What it takes to make work that sticks
Q&A with Thabang Tipi Manyelo, Executive Creative Officer at The Odd Number
A bit of a menace, a bit of a poet, Thabang Tipi Manyelo, known to most of the industry simply as Tipi, thinks sharply, shoots straight, and yes, happens to photograph very well. Especially when there are awards in the frame.
Executive Creative Officer at The Odd Number, this is what’s on his mind right now. On AI shortcuts, purpose-washing, naïve intelligence, and why cracking the big idea is actually just the starting gun, he holds nothing back.
Tipi enjoying the huge haul for writing at Loeries 2024
Q: The campaign you wish you made
Tipi: I have always had envy for work that tests the craft of writing. The myth, the legend; Molefi Thulo (Who the Loeries Radio Grand Prix is named after), was one that tested the boundaries of this craft. RIP man, RIP. Here is a piece that won South Africa a Cannes Grand Prix for Radio, pure class;
Lucozade ‘Teleconference’
Q: The brand that understands culture properly
Tipi: This is a tough one because culture is so nuanced. But a brand that has shown this over and over again, living up to their ethos, and proving that a single sharp thought is mightier than the sword; has to be Heinz. This case study shows their recent 5 year dominance;
Heinz ‘Case Study’
Q: A piece of South African work that deserved more love?
Tipi: I’m going to be cussed out for this, but I can’t think of much. I think the work that stood out got the love it deserved. There’s no participation award in advertising.
Q: The tension you enjoy most in the creative process
Tipi: There’s always this moment right after you’ve cracked the big idea, then you get the urge to rest. “I’ve done it”. That is when the work actually begins. Because yes you have the line, and the key visual and the big activation idea. Cool. No how do you move that bronze idea to Grand Prix. You tell yourself; “Nah man, this is it, this is perfect, stop overthinking it”. Noooo. That’s when you must overthink it, underthink it, sidethink it, parallel think it, perpendicular think it, adjacent think it, double up, double down, whatever it takes to liberate yourself from yourself. You’re not THAT great…yet.
The Odd Number wins ‘Independent Agency of the Year’ at the Loeries 2024
Q: The creative shortcut you refuse to take
Tipi: I love short-cuts. Nearly shortcut this answer. But AI. Yes, it’s the future. Yes, it can come up with 4 million different endings for ‘Titanic’ in under 2 minutes. Yes, yes, yes. “AI won’t take jobs from people, it will take jobs from people that don’t use AI.” – Booo.
You (you human, you) were given the ability to be wrong. AI wants to be right. So, your shortcut will always be right. I’ve found that every time you take a shortcut yourself, you end up in the wrong place. You find a bar you didn’t know about. A book you would’ve never read. A girl you might marry. Take the shortcut. But do it yourself.
Q: The difference between good work and undeniable work
Tipi: Work. No one can deny work. We can see a quick 30-minute brainstorm versus 10 years to write ‘Titanic’. And still want to make further fixes. We will never deny the work you put in. The sad part is ‘undeniable’ doesn’t always win, ask any sports star. The undeniable creatives are the ones that make ‘undeniable’ in the face of failure.
Guest Speaker at AB-Inbev’s annual MarkCon
Q: A trend you’re wary of right now
Tipi: “South Africans are starving”. Yoh, this idea of creating work that helps people. “We made a potato that peels perfectly into a sneaker that picks up litter. Proving yet again that potato – potado, can make a better South Africa, no matter how you say it” – Booo.
We sell things here. Have we forgotten? We sell lipstick, and paint, and burglar bars. Things people don’t need. We are the villain in this story. The sooner we let go of “work for good”, the quicker we make work that sells the client’s product in a fun and interesting way. Lean into the villain, don’t shy away from it.
Model or award-winning creative? The many faces of Tipi.
Q: The brief you’re secretly waiting for
Tipi: Chicken Licken.
Q: Something young creatives overestimate
Tipi: Naïve Intelligence. A young creative is not hired to figure things out. You’re hired to make old Tipidang remember that advertising is not “client won’t buy that’’. Come with your crazy, unrealistic idea that “no way in hell client is buying this”. But at least then I can do my job – mould crazy into achievable. I’m tired of young creatives who sound like they’ve been in advertising for 10 years. That’s us, you bring your naïve self. Don’t be scared to be wrong.
Q: The series you’re currently obsessed with.
What are you watching, rewatching, or recommending to everyone?
Tipi: Look you can’t judge me for this, but I’ve gone back to old TV. Nostalgia is kicking my a** right now. Although I love your ‘Landman’, ‘A Knight of the 7 Kingdoms’ and ‘Industry’, I’ve found comfort in; ‘The Middle’, ‘Psych’, ‘Monk’, ‘The Mentalist’ and dare I say; ‘Recess’ (Yes, the cartoon). Special mention; ‘Ray William Johnson’ on Tiktok.
Produced by the IDIDTHAT Content Studio
Credits: Anne Hirsch / Julie Maunder
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