Bring me a 1999 Toyota Corolla

A top creativity tip: take off those rose-tinted shades and embrace the negative.

One of my favourite ways to solve a creative problem is to start with a weakness.

In his excellent book “A Self-Help Guide for Copywriters”, Dan Nelken calls this ‘embracing your dirt’ or ‘sacking yourself’. The idea he describes is to steal your opposition’s thunder by using something that sucks about your brand before someone else does.

I won’t go into …