When I was an agency creative, my art director and I “won” the title, the Space Cadets. Not because we were vacuous. Because we weren’t. We were the only girls in the creative department. That should have fired our hate, but it was a different time. So, I love this thought piece. Its great advice is too late for my agency life, but I can think of a number of places to use it. You too? [:ed]

“Can hate be good? Can hate be great? Can hate be something we don’t hate?”

If you were in Adland in 2005, you should recognise the quote. It’s the opening lyrics of Honda Lion’s winning In the key of Grrrrr by W+K London – still one of the bravest pieces of car advertising to ever run.

As the story goes, Honda engineers were asked to redesign their diesel engine. It was an engine they all hated. It was loud, clunky and spewed out black smoke. Instead of putting aside their hate, they harnessed it. They used it as motivation. It helped them start again. To rethink every nut, every bolt. To redesign inlets and outlets. To rework air-fuel mixtures. The result? The new Honda diesel won International Engine of the Year in 2005.

Clearly, hate can be a superpower.

Recently, I saw Andre Agassi speak at the AANA Reset Conference. He said something very similar, “I hate tennis with a dark and secret passion. I always have.” Not mild dislike which grew over time. Hate he always had. Hate he will always have. That hate drove him to find the weakness in rivals which others had missed. To, ultimately, be the best in the world.

How does hate help with day-to-day creativity?

Look around you. Is there something in Adland you hate? Someone you clash with? A rival? A nemesis? They could be inside your agency. Or at a competitor. On the client-side. Or in media. Someone who lives rent-free in your head. Who’s a constant, nagging voice. They know how to push your buttons and push them just for fun.

In my 30-years in the business, I’ve had plenty.

My rogue’s gallery includes:

• The creative director who, during a 2min interview hardly looked at my folio – so I vouched to always give young creatives as much time as they need.
• The account manager who amended my copy without telling me then sent it directly to the client – so, I started sending them ‘edit proof’ PDFs.
• The education company that constantly overcharged students and underdelivered opportunity – so I helped set up a rival training program
• The strategist who seemed to enjoy make young creatives question their ability – so I went out of my way to help them become Cannes Lion winners
• The media owner who threatened to ostracise me from the industry unless I wrote for them – so I pledged the last 5-years to The Stable.

I’ve had running battles with copywriters, art directors, creative directors, strategists, media specialists, clients, management and staff. I even have a rival at my favourite coffee shop.

And to all of them I say, “Thank you. You’ve made me better.”

Truth is, motivation is easier with a nemesis. You imagine them working deep into the night, plotting your downfall – even if they’re not. They sharpen your senses. Push you harder. You craft more. So, if you’re looking to produce work you love, find yourself something to hate.

In the words of the Honda TVC, “Sing it like you hate it.”

Rob Morrison is a rarity in Adland – a grey-hair who’s still a working creative. He’s clocked up 5 years of OpEds for The Stable. He’s now Senior Writer at Dentsu Creative.

Here are two other opinion pieces from Rob: