There's always been a lot of talk about the 'Terry Tate' series. Over here in the UK we weren't 'exposed' to it per ce, but rather found it through recommendation.

This was an interesting campaign because it asks us as marketeers to re-consider the ideation process. By this I mean - we should start not with what you would like to say, but with what your audience would like to hear.

If you start from here, you can't go wrong.