ONCE upon a time my partner and I got to re-write a few Grimm’s fairy tales and turn the heroines from victims into empowered women who are capable of making their own decisions.  Then our client Pure Leaf LOVED  the idea, Then Amy Poehler LOVED the idea and agreed to narrate.  And then Rashida Jones LOVED the idea and LOVED the idea of directing her best friend.  We got the videos produced and we all lived happily ever after.  We’d say THE END but it really isn’t, we will continue to do purposeful work for clients brave enough to let it happen.

Moral of the story, NO can and should be part of your vocabulary, even in advertising.