Shelf Life 01 – Unleash The Power of Puerility
I’ve always been attracted to creative rebels, particularly those who don’t take themselves too seriously. It’s an infectious combination that most definitely harks back to mucking about at school. Like the time I opened up a history book mid-lesson and, when asked to turn to page 78 to read about Mahatma Gandi, was presented with a photo of the political ethicist, but with an additional Mr.T-esque mohican crudely drawn on his head and a speech bubble stating “I pity the fool”. I cried with laughter so much I had to be sent out of the classroom.
I was going to recount another tale about breaking-wind in French (by which I mean passing wind during a French lesson, not bottom-burping in a French accent) but you may think that a little puerile… which is EXACTLY the sort of thing celebrated in this impressive retrospective by Mark Denton Esq.
Unleash The Power of Puerility by Mark Denton Esq
Mark is one of those inspirational, creative powerhouses who excels at whatever venture he decides to take on. As an arty kid wanting to avoid a life of ‘proper work’, he went to art college for a couple of years before landing a job as a visualiser at renowned agency Leo Burnett, during which time he cheekily began submitting his own ideas whenever the opportunity came up. Before long he was working as an Art Director at BBH and then in no time at all setting up his own ad agency winning award after award after award. A move into directing TV ads followed which is still going strong over 25 years later (and 500 commercials under his belt), as well as being a sell-out talker on the lecture circuit.
Mark’s winning formula always kicks off with 'having an idea that could be thought up by a schoolboy', and never one to shy away from a good pun or double entendre, the chapter titles set the tone perfectly. Page 3 “My bit up the front”, Page 17 “If you can’t get in the front door, try going round the back!”, Page 125 “The Benefits of a Mass Debate” – you get the idea.
Mark takes us on a 400 page journey through the highlights of his career, showcasing beyond the work, his dedication to creativity and ability to just make stuff happen with or without the blessing of the client but always coming up trumps (fnar fnar).
I can’t recommend this book highly enough. It’s a reminder to both creatives and clients of the power of humour in marketing which sadly is being used less and less in these data-driven, analytical days. Knob-gags aside, there’s still something to be said for being brave and creating something that people find amusing and ‘shareable’ as opposed to simply informative and salesy. Sometimes you just have to go with your gut.
As Mark quite rightly says, “In life, it’s easier to get forgiveness than ask permission”.
You can buy Mark's book here: https://www.coy-com.com/product-page/unleash-the-power-of-puerility
