When the good people at Hoseasons asked us to come up with ideas for their flagship new TV ad for 2011, I was pretty excited. This was going to be the first time I had ever seen a TV ad all the way through from concept to execution. And to be fair, it didn’t take us long to come up with some ideas.

The main challenge was how to convey the breadth of the Hoseasons proposition in just 30 seconds. We started as most creatives do by asking ourselves a very simple question: just what is it that we’re trying to sell? The answer was more than a little daunting.

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Ever had a cheese, jam and Nice ‘n’ Spicy Nik Naks sandwich? Sounds disgusting? How do you know if you’ve not tasted it? I mean you like cheese don’t you? You like jam don’t you? And everyone loves Nice ‘n’ Spicy Nik Naks… so what’s the problem! Are you not curious as to what it might taste like?

Being curious about everything is essential if you want to be anything better than just a good Creative. Back when I was 17 I loved cheese, jam and Nice ‘n’ Spicy Nik Naks sandwiches… I also read an Encyclopedia from cover to cover and in my early twenties I happily listened as my best friend (who’s an incredibly bright bloke) explained Cosmology to me… all because one day I knew this stuff would be useful.

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