When people say (about advertising), “It ain’t brain surgery,” we respond, “Au contraire.”

Stop and think about it a sec and, well, advertising really is brain surgery. No incisions. No removal of any part of the cranium. Oh, no, advertising’s much more insidious than that.

We don’t leave marks. Yet we like to get inside, rummage around a bit. Probe here. Jab there. See if this part is working. See if we can stimulate this one. All in an effort to spur any kind of action. Because in reality, putting an ad, any ad out into the world is akin to standing before 5th period English, the text of A Midsummer Night’s Dream open on everyone’s desk with Duncan (yes, that Duncan) reading out loud for the class. You can almost feel the inertia, can’t you?

Sigh.

We’re not here to besmirch Shakespeare or Duncan(s) for that matter.

The fact is, we want to wake up that 5th period class with some good, old fashioned Robin Williams in Dead Poets Society kind of enthusiasm.

About brands. About advertising. About your brand and your advertising.

It doesn’t have to be hard.

It doesn’t have to be expensive.

What does have to happen is connection. Emotional.

Make the light go on in someone’s brain. Turn it on.

Without leaving a scar.