In an article from the june 25th Sunday New York Times,titled "Brazil's Unpaved Path to Excellence",author Larry Rohter serves up cogent reasons for Brazil's great success over the years on the world soccer scene.
"Confusion and unpredictability of daily life has made Brazilians adept at dribbling around rules and barriers."
According to Tostao, a popular commentator,"We Brazilians are accustomed to having to improvise,to being creative when we are in a tight spot. It's that intuitive ability to sidestep the rules and improvise on the spot that distinguishes the great player from the excellent."
What can we in advertising take from the Brazilian's creative approach to soccer.
How can we observe a strategy yet dribble around it. In other words, honor the strategy but factor in some elasticity when creating ideas and writing advertising. Strategies are not so fragile that they can't abide some stretching and bending. Breakthrough ideas are known to lurk just around the bend.
Kevin Roddy, creative director of BBH in New York, puts it this way, "It's not about outside the box, but rather to create inside the box while pushing vigorously on its walls...from the inside outward."
No client ever rejected a breakthrough idea because it had stretch marks.
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