Don't use ads as references for your ads.

Someone says, “Invent a mythical creature”

Here's my attempt: imagine an animal that's a blend of a lion, with a goat’s head, a snake's tail, bat-like wings, and a fiery dragon's breath.

This exercise reflects a familiar pattern: when asked to be innovative, we often rely on the tried and tested, on what we know. It's our human fallback mechanism, a system of combinatory creativity. I call it 'creative arithmetic.' Which is different than ‘creative accounting’.

When you closely examine my new imaginary friend, the calculation becomes obvious: lion + goat + snake + bat + dragon. Not quite as magical, is it?

Using references isn’t the issue. It’s the manner in which they’re wielded that is problematic.

For the chimera I described, the references are macro — broad brushstrokes of ideas. When I say “a snake’s tail,” it instantly brings to mind its shape, texture, hue, sheen, movement, and even the associated emotions. It’s so descriptive that it doesn’t leave much room for the imagination to roam.

This approach is rampant in the advertising world. You’ve surely identified it in ad campaigns and presentations. The phrasing usually goes something like this:

“It’s like [specific ad], but with [insert twist].”

It’s like that Burger King ad, but angstier. It’s like this Pampers ad, but filmed underwater. It’s just like this VW ad, but shot like Wes Anderson. It’s like this Coca-Cola spot, but with really sad music.

Now, take a moment to self-reflect. You’ve done it yourself, haven’t you?

Macro-references are convenient, but they're not the best tools for innovative work. Instead, what if we switched our focus to micro-references? Think subtle nuances you pick from art, cinema, culture, music, and yes, even other ads.

Instead of pointing to an entire movie, draw attention to a fleeting moment, a unique camera angle, an evocative piece of set design, or an unforgettable line delivery. Listen intently to music, not just for the catchy chorus but for that one transitional chord or a background instrument's haunting note. Dive into stories not just for their overarching plots but for that one unexpected twist, or a specific character's quirk.

Building a reservoir of these micro-references enables a richer, deeper creative palette. It’s the difference between copying and truly creating.

Because if you only had full lines for Shakespeare to draw from, you could never really write your own sonnet.

So watch ads, learn from ads, love ads, be inspired by ads. But then, make your own.