What if we show the reality that the category hides?
Put back what advertising keeps editing out.
Better Questions
How could people use the product completely wrong?
Use misuse to reveal something unexpectedly true.
Where does the value we want already feel unquestionable?
Borrow the proof from somewhere that owns it.
Which fictional character demonstrates the qualities our product desires to claim?
Borrow a reputation the audience already believes.
What’s the worst possible thing we could say and put on air?
Find the idea beyond polite advertising.
What’s happening right now in culture that I can satirise or play off?
Turn cultural conversation into creative opportunity.
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