Admittedly I found myself eating a tuna melt on a train home…

Admittedly I found myself eating a tuna melt on a train home… I looked up and saw an ad like no other.

It was human, relatable, and perfectly timed. And a little embarrassing for me to then eat the melt haha.

The best creatives aren't built based on audience segments, they start with human truth. The awkward. The funny. The painfully relatable. That’s where real impact lives.

Segmentation will tell you who, but insights tell you why.

When the creative feels like it was made for your moment, that’s when it wins.

Shout out to the guy I was sitting near - in true Firepit style, we had a good chat on the train home and no complaints were made about my controversial food choice on public transport...