Thank you to ThinkBox and Campaign magazine for asking me to join the roster of this fab series. Much, much fun.
My theme aimed to highlight what fun streotypes, tropes and playing with expectations could be. Advertising is one of the few industries that has the ability to toy with expected ideals and portrayals - it's an aspect I love. The chance to tee up scenarios only to totally reinvent or alter what the understanding is. As this selection showed to great effect, this reinvention can be used to broaden minds (with Malteasers), to outrage into action (for Ministry of Sound) or simply for comedy (as with Boddingtons).
It is AdLand's understanding of human nature and how to play with it which really creates those moment we all remember. This is what really excites me about the industry - we should not simply be a direct reflection of society but something that moves the conversation on in some way.
