Seinfeld’s TV series made dump trucks full of cash by extolling nothing in its essence. Now the latest ad campaign by Snapple leverages nothing again into something. If you haven’t seen them, go here.
In Snapple’s example, it’s really a sleight-of-lip treatment that comes off as clever and effective. Of course, that was my reaction after seeing it only five or six times. Ask me again after I hit a dozen or more and I’ll show them my not-so-sleight-of-hand expertise with my mute button.
These two examples illustrate creating something out of nothing, and in Seinfeld’s case, a long-lasting something. Both serve to show that you don’t have to find an undiscovered idea to be creative. The old adage that there’s no new ideas only modifications of existing ones, or the premise that there are only seven plots in a story or book and it’s the telling of one of those seven that makes your book a bestseller, will likely survive us all.
So if you’re stuck and can’t come up with anything creative, perhaps you shouldn’t be in a strain-the-brain mode trying to be “new.” All you really need is to think of nothing, or the next great nothing.