Three Minute Happiness

James Cooper

The talk was filmed and I would imagine will appear on the D&AD web site so I won't go over everything. There is a really good text interview with Paul here too (best line "If you are programmed to win awards you are becoming a dinosaur"). But there are a few things that stuck in my mind.

Paul talked about the cover of Time Magazine in 1983. Instead of the 'Man of the Year' it was 'Machine of the year' and yup, you guessed it, it was a PC. He then talked about how this had totally revolutionised the industry. And of course he's right. He's not a geek, he's an art director, but he got it - a long time ago.

Taxi are not a 'digital' agency, they started as a pureplay design and ad agency. Print, TV, Posters. They still do that - bloody well too. He said they didn't have a house style. I would disagree: everything he showed was cool, crisp, funny and successful. I'd be happy with that as a house style. The great thing was that this style, or tone, was spread evenly amongst ALL disciplines. The same humour in some great Viagra ads appears in lovely sites for Mini. And not content with diversfying into digital they are now doing NPD.

They had a great idea for a homeless charity. Instead of spunking an extra 200k on a christmas party they set up a clothing range called 15 Below that makes a parka that can be stuffed with newspaper for insulation. They are given to to the homeless or sold in stores (for every parka sold one is donated). Paul's point was that it is this sort of creativity that keeps him buzzing.

He still loves TV, we all love (good) TV but understands it's not always the answer and sometimes money can be more effectively spent elsewhere. I still don't think there is a mainstream agency in London that honestly thinks  or acts this way. They may say they do but they don't really.

For him the line has clearly been crossed. He told a story about his dad in freezing cold Canada selling a car to some kids. Before he sold it to them he warned them, "It hasn't got a reverse". They replied, "It's OK pops, we're going to California and we ain't coming back."