If you’re not sure about an idea, noodle it out and put it away. Return to it the next morning. I don’t know what happens overnight, but more good ideas become dumb ones as a result of darkness.
Go away and look at it fresh tomorrow.
David Fowler created long-running advertising campaigns for Motel 6 ("We'll leave the light on for you"), BP ("Beyond Petroleum"), Fanta ("Wanta Fanta"), Claritin ("Claritin Clear") and many others. His forty-year creative career included twenty years at Ogilvy & Mather in New York, as well as stints at Goodby, Silverstein in San Francisco, Ammirati & Puris in New York and The Richards Group in Dallas.
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