I’ve always admired Mike Hughes of The Martin Agency, and a recent conversation with him in Creativity (or as they typographically refer to themselves, Creat Ivity), only reconfirms my respect.
Hughes freely admits that he didn’t like the gecko concept when it was first presented, and only relented after repeated pitches by his team—and only because he believed it was just a one-shot.
How many creative directors do you know who will cop to something like that? A lot of history has been rewritten by CDs who claim early support—or, worse, authorship—of ideas that they originally crapped on.
Hughes also volunteered that while he was not initially keen on the gecko he had a lot of heart for an idea revolving around flying monkeys, which was pulled after only a few days on air. Not surprisingly, no one else is trying to horn in on the credits for that one.