Why even ask if ad agency creative can refuse certain projects? Why bring the party down? Because it's very important that you know...before you do.

The first few weeks are exciting as you're toiling away on 'real' projects as opposed to the months you spent working on your portfolio. And you're thrilled to be working side by side with people who have names that you actually KNOW! It's a rush, no doubt.

But suddenly a new creative brief comes up, or a new business pitch surfaces...and it's for CIGARETTES. Ewwew. Cigarettes. You know they harm people. You know what they do to unborn fetuses and to people breathing it in second hand.

You don't want to work on it. Now the question is what do you do about it?

Here's what usually happens...you can go to your Creative Director and take a firm stand and flat out refuse to work on those dreaded cigarettes...and he or she will probably give you the pass. I say probably...because not all agencies are alike.

But here's what REALLY happens.

The second you refuse to work on a product (not a brand, a product) a bell goes off. You've just put yourself on the radar screen, in a decidedly negative way. You'll called immediate attention to yourself as 'that creative.'

Now you will be scrutinized much harsher than the others who simply followed directions and worked on the cigarettes. Your work, whether anyone tells you this or not, WILL be put under a larger microscope. It's almost as if you will need to REDEEM yourself for having taken the pass.

It sounds rough, and it is because agencies hire you to

But suddenly a new creative brief comes up, or a new business pitch surfaces...and it's for CIGARETTES. Ewwew. Cigarettes. You know they harm people. You know what they do to unborn fetuses and to people breathing it in second hand.

You don't want to work on it. Now the question is what do you do about it?

Here's what usually happens...you can go to your Creative Director and take a firm stand and flat out refuse to work on those dreaded cigarettes...and he or she will probably give you the pass. I say probably...because not all agencies are alike.

But here's what REALLY happens.

The second you refuse to work on a product (not a brand, a product) a bell goes off. You've just put yourself on the radar screen, in a decidedly negative way. You'll called immediate attention to yourself as 'that creative.'

Now you will be scrutinized much harsher than the others who simply followed directions and worked on the cigarettes. Your work, whether anyone tells you this or not, WILL be put under a larger microscope. It's almost as if you will need to REDEEM yourself for having taken the pass.

It sounds rough, and it is because agencies hire you t

You don't want to work on it. Now the question is what do you do about it?

Here's what usually happens...you can go to your Creative Director and take a firm stand and flat out refuse to work on those dreaded cigarettes...and he or she will probably give you the pass. I say probably...because not all agencies are alike.

But here's what REALLY happens.

The second you refuse to work on a product (not a brand, a product) a bell goes off. You've just put yourself on the radar screen, in a decidedly negative way. You'll called immediate attention to yourself as 'that creative.'

Now you will be scrutinized much harsher than the others who simply followed directions and worked on the cigarettes. Your work, whether anyone tells you this or not, WILL be put under a larger microscope. It's almost as if you will need to REDEEM yourself for having taken the pass.

It sounds rough, and it is because agencies hire you t

But here's what REALLY happens.

The second you refuse to work on a product (not a brand, a product) a bell goes off. You've just put yourself on the radar screen, in a decidedly negative way. You'll called immediate attention to yourself as 'that creative.'

Now you will be scrutinized much harsher than the others who simply followed directions and worked on the cigarettes. Your work, whether anyone tells you this or not, WILL be put under a larger microscope. It's almost as if you will need to REDEEM yourself for having taken the pass.

It sounds rough, and it is because agencies hire you t

It sounds rough, and it is because agencies hire you to think..about ALL products...not the ones you deem to be socially acceptable. (You didn't mention your hated of cigarettes at your final interview, now did you?)

By the way, you will get this pass ONCE. And once only. I have NEVER known anyone who has had the ability to refuse two separate products (like cigarettes AND beer or feminine hygiene products and hard liquor etc.)

So before you head down to Chiat Day and start telling people which products 'feel right' for the kind of creative you are, just be aware of the consequences.

So can ad agency creatives refuse to work on certain products? Yes. But only after carefully understanding what follows when they do!