Trevor Beattie is one of the most accomplished and respected faces in the British advertising industry, and founder of ad agency BMB. Responsible for creating iconic campaigns including \u2018Hello Boys\u2019 for Wonderbra and FCUK for French Connection, he is also a movie producer whose films include the BAFTA-winning sci-fi movie \u2018Moon\u2019, and documentaries on subjects such as the thalidomide scandal. His poster featuring William Hague\u2019s face superimposed onto an image of Margaret Thatcher played a key part in Tony Blair\u2019s second landslide victory, and he went on to lead Ed Miliband\u2019s leadership campaign. In this in-depth interview, Trevor describes how he \u201ctricks\u201d his brain into creative thinking, argues that the \u201cdrippy\u201d sentimentality typified by the John Lewis adverts is on its way out \u2013 and explains why his most famous campaigns would now fall flat in the face of political correctness.