Pro Tech Security

Take an ad for a security company and you’ll most likely see a burly bloke with folded arms, a meaner stare and an even meaner taste in padded jumpers. For this B2B execution, advertising door staff for bars and clubs on behalf of a Leeds-based security firm, it was time for a little humour – and no small amount of criminal plagiarism!

A French Creative Director called Jean Marie Dru, named the above tactic, ‘Disruption’ and Dave Trott thought it blindingly obvious – until he had one of those creative epiphanies* as you can read here.

* ‘Creative epiphany’ is posh for ‘lightbulb moment’, but work with any half-decent creative and you’ll learn they try to avoid lightbulbs at all costs.