Gerry Human on pushing the boundaries of advertising

The purpose of advertising in South Africa, but also the rest of the world, is to push boundaries, says Gerry Human.

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For Gerry Human, successful advertising is a combination of humour, craft, visual drama, honesty, simplicity and relevance, while also considering the value of the unexpected.

Fetishes can sometimes make interesting material for advertising!

"The 'ad guy' often gets blamed for rampant consumerism and mindless excess," says Gerry Human.

Human talks about what the South African advertising industry can learn from their international counterparts.

South African advertising is finally coming into its own, he says