Advertising creatives are receptacles for useless information. We dump everything we find straight into our brains, let it seep out slowly. Hopefully, it leads to some interesting work. It can also have drastic repercussions.
Ever since I completed a print campaign for Purell Soap, I’ve become a full fledged germaphobe. I wash my hands constantly – 4 or 5 times a day. I scrub before I eat anything. I pound fists rather than shake hands. I de-MUNI-fy with antibacterial spray sanitizer after riding the metro. If I forget to spray – it’s like skipping yoga for a day – something’s off.
Then it got worse. I started to realize how many surfaces my hands come into contact with everyday. Think about it. Then I paid attention to how often my hands make it into my mouth. It’s astounding. Automatic.
How other people do the exact same thing? Could I continue to trust them? I drew parallels with the ultimate health trap: ‘If you sleep with this person you sleep with everyone THEY slept with.’ Now I can’t touch a doorknob, ATM keypad, or shake hands with a stranger without wondering how many people had sex on them.