Common-sense please

Common-sense is an much underrated skill. I've been blessed with it in some respects, but alas not in others... particularly where flat packed furniture is concerned.

But something happened the other day that got me thinking about the importance of common-sense.

I got pulled into a meeting to give my opinion on an advert that a creative agency put together. The first thing I noticed about it was a very random headline. Cue a ten minute explanation from their very creative director who told me all about the meaning behind it. The headline was so clever in fact, that I can't even recall the explanation behind it now. Mind of a sieve, me (note to self: work on memory).

Now I may not be as creative, or have as many letters after my name as the people sitting in the room... But the ten minute explanation, I think, was reason enough for not using the headline. Someone bring out the common-sense coulée please.