In my book Hey Whipple, Squeeze This, I propose that creativity is exactly like washing a pig. Because it’s messy. It has no rules. No clear beginning, middle, or end. It’s kind of a pain in the ass, and when you’re done you’re not sure if the pig is really clean or even why you were washing a pig in the first place.
A fellow professor, Tom Laughlon from the Advertising Department at FSU, agreed that washing a pig might make for a good lab experience in chaos and creativity. I extend my thanks to him and his students for this literalization of my metaphor.
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![IMGP4839 1](https://heywhipple.com/wp-content/uploads/2012/04/IMGP4839-1-300x200.jpg)
CHAD, ART DIRECTOR: Yeah, my friend at Goodby did something like this. He said you just gotta … muscle it in.
![IMGP4848 11](https://heywhipple.com/wp-content/uploads/2012/04/IMGP4848-111-300x200.jpg)
CHAD: No, we just gotta figure out how to keep the pig in the pool long enough to… COPYWRITER IN GREEN SHORTS SAYS: Dudes, seriously, what about my idea of feeding him Doritos? NICOLE (ACCOUNT PLANNER): Hey, I know! What if we used the hose …
![IMGP4850 1](https://heywhipple.com/wp-content/uploads/2012/04/IMGP4850-13-300x200.jpg)
ASHLEY: Nicole, the hose idea is brill! COPYWRITER: Yeah, but if he gets out of the pool, my Doritos idea might….. JOHN (THE CREATIVE DIRECTOR, ARRIVING LATE, COMES IN FROM THE RIGHT): Hey, I see you guys love my hose idea.
![IMGP4843 1](https://heywhipple.com/wp-content/uploads/2012/04/IMGP4843-1-300x200.jpg)
THE REST OF THE PITCH TEAM ARRIVES. (MEDIA TEAM CONFERENCES IN FROM UPPER PORCH, ON MUTE.) AGENCY PRESIDENT: Client’s in the elevators. Where the hell’s my clean pig?
![IMGP4865 1](https://heywhipple.com/wp-content/uploads/2012/04/IMGP4865-1-300x200.jpg)
CREATIVE DIRECTOR, TO COPYWRITER: Dude. You were right about the Doritos. They distract him. COPYWRITER: Let me just massage some of this copy here and….
![PIG CLIENT 2222](https://heywhipple.com/wp-content/uploads/2012/04/PIG-CLIENT-2222-300x200.jpg)
CUT TO THE PRESENTATION ROOM. AGENCY PRESIDENT: And there you have it, gentlemen. A clean pig. CLIENT: Did I say “pig”? Seriously? I meant to say warthog. Can you guys wash a warthog?
Good one Luke