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We have to move from making good advertising, to making advertising good.
Creativity for the greater good is where I aspire to be, and I mean that on several levels: of course, working with worthy causes that need support but also not just contributing to the pollution of crap advertising.
In the course of our daily lives, we're bombarded with a barrage of visual messages, some blatantly aggressive, some subtle. The trick is to find a way to break through without adding to the clutter and the ugliness. We have to be responsible about that.
But in terms of the code by which we go to market - it's not telling kids to supersize, we're not selling them, generally, products, in the advertising we do to them.
There is no possible justification or excuse for marketing dangerous weapons to children as if they were toys.
We have very specific rules about how we go to market with children, and I think they are very responsible.
Advertising should always be in good taste without a question.
Well, there is a contradiction in a sense. If you're making commercials which sell products which are unhealthy or which are unnecessary, I think that you are part of a system - I am part of a system which encourages people to buy things and do things which are not to their best interest. And to that extent you could say it was contradictory.
