Some have hailed behavioural science as a panacea for solving everything from global poverty to financial literacy. Within advertising, it has been applied to, arguably, less urgent but still important business problems from selling more toothpaste to acquiring more credit card holders.

One of the most prominent voices on behavioural science within marketing is none other than Rory Sutherland, Vice Chairman at Ogilvy UK, chief architect behind Ogilvy’s behavioral science nudge unit, OgilvyChange. So this week, we sat down to talk to get Rory’s top 5 tips on  how to inject even more BS into advertising.