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Tom Burrell called his real subject persuasive communication. These lessons show it at work: start from how people really live, give them something to rally around, and never tell them what to think when you can show them.
5 lessons · Tom Burrell · Chuck Porter · Tim McClure · Lee Clow
Tom Burrell · Article
Burrell's primary interest was never advertising — it was persuasive communication. This lesson unpacks that distinction and teaches you to think like a behavioral strategist, not just a creative.
From Squeeze the Juice: Tom Burrell's Masterclass in Creative Courage
Tom Burrell · Article
Burrell's most famous strategic statement is also one of the most important lessons in the history of advertising. This lesson unpacks what it means, why it worked, and how to apply its logic to any audience you serve.
From Squeeze the Juice: Tom Burrell's Masterclass in Creative Courage
Chuck Porter · Walkthrough
The Truth anti-tobacco campaign didn't just work — it changed the game. This lesson examines the strategic breakthrough that made it possible and what it teaches about the power of finding the right enemy.
From Is It Interesting? Chuck Porter's Masterclass in Legendary Advertising
Tim McClure · Walkthrough
The most famous anti-litter campaign in history was born two weeks before a pitch deadline, from a mother's voice and a bolt of inspiration. Unpack the creative process behind 'Don't Mess with Texas' and learn the critical difference between a slogan and a battle cry.
From Don't Mess With Ordinary: Tim McClure & the GSD&M School of Creative Courage
Lee Clow · Video
In 1997, Steve Jobs called Lee Clow from his car. Apple was nearly dead. What happened next — over a long weekend — became one of the most celebrated campaigns in advertising history. This is the inside story of Think Different, and the creative lessons buried inside it.