom Mix rode a horse named Tony and was sponsored by Ralston. It was said the oats in Tony's  bucket tasted better.

Jack Armstrong, the All American boy from Hudson High induced me to try Wheaties.

From the inner seal of a jar of Ovaltine and 50 cents for S&H, I got a nifty Little Orphan Annie decoder ring and a code for sending secret messages.

I can still hear that creaky door on the opening of Inner Sanctum, the program that scared the hell out of my brother and me huddled on my bed and afraid to breathe.

Sundays at five were reserved for the Shadow or Lamont Cranston and his live-in companion Margot Lane. "Who knows what evil lurks in the hearts of men? The Shadow knows heh,heh,heh" Sponsor, Blue Coal. I was hardly the target audience but I will always believe that Blue Coal was superior fuel.

I Love a Mystery was a suspense series featuring Jack, Doc, and Reggie.

Renfrew of the Mounted opened with the chilling howl of a wolf in the Canadian Rockies.

Omar the Mystic offered  secret Mystic handcuffs which I sent for. No sooner did I unwrap the package than I tried my new trick by inserting a finger in each end of a bamboo tube. Never was I able to solve how to extricate my fingers from the friggen thing and had to be cut out of bondage by the school nurse.

At that young age I was very interested in sponsors and their advertising on the programs I loved, an addiction that stayed with me and eventually helped shape my career.

I also enjoyed comedy and variety shows on radio. I listened to Eddie Cantor, Bob Hope , Jimmy Durante, Fibber Magee and Molly. But the best of them in my estimation was Jack Benny and his ensemble featuring wife Mary Livingston, announcer Don Wilson, singer and foil Dennis Day, valet and straight man Rochester. and periodically Artie Auerbach who played Mr. Kitzel and could be counted on to say in a strong Yiddish accent, "Pickle in the middle with mustard on top." Much of Jack's comedy was built around his penuriousness. I heard that original and historic airing which became arguably the most famous 30 seconds of silence on radio. Jack was accosted by a mugger who demanded "Your money or your life." After what seemed and eternity Jack responded, "I'm thinking. I'm thinking."

Fast forward 40 years and I'm writing Jell-O commercials which Jack performed on TV. Could a star struck kid have a better dream come true.

Henry Morgan aired on radio one night and the next morning became the talk around the water cooler. Morgan,a fresh voice for radio was kind of a Steve Martin type comedian, more satire than big yuks. One night he spoofed the the popular John Jay Anthony (advice giver a la Dr. Laura) by asking a distraught female caller,"Madam when did you first realize your husband had left you?" The reply, "We were using less butter in the morning". That bit epitomized Morgan's syle of humor. I've borrowed from it ever since.

By stoking my imagination and simultaneously developing appreciation of the creative process, little did I know that I was charting a course for the future.

With the demise of radio drama you would think there would be no way to replicate the experience of  my early years. Not exactly the case. Slip an audio cassette into a tape player and listen to a great book on tape. Get the best of  reading and radio. The 21st Century version of boot camp for the imagination.

September 06, 2007 in advertising | Permalink | Comments (0)

A Creative Director's Life, Part 6, World war and other conflicts

While Hitler was blitzing his way through Europe virtually unimpeded, I was muddling through high school. Odd to admit but I was excited about war in Europe. Not to worry , I was a freshman in high school , only twelve, and  it'll be over before it ever reaches across the Atlantic. I soon became a passionate student of war and on a large map spread across my bedroom floor and with the help of newspaper and radio accounts I was able to follow the conflict and make a game of pushing colored pins from country to country. "Ma, look out you're stepping on Poland" A move which might not have been accidental.Both my mother and father experienced Polish anti-semitism as young adults. My mother fled safely to America with her mother and sister. My father was drafted into the Polish army. One day he went AWOL , hid in a dense wooded area, and wound up at a farm owned by friendly Poles until he managed to make his way to a freighter bound for America. In Poland an army deserter was known as a hero.

"Wait til Hitler reaches the vaunted Maginot Line in France. That'll be the end of the Wermacht," I told my friends." Oops. Hitler's army marched through the " ImagineNo' Line like a messer through Brie. There went France. This was not going to be an easy war.

My high school was Eastside High in Paterson. We were the Undertakers named for the grounds on which the school was built. No one ever figured out a  mascot for this football team. Eastside was the school that gave the world Larry Doby, the first black player in the American League and a Hall of Famer. The school was also to produce the highest ranking creative officer in the advertising agency business. I was not the most popular man on campus but I did earn a spot on the student council. Other than that, especially in my freshman and sophomore years I could have probably been elected class nebbish. Best description of a nebbish: when a nebbish enters a room everyone says, "Who just left?" My most notorious accomplishment those early years happened in French class where I insisted on mixing up French and Yiddish,i.e. "Qu'est vus tist do?" or "Hey, what's going on?" Or "Vous a tit dere vay a vous" which translates into "Where does it hurt ?" I never did get recognition for inventing a new language, Friddish. I taught Miss Crooks more Yiddish than she taught me French.  I did passably well in other courses, excelling in the ones that I liked and merely passing the classes that bored me. My personal Abu Grahib was gym, a mandatory class which made me nervous. The instrument of torture to which I would confess anything was the rope I had to climb until touching the ceiling of the gym. I thought to myself as I grabbed that thick hunk of a rope with very sweaty palms, "This is not for me. Jews take the elevator."  Tired of being ignored I turned to a tactic  developed during my early reading and radio days,  a sense of humor. If I liked it and it made me laugh, I adopted humor and tried out my material wherever appropriate. I soon found that a sense of humor characterized my personality and set me apart from my contemporaries. The classroom was the perfect setting for making witty remarks. This became my way of getting noticed and remembered and it came to be expected of me. But while my classmates would laugh, my teachers wouldn't. The class clown does not get rewarded for untimely interruptions so my grades began to get very unfunny. Humor also became my trademark during my years as an advertising copywriter. Much to my pleasure not only was I making kids laugh, I was attracting a new circle of friends,including girls who ordinarily  would not acknowledge my existence. It came as an historic revelation, girls like guys who make them laugh. But with all my new notoriety and a welcome bump in female friendships, I managed to go through high school, including the prom, practicing my own particular brand of involuntary abstinence. With hormones stirring and desire alive, fumbling ineptitude kicked in and I graduated with my streak unbroken. To make matters worse, in my senior year acne reared its ugly face. As Buddy Hackett recalled his youth " God came down, took one look and said ' You don't have enough tsoris; here take this and He threw a big package of pimples at my face. Hackett continued, "So when I was busing in the Catskills one summer a counselor took me aside and whispered, ' Kid you want to get rid of those pimples you need to get shtupped.' "When I got back to Brooklyn, I went to a drug store and asked the pharmacist, hey mister can I get shtupped here? " The pharmacist smiled, " You want shtupped? Not here kid, not even with a prescription."

It was not until several years later, in the back seat of a limo in the parking lot at Frank Scalzo's wedding reception that involuntary abstinence gave way to voluntary decadence. In the interest of full disclosure, my pimples did not go away.

September 14, 2007 in advertising | Permalink | Comments (0)

A Creative Director's Life, Part 7, Civvies to Skivvies

After December 7, 1941 there was no question about America's involvement in a war. We were in it. It was now the Allies, America and Great Britain versus the Axis, Japan, Germany, Italy. I first heard about Pearl Harbor from a dumbfounded ice cream licking patron of Kay's who came flying out of the store with the news, " We've been attacked. We're going to war. First a shock wave then an air of anxiety settled over the neighborhood. What now? Will I have to serve? I was only fourteen at the time. The entire country rallied around President Roosevelt with patriotic fervor not seen again til the nightmare that was 9/11. Nearly everyone wanted to know, " What can I do to help?" There was no shortage of responses: Join the Army, the Navy, the Marines. Buy War Bonds and War Stamps. Help conserve our resources. Gasoline was rationed as were tires and all things automotive. Women (Rosie the Riveter) were encouraged to work in war time industries vacated by draftees and enlistees. Don't hoard. As soon as my mother heard that the ingredients of her renowned baked goods would be rationed, she cornered the market on such staples as butter, eggs, sugar, flour, etc. Life without Mary Hampel' s honey cake and sponge cake was too horrible to contemplate. Many of Mary's specialties were donated to Bond Sale events. Support out troops. Write to a serviceman. Celebrities donated their talents to War Bond events. The Jimmy Dorsey orchestra featuring Bob Eberle and the gorgeous Helen O'Connell appeared at Eastside High School. Helen O'Connell sang the Dorsey hit "Green Eyes", "Those cool and limpid green eyes."  She was looking  right at me as she sang.

During the war, many items were rationed and black marketers profited. In our neighborhood, a manufacturer of nylon for parachutes, diverted the nylon for hosiery which women were willing to pay huge amounts for. He was caught and went to jail.

The war literally hit home when Herbert Gurantz , son of the corner tailor shop owner, was killed in the invasion of Italy.

Back at Eastside High, I was chosen to write a commercial featuring the benefits of buying war bonds and savings stamps. The 30-second spot talked about helping to win the war now and providing a great investment for the future. I also got to deliver the spot on station WPAT in Paterson. That commercial was the first of hundreds I would later write in my career as an advertising copywriter. My mishpucha swelled the station's ratings that morning when I was sandwiched between big band hits. My proud mother alerted the city to listen to Alvin on the radio. Lots of kvelling all around.

Pulling a big red Radio Flyer wagon, a friend and I went house to house collecting  pots and pans of aluminum which was in short supply and desperately needed in the manufacture of aircraft. The women generously donated some of their finest cookware. My mother even parted with the cherished pot in whch she made her famous matzo ball soup.

If the New York Post ran the story:

MATZO BALLS AIM AT ENEMY WAR PLANES

HOUSEWIVES TAKE POT SHOTS AT NAZI AIRCRAFT

Cookware Aluminum Aids War Plane Production

A while later some of the women suffered donor's remorse. They felt some of the joy and creativity of meal preparation had left with their pots and pans. So they invented a substitute for cooking. It was called TAKEOUT and it thrives today, nearly seventy years later.

Fast forward to 1974. As creative director of Benton&Bowles ad agency I was in Munich to oversee the production of a Texaco commercial to be shown on the telecast of the Olympics. We needed to recruit a band that would dress as Texaco dealers and parade through the streets of Munich playing the Texaco theme song. We auditioned many bands; the best by far was the German Luftwaffe band. So it was that a Jewish kid from Paterson, New Jersey  came to give orders to officers of the German Luftwaffe. "You vill follow my intstructions." The same Luftwaffe we brought down with the help of aluminum pots and pans donated by the ladies of Eighth Avenue during World War II. Tell that to my fellow junior air raid wardens back in the neighborhood who were wondering, "What ever happened to Alvin Hampel?"

Unfortunately, the Olympics  in Munich that year ended tragically with the killing of Israeli hostages.

Kasen's Pants Store billed itself as the world's largest store devoted exclusively to pants. "We can match virtually any fabric." Store windows featured rows of pants lined up like Rockettes in stripes, plaids, solids, herringbones, checks, etc. The windows attracted owners of orphaned suit jackets that needed matching pants to make a suit whole again. Men would stand and lift their legs in worn out pants to get close to the exhibits in the window. We called them "trouser browsers" and when they ventured inside the store, I was one of the sales persons they would encounter. I worked in Kasen's part time during high school and full time after graduation while deciding what to do about the impending war time draft. College was totally unaffordable and frankly I was tired of school. Many of the matching pants I sold were close if not perfect. "No one will ever notice, especially if you wear the suit at night. Anyway have you ever considered using the jacket as a sport coat so how about a pair of lovely contrasting slacks." If you owned a two pants suit and burned a hole in the jacket. Well you were SOL"Wait a minute, how about a beautiful pair of covert cloth slacks to go with that good looking sweater." It was at Kasen's that I learned the art of selling. I enjoyed making the sale,helping a poor soul to rescue a suit from the ashbin of wornout uselessness. Combining selling with writing, my other love, a career of writing advertising copy began to take form.

Every night after work I would walk around the corner to the back of city hall to wait for the bus home. One night as I was in line it started to pour. I was getting drenched when suddenly an umbrella appeared over my head. I turned to see a lovely young girl smiling as she shared her umbrella with me. We boarded the bus and began to chat. This was not an obvious pick up attempt on either part but a friendly exchange between two passengers, one of whom just wanted to help a fellow commuter in distress. For many nights thereafter my new friend and I sat together and talked and laughed. She talked of her day as a clerk in lingerie at Quakenbush’s department store in Paterson. Mostly I would make jokes of her experiences which naturally afforded many opportunities to be funny. She was petite, not too short and always dressed somberly. She had a sweet child like voice and she giggled and laughed at all my lines which only encouraged me The ride would take no more than 30 minutes before my stop. She stayed on to the town of Ridgewood.. Then, after about five or six months, our buscapades ended as I was off to serve in the Navy. Many years later this innocent but all too brief friendship would take a surprising twist that blew me away.

Forty years later while I was working for Hearst as creative director of Good Housekeeping, I received a letter postmarked from a town I never heard of in Vermont. It was from my friend on the bus. I was stunned. How did she ever track me down? She hoped that my life had been happy and successful but primarily she wanted to express her gratitude these many years later for helping her when she was going through troubled times. On those trips she was headed toward a home where she suffered from terrible abuse. I never found out nor cared to ask the specifics. Those bus trips, she wrote, provided much needed relief from her personal problem and she credited me for helping her briefly forget the situation that awaited her at the end of the line. I never suspected anything at the time and while I too enjoyed sitting and chatting with her on the bus, the relationship never blossomed into anything more. We simply parted good pals with no assurances of a future rendezvous. I responded to her letter and brought her up to date on my life since. What followed was even more surprising than her first letter. Turns out she recounted our story to the rabbi in the local synagogue and expressed a desire to convert to Judaism. She took extensive lessons in the religion, even ending up making a mikvah (the ritual purification bath) which ultimately sanctions the conversion. My religion never came up in any of our discussions but I didn’t show up on the High Holidays and explained why. At the time of the correspondence she had five children and planned to raise them Jewish. One time she sent me a copy of Herman Wouk’s wonderful take on Judaism, "This Is My God". This memorable part of my life doesn’t end there. My sweet, charming young lady from the bus had trees planted in my name in Israel.

I never heard from her again but I can only pray her life as a Jew is filled with happiness and joy.

October 27, 2007 in advertising | Permalink | Comments (0)

A Creative Director's Life, Part 8, A Sailor's Life for Me

It was the middle of June 1945; I raised my right hand, swore allegiance to the US and the next day I was on a rickety and musty Lehigh Valley train which would deliver me to my own gulag for the next three months, Sampson Naval Training Station on beautiful Seneca Lake in the Finger Lake section of upstate New York. I was assigned to F Unit, F for Farragut. Luckily, they said "you didn’t get G unit, G for Gestapo, the unit led by a sadist who was famous for innovative torture methods and was renowned throughout the Navy. How much worse can any unit in boot camp be. First night in the barracks more than a few new apprentice seamen sat on their bunks and cried. I, too, thought "what the frig am I doing here?" but I reminded myself; I am now in the Navy, the Navy of John Kennedy, George H.W. Bush, John McCain and Ted Williams. Will I eventually serve on a carrier, or a battleship, perhaps a submarine. Maybe a torpedo specialist, or a signal man on a carrier. Maybe a gunner on a destroyer. So why do I have to march miles and miles in clunky boots that hugged and chafed my tender flat feet and ankles, areas that never felt anything harsher than white cotton socks and expensive plain toe oxfords. The resulting blisters raised blisters and only Band Aids express mailed from home kept me from going AWOL The grinder, the track for running and calesthenics. Jumping Jacks and push ups and if your ass stuck up there would be a boot from the squad leader to flatten it. One misstep, like cutting into chow line and you go on submarine watch; standing at attention facing Seneca Lake looking for enemy submarines. Bunk not made up tight enough to bounce a coin off and you are rewarded by swabbing the barracks floor with a tooth brush. If I’m going to serve on a submarine why must I navigate the obstacle course, a grisly slog through the woods purposely watered and muddied to get you filthier (we had to launder our own gear) and the obstacles more treacherous and more difficult to negotiate. Me scale an eight foot wall? I have trouble getting into an upper bunk. Incidentally, be sure to be wearing undershorts when hopping off an upper bunk or risk Sampsonitis. Those afflicted with Sampsonitis left part of their testicles on the uncovered bunk springs. And frankly the only way for me to cope with that wall was simply to go around it but don’t get caught. However I fooled them down by the creek where officers from the base gathered on one bank to watch skinheads fail to make it swinging on a rope to the other side. This little diversion for the entertainment of the officers produced lots of laughs and catcalls when the poor schnooks dropped into the drink and walked off covered in slime.. Not this skinhead. Apprentice Seaman Hampel caught a strongly rebounding rope and like Tarzan, whoop and all, made it with a picture swing to the other side. Hooray, so I’m not such a klutz after all. Like a prisoner knowing the date of parole, I made the best of boot camp, taking r&r whenever I could sneak it in, even learning to laugh at the crap that went on and bonding with some of the guys who shared my interests and foibles. One more big test to pass and I graduate boot camp as a Seaman First Class and my permanent assignment in the Navy.

I’m in the Navy so there has to be some challenge related to maritime life. Sure enough. In a briefing before being escorted to an enormous swimming pool we were told to imagine we were on the deck of a burning ship. So each sailor must now climb a ladder 15 feet to a small platform from which we must jump into the pool wearing the summer white uniform, the one with all the buttons that you can barely open before peeing in your pants. When you are in the water you must take off your pants , spread the waist, all underwater, and swing your pants swiftly over your head to fill them with air thus creating a flotation device which could save your life. Uh oh, I'm going down with this ship. I can hardly swim and I'm supposed to execute that lovely intricate maneuver while underwater.If you don't jump you don't go home on leave, finished with boot camp. So scared witless, I tucked my hands in my underarms and jumped. Screw it. If I drown it's their fault. I'm flailing around desperately struggling to get to the surface when something hits me hard in the chest. It's a long pole controlled by a lifeguard standing watch poolside.

I grab on for dear life and am lifted to the surface, pants still on. Saved, alive and the Navy had rachmonis (pity) on me because I passed the abandon ship drill even though bypassing the flotation gimmick.

Best of all I survived boot camp and I'm now a Seaman First Class waiting for my next assignment to help defend the United States from foreign enemies. In my exit interview I correctly identified war plane silhouettes quickly flashed on a screen. Some I remember : P 51 Mustang, P 47 Thunderbolt, P 38 Lightning, P 40 Aircobra, B 17 Flying Fortress, B 25 Mitchell , B 24 Liberator. I confidentally expected to become part of aviation in the Navy. I was in for a big surprise.

December 10, 2007 in advertising | Permalink | Comments (0)

A Creative Director's Life, Part 10, The Ascent Begins

Armed with a degree in marketing from NYU, courtesy of the G.I. Bill, I ventured out into the world to make a career in advertising as a copywriter. In college I loaded up on advertising courses which served to introduce me to a world I felt I could succeed in. Ironically, I eked out a "C" in advertising copy, a course taught by an English professor who knew less about copywriting than a shoemaker.We had barely 30 minutes to write an ad just prior to the bell. The assignments came right out of the textbook and were ridiculous. Yet I persevered in thinking that copywriting was for me.Can you get into advertising just by taking advertising in college? No. Ads themselves are far better textbooks than the ones you get in school. Study print ads, even collect the ones you like. Notice how good provocative headlines get you into the ad and almost force you to read the body copy or the gist of the story. Grabber headlines are to advertising what punch lines are to a joke. Incidentally humor is one of the most valuable tools for copywriters. Smiles sell.

At the time I graduated, the word around school was that jobs in advertising were practically impossible to get, especially for newcomers without any experience. One afternoon as I was scanning the classifieds in the Paterson Evening News, I spotted this: COPYWRITER WANTED. Wow, made for me. As they would say in my family, " It was bashert". It was predestined. And that’s how I got my first job in advertising at Gordon-Pilling a small agency in Paterson.

It wasn’t Madison Avenue; it was Broadway in downtown Paterson on the second floor of the Lindbergh Hotel building, a hot pillow hotel right in the middle of town. There were no candies on the pillow at this high turnover hooker haven. At Gordon-Pilling I learned to create mostly newspaper ads for local retailers. "Try This for Sighs" was one headline my bosses thought was brilliant. I knocked out hundreds of newspaper ads and tried to be as original as possible.. Standard when I arrived was to filch copy from services that provided pick-up text for every type of product. So eager to get a job as a genuine copywriter, I accepted $40 a week to start. I would have gone to work for nothing just to get the experience. When I asked for a raise, Ed Pilling turned me down "Al you’re never going to make it as a copywriter."

"Screw you Pilling" I’m out of here." He later fell off a boat in a drunken stupor and drowned.

His partner, Cy Gordon, reversed his turndown and I got the raise. I stayed a few more months.

But what if Pilling was right. What if I didn’t have it to make it as a copywriter. I never suffered from a shortage of insecurity. It prevailed throughout my life. While it wasn’t Young & Rubicam on Madison Avenue, at Gordon Pilling I was learning to write copy to deadlines and I was elated to see my words in print in local newspapers and in various trade magazines. I never got over that thrill. But Pilling’s vicious remark sparked a major bout of doubt. Still I persevered. I continued to write. After all I had been published. My column, "For A Students Only" appeared regularly in the Criterion at Eastside and the Beacon at Paterson State. It was a humorous look at school life. The column was picked up by schools around the country. I positioned myself as a writer who loved selling. The combination made me an ideal candidate for the career I sought.

In the meantime I was not just hanging around waiting for something good to come my way. I launched an intensive study of all the advertising around me in all media, magazine, newspaper, radio. outdoor, direct mail. Often I thought, "I can do better than this stuff." I began to read every book in the library on the subject of writing, especially advertising writing. There weren't many. I devoured "David Oglilvy on Advertising" and Rosser Reeves '"Reality in Advertising". I practically memorized "A Technique for Producing Ideas" by James Webb Young. I still recommend these books to students of the subject. I was paricularly engrossed in the area of creativity, a word which was to become my mantra. As I said, reading books will not transform you into a copywriter but they will introduce you to the craft and give you some idea of how the masters practiced their skills and wrote beautiful, persuasive advertising copy, copy which helped sell products and move the nation's economy. The work of one ad agency impressed me the most. Doyle Dane Bernbach practically revolutionized the business with its cheeky, clever campaigns for clients, "You Don't Have to Be Jewish to Enjoy Levi's Bread," illustrated by a native American, "The Ocean Just Became One Third Smaller" Illustrated with a torn photo of the Atlantic to show the faster trans oceanic route of El Al airlines, " No Goose, No Gander" for El Al's nonstop flight from Europe. The classic Avis campaign, "We're Number Two, We Try Harder" a theme still in use. And the clever Chivas Regal campaign which won many awards. Of course the memorable Volkswagen campaign, "Think Small." This was advertising worth emulating. It helped make DDB the hottest agency of the times. It's leader, Bill Bernbach became my idol. I learned early on that the idea was the bedrock on which all great advertising was rooted. All DDB advertising was based on solid consumer related ideas. Even without the burdensome research that was to follow, the creative talent was able to tap into basic consumer wants always interpreted with wit or humor.

An aside: As I write this in February of 1908, I must cite a line currently running for Cadillac, "When you turn your car on , does it return the favor?" A brilliant piece of copy and an example for aspiring writers to study.

Incidentally there is no big secret to developing writing skills. You learn writing by writing. This bit of advice led me to only those jobs where I could keep on writing.

February 28, 2008 in advertising | Permalink | Comments (0)

A Creative Director's Life, Part 11, Tuxedo Junction

A couple of floors up from Gordon Pilling in the Lindbergh Hotel building one could rent formal wear for men at Damoff’s, a store run by Harry Gross. In my spare time from copywriting downstairs , I hung out upstairs with Harry.. The place was completely surrounded by large pipe racks that housed the various styles and sizes of tuxedos for rent. Not only the suits but all the accessories that completed a formal outfit. As I wrote in a promotional letter I produced for Harry, "Everything from Your T Zone to your Toe Zone". Weddings, Proms, New Years, Banquets, Balls, Inaugurations were busy times for Damoff’s. When not busy, Harry and I had lots of time to bond. We had long and spirited conversations mostly larded with lots of laughs. We both had the rare ability to laugh at ourselves. Harry Gross became a best friend. Funny how shared hypochondria cements friendships. There wasn’t a deadly symptom that he didn’t have and that I didn’t catch. But we laughed our way through our diseases even as we sorted through the returned tuxes, many with every stain and every vile remain of a night the wearer couldn’t even remember. President Clinton was impeached on the evidence on a blue dress. The Passaic County D.A. could have indicted every renter of Damoff’s tuxedos. What stories those garments could tell. There’s an idea, "Tuxedo Tales".

So in the summertime it was only natural that my good friend and I headed for vacation together.

Where else but the Catskills, the Jewish Alps. Some men go to mountains to hike, or fish, or hunt, to camp or engage in other outdoor activities. Harry and I went to the mountains to meet girls because that’s where the girls went to meet guys. The mutual motivation made for terrific days and. if you got lucky, memorable nights. The Catskills were the Club Med of the times. You had outdoor activities galore. And nightly entertainment often consisting of new young comedians honing their skills for bigger things to come. It was not unusual for appearances by Milton Berle, Buddy Hackett, Woody Allen, Jan Murray, Red Buttons, Mel Brooks,Alan King. After the show, music and dancing every night. There were dozens of hotels flourishing in those days, none more famed than the big two, Grossinger’s and Concord. Harry and I were attracted to less fancy but still considered to be five star hotels like Brickman’s, Kutcher’s,

Laurel In The Pines and any resort that claimed to be that year’s most swinging spot. In addition to all the activities that the hotel "tumler", social director could grab you for, always including the daily competition of "Simon Sez" there was the FOOD. Way before cruise ships claimed choke a horse cuisine, you could easily tack on five pounds with all-you-can eat dining on the finest Jewish specialties. Your two week vacation in the Catskills was like cruising on the good ship "Ess, Ess My Kind" (as in "sinned"). Eat, Eat My Child. The favorite after dinner drink was Brioschi. The table you were assigned to in the dining room was critical. Check out the girls. Not so hot, switch. Play musical tables. The first night of dining everyone was dressed to make a great impression. It was time for checking things out. My good buddy Harry points to me, convulsed. with laughter. There I sit trying my best to look like Cary Grant in my brand new light blue hounds tooth sport coat, elbows suavely draped over the table with all the tickets usually sewn on to a new garment clearly displayed for all to see: Size 38. ;All Wool, ,Union Made. Soon the whole table was in stitches. So much for first impressions. My dad bought the sport coat for me at the employee discount store of the Botany Mills in Passaic where he then worked. Whenever I wore that jacket, the ladies of the table would look for the labels. It was determined that I was a nice guy who wore his size on his sleeve.

About food in the Catskills, I am reminded of a joke told by Freddy Roman. A little old woman, a guest of the hotel was complaining to the manager. "The food is not so good this year. Used to be better. And the portions are so small."

March 12, 2008 in advertising | Permalink | Comments (0)

A Creative Director's Life, Part 12, Swept Off My Feet

After our Catskill vacations, Harry and I realized that being non dancers put us at a disadvantage in the competitive quest for female partners in the mountains.

Harry danced with the rhythm of rigor just a little before mortis set in.. Hampel resembled an old man frantically searching for the nearest urinal so as not to miss an important part of the movie. Thus it was not surprising to find both of us taking dancing lessons from the Betty Robbins School of Dance in Pompton Lakes. Harry enrolled with his wife Roma and several other couples. Yes Harry was married. I was the single man dragged into the venture with mixed feelings. Being the spare I was paired with Miss Betty as she demonstrated the intricate steps of the rhumba, mambo, cha cha, some tango and even a review of the old standby fox trot. After three or four sessions, much to my amazement, I found myself beginning to enjoy the art of dance. And why not. I got to dance with the teacher one night a week. Betty was an attractive brunette who regularly drew second glances and she displayed the lissome moves of a professional dancer, which indeed she was. Betty Robbins was a former Roxyette, the Roxy theater’s chorus line answer to Radio City’s Rockettes. She had a cleft in her chin and the rest of her pretty face could never be mistaken for other than Irish. What was it about me and Irish girls? Abie’s Irish Rose? She was in her mid thirties with a ten year old daughter. I was 23 and very susceptible to being swept off my feet by an older woman.. Recent stories in the news tell of sexy adult teachers forming illicit relationships with underage male students. In my case I was a willing adult pupil experiencing the time of his life. When the group lessons were finished at about 10 PM I would invariably stay after school at the studio for some private tutoring.

As my private lessons grew to two, three and more a week, there was no mistaking where this pupil teacher match was headed. As I look back, I was arm candy for the lovely more mature Betty Robbins while becoming a hell of a dancer. Yes, we could have qualified for "Dancing with the Stars". As graceful as we were at executing those intricate steps, we eventually fell, and fell hard. While ours was that rare joyous relationship, in my heart I knew it would never pan out as Betty hoped it would. Word soon got around that Hampel was going with someone. A shiksa (non Jewish girl) no less. Gossip in the neighborhood had it that the Hampel family was prepared to sit shiva (a mourning ritual for the dead).

Parting was not such sweet sorrow. It was traumatic and tearful. Betty recovered and went on to remarry while continuing to convert klutzes like me into reasonable dancers . I was left with a much needed infusion of self confidence.

According to the adage, "When two hearts race, there can be no loser" At the end of our affair, we were winners by just being in the race.

March 29, 2008 in advertising | Permalink | Comments (0)

A Creative Director's Life, Part 13, Discouraged but Undeterred

It didn’t take an MBA to figure out that I would eventually want to leave Madison Avenue in Paterson for Madison Avenue in New York. As they say in baseball going from the minor leagues to the Bigs. I began to scour the classifieds in every newspaper I could get my hands on including the powerhouse classifieds of the NY Times. I was determined to keep piling up copywriter experience no matter where an appropriate job opportunity surfaced. My philosophy could be summed up in five words, " Alight Where You Can Write". I never gave up the habit of expressing thoughts as if they were slogans or theme lines in an advertising campaign. I looked into any job opportunity that would help fatten my resume and afford me samples. Copywriting is a business of samples. The interviewer sitting across the desk isn’t going to hire you on your looks. Advertising demands to see what you’ve done in other jobs. Show him or her what you’ve written, proof that you have some experience writing advertising for publication. Or, totally lacking advertising writing, show writing for an English course, for a local or school newspaper, writing of any kind to show that you can at least string words together intelligently And if creativity shines through, all the better. I interviewed for a job at Bambeger’s, the Newark department store. Certainly my sample ads written at Gordon & Pilling , although standard retail copy in most instances, would qualify me for a job at a retail giant like Bam’s. At least I had some, albeit meager, experience in retail advertising. How could they not snap, me up. Or so I thought. I created ads with all the right headlines, "Sale, Save, New, At Last, Now, Back to School, A Gift for Giving, etc." The top floor of the imposing Bam’s building was the location of the adverting department. The offices looked old and run down, much like the newsroom of a weekly newspaper. People scurrying about carrying tear sheets or layouts for approval. Lots of chatter and the clatter of typewriters. Tear sheet s and mats adorned the walls. Finally I’ m ushered into the office of the ad manager. She’s behind the most cluttered desk I’ve ever seen. We exchanged small talk and she seems to be a nice person. After about ten minutes of chit chat where I presented my credentials, schools, residence, hobbies, writing background, why I wanted to be a copywriter for such a distinguished store etc. Going along fine I think and ZAP, she hits me with the question, " Have you ever heard of a women’s fashion designer ( I don’t remember the name) and what current fashion that’s made her famous. Duh? "How do you expect to write fashion copy? " My only response was " The ad didn’t say anything about fashion copy." I never even got to show her my slender book of ads written at Gordon & Pilling. As I sheepishly backed out of her office, I thought, "This lady reminds me of Mrs. Butterworth in a house dress and she’s asking me about fashion. On the way home I think of what I should’ve said, "Who’s the leading designer of men’s shoes and what’s his current best selling design? Or, who plays second base for the Boston Red Sox?" I got to thinking about what I call the do-over words," should’ve, would’ve if only" How different history and our personal stories would be if the "do-overs" would or could kick in with a second chance to make things right. As I write this Senator Hillary Clinton would love to do over her misstatement about braving sniper fire in Bosnia. And Senator Orack Obama would love to do over his proclamation of "bitterness" as the reason why many voters turned to guns and religion. For that statement he was tabbed an "elitist" which helped contribute to his defeat in the Pennsylvania primary. The Bernice FitzGibbon wannabe (FitzGibbon the doyenne of retail newspaper advertising having perfected the craft at Macy’s and Gimbel’s) at Bam’s in Newark ignominiously handed me the first rejection in my quest to become an advertising copywriter. Rejections suck but I was undeterred.

May 05, 2008 in advertising | Permalink | Comments (0)

A Creative Director's Life, Part 14, Last Stop Before New York

Whippany? Sounds like the call of the dominatrix. It’s a town on Route 10 in Morris County, New Jersey, headquarters of Suburban Propane Gas Company, largest distributor of liquefied petroleum (bottled) gas in the East. Here in a rather weird detour from the New York I was heading for, I became assistant advertising manager because I needed a job and the title would look good on my resume. A twenty mile commute from home in Paterson, I went to work at a desk in a sea of desks that comprised the main office of Suburban Propane. It would be years before I earned a private office in an ad agency, where I ultimately lusted to create advertising on a national scale.

It was 1953. I was 26 and writing, which any writer will tell you is what you must keep doing if you want to be a writer. Nothing glamorous but a chance to be working away at my craft gaining more samples and getting paid for it. The product was bottled gas so the ads and brochures I wrote promoted the gas and the service Suburban provided as well as the name brand gas appliances they sold. Kvetch (complain) as I did about the mundane nature of the work, I was getting good experience. And I got to edit the company newsletter, Suburban Propane News. This was a monthly publication dedicated to enhancing employee morale by communicating the feeling of family.

The idea was to incorporate lots of photos with squibs of weddings, birthdays, births, even obits, sports news of company teams and any little tidbit that would be of interest to fellow employees. Woe is to the editor who omitted a recent snap shot or what was considered news from any employee in any Suburban office. Items were often as earthshaking as "Peggy Galvin of our home office is now cruising around town on four new Goodyears on her Ford.. You could hear Peggy coming to work from the hum of her new shoes."

Suburban also distributed a fertilizer called anhydrous ammonia which was stored and shipped in the same kinds of tanks as LP gas. So I got to write advertising addressed to farmers about a fertilizer that could turn asparagus spears from the dimensions of Bic ball points to the size and shape of Monte Cristo No. 3 cigars. This product was great stuff and resulted in the raising of bumper crops for the farmers who fertilized with it. The head of the agriculture division of Suburban liked my work as it helped increase sales of anhydrous ammonia and made him look good. But he didn’t like me personally since the time I pointed out one day that his fly was open.

No ad I ever wrote created such an instant tsimmes (a troublesome situation) as the ad headlined 'The Story of a Little House Taken by Storm." It was written in the form of a fable and told of the horrendous inconveniences created during a power outage in an electrical storm. There have always been disagreements over which was the best cooking fuel, gas or electric.  Top chefs preferred gas for its conrollability and superior searing qualities.The ad  in question was illustrated with a bolt of lightening over power lines crudely drawn by our in house artist. With just one insertion in the local Morris County weekly the stuff hit the fan. Mark Anton, a state legislator and president of Suburban Gas received an irate letter from his counterpart at the local electric utility, stating something to the effect, "Dear Mr. Anton, Our files contain dozens of photo of lovely homes completely destroyed by propane gas explostions. I'm sure you would not like to see these photos published so in the interest of fair play please refrain from running the ad, "The Story of a Little House Taken by Storm" I'm sure you are not interested in an ongoing battle of your worthy product versus ours." Thus ended the incipient conflict precipitated by an ad I wrote. Though the conflict was over I was proud of my part in tripping a war of energy sources. It was one of my first triumphs and a graphic example of the power of advertising.

June 02, 2008 in advertising | Permalink | Comments (0)

A Creative Director's Life, Part 15, A NY Job With A Lifetime Benefit


Passing thought:

I just saw a window on Lexington Ave. that featured a sign reading, "Flyer Boy Wanted". What an odd medium for Air Force recruitment.

I’d like to say I planned every step of my career. Not. Between jobs I often had doubts and misgivings. Am I good enough for this kind of work? What if I never get another job in advertising? At one point I even called my friend Bobby Gray, who was then a teacher, and asked what qualifications I would need to teach. As luck would have it along came an offer from Amos Parrish and Co. What’s an Amos Parrish? It’s America’s leading consulting firm for retailing and merchandising. Sounded good and best of all it was on Fifth Ave. in New York, only one block from Madison Ave, my ultimate destination. I interviewed with the head of department store consulting, one Murray Rae. He reminded me of George Raft and talked like him. After hemming and hawing he fingers his chin and murmurs " O.K. Kiddo, we’ll engage you. We’re not going to marry you, but we’ll watch and see how things work out." More encouraging words were never spoken. So with that vote of confidence I took the job as a copywriter for leading department stores at a salary of $6,000 a year. Amos Parrish became an opportunity that would lead to valuable retail experience as well as an encounter that would change my life.

For department stores such as Meir & Frank, Woodworth and Lothrop, Burdine’s Hecht, Carson Pirie Scott, Hudson’s Bay, Foley’s, Marshall Field, etc. I gave names to promotional events, mostly sales, and wrote the introductory full page newspaper ads. "Whale of a Sale", "Honey of a Sale" for Bear’s, "Humongous Sale", and for Christmas , "B. Altman Has a Gift for Giving", "At Lord & Taylor Back to School is Cool".Somebody had to write those gems. The projects were known as "attacks" and the sales people sold them with little concern for timing so you were always working against short deadlines. If the staff had its way the attacks would be lodged against the guys who promised unrealistic delivery dates. The stores needed enough lead time to get ready for the event and line up the hundreds of sale items, particularly the doorbusters, those small type boldface listings that featured the largest savings of the sale and produced the most traffic.

I worked in a big room with four guys who crunched numbers for the sales goals set during the promotional events. I was the lone creative. We hardly saw Murray Rae, the department head. Instead he delegated his supervisory responsibility to Dorothy Hoanzl. In essence she ran the department making sure the work was on schedule. Because she cajoled, pushed and prodded to get the projects finished in time, Dorothy was not the most beloved person in the company. As she made her rounds, to make sure deadlines were met Dorothy sometimes lost her cool, raised her voice and became officious and irritating. She was always firm but polite when checking my work.  I found her demeanor rather amusing. The other guys she was shepherding didn’t. Their resentment led to some charming nicknames, the nicest of which was, "The Dragon Lady." The rest would have made George Carlin’s infamous list of seven. I enjoyed eying this chic and attractive young woman play boss to a bunch of wise guys who just naturally resented being told what to do by a girl they wouldn’t mind getting to know better. While Dorothy occasionally pissed me off she was too lovely looking to ignore. I decided there must be a softer, more endearing side to the Dorothy that I saw in that office so I took it upon myself to find it. Fifty years later, three great kids, three wonderful grandchildren and I think I know the real Dorothy.  Despite some potholes along the way it's a voyage I would do all over again. These days Dorothy Hampel directs her rants at politicians on television.

It’s not that my wife doesn’t occasionaly revert to earlier form but by now we just reminisce and laugh. 

A principle I picked up at Amos Parrish served me well in later years, especialy in  one important meeting with Sears Roebuck execs while I was in Chicago at Foote Cone & Belding. The discussion  was about Sears' newspaper advertising and how the agency could help improve its effectiveness. I chimed in,  "Something I learned a long time ago when I worked at Amos Parrish and Co.,"Promote most what sells best." One female Sears' senior marketing executive  at the table spoke up,  " I agree with that and we should be doing more of it. You worked at Amos Parrish? I used to attend those fashion clinics. They were fabulous."  With that meeting I became a  consultant to the Sears account which was one of Foote Cone & Belding's largest pieces of business and one which was constantly rumored to be in trouble. We did not lose the Sears account while I was executive creative director of the agency.  

July 21, 2008 in advertising | Permalink | Comments (1)

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