The Wax Lyrical podcast team are joined by System 1’s Chief Innovation Officer Orlando Wood, who explains how applying right brain thinking to creativity produces better results. Drawing from his fascinating book “Lemon”, he discusses why there might be a post COVID creative renaissance; why some new low budget, low production value, user-generated COVID-aware ads are performing better than Cannes winners; and has tips for brands making new ads using UGC on staying distinctive. Orlando dissects his favourite right-brain ad of all time, and reviews new campaigns from Aldi, Virgin Media, and Bold.