If you want to come up with better creative ideas you should watch the movie ‘Roadhouse’.
In this action classic Patrick Swayze plays ‘Dalton’, and he has three simple rules.
‘One: Never underestimate your opponent, always expected the unexpected.
Two: Take it outside, never start anything inside the bar unless it’s absolutely necessary.
Three: Be nice!’
Perfect rules for a cooler in a juke joint.
And they work pretty well if you’re in advertising too.
Great creative ideas aren’t obvious or easy. Stay constantly alert for the unexpected.
Think of the outside world. You have to make an impact on the people out there. Make work which does that, rather than trying to keep the client and internal agency audience happy.
It will be more difficult to sell in, even causing friction, which brings us to rule three…
Be nice.
Friction’s not something to be wary of, as long as it being caused for the right reasons. When it does happen, cool the situation with convincing reasons why the work’s the right thing to do.
It’s all about causing trouble, nicely.
There’s absolutely no need to kick off. Remember you work in an office, not a small town roadhouse being terrorised by a crime boss, a monster truck and a rogue’s gallery of 80s movie goons.
I’ve given Dalton’s rules a slight tweak in case he wants to change careers from cooler to creative.
‘One: Don’t do the expected, be unexpected. Find the friction.
Two: Take it outside. Forget the agency and industry, what will the consumer notice?
Three: Always be nice! Under no circumstances, perform one of Dalton’s trademark throat rips.’
Please Note: The remake starring Jack Gyllenhaal as ‘Dalton’ while entertaining is not as useful for creating great work.
