Expert: Peter Gabany - 10/1/2004

Question
Hello. I am extremely interested in writing commercials (mostly comedy). I have many creative ideas but do not have an outlet or knowhow to even begin to get started. Mind you, I did not go to college, and I understand that is probably an issue, especially in advertising, but regardless would still like to pursue this. I read a while back about the whole "wazzap" commercial guys and know that if they put that together from an idea, I could do this, and would be an assett to any company, even if I were to start my own. I have written many spots for a few radio stations that are still on the air over a year later. Unfortunately I did this for free, but the experience and fun of brainstorming ideas was pay enough (at the time). Anyway, I apologize for rambling, but would appreciate any information. Thanks!!

Answer
Tom,

I'm kind of a straight shooter… so here it goes. Don't bother. There is a seriousness to that side of the business that so few are privy to. You possibly have seen the stereotypical movies of ad agency life and it may even seem glamerous but the competative nature of the industry would dictate that you would not survive. All that I can say is, if you have some time on your hands - go for it. Try and get a job. The proof you will need is a demo reel of the commercials you have written for, a basics in advertising and a lot of chutzpah.

If you wish to take a serious approach, then I would recommend that you align yourself with a college or university or at least an up and coming commercial director who will give you the chance - but let me say this. The writing of the spot while difficult in itself is nothing without the client input, the media planners input, the client input, the art directors input, the clients input, research and account management's input, the client input, the creative director's and the commercial director's input, the clients input and the regulatory bodies input, the clients blessing and finally a lot of luck.

No I have not forgotten prime time media slots, shrinking budgets and a host of people that are already in the industry including the receptionist at the ad agency that want to write for a "funny" television commercial.

I hate to be be negative, but instead of looking to me here, if you really want/need to succeed at this business you have got to remove yourself from the computer and follow through on this desire of yours. Get to it and please - let me know how you make out. I will look for you on Superbowl day.

Pete ; (