Jack Smith

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Contextualise everything

Things are only ever something in context of something else.

"What does stilton smell like?"

"It’s a bit like smelly socks, or a sweaty t-shirt."

Nothing is just.

EVERYTHING only makes sense once it has been put in to context with something else.

You cannot describe the smell of stilton, without comparing it to a smell you already know.

I’m not just talking about stilton.

This is everything, and in my case, this is advertising.

Products mean nothing to anyone unless they have something to compare it to, something to draw comparisons from, something to use  as bearings.

Remember that you can’t just put something in front of someone and expect them to like it.

It has to be in the context of something else.