The 10 per cent I like is the stuff you see and certain hairs on the back of your neck stand up, because someone is doing something different. Henry says he's just as susceptible to advertising as the next man or woman, but reckons most of the people creating the ads get it wrong because they don't understand who their audience is. I think advertising tends to be about winners. Winners drive this car, winners wear this shirt, and so on. But actually life isn't like that, and advertising tends to inhabit its own world of unrealistic achievement.
Life is about failing in many ways.
I think people want to see advertising which is more empathetic than the stuff they are getting now. There is definitely a middle ground to be explored which is about being more realistic which people will respond to. It's always been the case that the ad industry can be very isolated from where society actually is. This material is subject to copyright and any unauthorised use, copying or mirroring is prohibited.