In a recent post, I shared a TV ad produced by Leo Burnett Italia called "Underwater World" that won the 2007 Clio Grand Prize. While poking around on the net, I discovered another ad also produced by Leo Burnett Italia. It runs forty seconds: check it out.
This is a powerful ad. And I hope its message is heeded by those at whom it is directed.
But it reminded me of what a wonderful mind-opening technique looking at things in a reverse manner can be.
Here is one of my favorite examples of "reverse." I'll quote a section from my book, A Whack on the Side of the Head, called "Reverse Living":
Life is tough. It takes up all your time, all your weekends, and what do you get at the end of it? Death, a great reward. The life cycle is all backwards. You should die first, and get it out of the way. Then you live for twenty years in an old age home, and then get kicked out when you’re too young. You get a gold watch and then you go to work. You work forty years until you’re young enough to enjoy your retirement.
You go to college and party until you’re ready for high school. Then you go to grade school, you become a little kid, you play, you have no responsibilities, you become a little baby, you go back into the womb, you spend your last nine months floating, and you finish off as a gleam in somebody’s eye.
What can you look at backwards? How might you see it in a fresh way?