Start weird—and wake up your creativity.

One way of waking up your creativity is to get weird. If I'm hitting a creative wall—especially when it comes to commercial ideas—beginning with a really odd image or scenario can help me jumpstart my brainstorming. “We open on a guy in the back of a taxi with a goat..." and then you have to write your way out of that. It's a little bit of improv. You’ve got to say “yes, and…” then roll with it.

Whether the concept is for a tech product, hamburger, or athletic shoe, getting weird is a way of shaking things up. Treading the same paths can leave you stuck in a creative rut. A little bit of randomness pushes your storytelling out of its comfort zone.

Here is something else to keep in mind for TV commercials, pre-roll ads and social posts: You’ve got to hook the viewer within the first few seconds, ideally with something they haven’t seen before. Like the goat. Two seconds in, and you’ve gotta know where this goat is going and why. You're hooked.

By the way, taking an improv class was one of the most exciting/terrifying “bucket list” things I’ve tried. It opened me up to unexpected perspectives, gave me the freedom to try on new personas and voices, and it forced me to leap off creative high dives. Now I’m a life-long fan. So support your nearest improv troupe, see their shows, and take their classes.

Now to answer your question: No. Nobody has bought a “Goat in a Taxi” commercial yet, but not from my lack of trying.

Thanks to John Bukowinski and Pinwheel Content, for the visual.