Chapter 10

“Toto, I Have a Feeling We’re Not in McMann & Tate Anymore”

Working out past the edge

PICASSO PROBABLY LEARNED TO DRAW a realistic head before he began putting both eyes on the same side of the nose.

Getting the eyes in the right place has been the subject of the first chapters of this book. Once you learn how, it’s time to go further out. So take everything I’ve said so far and just chuck it. Every rule, every guideline, just give ’em the old heave-ho.

Let’s assume you know how to sell a vacuum cleaner in a small-space ad with a well-crafted headline. Let’s assume you know how to put a great visual idea on paper and how to come up with the sort of idea that makes colleagues who see it go, “Hey, that is cool.”

Doyle Dane art director Helmut Krone had this to say on the subject: