Truth In Ideas: Why Finding What Makes Us Human Is More Important Than Ever

As creatives, the best ideas often come from our immediate surroundings. Tangible experiences with people, environment and things. Numerous moments of design, serendipity and chance that we call “life”. Surely the richest and most meaningful source of inspiration for creative minds?

Today, the advancements in technology, such as AI, have given the world as much of a leg-up as a kick to the face – a seemingly infinite source of inspiration and wonder on one hand and self-cannibalising apocalypse on the other.

Whether one leans on this tech for pre-campaign inspiration and/or post-campaign justification is all up for grabs. These words aren’t judgement on the smoke-blowers or the foil hats—just observations on what makes us human and how we channel that into our creative lives.

There’s no argument that by merging genuine, human-centred inspiration with data-driven insight, we can create advertising that not only resonates emotionally but are is strategically aligned. This dual approach enables us to connect with consumers on a deeper, more targeted level level.

However, the last time I looked, we weren’t marketing products and services to bots and until that time comes it’s important to dig deep and tap into that very special something that makes us human. Some call it the spark, some call it the truth but whatever it is, it’s arguably the most important element of truly successful creative.

Discovering Truth in Ideas: Coca-Cola’s Hilltop Campaign

Coca-Cola’s legendary Hilltop commercial, aired in 1971, showcased people of diverse backgrounds standing united on a sunny hilltop, harmonising the lyrics, “I’d like to buy the world a Coke.” This powerful message revolved around unity, peace, and friendship. The beauty of this campaign stemmed from its origin: creative director Bill Backer found inspiration in a relatable, everyday moment at an airport during a flight delay, where he noticed disgruntled passengers connecting over shared Coca-Cola drinks.

Due to thick fog in London, the plane was diverted to Shannon, Ireland. Passengers were required to stay close to the airport, hoping the weather would clear. Some were upset about the last-minute accommodations. The following day, Backer spotted a few of the previously angry passengers at the airport café. United by their shared experience, they were now laughing, exchanging stories, and enjoying snacks with bottles of Coca‑Cola.

This pivotal moment led to a campaign promoting Coca-Cola as a symbol of human connection. The universal truth behind this success is clear: people yearn for connection and togetherness, and sharing a Coca-Cola embodied this sentiment. Ira C. Herbert, Coke’s brand manager at the time, described it as a fresh approach, aligning with research that revealed young people were craving authenticity, originality, and a sense of the natural to break free from the artificial.

Crafting Culturally Relevant Campaigns: VW’s Think Small

VW’s Think Small campaign, introduced in 1959, provides another compelling illustration of how cultural truth inspires marketing strategies. Amid a market enamoured with bulky cars, VW, under the direction of Helmut Krone and the DDB team, embraced simplicity and smallness, reflecting Britain’s post-war shift towards practicality.

With the groundbreaking “Think Small” campaign, DDB did the unthinkable: they went against the grain of flashy, exaggerated car ads. Instead, they delivered a message that was brutally honest, unapologetically bold, and refreshingly clever. They acknowledged the truth about the Volkswagen Beetle – it was small, slow, and, by conventional standards, unattractive. But by owning these qualities and explaining why they were actually strengths, DDB transformed the humble VW Bug into a symbol of American ingenuity.

Their approach was revolutionary. These weren’t glossy lifestyle ads filled with glamour. They were stark, disruptive, and refreshingly real. The Beetle wasn’t fast or flashy—it was reliable, durable, and smart. DDB made the case that choosing a small, quirky car meant thinking differently, making a statement, and, above all, being smart.

Connecting Through Emotion: Nike’s Just Do It

Watch Walt Stack in the first “Just Do It” TV Campaign

Nike’s Just Do It campaign, launched in 1988, serves as a quintessential example of utilising deep emotional truths. During a time when Nike faced fierce competition from Reebok, the company chose to focus on the universal human aspiration of overcoming obstacles rather than merely competing. The phrase “Just Do It” was inspired by the last words of a convicted murderer, thus transforming a somber moment into an empowering call to action.

Eighty-year-old Walt Stack was the face behind Nike’s iconic “Just Do It” slogan, which was introduced in 1988. A hod carrier by profession, Stack was also a beloved figure in San Francisco’s running community. Throughout his life, he logged an impressive 62,000 miles and, even in his 70s and 80s, continued to participate in more marathons and ultramarathons than many of his fellow runners. He passed away in 1995.

Enhancing Creativity with Technology, Not Replacing It

Prominent campaigns like Hilltop, Think Small, and Just Do It owe their success to their foundation in genuine human truths. They establish a deep emotional connection with audiences because they tap into the very essence of what makes us human—our connection with our natural world.

These campaigns remind us that while trends shift and technologies evolve, the core of impactful storytelling remains the same: tapping into universal, timeless truths. As we navigate an increasingly digital and fragmented world, the need for authenticity has never been greater. Audiences crave realness, honesty, and a sense of purpose from the brands they support.

In a world of fleeting trends, brands that connect with authenticity will endure. The future of advertising isn’t just about standing out—it’s about standing for something. And when you do that, you not only capture attention, you earn loyalty, trust, and respect.

The truth is, ideas that matter are the ones rooted in our shared human experience, and that’s what will continue to make great work resonate, now and always.