Creative thinking in advertising

Great advertising doesn’t just sell products—it shapes culture, sparks emotion, and tells unforgettable stories. In Creative Thinking in Advertising, legendary creative duo Jeff Goodby and Rich Silverstein—founders of the award-winning agency Goodby Silverstein & Partners—pull back the curtain on how iconic campaigns are made and how bold ideas come to life. From the story behind the groundbreaking “Got Milk?” campaign to crafting ads for the Super Bowl, Jeff and Rich share the principles, strategies, and mindset that have made their work stand the test of time. You'll explore how to make something powerful out of nothing, how to work with brands while keeping creativity intact, and how to tell a compelling story in just 30 seconds. Learn the art of writing, design, and creative direction; how to balance humor with message; and how to pitch bold, unconventional ideas—even when they seem impossible to sell. They also reveal their personal rules for “creative vandalism” and what it takes to make advertising that lives in culture. Through real campaigns, candid reflections, and practical advice, this course is both a masterclass in advertising and a call to think bigger. Whether you're a writer, designer, strategist, or aspiring agency founder, Creative Thinking in Advertising gives you the tools and mindset to break the rules, push boundaries, and make work that matters.