L.A. SPEAK

Selected slang used by art directors, copywriters and other assorted L.A. ad-types.

boondoggle n. Business trip whose location is chosen for travel/vacation motives. “We’re going on a boondoggle to Australia.”

crack a line v. To write a headline for an ad. “I had a great visual but the writers couldn’t crack a line.”

fall on your sword v. To kill one of your ideas rather than change it to satisfy the client or the agency.

gangbang v. To compete with many creative teams from one’s own agency. “They had us gangbanging on the ’92 campaign.”

paper the walls with it v. To come up with many ideas for an ad.

pool out v. Taking a single ad idea and expanding it into a campaign.

premumble n. Verbal introduction given by the account executive before creative-types present the campaign to the client. “I’ll do a quick premumble and then leave it to you.”

put the pants on it v. Making a rough idea presentable. “Let’s put the pants on it before we show it to the client.”

roll over v. To give in to client demands regarding an ad, even if it’s not what the agency feels is propitious.

see say n. A concept-less ad whose headline and visual say the same thing. suit n. Account executive, or A.E. “Well, we better show it to the suits first.”

wrist n. Art director. “Let’s get the wrist to draw it up.”