It's Called the "Creative Jump"

Hironobu Tanaka, Copywriter

Advertising creators are asked to think on behalf of the client. The advantage of this is that we can think irresponsibly because it is not our problem. Because we are a third party, we can stay objective. It’s called the “creative jump.”

-Hironobu Tanaka, copywriter, “What Can We Do about How People Talk at the Hair Salon?“

Tanaka does well by describing…