Friday, February 8, 2008

A creative brief is not a quadratic equation

We "solve" clients' "problems". We write "rationales". We pursue creative "strategies".

Maybe this language has a purpose. Perhaps it reassures clients there's some rigour in what we do. But it does rather tend to suggest that creativity is just a subspecies of logic; reason ground superfine.

You could almost forget to leave room for inspiration.

That's why it's nice to read this article on Beck in the Guardian (itself about an interview in Rolling Stone, which I can't find).

Apparently most of the much-pored-over lyrics on his watershed album Odelay are self-confessed "utter nonsense".

They are not considered applications of the conscious mind, carefully constructed interplays of rhythm, rhyme, meaning and allusion. They're just placeholders, scarcely thought-through ramblings that sounded good at the time.

But they're brilliant nonetheless.

1 comment:

pisspoorenglish said...

i imagine Beck was smacked out of his mind on goofballs while spouting half those random lyrics! still good shit though.

i read about Bowie somewhere, that he used to put words in a hat and pick 'em out randomly for some songs.

in terms of advertising, i remember seeing a VW ad in a book, a cartoon of a guy holding the pump to his head. the creator said of it something like he didn't know why, but it just worked.

that kinda fills me with hope.