September 01, 2005
"The answer to making an ad is always in the product, if you look for it. Our task is not just to find that answer though - it's to make the answer relevant to someone who, at present, doesn't give a shit about it. So first I look at the product and deconstruct it ... what Robin Wight used to call 'interrogating it until it confesses to its strenghts'."
[Source: "The Way I see it", Shots Magazine 90, Set 2005]
Posted by hidden persuader at 1.9.05