Figure depicting a poster stating “If TV's so bad for you, why is there one in every hospital room?”

Figure 16.1 This whole campaign from Chiat/Day was great. A bright yellow background made the posters and outdoor pop beautifully.

16In the Future, Everyone Will Be Famous for 30 SecondsSome Advice on Telling Stories Visually

Somewhere in America is the nation's worst dentist. He's out there somewhere.

We don't know where he is, but he's out there right now, probably sticking a novocaine needle in somebody's nose or putting a silver filling in his patient's dentures. He is the single worst dentist in the entire country.

And here's the thing: no one knows who he is.

Yep, the worst dentist in all of America, and he does his horrible work in anonymity. You don't hear people gathered in the company kitchen going: “Oh, man, did you see that piece-of-crap bridgework Dr. Hansen did last week? Teeth made outta old paperback books and Bubble Yum? Guy's a complete idiot.”

On the other hand, where is the worst commercial in all of America?

It's right there on national TV, playing night after night.

Unlike the anonymity the worst dentist enjoys, here in the ad industry our failures are very public. The worst commercials from the worst agencies (and the worst clients) are all right up there on the big screen in all their digital horror, seen by tens of millions every night. And people do talk about them at the office.

Here's my point: You don't want to suck in this business of advertising, ...

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