10 Questions on Advertising… with Oat Cult co-founder Ben da Costa

I believe we’ll agree Ben da Costa could be classed as having long gone down the ‘non-linear’ profession path. His first six years used to be spent filming Big Brother, chaotic CBBC displays and American soccer. He introduced a tune mag, then abruptly discovered himself managing the indie band Razorlight at a time when such NME-fuelled bands have been hitting the heady heights.

And it used to be after that he stumbled into promoting. First at Jam, a social company that shaped a part of Engine (now House 337) after which at The & Partnership. His penchant for full of life, madcap, gloriously amusing paintings noticed him take the inventive reins at Above+Beyond, earlier than Now Advertising got here calling and presented him the activity as leader inventive officer.

Now a contract ECD for probably the most global’s greatest businesses and tech manufacturers, Ben’s persevered his unconventional streak via – clearly – launching Oat Cult, the business’s new favourite in a single day oats logo. He captured The Drum’s consideration final month when he proudly introduced that Oat Cult had made ‘the worst-testing cereal ad of all time’, which I beg you all to look at in all its glory beneath. Unlike System1, I believe it’s genius.

And whenever you’ve watched that over and over, learn on for 10 solutions that by hook or by crook come with Nev the Bear, James Milner, Johnny Borrell and Ruud van Nistelrooy. We’d be expecting not anything much less.

1. If you want to return and relive sooner or later on your profession, which would it not be

Not positive why I’d wish to relive any of it, however dressing Ruud van Nistelrooy in a fats go well with, calling him “Food van Nistelrooy” and telling him to lose that abdominal used to be a profession prime.

2. …Now let us know in regards to the day that also provides you with nightmares.

It used to be the evening earlier than a pitch, I fell off my motorbike at the experience house and broke my hip and shoulder in 3 puts. My youngest used to be six weeks previous. I spent 5 days in health center, discovered we’d received the pitch, and used to be dragged into the place of business prime on painkillers, the usage of a zimmer body, to fulfill the buyer. I nodded alongside to each and every exchange and worry. The thought were given neutered. The marketing campaign used to be terrible. Easily the worst factor I’ve ever made.

3. Who gave you the piece of recommendation you continue to are living via – and what used to be it?

I used to be a digital camera op on Smile, a are living youngsters’ exhibit with Nev the endure. Proper chaotic CBBC power. One of the cameras were given caught in inexperienced gunge mid-show, so I ran on to mend it and ended up survive small screen television. I believed I’d be fired. Someone simply mentioned, “It’s only telly.” That second caught. Unless you’re a mind surgeon, it’s actually no longer that deep.

4. What piece of labor achieved via anyone else are you in point of fact jealous of?

The Trolli advertisements. Unhinged, vibrant chaos. I’d paintings on that temporary without end if I have been allowed. I like paintings that doesn’t you need to be suave, simply commits totally to the insanity.

5. What’s your elevator pitch to folks serious about coming into the promoting business for the primary time?

Someone as soon as advised me promoting is for individuals who paintings in finance however wish to put on denims. Go in along with your eyes open. It’s stuffed with nepotism and public schoolboy secret code chat, however it’s additionally stuffed with the kindest, funniest, maximum proficient folks I’ve ever labored with. Find your gang and keep on with them.

6. You’ve been accountable for some lovely surreal campaigns (neatly, your final had oats milking themselves). Surreal promoting turns out to upward thrust and fall in reputation – what makes it so sexy to you?

I wouldn’t name it surreal. It’s about being memorable. I’ve at all times handled the buyer’s cash love it used to be my very own, and if I’m spending that more or less cash, I would like folks to in fact take note the article. You’ve were given to make paintings that sticks out. That’s at all times been the purpose. Whether that suggests oats milking themselves or no longer.

7. What’s your recommendation to creatives operating in adland who’ve their very own trade thought and wish to take it additional?

There’s by no means a great time. Just get started. But earlier than you are making the emblem or pick out the title, do the entire terrible uninteresting stuff first. Understand margins. Understand cashflow. Learn the bit no person in promoting ever talks about, how cash in fact works. Once you’ve achieved that painful bit, then you’ll be able to have amusing realizing it would in fact live on.

8. You began off as a cameraman on Big Brother. The most enjoyable activity on the planet, probably the most uninteresting activity on the planet, or someplace in between?

I used to be 16, nonetheless in class. First day on set and after being advised I used to be getting paid £40 an afternoon I made up our minds college used to be useless as a result of I used to be minted. I cherished it. The are living component intended no matter you probably did used to be achieved that day. Good, unhealthy, bizarre, it used to be available in the market. I as soon as purchased McDonald’s for the entire digital camera workforce within the home. The housemates smelt it and spent the entire day speaking about Maccy D’s, which intended not one of the pictures might be used on account of logo laws. Full investigation. But the workforce stored quiet and I stored my activity.

9. And earlier than you controlled manufacturers you controlled bands. How did managing Razorlight prep you for an international of promoting?

Working for Razorlight, then putting in my very own control corporate, used to be some of the absolute best reviews of my existence. Touring the arena with a band at their top is one thing I’ll by no means close up about. Someone not too long ago mentioned to me, “I think my dad liked them,” which elderly me about 40 years in a 2nd. We’d birthday party at the bus, then get up and do it once more in a foreign country. Being off your face in a bar in Sydney, doing pictures along with your employer, whilst nonetheless remembering they’re technically your boss, is elite account control coaching. If you’ll be able to live on a sleeper bus with shoppers, you’ll be able to live on anything else.

10. For an company marketing campaign you went on an overly humorous challenge to take one final shot at changing into a qualified footballer. So which soccer participant do you reckon would maximum stand the danger of constructing it as an artistic director?

James Milner. Boring sufficient to fly underneath the radar, quietly taking credit score for more youthful creatives’ paintings. Great timekeeping. Probably has sturdy evaluations on kerning. Would indubitably finally end up on degree at Cannes speaking about simplicity and be promoted to a community CCO activity.