According to historians, the idea of mutual-interest groups banding together to entertain themselves is as old as mankind, though some credit the invention to Mickey Rooney, the co-star (with Judy Garland) of a 1939 musical from Metro-Goldwyn-Mayer called “Babes in Arms.”
“Are you kids willing to stick together and pull yourselves out of a hole? I’ve got an idea,” Rooney proclaimed, sweeping into an emotional speech that galvanized the young people of his neighborhood. “What do you say?” he went on. “Hey, kids, let’s put on a show!”
An analogous bolt of “hey, kids” lightning recently hit the offices of Leo Burnett U.S.A., an advertising agency at 35 W. Wacker Drive , inspiring Julie Gordon, a senior account executive, and Christine Haws, a print service manager.
Their idea, after watching groups of Chicago lawyers and groups of journalists engage in revelries, was to mount a first-ever revue for Chicago’s advertising community, a mutual-interest group that these days includes about 5,000 people in several hundred firms.
Gordon and Haws pitched executives of the Chicago Advertising Federation. With CAF backing, the show now is set for May 14 at Park West, a nightclub at 322 W. Armitage Ave.
Auditions began last week, up a flight of stairs on the bare stage of Wrigleyville’s Annoyance Theater, normally home to such fringe and grunge productions as “Real Live Brady Bunch,” “Dick O’Day’s Big, Lovely Bingo” and the long-running “Coed Prison Sluts.”
“What we’re trying to do is to completely lay bare the hubris and bravado of the advertising industry,” explained head script-writer Joe Bardetti, a former copywriter who turned to standup comedy three years ago. “We’ll deal with the obvious topics, such as the fact that what people in advertising say is often 180 degrees away from what they think.”
Also, added co-producer Gordon, putting a slightly different spin on the show, which will have about 20 skits plus taped parodies of commercials, “we want to take time out to laugh about the business we put our heads and souls into day after day.”
“What I’m looking for is presence, fun, looking comfortable. Give me a couple of bits,” urged Joe Bill, a longtime Annoyance staffer, directing a parade of ad agency hands toward the stage.
David Misiewicz, a media buyer, apologized for arriving frazzled. “I had a crazy week at work. Some college kid quit and I had to do all his work,” he said, before launching into a credible impression of actor Jim Carrey.
“So I was thinking about getting a cat, but if you’re living in the big city–with a cat–you might as well hang out a sign, `I’m SO alone!,” said Susan Prekel, a copywriter, drawing laughs . “By Christmas.” she went on, “you’re sending out cards–you and the cat–both wearing little reindeer antlers.”
As Bill called up themes, Michelle Previte, an account manager, did improvisations of a frantic account executive unable to meet deadlines, an overbearing receptionist and a self-important art director.
Donna Urbanowicz, an agency vice president, dealt with another problem that affects many in advertising: Lack-of-respect. Asked by Bill to do a cleaning lady, she poked through a waste basket, picked out crumpled drawings and muttered a phrase which, translated from the Polish, she later explained, meant, “You call this art? Pit-oo-ee!”
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“We’re skewing the show towards younger people,” Bardetti said. “They come out of college very competitive. They get these dream jobs in advertising. Five years later, they’re like, `Hey, I signed up for this?’ It’s like any industry. It looks better from the outside.”
Often, he noted, “adults end up ridiculously focused on picayune things. Art directors will walk down a hall with their chest way out. `Herman the Dancing Eel?’ they’ll say. `My Idea!’
“And people are, like, `Hey, it’s the dancing eel guy! Make way!’ ‘
“This is a nice way to get together and share something, a laugh about the craziness of the business,” noted Dawn Doty, a CAF board member who helped get the idea approved. Funds raised will go to the Off-the-Street Club, a West Side youth organization supported by Chicago’s ad and marketing communities.
At least one other local mutual-interest group wishes them well.
“When we laugh at things, we deflate them, even our prejudices and bad feelings,” noted Julian J. Frazin, a co-producer of the Chicago Bar Association show, now in its 75th year.
Is this phenomenon–of professional groups putting on a show–likely to spread to, say, accountants? “They may have gotten together already, trying to be funny,” observed Frazin. “Who would know?”