He believes that jamming corporate culture can make a real, if limited difference. Some of the things we have pulled off are so big that it is clearly a smart way to go. We have even done things with TV or radio. We realise that it's criminal disturbance, but we think it's quite important. Avoiding the attention of Lason or his Warwick acolytes is all about staying ahead of student expectations, according to Bartle Bogle Hegarty, the advertising company that came up with Levi's and Sony's ads.
Younger people are more likely to get bored by the same old advert.
It is all about keeping it fresh, keeping on the front foot. There was a campaign we did for Sony some years ago where bus shelters were attacked, but the students were stealing the posters to put up in their rooms. Equally, when advertisers get it wrong, students really care. Advertisers try to play to the cynicism of students by being funny, but it's a difficult balancing act. You can end up being like the embarrassing uncle at the party who tries too hard.