Secs sells. A great new twist on an old, old line.

I once took part in a conference about creativity and originality.

A couple of the speakers believed that any creative thought, if it is to be truly creative, must also be completely original.

No copying, I can understand. No pale imitations, and no "same old, same old" either.

But sometimes, you see a great idea, and realise it has influences. It might be a parody, or an homage, or simply something well known given a new twist.

A great one appeared on billboards last week. You may have seen it.

It's brilliant, just brilliant.

The line "Sex Sells" is one of the oldest in the book, particularly in car advertising. This ad takes the obvious line, turns it round, and subverts it. It even subverts the usual approach of talking about the speed of the car (which is now illegal) by talking about the speed of the roof!

It's funny, and it makes the viewer complicit in the gag - there's a payoff when you "get it".

OK, it might look more like a trade ad rather than a consumer one, but I still love it.

Taking the obvious, or the current paradigm, and turning it on its head is a great way to come up with new ideas.

Try it. It might just work for you, too.