Creativity is like playing UNO
Just when you think you’ve got it all figured out, someone throws a Draw 4.
That’s creativity for you, an unpredictable, high-energy game where every move, every spark of an idea, can be flipped, challenged or reimagined in an instant. It’s like being at the best party of your life, just when you think you’ve seen it all, the DJ drops a track that changes everything.
No concept is ever set in stone because the real magic lies in adaptation, reinvention, and those surprise moments that push your thinking further than before. And let’s be honest, the unexpected twists are what make the game (and the party) legendary. In the world of advertising and agencies, these twists don’t just happen, they define the creative process.
I yelled UNO and they threw a DRAW 4!
In the world of advertising and agencies, no brief is ever as straightforward as it seems. You may have a well-thought-out strategy, a killer insight and a campaign plan ready to roll until the client asks for a last-minute pivot, a competitor changes the narrative or a cultural shift demands an entirely new approach.
That’s your Draw 4 moment.
Take Amul’s topical ads, what started as simple print creatives evolved into a decades-long masterclass in real-time marketing, constantly adapting to current events. Their ability to turn political, social, and pop culture moments into witty, timely ads has made Amul’s mascot a beloved national icon.
Or consider Fevicol’s “Fevicol Ka Jod” campaign—initially built on humor and visual storytelling, it evolved to reflect changing consumer behavior.
Their 2019 “60 Years of Fevicol” ad was a nostalgic, emotionally driven shift that strengthened the brand’s connection with Indian audiences while staying true to its core message of unbreakable bonds.
Another great example is Coca-Cola’s “Thanda Matlab Coca-Cola” campaign. Originally focused on associating Coke with refreshment, it later evolved into deeply localized narratives featuring Aamir Khan, embracing Indian diversity while keeping the brand’s positioning fresh and relevant.
The art of pivot
Great creatives and agencies don’t just play the game, they master the art of shifting gears when the rules change. They find ways to turn a +4 into a power move, using constraints as fuel for better ideas.
Think about some of the most iconic advertising campaigns. The best ideas often emerge not when everything is smooth sailing but when a challenge forces a fresh perspective.
Take Zomato’s real-time marketing, what began as food delivery ads transformed into a sharp, meme-driven strategy that thrives on cultural moments. By pivoting with humor and trendjacking, Zomato has made its brand voice one of the most recognizable in India.
A campaign that was once traditional becomes experiential. A brand that was once local finds a global voice. An idea that seemed simple at first evolves into a multi-channel masterpiece.
Predict the unpredictable
Much like UNO, creativity thrives on unpredictability. You can have a strategy in place, but the best moves often happen in the moment when you spot an unexpected connection, take a risk or completely rewrite the rules. So, the next time your idea faces a challenge, don’t see it as a roadblock. See it as a wildcard. An opportunity to push beyond the expected, to reframe the narrative, and to create something even more powerful than what you first imagined.
Because in the game of creativity, the real winners aren’t the ones who stick to the plan, they’re the ones who play to the moment.
