Advertising needs more than logic to work

What's quite interesting about the advertising industry is I always joke about this. In most areas of decision-making, rationality is the gold standard. And I always argue in advertising, it's the bronze standard.

You go, "That makes sense, but it's a bit boring. Can we do something a bit better?" Right. Okay.

And it's always been interesting because it's a different way to think. Because most people are thinking in a way which is: as long as you can create a kind of internal consistency to your model, therefore the model is valid, and you should therefore apply it very widely regardless of the consequences.