Like a boss

Tomorrow is the Super Bowl. I know it's Tuesday where you are but it's Saturday morning where I am right now. 

But for you the game has been played. The last of the chili has been eaten. And the ad literatti have already begun squabbling who had the best spot.

Maybe they'll be a couple of standouts, but nothing and I mean nothing will top the premier of Apple's 1984 which stiffened the necks of millions of Americans 40 years ago. There's a lengthy NY Time's article about what has come to be known as the Super Bowl's first blockbuster spot. 

You can read it here. 

There's probably a paywall thingy, but then I'm assuming most of you have a NYT subscription. And if not, you should. The value of a good 'truthy' news cannot be underestimated in these tricky times.

In my online discussion with one of the junior producers of the spot, I had made an observation about Steve Hayden, the copywriter behind 1984. I told this producer "Steve was one of my favorite bosses."

Seeing as my career is for all intents and savings-draining purposes over, I was asked to list my favorite bosses. She suggested I do it privately. But, as I approach my 66th rotation around the sun, I see little need for that kind of unnecessary discretion. 

That said, if you're reading this and don't see your name here, please take no offense. I don't know why I'd assume any of my former bosses would be reading this blog. They barely wanted to read my drivel when I gave them store-bought deference. 

These three jeffes just happen to be my most favorite. Mostly because under their guidance, I produced the best work of my rocky up and down career.

1. Lee Clow -- it goes without saying that I had the privilege and extreme good fortune to work for the guy who also spearheaded Apple's 1984 spot. I always had a father/son relationship with Lee, albeit in a vocational manner. In all the years I worked for him, and unlike my own dad, he never yelled or berated me. Though he did give me a good talking to, "you can be a little whiny and petulant, Brian." But, as many will attest, his style of bossdom always brought out the best in people. Better, myself included, than any of us even thought of ourselves. That's pretty special.

2. Steve Hayden -- the aforementioned copywriter of 1984 was also my boss ten years after the seminal spot at BBDO. I was hired to be a writer on Apple that was undergoing some very difficult transitional post-Jobs years. Steve was also mild mannered in a very professorial fashion. Though I didn't get much in way of good work produced at BBDO, he guided me through some very tough times. And taught me a valuable lesson or two about gutting things out. Oddly enough, we also share a juvenile sense of humor about the world. That comes in handy.

3. Mark Montiero -- also a product of the Chiat/Day days. Mark hired me to work on Lexus (a disaster) and also pursue new business (a dream.) In fact two or three weeks after I started there, I was asked to pitch in an assignment when the other copywriter had gone on vacation. It was for Castlemaine XXXX beer. A brand that had enjoyed great success Down Under and wanted to replicate that story here in the states. In the brief time I worked on that account, I wrote one of my favorite lines...

A little wordy for an outdoor board, but that didn't phase Mark. He brought this and a slew of other work to the client and sold it on the spot. Written, sold and produced in about two weeks time. Unheard of. 15 years later, in 2009, Mark also suggested I start a blog. This blog.

That's enough apple-polishing for today.

Ooooops, almost forgot to mention my all time favorite boss. 

When your career spans more than 40 years that kind of thing can happen. I worked for my best boss for 20 years. Sadly, he didn't help me produce much in the way of any good memorable ads. However, he did assist me in making something more important -- money.

It may not be true anymore, but there is nothing more satisfying than being your own boss.