“I was trying to find a creative
role in which you could have both
control of the words and their delivery.
In comedy writing, I’d tear my
hair out coming up with a good insight
only to later see it botched or
tossed away. With advertising, I was
finally able to massage and shape
ideas long enough so that their true
worth was revealed,” Weiner says.
His breakthrough in advertising came when he wrote, directed,
and appeared in his first major campaign for MTV. The oddball
spots were an immediate popular success, garnering Weiner
a teenage fan club and top honors at the One Show. The spots
show Weiner at his deadpan, dancing-fool best—a sort of hipster-weirdo
similiar to Napolean Dynamite, which begs the question:
Which came first, Napoleon’s chicken egg-gathering job or Weiner’s
droll chicken dance?
Eventually, Weiner joined the agency world full time, first and
briefiy with Cliff Freeman and Partners, and now with Publicis/N.Y. His appearance inside Publicis’ big, pastel, eerily quiet offices
seemed incongruous after our earlier encounter in the apartment
with Mona. But his relationship with the agency affords him new
opportunities to spread his wings and apply bigger, bolder ideas
through collaborations with art director/creative partner Alan
Vladusic (first from Bosnia, and lately of Germany). Boards Magazine
named the duo “Best International Creative Team Under 30.”
Currently, Weiner is hard at work holding down his day job
and directing a series of animated commercials that will break
during this year’s MTV Video Music Awards and are the genesis
of a forthcoming MTV show about puberty.
INTRO GUY CAMPAIGN FOR MTV: “This is a character I created with my friend Lena Beug,” Weiner says. “He's a really special boy with special talents. He has a zest and exuberance for music and a pure imagination. We wanted to get at the core of what MTV stood for. I don't know if we did that, but I can say I have a fan club of millions of teenagers.”
“Having my own show has been
a goal of mine since I was little. I
grew up loving Chuck Berris, who
was doing reality TV before reality
TV. I love the tube, but it is sad
what passes for TV these days. I’d
love to resurrect the unique set of
values that Berris pioneered, but
which reality programming today
totally butchers.”
It is at this stage in his career, as a Big Agency Man, that I met
Clay Weiner, man in motion, mold breaker. But where does he go
from here? In a sense, this is a story without an ending. Even the
middle chapters are incomplete. Will Weiner become one of New
York’s leading advertising writers and creative directors? Will he
focus solely on fashion design and marketing to propel the Rachel
Comey brand? Be an award-winning comedy writer? A journalist?
Filmmaker? Forty-year-old has-been?
If you ask Weiner, he has no sure answers to these questions.
Who can blame him? His career trajectory looks more like Coney
Island’s Cyclone and is probably just as fun. “Career? I haven’t
stuck around long enough to have a career,” he says, without irony
or regret. “Anyhow, the thought of having a career sounds inherently
lifeless. My pop always encouraged me to find something
that makes me happy, then find a way to make a living doing it.
The only problem is I enjoy doing too many things.”
The supreme advantage: youth. The priceless treasure: limber
bodies and agile minds. Why choose a career when you can have a
life? Why put all your talents in one discipline when you have the
potential to be excellent in many?
Adult decisions can be postponed until the time comes to grow
up. But until then you can dance, you can act, you can paint, you
can write, direct, design, live, love, and “walk” your devoted dog
until they call you in from play.
Or not—if you’re really lucky or
really good. Like Clay.