Ad Chat - Bernie Watt

Hello Monday. Today we chat with Bernie Watt, copywriter extraordinary at Make in Sydney, Australia. Give him a follow on The Twitter at @berniegerm or check out his blog at

And now, on with the questions...

What's your favorite funny story about yourself?
It's not that funny, but I used to play in a punk band and an orchestra (not simultaneously, but at the same time)

What piece of art (movie, book, music, painting, etc) has influenced you most? How or why?
The animation of Terry Gilliam (Monty Python). It was surreal and removed the need for a definitive narrative. It is the thing that turns Monty Python from a disjointed sketch comedy into a piece of genius. Through his work, I discovered many of the great artists.

Who was your favorite mentor and why?
Ant Keogh (Clemenger BBDO Melbourne) or Rem Bruijn (Current CD). Ant took the time to see me when I was in Melbourne on a holiday and spent over an hour spouting wisdom. He is one of my ad heroes and it was worth every second. Rem for his nurturing nature, sense of humour and impeccable musical taste.

What's one thing that excites you about the future of advertising?
Advertising no longer has boundaries. It's not limited by medium and can now be personalised to the level of a direct dialogue with your audience. Forget a Media Planner's 'day in the life', now we get into the audience's hearts and not just their homes. Now it's personal.

If you could meet with anyone in history (dead or alive), who would it be and why?
I have met several of my heroes (out of pure luck and circumstance) and can say that many were actually a letdown. So I would have to say that meeting an idol removes the mystique and unless you're working with them on a job, it will always be a lesser experience than you imagined.

What’s your favorite website/blog, and why?
My favourite would have to be Syzmon Blaszyck's Inspire Me Now . This stuff is off the wall, pure creativity. It's inventions, art, craft and design and is always a kick up the butt to think harder and better.

What's your trick to break out of a creative block?
Ping-pong, Playstation, or a trip to the bathroom - it's amazing what comes out when you get away from the computer (I know, toilet humour...).

Who is your advertising hero and why?
David Droga. He's an Aussie and he has taken advertising from an execution to something that can permeate society on all levels while at the same time being positive.

Tell us one of the things on your bucket list.
I'd like to make the move to NYC or London (via a photography binge in Havana) and kick some goals on a global level.

What piece of advice do you wish someone had told you when you were starting out?
No matter how much work you do, you need to push harder.

Previous Ad Chats
Ron Smrczek Executive Creative Director of TAXI Europe
Vincent Vella Creative Director - Grey Paris, Euro RSCG and Publicis.
Gideon Amichay, Creative Chairman of Shalmor Avnon Amichay Y&R Tel Aviv
Richard Tseng, Freelance Copywriter at CP+B
Claudiu Florea, Managing Partner - Wunderkid, Romania
Snorre Martinsen of Saatchi & Saatchi Oslo
Laura Jordan Bambach, Executive Creative Director LBi
Simon White from Rapp, London
Richard Gorodecky of Amsterdam Worldwide
Ray Page of Tribal DDB
Adam Pierno of Off Madison Ave.
Edward Boches of Mullen
Dirk Singer of Rabbit, UK
Gareth Kay of Goodby, Silverstein and Partners
Tim Brunelle of Hello Viking
Rob Schwartz of TBWA\Chiat\Day
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