I’ve written advertising for funeral homes, a convenience store, and now a granite and other natural stones retailer. When I informally hitched my summer to friendly George Jaworski, owner of The Granite Guy on Dirksen Parkway, I did so in part because I understand the fellow, his take on the creative process, and he seems to understand me. Better yet, he offered me a job. And I accepted.
One of the first things on my agenda was advertising for the State Journal-Register: nothing major, just a small business card size presentation to run several times and a larger advert to run less-frequently. For the small one, being an acoustic folk singer and Zimmerman fan helped. Maybe you’ve seen it already. The first line reads “Everybody must get stoned!” — Bob Dylan and below it — “We’re here to help.” — George Jaworski followed by The Granite Guy logo, address, web site and phone number.
I thought the connection to BZ, a/k/a BD, would “register” with folks of my age and slightly younger, making the kind of dollars requisite for serious renovation with natural stone. I showed it to the printing business owner next door. Was it TOO “hip” or did he understand the gentle humor? He “got” the advert and smiled. I showed it to the crew who do the real work, installing it all in homes and businesses. Some were 28 or so. Everyone understood: had a mild but obvious chuckle. THEN I showed it to George, and he “got it” too. I even ran it by the account rep, Holly Satterlee. “I want to be sure that this advert does not imply that Bob Dylan endorses The Granite Guy or even that he endorses granite/marble/onyx or even likes it. Talk to your legal people. Are we okay here?” She replied in due course, we were okay; nice concept, nothing perilous about the words.
Another person at said establishment, whose initiative, humor and sense of art closely resemble that exemplified best by a mollusk, after the advert had run a few times, not caring to approach me straight on regarding it, used the “banked shot” approach to the pocket. “How long is this ad going to run?” she queried, speaking as though trying to clean her tongue of lemon juice recently deposited thereon. I responded, “Holly’s in charge of that. Ask her. Or look in the newspaper advertising file.” I could hear this incipient train wreck coming a mile away.
“Well all I know is that it’s a terrible ad,” she said. “My friends don’t like it either, and they’ve asked me why we’re trying to get people to use drugs. That’s not a good approach. IIIIIIIIIIIIIII would have said ‘The Granite Guy is the place for your countertops, vanities, kitchen islands and bathroom improvement needs. We have excellent service and fair prices.’” . . . . . words to that effect, a string so long it would not fit in a half page.
i also know applique naivete when I see it, and I have learned there is no way to engage that kind of feigned ignorance. To give the comment the attention it merited would have cost me three ways. It would have required me to offend the person by speaking of my lack of respect for the applique naivete some people wear like ash on the forehead when it isn’t even Advent, or talk and write in greeting card phrases instead of stating what’s underneath the contrived patina that covers their insincerity. I share work quarters with this person. I would not compromise a neutral future of such enforced proximity. Finally, I understood I could not change the person’s mind.
I sighed, and responded “I have to finish some business in back, so I’ll be there if anyone calls for me.”
I expect some readers of this post to respond, “So hot-shot bloggerboy, what the helliss wrong with that other ad, hey?” To them, I reply: Friends, Romulans and countrypersonzzzzzz, I have some business in back. Leave your honest thoughts — no applique naivete, pleessssss — in the comments. I know you’re out there. I can hear you brooding.
My issue is not with other opinions. I have learned that you never ask a jealous associate at work to guide your career with the enterprise. I wanted opinions outside that mini-maelstrom, and that’s why I sought opinions where I sought them. I believe they steered me right; no bum steers, so to speak. But you know, Hosney? If in talking to customers and others who have seen the advert and think it doesn’t hit the target, I will accept their input and act accordingly when I produce our next advert.
As Bob Dylan charged in his classic Masters of War, “You that hide behind walls. You that hide behind desks (and I would add applique naivete), I just want you to know I can see through your masks.”
Live long . . . . . . and proper.