I don't think much of McCann's.

But I do like their logo.

And 'Tell the truth' is great advice for young creatives. Now, let me be clear : this isn't for moral or ethical reasons. But purely because it will help you create better adverts.

1. It's more interesting. Telling the truth can often make an ad nicely raw, fresh or edgy - especially in staid categories.

2. It's more persuasive. Something that contains a genuine truth about the product, the world, or the target will always be more persuasive than flim-flam. And persuasiveness doesn't just make an ad effective, it's a quality that awards juries value too.

3. It's quicker. The list of true things about the product is much shorter than the list of all the possible things you COULD say. So you save time in your workings.

4. It's easier to sell. Ads based on a truth about the product automatically have 'relevance' and are therefore easier for the client to buy.

5. It gives you more creative licence. If your ad is based on a solid truth, then executionally you can stretch it way, way far - and it will still make sense. Example: Carling have been able to set recent ads in the Antarctic, or even in space, because they're grounded in a solid truth about mate-ship.

N.B. It is possible to be EXCESSIVELY truthful. For example, the real reason that men buy Porsches is that they believe the car will make them sexually appealing to women. But this is an uncomfortable (possibly even unconscious) truth, that would be embarrassing and counter-productive to reveal. I call it 'saying the unsayable'. If you find yourself saying the unsayable, you have gone too far.

Tip No.38 - Playing To Lose
Tip No.37 - How To Write Headlines
Tip No.36 - How To Do Direct
Tip No.35 - How To Do Radio
Tip No.34 - How To Do Press
Tip No.33 - How To Do TV
Tip No.32 - How To Do Digital
Tip No.31 - How To Do Posters
Tip No.30 - Look At Weird Shit
Tip No.29 - Presenting To The Client
Tip No.28 - Presenting To The Team
Tip No.27 - Presenting To The Creative Director
Tip No.26 - How To Deal With Rejection
Tip No.25 - Look Creative
Tip No.24 - Don't Be Afraid To Ask
Tip No.23 - Your Idea Has To Be 120%
Tip No.22 - Read Iain's Tips
Tip No.21 - Don't Behave
Tip No.20 - How To Discuss Ideas
Tip No.19 - Read Hugh's Tips
Tip No.18 - How To Get A Job In Advertising Part IV - How To Turn A Placement Into A Job
Tip No.17 - How To Get A Job In Advertising Part III - How To Approach Agencies (re-print of Tip No. 7)
Tip No.16 - How To Get A Job In Advertising Part II - How To Put A Book Together
Tip No. 15 - How To Get A Job In Advertising Part I - FAQ
Tip No. 14 - Make Friends With Traffic
Tip No. 13 - Get Reference
Tip No. 12 - Don't Stop Too Soon
Tip No.11 - Be Very
Tip No.10 - Breaking Up
Tip No.9 - Working Well With Your Partner
Tip No.8 - Finding The Right Partner
Tip No.7 - How To Approach Agencies
Tip No.6 - Never-Seen-Before Footage
Tip No.5 - Dicketts' Finger
Tip No.4 - Two Blokes In The Pub
Tip No.3 - Play Family Fortunes
Tip No.2 - Should You Take A Bad Job?
Tip No.1 - Don't Overpolish

21 Comments