Former Altoids "Curiously Strong" mastermind and current chairman and CCO of Euro RSCG Chicago, Steffan Postaer, recently released his second book The Happy Soul Industry, the story of what happens when God hires an L.A.-based ad agency to market heaven, bringing Her into the playing field of the devil, he says. (God is female in the book because, Postaer says, "I've never seen a man give birth to anything.") The book from Inkwater Press touches on the contrast between religious morality and advertising, the classic struggle of good versus evil, where evil is advertising, an industry that peddles many of the Seven Deadly Sins, he says. The story follows Vernon Night, a creative director weathering a messy divorce and a business partner with a closet drug habit. Postaer says that there's also the usual sleazy scene at the Four Seasons bar. "The story is meant to be a lot of fun," he says. "Hopefully it makes you think. It isn't an indictment of advertising or religion, it just pits the two together."
Justin Bryan Cox, formerly at Euro and now at Leo Burnett, designed the principle art for the book cover, which has been extended to an outdoor campaign primarily targeting TV and film producers. Postaer's first book, The Last Generation was optioned for a TV series.