Roy Williams writes with a clarity and spunk that I wished the entire ad industry could channel. The Wizard of Ads was something of a revelation to me when I read it a decade or so ago. (But writing that arrests the reader, that transports him, shouldn’t be limited to ads. Roy is worth reading if you want to be a great writer, because he has this talent for conveying the spirit of a thing.)
We won’t take the time to talk about Robert Pirosh as a writer for The Waltons, Hawaii Five-O, Mannix, Bonanza, My Three Sons, Family Affair, Combat! and The Fugitive. Our interest is directed at the letter that started it all, a letter blindly sent by 24 year-old Robert Pirosh to every producer, director and studio executive in Hollywood:
I like words. I like fat buttery words, such as ooze, turpitude, glutinous, toady. I like solemn, angular, creaky words, such as straitlaced, cantankerous, pecunious, valedictory. I like spurious, black-is-white words, such as mortician, liquidate, tonsorial, demi-monde. I like suave “V” words, such as Svengali, svelte, bravura, verve. I like crunchy, brittle, crackly words, such as splinter, grapple, jostle, crusty. I like sullen, crabbed, scowling words, such as skulk, glower, scabby, churl. I like Oh-Heavens, my-gracious, land’s-sake words, such as tricksy, tucker, genteel, horrid. I like elegant, flowery words, such as estivate, peregrinate, elysium, halcyon. I like wormy, squirmy, mealy words, such as crawl, blubber, squeal, drip. I like sniggly, chuckling words, such as cowlick, gurgle, bubble and burp.
I like the word screenwriter better than copywriter, so I decided to quit my job in a New York advertising agency and try my luck in Hollywood, but before taking the plunge I went to Europe for a year of study, contemplation and horsing around.
I have just returned and I still like words.
May I have a few with you?
385 Madison Avenue