The worst kind of advertising is the one which is neither hot nor cold, sort of lukewarm. If I pour lukewarm water on you, your reaction will be nothing. But if I pour hot or very cold water on you, you will have a strong reaction. Advertising has to be like that... The work needs to provoke one’s emotions... Most clients don’t like that, because if you do that, there can be some trouble, but if consumers are talking about it, whether negative or positive, it’s a good thing. Advertisers are sometimes spending a lot of money to go under the radar – spending so much money on a front page ad that doesn’t say anything. That’s the dilemma we face.