Matt Foley

After I drop my girls off at St. Monica's Catholic High School -- just saying that still takes some getting used to -- I drive down 11th street towards Broadway towards RP&, where I am currently working a great long term gig. And every time I make this little jaunt through Santa Monica I spot this beat up old truck parked next to a car dealership.

Today, I decided it merited a photo.

I'm going to go out on a limb here and guess that the Carpenter/Remodeler/Handyman who calls this his work truck also calls it his home. For one thing, the van doesn't move. And hasn't moved since my daughters started learning about the sacraments. The other reason, and this should seem self-evident, is I don't think this guy is getting a lot of work.

And I'm not saying that because the economy is bad or because out-of-control government spending in Greece has had a worldwide impact.

This is all about Marketing 101.

This guy, who lives in a van down by the ocean, could be God's gift to cabinetry. He could be a stud among 2x4 studs. He could be Bob Vila, Norm Abrams and Steve Maguyver all rolled up into one, ready to work his magic on any busted pipe, clogged up toilet or broken water heater in the 310 area code. But I doubt his phone is ringing.

And it's not because his AT&T bill is overdue.

I'm sure there are some pithy analogies to be made about myopic clients who similarly don't understand how a bad ad can be detrimental to their business and their brand. But I don't fight that fight anymore. The truth is I simply don't care. Oh I always try to do good, smart work, but if stupid clients want me to write stupid advertising to customers they assume are stupid, I'll gladly take their stupid money.

As for the apparently not-so-handy Handyman, I can only hope that he wakes up and sees the error of his ways. Until then, I've asked my daughters to say a couple of novenas on his behalf.