If you walk into an advertising agency these days you’ll see a lot of energetic and enthusiastic young people running around having meetings and brainstorming and doing all kinds of important advertising things. And that’s all very nice. But there’s one thing you won’t see:
People over 50.
Now there’s been a lot of discussion about why this is. Some people think it’s ageism. Others think that past a certain point people just stop being creative. Or they don’t have what it takes. Or they’ve gotten way too expensive.
Full Fallow field
Originator of the “Fallow Field” concept. After a lifetime in advertising, he’s achieved “Full Fallow Field.”
This is not to be taken lightly.
And while some of that may be true, we’d like to propose a different reason:
When you’re over 50, you just stop giving a fuck.
That’s it. Zero fucks to give. The taste of corporate Kool-Aid makes you want to gag. You’ve seen a lot over the course of your career and it’s really difficult to get enthusiastic over some dumbass product that you know, deep in your bones, is going to fail. And not just fail a little. It’s going to fail in a dramatic way that will end careers.
But, of course, it would be inappropriate to say anything. You’re being paid to create a campaign for this pathetic excuse for a product, just shut up and advertise.
full fallow field
He’s had a storied advertising career. But he doesn’t give a fuck about that.
You’re not bitter. It’s just time to move on. So, you do other things.
But because you haven’t removed yourself from the world, you can’t help but notice that people keep making the same stupid mistakes. Creative mistakes. Product mistakes. People letting their good attitude and their desire to go along to get along allow perfectly awful products and campaigns to become giant money sucking black holes from which nothing good can possibly emerge.
That’s us. Old ad guys who have had perfectly amazing careers. We’ve worked on some of the most iconic brands in the world, as well as some of the most successful - and not so successful - startups. We’ve introduced products they couldn’t keep on the shelves people loved them so much, and we’ve introduced products that people hated so much they boycotted them.
We have vast experience. We know what works and what doesn’t. We have a good eye for strong campaigns and good stories. But the most important thing is:
We don’t give a fuck.
We don’t give a fuck if you give us your business. We don’t give a fuck if you are offended by brutal honesty. We don’t give a fuck if this hurts your feelings. We don’t give a fuck if your career depends on the success of this product or campaign because if it sucks we’re going to tell you that.
So why should you give a fuck about a bunch of guys who don’t give a fuck?
Because no one else will tell you the brutal truth. The truth you need to hear. The truth that could make the difference between success and failure. The truth that only people who have absolutely nothing to gain from being nice to you can tell.
Is it expensive to talk to people who don’t give a fuck?
Of course it is! But nowhere near as expensive as dumping money into the aforementioned black hole.
At this point you should be asking yourself:
Can you afford not to give a fuck about a bunch of guys who don’t give a fuck?