The second rule of Fight Club is really the only one worth remembering.
Physics has rules. Chess has rules. Harmonics have rules.
But in advertising we kid ourselves that there is a set path to success; that creativity has measurability; that people respond rationally.
This is all codswallop.
Most of the people that work in our industry are rule-breakers, of one sort or another. We just challenge communications conventions, rather than the law (mostly).
Every brief is about cut through, and you’re kidding yourself if you think it isn’t. Cut through means stand out, which means doing something different to everyone else; to the way it’s been done before.
Following rules won’t get us there.
Fighting for the right to think freely will.