Wieden’s ad students out to fix America
Say what you will about the students in Wieden + Kennedy’s W+K 12 in-house ad school, but they’ve got some great facial hair. This video shows W+K 12 director Jelly Helm and his protégés at the Portland ad agency working on a project called “America. Love it or fix it” for Good magazine. One of the hairy students, with the great advertising name of Scrappers Morrison, says of the program: “I don’t know if we’re making ads, or if we’re doing art school, or, like, part of some reality show without any cameras hidden anywhere.” What he does know is that he enjoys wearing a stuffed raccoon as a scarf. —Posted by Tim Nudd |
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September 7, 2006 | Permalink |
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Damn, Nice cut Jelly!
Posted by: Topher | Sep 7, 2006 10:30:38 AM
Wow. Are they ever white. Oh, and male. Nice going, WK.
Posted by: ASP | Sep 7, 2006 10:37:29 AM
Yes Topher, Jelly looks about 24 with that haircut (he's got to be somewhere around 40 now, right?)
And WTF is up with the guy with no shirt on and the raccoon around his neck?
Seemed to be a decent number of women in there- not 50%, but certainly not all-male. Non-white, however is a different story. I mean could they have looked more homogenous? It was like the cast of "The Real World-- Williamsburg, Brooklyn" And since I'm sure most of these guys are being supported by their parents as they make their way through Ad School, the comparison is even more apt.
And as for the name "Scrappers" - well, would "Jelly" have been as successful if his name was "Bob"?
Posted by: John Doe | Sep 7, 2006 10:45:58 AM
The only way this could have come off as more pretentious is if everyone spoke in a new language - the language of FutureTruth maybe? - and it was subtitled, so that lesser mortals, who actually have to work for a living, could understand.
No wonder Wieden's going down the pan.
Posted by: OohLaaDiDah | Sep 7, 2006 12:24:54 PM
Scrappers = "The Unabomber"
Posted by: Ted K | Sep 7, 2006 12:38:56 PM
Call me a cynic, but I think 12 kids pulling a stint in AmeriCorps, the Army, an emergency room or Teach For America might have a little more credibility than this group.
Step one in "Fixing It" -- quit taking advertising so effing seriously. Sheesh.
Posted by: D. | Sep 7, 2006 12:46:58 PM
To the above-- exactly.
Although Scrappers would have wasted us all @ our agency moustache party.
Posted by: Nightranger | Sep 7, 2006 1:05:11 PM
Good for that girl who got fed up with advertising. Way to put your foot down, walk away from it all, and enroll in advertising school. At an advertising agency. That makes ads.
Posted by: okay. | Sep 7, 2006 1:17:34 PM
Sweet, a video I hate more than the Agency.com one!
Posted by: HenryJames | Sep 7, 2006 1:25:05 PM
You could easily put the name "Christopher Guest" on this and pass it off as a mockumentary about over-earnest, over-grungy advertising geeks. They (and so many others in this biz) are trying waaayyyyy too hard at appearing "creative."
Posted by: Nauseous | Sep 7, 2006 1:33:05 PM
I'm going to quit my advertising job today! And I'm going to do my Art full time! And....and....Damn. Shit, shit, shit! I forgot. Rent and food and stuff. OK I'll stay for a while but....I don't like it! Advertising is kind of like art, isn't it? Yes, I think it is. Jelly thinks it is. I am an artist. Now I feel better. Lunch?
Posted by: Artiste | Sep 7, 2006 1:54:54 PM
who the f*ck cares.
you all are a bunch of jealous burnt out idiots.
have any of you even been to 12? have any of you even talked to them? they are actually doing some really cool stuff.
Posted by: peanuts | Sep 7, 2006 2:27:48 PM
//And as for the name "Scrappers" - well, would "Jelly" have been as successful if his name was "Bob"?//
Gee, thanks, John Doe. (You don't play bass for X, do you?)
BTW, I still have a resume from Jelly (call him David for fun) when he applied for a job or an internship, at Babbit & Reiman in Atlanta. According to my calculations, hhis age is...
Posted by: Bob | Sep 7, 2006 2:34:53 PM
it's nice that w+k12 is an agency of individuals, yet most of the guys have Jelly "David" Helm's haircut. Why would you pay to do slave labor? Anyone out there in adland hiring anyone from 12? beside Wieden, of course. Not that it matters, but you do get a Masters from the AdCenter. What do you get from 12 beside a packet of Kool-Aid. Wait... Wait... I hear Jelly typing his reply now...
Posted by: whatever | Sep 7, 2006 2:57:51 PM
you all are a bunch a filthy ad hating sour pusses.
those 12 kids are just trying to break down the sistem.
geezusss.
who gives a rats bottom about this shizit.
geez.
making ads is great.
12 is great. I met some of those kids with the beards. they are really a creatives.
just try opening your hearts and you will understand more about this new way of advertising.
Posted by: peanuts | Sep 7, 2006 3:04:28 PM
Kool Aid anyone?
These people need professional help.
An intervention could be staged.
Perhaps two years of forced labor at McCann might work.
But it might be too little, too late.
Look at their eyes.
These guys are goners.
Posted by: Jammy Ham | Sep 7, 2006 4:01:41 PM
As a teacher I appreciate the combination of school/work. It would be wonderful if they could take this down to the high school level, involving students who are artists but don't have a direction to take that art. Kids/ adults learn so much more when what they do in the classroom is real.
Posted by: m | Sep 7, 2006 4:38:14 PM
*Fart*
That's going to be a great portfolio these 12 guys will all share when they leave 12.
Hope they want a job together.
Oh, wait...
There isn't a single recruiter on earth looking for a team of 11 earnest, fleeced do-gooders and a half-naked self promoter wearing a stuffed raccoon?
No?
Oh, shit.
Posted by: dean | Sep 7, 2006 4:44:06 PM
the jealousy in the above comments is palpable.
Posted by: jesus | Sep 7, 2006 4:47:31 PM
it's amazing how people will go out of their way to post comments that only tear down, trash, and destroy someone else.
sad and unfortunate that you people live your lives like that.
Posted by: peanut butter | Sep 7, 2006 4:52:09 PM
And with your Masters from AdCenter you can get a job as an______
Oh, right! As an advertising copwriter or art director.
Not sure what the actual degree is going to do for you.
Now here's an assignment for all of you: Try imagining yourself calling someone "Scrappers" on a daily basis and keeping a straight face while doing so.
Posted by: moses | Sep 7, 2006 5:18:17 PM
"not sure what the actual degree is going to do for you"??
sure, it'll get you a job as an AD/CW. but it also gives you the chance to get the hell out of advertising at some point when we become 40 year old burnouts like the commenters above.
Posted by: the red sea | Sep 7, 2006 5:30:13 PM
So what's going to happen when these kids "graduate" with a youtube video of them trying to "encapsulate America" in a 4-page spread with 11 other people, a superglued Jenga Portland Art-Project and a little note from Jelly saying you weren't WK material, but you sure are sharp!
My comments don't tear down or destroy anything.
But the McCann Detroit recruiter will a month after the students leave the school.
Maybe the students should consider the cost of the lifestyle they're living RIGHT NOW on what it will mean when they're looking for a job.
Or, not.
I'm just another comment in the comment box.
Posted by: dean | Sep 7, 2006 5:40:11 PM
How does a Master's from Ad Center take you anywhere other than advertising? It's not an MBA.
Posted by: love 2 hack it up | Sep 7, 2006 5:42:12 PM
America: Love it or Fix it? Good idea. Video? Pretentious nonesense. Of course, what would you expect from a place that refers to itself in near religious terms? I imagine they are all incredibly talented, but, Jesus, I mean Jelly, take off the self-importance and put on a shirt.
Posted by: Fried 'Nanners | Sep 7, 2006 5:53:13 PM
wow, you all sound like a bunch of unhappy people to me. Resentful? Let me guess, in advertising, things aren't working out, hating other people and the things they do makes you feel a little better about your own sorry lives. I think what WK12 is doing is amazing. At least they're trying to be thoughtful and creative and they aren't tearing other people down. Hopeful, you ought to try it.
Posted by: tup | Sep 7, 2006 6:22:34 PM
Loosen up guys. 12 seems too serious and self-important in this video. It's just advertising. I'm not trashing them, I like what they are trying to do. I just think that they should have more fun doing it - and if they do, their work will get better and they probably enjoy and respect what they do more. Right now, they seem too conflicted about working in advertising. And, I think it's OK to poke a little fun at the guy with the raccoon on his shoulders named "scrappers" - come on, that is a little funny. And a guy named "Jelly" should be able to handle a little criticism...I wouldn't worry about him. 12 and their supporters should learn to laugh at themselves. The haters should chill a little bit. And we will all benefit from that.
Posted by: Comeonit'sfunny | Sep 7, 2006 6:47:37 PM
Besides the barbs, I don't see the other poster's comments as hateful or resentful. They just seem annoyed at the high-and-mightiness this WK12 video seems to be dishing;
"...an experiment, disguised as a school, disguised as an ad agency...I don't know anything about advertising...I didn't feel like it was purposeful or important to me...I don't like advertising...(we) learn to work on an advertising campaign that's not an advertising campaign...when you have twelve individual mindsets about that it's really difficult...if you're going to try to sell something to somebody, it better be something good, it better be something you believe in...advertising has the potential
to be a really good educational tool...."
(All spoken in earnest with overuse of a high-rising terminal intonations).
Oh please. Face it, you do the the same thing as the rest of us (except we're not paying for the opportunity).
Welcome to the advertising business, kids. We applaud your spirit and we hope you do make your mark on the industry while having fun 'thinking outside of the box' for idealist campaigns such as this...but first, a real business problem: here's a brief for an ultra-soft toilet paper.
Run with it.
Posted by: cashew | Sep 7, 2006 7:57:33 PM
Apparently there are haters on both sides. Peanuts and Tub lighten up, maybe even open your eyes.
After seeing who got in, I'm definitely out of the apparent target range of 12's student demo, yet I applied, even talked to a few who entered also. Your implication that only the 'new' generation 'gets it' is off-base.
I applied 'cuz it was W+K and the rep it had for students to be exposed to the W+K mindset. Jelly's work was solid from looking at from The Martin Agency, even though I hadn't heard much about him prior. Regardless, I didn't get in and was told there were over 3,000 applicants.
Figured, way it goes, and I was cool with that. (Year one they took anyone who responded to their ad. Anyone.)
I applaud the experiment and Jelly's efforts, still do, as I think it's cool. Although paying 13k for a solid year with no break plus living costs is a major committment for someone with a family, I woulda made it, that's why I applied. I also mistakenly thought they wanted to change the face of advertising.
Wrong.
I was surprised when I saw who got in, even after Dan's comment in their book last year that said "next time, less white.”
Take that statement any way you want, but every student, filmmaker, writer etc., that made it into this year's program was taken right out of struggling artist central casting. Half were from Portland alone. Don't give me any shit about a diverse crowd or broadening horizons.
When W+K, or ANY agency for that matter starts educating minorities in numbers and trains them to be part of the marketing machine that sells to them, instead of treating advertising as some mystical pursuit that can only be done by people born with the skill, then they will be 'amazing.'
And if you can't be in advertising after 40, better tell guys named Lee or Dan. Apparently they didn't get that email.
Posted by: makethelogobigger | Sep 7, 2006 9:28:49 PM
i gurantee you that if jelly weren't at WK he's be the first one trashing it. anyone who used to work with him will validate this. i know, i used to work with him. he's not a bad guy, but he's sure not the messiah of advertising. that's lee clow. 12 is doing cool stuff, sure, but bogusky does the same stuff at his agency for real. and, oh yeah, he pays people to work at his sweat shop.
Posted by: uh-huh | Sep 7, 2006 9:33:40 PM
Jelly started at Martin, then went to WK, then to WK Amsterdam, then back to Martin then WK12. he really didn't do too much adwise after his first tours at WK & Martin, but he's great at PR. He did decent work in his day, but as a CD? Never heard much of him guiding great work.I will say, "America, love it or fix it." At first I thought it was just a lame pun that any half ass CD would have killed. But then I thought about it. 12 kids under Jelly's wing? There must be more to this than just an artistic art direction and pun headline. I looked long & hard. Nope. Still lame.
Posted by: jaded | Sep 7, 2006 9:44:24 PM
He's famous because his name is Jelly and everyone remembers a guy named Jelly. (And the work he did at Martin was good.)
Or Scrappers, for that matter, but I have to agree it would be hard to say that with a straight face.
I love the "people who hate advertising" line in the video. How many times have you read an interview with some new Ad Genius and read that phrase? Or, to make it easier, how many times *haven't* you heard it?
$13K a year plus expenses. For a post-grad degree.
So what you're telling me is that you've got a bunch of upper middle class white posers who can always go into daddy's business if the ad thing doesn't pan out. Using Black athletes to sell sneakers.
Nice.
Posted by: Reb Shlomo of Pinsk | Sep 7, 2006 10:00:09 PM
not all are white.
one is a native american , lower income level, lesbian.
Posted by: peanuts | Sep 7, 2006 11:57:00 PM
We once had an account guy who wore shorts and had a Shitzu but that wasn't half as funny as the barechested Art Director sporting a dead raccoon.
Posted by: rich Siegel | Sep 8, 2006 12:15:57 AM
The students in this video seem to be yearning for some sort of validation.
Myself, I sleep soundly. I like advertising.
Posted by: Idunno | Sep 8, 2006 12:46:47 AM
This is precisely why R/GA will soon become the lead agency on Nike. Why doesn't someone up in Portland stop stroking their ego and concentrate on coming up with some good ideas for the brands they still have. Yes, brands. Commerce, not art. You effete bunch of charlatans. Get off my internet.
Posted by: wiedensgoingdown | Sep 8, 2006 9:55:08 AM
I'm neither old or cynical or burned out... I too think the industry needs new ideas, new ways of thinking, new rules, all that. With that said, this video stars a bunch of tools. Did it really take 12 people to come up with a medicore ad?
Posted by: Tony | Sep 8, 2006 10:36:26 AM
If R/GA becomes lead agency on Nike will Bob Greenberg have to put a nike logo on that ridiculous beret?
I hope you don't seriously think R/GA is going to be doing all of Nike's work from now on.
Posted by: yikes | Sep 8, 2006 10:38:35 AM
I want to like the whole idea of what they're doing, but the sheer force of their adnerd personalities prevents me from doing so. And Jelly seems to think he's in the middle of a documentary on aids babies--he's so friggin' serious.
Posted by: pete best | Sep 8, 2006 11:06:48 AM
"This is precisely why R/GA will soon become the lead agency on Nike"
There are other agencies firmly in line for Nike before R/GA, one in particular.
Posted by: Topher | Sep 8, 2006 11:45:08 AM
jelly's first mantra at vcu adcenter was, "we're not out to change the world, just advertising."
now advertising is evil and he's out to change the world with his 12 trustafarians in tow.
here's an idea:
get out of our "evil" industry, burn your $130 nikes and go join the peace corps.
Posted by: frank | Sep 8, 2006 1:24:50 PM
who? tell me pleeeease!
Posted by: tellmetophertellme | Sep 8, 2006 1:25:26 PM
that raccoon's got a massive penis.
Posted by: oldjoke | Sep 8, 2006 1:27:26 PM
He's still mad that he put people to sleep with the "Awake" idea.
Posted by: tom lout | Sep 8, 2006 1:36:25 PM
Why is it about our industry that makes people suddenly hate it as soon as they reach any level of success? Recently it seems everyone is pouting and postulating about doing something "real" or "meaningful". And these are guys making the big bucks in the agency while the youngsters who actually want to make some great ads don't even get the briefs half the time. It's ridiculous. No other industry rewards negatrons as much as ours. This career embarrassment is a cancer in the industry. If you're not happy for some reason, then please by all means go and write your screenplay/novel/installation/whatever and leave the rest of us in peace. We were having fun until you came along.
Posted by: whiners | Sep 8, 2006 1:53:35 PM
Personally, I like the lack of cynicism in Jelly's goals.
However, as a cynic, I find it odd that he doesn't particularly like advertising and feels it does more harm than good, but maintains jobs teaching people how to make advertising for the salary of a high-paid ad exec.
I also think that as long as the companies who hire ad agencies are not particularly nice, advertising won't be particularly nice, no matter how many students there are ready to change the world. Perhaps his actions should be focused at changing the way corporations do business.
That being said, I think his intentions are noble and that video dreadful.
Posted by: yikes | Sep 8, 2006 1:56:01 PM
I really can't say which agency. For obvious reasons.
Posted by: topher | Sep 8, 2006 2:30:38 PM
12 didn't make the documentary.
some other people did.
they edited it. it was their idea. their questions.
people will believe anything that they see on television and in the magazines.
s0-- sorry to burst your hateful bubble, but you all are feeding into a mirage of bullshit. 12 actually has a lot of fun. come meet us! :)
why don't all of you 12 haters (the ones that dissed on the raccoon and that called 12 trustafarians) come out to portland for the weekend? come visit 12. we'll show you a really nice time.
And just so you know, there are no trustafarians in 12. many of us come from lower income families and are working our butt's off to be at W+K.
So, come out here and hang out with us. Let's share ideas with eachother.
Posted by: peanuts | Sep 8, 2006 2:42:39 PM
this video got annoying right when it showed all their smirking faces at the beginning. i want to see all of them in 5 years. ha!
the handful of ADs i know at wk portland grumble around about their jobs just as much as my friends at richards group. but richards is vacant on the weekends and they get 15% of their salaries matched in the "profit sharing." bastards.
jelly looks delicious.
Posted by: asgoodasitgets | Sep 8, 2006 3:02:26 PM
let's end this conversation. starting....
NOW!
Posted by: longjohnson | Sep 8, 2006 4:01:47 PM
