Like most people, I'd rather skip an ad than watch it.

 

I force-watch ads for five seconds on YouTube or force-listen to the Jardiance jingle amidst the sea of pharmaceutical ads between Padres games. I will however, voluntarily watch Super Bowl ads and you better believe I'm using those one-time 15% off codes you get when you sign up for email. But for the most part... ads just get in the way! 

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I work in advertising because I love a challenge. How do you get someone whose first instinct is to mute you, skip you or groan at you to slightly smirk, blow a little laugh-air through their nose or even, dare I say, buy what you're selling? That's what I like. And I'm not interested in doing it in a way that's manipulative like those creeps who created the infinite scroll.

 

My main goal is to make ads that respect people's time. I want to make them super clear and hit on a specific, yet undeniable consumer insight. Bonus points if it makes people smile. And I think the best way to do that, is by having fun with my team while making them. Like Bob Thacker said: "...all advertising is unwanted. So if you're going to crash the party, best to bring some champagne."​ ...or a killer onion dip. Just sayin'.