Let's turn constraints into a driving force for breakthroughs.

Growing up in the 80s and 90s, I was always eating cheese. Not real cheese. Cheesy—slang for cheap stuff. Cheap songs. Cheap music videos. Cheap movies. Cheap TV dramas, needless to say.

On the shelf of cheap processed cheese, there was one captivating drama reminiscent of La Mancha's Manchego cheese. It was the original version of "MacGyver," broadcast in the United States from 1985 to 1992 (the 2016 reboot was also well received). The main character, played by Richard Dean Anderson, is a secret agent. It was always a treat to watch him get out of sticky situations with his knowledge and creativity.

In one episode, needing to escape, he finds a used Jeep that has been turned into a beehive. He starts the engine using wire, but the radiator is full of holes. He pours in plenty of water to boil it, then throws in egg whites he stole from a nearby chicken coop. The egg whites solidify and conveniently plug the holes. He successfully escapes! In another mission, he even made a bazooka from car parts.

This series features ingenious contraptions everywhere. MacGyver scientifically explains the principles behind each device. He possesses the conviction to overcome any difficulty and achieve his goal, no matter the constraints. All it takes is mobilizing all your knowledge and the creativity to put it to use.

Since stepping into the advertising industry, I've been influenced by the MacGyver spirit and applied it to my work. Our jobs usually involve limited budgets and time. Often, the necessary conditions for solving problems aren't provided. Every time I hit a pinch, I picture his face and encourage myself. Make full use of what's right in front of you. Try methods no one has attempted before. Believe that limitations and constraints can become the driving force to achieve remarkable work. Indeed, looking across the advertising industry, the number of MacGyver-style approaches succeeding by creatively repurposing existing platforms is growing.

If you receive a brief full of constraints. If you're handed a budget that's practically zero. Why not consider it a challenge rather than a constraint? "How would that adventurous guy get out of this jam?" If you haven't seen the original series yet, I strongly recommend watching it. Preferably before you face your next crisis.

My company's reception robot. Its name is Probbie. Super low budget, but everyone's favorite. Made from an electronic circuit board, fiberglass from a trash bin, and aluminum exhaust tubing from a yakiniku restaurant.

(Supervised by: Dentsu Inc. Global Business Center)