Creative Excuses

The Creative Excuses Guide provides seven sharp tactics for dismantling excuses, flipping them, or even inventing better ones. Whether mocking lazy logic or reframing guilt as joy, this guide helps you turn hesitation into creative momentum.

What’s Inside

• 7 creative tactics to challenge, remove or reframe consumer excuses
• Campaigns from Nike, KFC, Domino’s, Flyadeal, Midol, Swann Insurance and more
• GPT prompts for each tactic to unlock satirical, empowering or self-aware ideas
• A cheat sheet for building smarter, sharper briefs with built-in behavioural tension

Sneak Peek: Remove the Excuse

Brief: People say EVs don’t work in rural areas.

Renault’s “Village Electric” campaign sent an EV to a tiny French village and showed it thriving. No hard sell. Just proof. The perceived barrier crumbled—and a product myth became a performance story. Other brands deleted excuses too:

• Lebanese Telecom Ministry put political rivals’ phone numbers on billboards—killing the “we can’t talk” excuse.