There’s an energy to the work coming out of @uncommon_LDN at the moment that we need to take a minute to appreciate and understand, without our usual partisan industry snobbery.

You get the sense that with each ad, they’re saying “I can’t fucking wait for people to see this.”

I don’t want to over do the point, but this is the kick in the ass that our industry needed.

A rebellion against USPs, and rational proof points.

It’s what the creative revolution always promised.

Deeply emotive and exciting.

They’ve lit a little crazy fire under us all.

It adds more weight to something I’ve long thought.

That our evidence based approach to briefs is a straight jacket of logic.

We don’t leave enough gaps for insanity.

Our need to prove everything we say, our rational approach to Planning is a bullet in the head for ideas.

Extrapolation of ‘how people think and feel’ seems to scare a lot of Planners, who want to be able to prove all their points in strategies or to clients.

You can’t prove how people think or feel.

Intuition is the most underrated skill, and often the least allowed to thrive.