Great comedians like Mitch Hedberg make us feel as though we’re hearing something we’ve known for eternity, yet also experiencing for the first time — revealing obvious truths in surprising ways.
Every brand or product has multiple truths. One of those will be surprising. When you find a surprising truth, people can’t just file it away. It’s psychology. Their minds have to stop and make sense of it.
Like comedy, a creative brief should make you feel uncomfortable. That means it’s working. If it doesn’t make you feel anything, it’s a dead end.