Creative Q&A: Grey Japan's Masayoshi Soeda loves surprises

How did you get into advertising?
When I was a senior at university, a Volkswagen print ad in NY struck me with its powerful idea which was spiced with humour and yet simply expressed.
 
What was your first ever ad?
A 20-second radio ad for a major Japanese food company's frozen products.

Which ad do you wish you'd made?
Nursing care and medical treatment. To communicate dementia, a rising issue in Japan's aging society.

What was your worst job ever?
Creative works which did not contribute to any increase in market share for several years.

What qualities do you look for in a prospective employee?
I look out for creatives with a ‘media neutral' mind. One who can visualise, draw the entire picture of a campaign and has an eye to view the world at the same level as consumers and develop strategies based on their mind and behaviour.

Creatives whose interest extends to any and every field such as movies, music, novels, fashion, internet, blogging, etc. It helps if the person has hobbies. For instance, a gift in drawing illustrations, taking pictures professionally, passionate in writing essays, knowledgeable in taking care of tropical fish, grows organic vegetables or any activity that inspires them.

What does it take to impress you?
Stumbling across something that is from a totally different realm. It shocks and inspires me, and at times it may shrivel up creativity, but this also opens the door to a new source of energy.

Where do you go to be inspired?
I wonder around a city amongst the crowd. Shower myself in loud music.

Who do you consider to be a creative genius?
Yoshimitsu Sawamoto, ECD at Dentsu Tokyo. He comes up with audacious ideas that attract people all over Japan.

Steven Spielberg. Everything about him is new. He makes spectacular debuts with new thoughts and visualisations which nobody has ever seen before.

If you were not working in advertising, where would you work?
Nowhere. Can't think of anywhere else other than where I am and I believe I'm still at the front line.

What is your guilty pleasure?
Pachinko game.

What is your favourite word?
"Surprise!"

What is the first thing you do when you wake up?
Draw my curtains to enjoy the view outside. I live in the countryside and nature brings me pleasure. I take a deep breath and spend a short while listening to the sound of wild birds.

Worst haircut you've ever had?
When I had long hair in my 20s.

Ad you wish you'd made?
A Volkswagen ad created by DDB.