The Creative Cocktail Gene: Better Advertising Through Excessive Drinking?
While I have never found alcohol improved my ability to craft English sentences or think lofty thoughts, there are those who have had different results. Winston Churchill, of course, famously said, “I have taken more out of alcohol than alcohol has taken out of me.” William Faulkner would never have written anything more profound than a thank-you note to his auntie had he not been fueled by copious amounts of whiskey.
Philip Hunter has written an article called “I Drink Therefore I Can,” in Prospect Magazine in which he examines the link (or lack thereof) between strong spirits and the appearance of the muse. This is well worth reading for those in the ad game and especially those who believe a proper creative team should be made up of a copywriter, and art director and José Cuervo.
I hasten to point out that I do not endorse this approach, but merely report the existence of a theory.