More creativity than you can shake your schtick at.

A friend pointed out to me that my last 3 blogs had dealt with penises, bottoms and breasts.

Essentially that means there is only one place left to go.

And that’s the D&AD 50th anniversary party.

Because that evening was full of …

No I’m sorry, that joke is just too easy to do …. !  And also grossly unfair – the evening was full of delightful people enjoying probably the most magnificent tribute the industry has ever organised to celebrate outstanding creative work.

D&AD has been celebrating great work, (sometimes against huge odds) for half a century. The evening showcased the best of that time – and it was absolutely stunning. What a mind-blowing evening.

It’s only a shame, as Claire Beale pointed out, that it was so poorly attended by the creative directors of our current times  – i.e. marketing directors.

For me the evening had everything I love and hate about creative awards shows, redoubled in trumps. It had beautiful women – I was sitting next to Helen Calcraft, a woman the entire heterosexual  male population of adland has a crush on – it praised the kind of work which makes me proud to be part of this industry, and it filled me full of rancour and gall.

If we can get work like this out, why can’t we do it a lot more often ?

Move on, Steve.

Deep breath.

Remember what your therapist said about anger being an unattractive quality in blogs.

But the thing about awards ceremonies which always niggles me is this.  They are an example of something originally very laudable which has now been subverted in a way which goes almost directly against its original purpose.

A bit like voting for Nick Clegg.

The original aim was to celebrate creativity but now they’re more often used by CEOs to beat up their creative directors.

Originally it was “I know the client wants a 30-second pack-shot but there are better ways of engaging with people”; now it’s “why haven’t we got more creative awards than those guys ?”

Maybe this is part of what I’ve just decided to call the Inevitable Quantification of Everything.

Anyway, part of the evening featured  several lists of “Top 10s” and I was very gratified to be included in the list of “Top 10 copywriters”.

Until, that is, I came tenth.

Coming tenth out of ten can’t help but feel pathetic.

Of course, looked at another way – being the tenth most awarded copywriter of all time, globally – well that’s not such a paltry thing.

But I bumped into one old friend who greeted this accolade with the respect it deserved. “You snuck in there then,” he muttered.

Awards dos, like doggy dos, can bring out the worst in people.

But I need to put my cheap carping to one side, because the evening did genuinely proclaim the thing which is at the heart of all good ad-folk.

The f*ck-off bit of creativity.

The night ended  in fairly typical fashion. I found myself vaulting over a spiked fence beside a gate in the south west corner of Battersea Park because they’d locked all the gates I could find.

I risked the trouser legs of an expensive suit and my balls, but fortunately all 4 survived.

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