You can’t advertise if you can’t attention.You can’t get attention if you don’t stand out.You can’t stand out without being different.You can’t do different if you think the same.If you think different you’re likely to be different.Being different is a problem to agencies.A BBH Planner once complained ‘the problem with this place is they can’t accommodate black sheep’.Equally, I doubt TBWA embrace disruptive people to create disruptive work.Why hire people who challenge the rules, avoid the easy option and argue their case?The work.Horry is different.Smart.Disruptive.Funny.But because he thought different, his work stood out, so much so that I can remember seeing most of it as a kid.Forty odd years ago.Penelope Keith answering the question ‘How does one spell pence?’A voiceover at the end of an ad saying ‘Made with prime porky worky’, can you be that irreverent?I can remember the whole cinema laughing at the Silk Cut ad, ‘Garrison’, (be careful when you watch it, it was for a 1976 sensibility).Then there’s the 2 minute Fiat Strada commercial, famous after one day.I could go on, but the works below, just look at it.We had a great chat*, hope you enjoy it.(*The China phone system let us down a bit, not the crystal-clear sound quality we’d get if we could’ve done it at Wave Studios.)