There was nothing there except some woods with a lunatic asylum and a graveyard in the middle. - Dave Trott

So if we can find a natural rebelliousness within ourselves (and presumably that’s why we went to art school), if we can harness that, we have an energy that we can turn into something useful. Something exciting and different. We can be outrageous to a purpose. That, for me, is great advertising.

It’s a classic advertising problem. How do you take something very complicated and reduce it to something very simple, while still retaining the core truth?

What works is being different. Don’t try to be liked. Find out how you’re different. Then be that. That’s where the power is. That’s what’s new. That’s what’s wanted.