Dry [antikvár]

JUST DO IT Sometimes when you work in advertising you'll get a product that's really garbage and you have to make it seem fantastic, something that is essential to the continued quality of life. Like once, I had to do an ad for hair conditioner. The strategy was: Adds softness you canfeel, body you can see. But the thing is, this was a lousy product. It made your hair sticky and in focus groups, women hated it. Also, it reeked. It made your hair smeli like a combination of bubble gum and Lysol. But somehow, I had to make people feel that it was the best hair conditioner ever cre-ated. I had to give it an image that was both beautiful and sexy. Approachable and yet aspirational. Advertising makes everything seem better than it actually is. And that's why it's such a perfect career for me. It's an industry based on giving people false expectations. Few people know how to do that as well as I do, because I've been applying those basic advertising principles to my life for years.