There’s an old joke. How many creatives does it take to change a lightbulb? To which the answer is – We’re not changing anything.
It’s not that funny. It’s not even that true – the best creatives are very comfortable with change.
But it is revealing. It suggests that the thing trying to fuck over your perfectly constructed ad is a person or persons: The Client or the Creative Director. CDE1 Mums & Dads half-cut on warm wine in a windowless research room in Ashby-de-la Zouch or Planners.
Of course, this is still partly true. But today we have a more nefarious, elusive opponent. One that hides in plain sight. The greatest enemy of the work is the work.