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The Greatest Creative Director Ever
By: Brian Keller
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The work lasted around six and one-half minutes.

“Just Do It!” “Why 1984 won’t be like 1984.” “Think small.” “Think different.” “Got milk?” “A diamond is forever.” “Expect more. Pay Less.” “Wings of Man.” “You deserve a break today.” “A coke and a smile.” These and others of their ilk are all nice campaigns done by small-brained people once revered as ad geniuses until Sunday, August 25, 2013.

On that fateful night, friends, a campaign crafted and executed by a 20-year-old creative director who, at this point, has no peer as a brand changer, image changer, sales generator, revenue creator, anger maker, or booty shaker changed the way the world looks at selling because she didn’t ignore a very important hot button. (More on this later.) **

Most creative directors depend on massive dollar expenditures of media to get their well-thought-out, strategically brilliant work seen. This creative director bought no media. She was actually paid well by the very media she chose for her brilliantly constructed campaign. This campaign shows no signs of slowing down and is now generating income and massive discussion all over the world. In fact, the work can be seen almost anywhere on the Internet for free, but you may have to look at commercials by huge, and we guess not appalled, advertisers like Snickers, Pepsi, Playtex, and more first. They have actually purchased time on the young creative director’s work itself. The ancillary income the work is producing is astounding. We like Apple, Target, Volkswagen — maybe GEICO, AT&T and some others — but we don’t know many who would want to buy media time during the actual commercials presented by these companies.

Just a note. A commercial break in a commercial is something whose time is coming. You read it here.

1. The work topped Google (GOOG +0.07%)’s hot searches on August 26, 2013.
2. Added 100,000 Instagram followers and 50,000 Facebook (FB +2.57%) likes on Sunday August 25, 2013, the evening of the launch.
3. According to Forbes, the work generated 300,000 Twitter mentions per minute.
4. In just four days space has been given to the campaign by NBC, ABC, CBS, and Fox News. There have been comments from USA Today, The New York Times, the Independent, Hollywoodlife.com, Time, buzzfeed.com, entertainment.time.com, music.yahoo.com, the Daily Mail, The Huffington Post, and many many more. It keeps on going and going and going. 

Okay, we all know that the creative director is Miley Cyrus, and the product is Miley Cyrus who on August 25, 2013 spent around 6 minutes and 24 seconds advertising on the Video Music Awards. Miley’s latest single, “Wrecking Ball,” debuted the day of the VMAs. After the social media explosion, her tune ranks No. 2 on the iTunes charts. Another Cyrus single, “We Can’t Stop,” ranks No. 5.

 **(More on this later is right now) Miley remembered the greatest hot button in the world and used it effectively. She realized that in order to reach out and touch someone, she just had to touch herself. She did not underestimate the public’s need to be appalled and angry. In doing so she remembered that the public, especially the Calvinist American public, gets their knickers in a twist about talent being provocative and this preoccupation with provocation makes both the talented [John Lennon: “The Beatles are more popular than Jesus.” (Paraphrase)] and the talentless, see Kardashian (any) much, much richer. 

It keeps on ticking and shows no signs of abating.

The social media world is so up in flames that people on Facebook have even stopped taking pictures of their food and stopped “Words ‘With Friends” to sling vitriol toward wealthier-by-the-moment Miley. Mentioning Miley as just a person promoting her brand on Facebook may get you tossed from a group (ask the author) or “unfriended” (ask the author). 

Miley Cyrus is an entertainer. It behooves Miley Cyrus to be mentioned, and often. This is how she makes money. So, if you don't like her, don't mention her. Did someone say “Ke$sha”? Use your remote. It’s the pause that refreshes. But we won’t do that; we love to complain too much. So we some of us love Miley. We love that everyone is complaining. It cracks us up. So, complain on, brothers and sisters, and Miley gets closer to being able to buy a Range Rover a day. It would be a just reward for the greatest creative director who has ever lived and her groundbreaking campaign.

Maybe we should use this indignation to rail against crumbling school systems, awful infrastructure, and rising taxes, but that won’t happen. It doesn’t seem to be offensive enough.

Anyone remember Hannah Montana? She’d like to teach the world to sing in perfect harmony. 

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About the Author
Brian Keller is the Creative Director at teeny agency in Baltimore. He graduated from the University of Maryland (English), went to grad school at NYU (Cinema Studies), & attends University of Baltimore School of Law.

Brian's been working primarily in the digital space for years but enjoys all communications avenues.

He has built the creative departments at two agencies.

He likes skateboarding with his son. He also falls off his skateboard and amuses his son. When not amusing his son or riding bikes or playing basketball or working he writes for Beyond Madison Avenue & that's why Beyond Madison Avenue appears twice in this sentence.

Find him online here and at www.teenyagency.com.
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