Instead of aimlessly pursuing brilliance the next time you set out to find a fantastic idea, whether on your own or as part of a team, try starting with the question of what the worst conceivable concept possible is, and there you may have a solution.<\/p>\n\n\n\n
In 1969, the assignment was simple enough: promote the cost-savings of Volkswagen ownership. Roy Grace and John Noble at DDB questioned themselves about this exact question when they were asked to come up with a film script for a new Volkswagen commercial. An advertising classic was created when they sought out the worst possible situation in which to advertise a vehicle\u2014in this instance, a funeral.<\/p>\n\n\n\n
If you go for the worst idea instead of the finest one, you’ll instantly clear the lofty goal you’d set for yourself. By distracting yourself, you trick your brain out of the state of dread that would otherwise stifle your ability to think creatively. It’s amusing to consider what might be a bad plan. It’s funny and delightful. Additionally, laughter relieves tension, and stress kills creativity.<\/p>\n\n\n\n
Roy Grace’s well-known commercial “Funeral,” which is based on his observation of a line of cars, depicts a funeral procession of posh cars as a grumpy old man reads his will from beyond the grave. Scolding his family for luxury, the dead miser compliments his frugal nephew, Harold, for pulling up the tail of the parade in his inexpensive black VW bug. Naturally, Uncle Harry leaves his whole $100 billion inheritance to Harold.<\/p>\n\n\n\n
It’s precisely in this sort of fruitful hunting field that you may uncover an innovative solution to the task you’re taking on and that you might stumble into a good idea by purposefully pursuing a terrible one.<\/p>\n\n\n\n
It was the first time that death and funerals had been mocked in an American television advertisement.\u00a0<\/p>\n\n\n\n