Paddy Hayes - From Penguins to Paradise

From Penguins to Paradise:

My Life as an Advertising Man

by

Paddy Hayes

Copyright 2021 by Paddy Hayes

All rights reserved. This book or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher except for the use of brief quotation in a book review.

Inquiries and Book Orders should be addressed to:

Great Writers Media

Email:

Phone: (302) 918-5570

16192 Coastal Highway, Lewes DE 19958, USA

ISBN: 978-1-954908-73-4 (hb)

ISBN: 978-1-954908-74-1 (sc)

ISBN: 978-1-954908-75-8 (ebk)

Rev 05/19/2021

Paddy Hayes began his advertising career in the late sixties in London. This was back when TV commercials were still relatively new, and right around the time when adverts started to become extremely creative. Television watchers today likely take all those memorable Super Bowl commercials for granted. There are many that are far more excited about watching these commercials, than viewing the game itself. Hayess story parallels many of those that pioneered the advertising business. Nevertheless, Hayess story is also uniquely his own.

Even if you have little to no interest in the advertising business, youll likely still enjoy reading From Penguins to Paradise: My Life as an Advertising Man because this biography is so well written. Just as any advertising professional worth his/her salt must grab and hold your attention immediately to be successful, Hayes shares his recollections with that same attention-grabbing skill. He doesnt take himself all too seriously and is able to find humor in some of the most stressful (at least at the time) situations. Advertising doesnt differ all that much from show business and its oftentimes difficult to tell the two apart. One familiar show biz saying both disciplines share is the truism that one ought never work with animals or children. The books title was inspired by a series commercials Hayes arranged early in his career, which featured live penguins. Penguins are fun to watch on nature documentaries, where theyre spied behaving playfully in their natural environment. Hayes soon found out, though, how these creatures are not nearly so fun-loving when you try and fit them into a TV commercial setting. Later in the book, Hayes shares another animal story about a bird that didnt perform correctly for a commercial. In short, his experience proved this saying to be true.

This books best bits, involve stories about Hayess international travels as an advertising executive. For example, he helped lay the groundwork for advertising agency work in the Soviet Union, shortly before the fall of communism. He was advised beforehand to bring along a big supply of Marlboro cigarettes for those times when he might need to persuade Russian citizens materially to do as he asked. He also spent time in Singapore, Tokyo, Hong Kong, China, and Indonesia, where he was forced to quickly learn local customs in order to successfully create advertising campaigns.

Hayes has a good sense of humor, which certainly helped him adapt and fit into unfamiliar cultures. As he tells his life story, his remembrances are wonderfully old school. Although his writing is never vulgar, the readers will not ever get the impression he is trying too hard to remain politically correct. He calls it as he sees it. When he worked with an attractive woman, hes not hesitant to include his observations about her natural beauty, for example. And when business meetings may have involved a little too much alcohol consumption, he doesnt leave out these liquid details. Hayes no doubt worked hard to get ahead in an extremely competitive career choice, but the reader is nevertheless convinced he often had a lot of fun on the job.

It takes a special person to be a successful advertising man, and Paddy Hayes had what it took to rise to the top. Certainly, there must have been long and boring days during his career. However, the stories contained in his book sure make it seem as though there was never a dull moment. If nothing else, Hayes life in advertising was far from routine. Not only is this book the career story of Hayes life, but its also a window into the evolution of the advertising busines. Textbooks might also provide much of the same information, but the authors storytelling talents sure make his favorite memories a whole lot of fun to read about.

I really appreciated the honesty Hayes shows about his business, the mistakes he made, what he learned, and the overall sense of goodwill about work and life that he presents. Anyone in business will be able to appreciate the stories and lessons. People involved in advertising or seeking a career in it will especially enjoy this booktheyll even find it eye-opening and enlightening about how the advertising world works. From Penguins to Paradise would make a perfect gift for anyone about to enter the business world as well as anyone who just likes a good story.

CONTENTS

I know its your first day, said Paul, my Account Director and mentor for the next couple of years, but I want you to come with me to your first meeting with the Creatives. Just remember that they are the ones who are meant to have all the smart ideas, not we Suits. And its your first day, so say nothing. Got it?

I nodded, thinking that this job, my first in an advertising agency, was already feeling a bit strange a whole new world.

The situation is were being threatened with losing the Penguin biscuit business if we cant come up with a new TV campaign idea, he continued. So the Creatives are under a lot of pressure. We are going to review the progress theyve made so far in finding something our client might be prepared to buy. But just remember, schtum !

In the creative department we found a strange-looking bunch. In an open-necked shirt and grey suit, Sam, the Creative Director, looked the most civilised. Jimmy, the Art Director, appeared to have difficulty looking any of us in the eye not so much a shifty look, just someone who was totally lacking in confidence in a social setting. He sat picking small specks from his Levis. Ed was the complete opposite all mouth and trousers, as Paul later described him.

Unconventional as they were, this was the team that had created some of the agencys best campaigns.

Im sorry, Paul, but were no further forward, Sam began. There have been a couple of half ideas, but weve had to reject them all as unworkable.

To me, the long silence in the room went on for ages and ages. Uncomfortable with all the brooding around me, I ventured: Have we ever thought of using real, live penguins? They look so cute.

Shut up! was Pauls immediate response.

Another long, long silence fell on the room as I squirmed in my seat.

You know, there may be some mileage in that, said Sam after a while. They say Never Work with Animals or Children, but penguins do look like absurd little men in dinner jackets. They certainly have the Aah! factor. And no, we havent thought about using them before. But its only a creative execution idea youve just had. We still lack a creative platform, and a consumer promise, which together will make the customer want to buy. But just maybe this is a place to start

A few moments later, I was tasked with finding out what sort of penguin was a Penguin biscuittype penguin, while the Creatives went back to trying to create.