Randy Olson’s new book, Don’t be such a scientist: Talking substance in an age of style, is a read that should be on the gift list of every ad agency client in the country. Dr. Olson’s premise, broken down to a single though for the purposes of this blog, is simple: Just because you find it utterly fascinating, doesn’t mean that everyone does. Putting forth scientific argument is no easy task. But what far too many scientists don’t realize is that science, while complex in the details, is rather simple looked at in broad strokes. Easy to understand… interesting, even.

Unfortunately, most scientists know the chemistry, not the story-telling. Perhaps they should take a lesson from Einstein. When asked to explain the theory of relativity he replied with a smile (or so I assume), “Put your hand on a hot stove for a second and it feels like an hour. But sit next to a pretty girl for an hour, and it feels like a second. That’s relativity.” Perfect. Brilliant. Genius, even. More or less the entire premise behind the theory of relativity explained in a way that a 6th grader could understand.

As the son of a scientist, Dr. Olson’s book certainly strikes a cord with me personally. But the message applies perfectly to another business that also hits close to home. Advertising. Instead of a scientist… we have clients. But they suffer from the exact same ailments. They know their brand, product, service, etc better than anyone, and as a result they are completely incapable of saying anything about with any style whatsoever. Perhaps that’s good. Perhaps that’s why I’m in business. Our clients hire us to talk about their brand in ways they can’t. And it applies to almost anything, but right now I’m reminded of it as I watch the political ads here in Massachusetts. Both a Mayoral race is underway, and a Democratic primary for Ted Kennedy’s seat. Political advertising is one of the biggest media buys on television. Last year $2.6 billion was spent on campaign media alone. But all of those ads, those hundreds of ads may as well have been just one. After all, do you remember a single one? I don’t. And remembering ads is my business. Political ads all have some cheesy b-roll of the candidate looking like a douche, as their unprofessional voice-over awkwardly dribbles out promises and catch phrases written by campaign managers and 21-year-old interns.

What these political candidates seem to be unwilling to learn, realize or accept is that advertising works, and good advertising works better. Imagine if one of these days someone put a little style into those political ads. I bet you we could get just about anyone elected, if we do it with finesse. Everyone just needs to think a little less like Einstein the scientis, and a little more like Einstein the poet.

Posted by Ronan Doyle, Partner/Creative Director