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 ‘Hello Boys’ for Wonderbra and FCUK for French Connection, he is also a movie producer whose films include the BAFTA-winning sci-fi movie ‘Moon’, and documentaries on subjects such as the thalidomide scandal. His poster featuring William Hague’s face superimposed onto an image of Margaret Thatcher played a key part in Tony Blair’s second landslide victory, and he went on to lead Ed Miliband’s leadership campaign. In this in-depth interview, Trevor describes how he “tricks” his brain into creative thinking, argues that the “drippy” sentimentality typified by the John Lewis adverts is on its way out – and explains why his most famous campaigns would now fall flat in the face of political correctness.