Creative Q&A: BBH Asia-Pacific's Noel Yeo

How did you get into advertising? 

It started at the University of Oregon, where I enrolled as a business major. I didn't know what to do with my life. Just before classes began, a mate showed me a copy of EPICA and said he was going to do advertising. I couldn't believe how anyone could have a job doing that. Pages and pages of ideas. It felt like a scam. It didn't look or feel like work (this was back in 1997 before the awards industry actually became riddled with scam). So I called my father and said I was going to do advertising. I thought it was going to be the easiest thing in the world, which is funny because I now find it to be the hardest thing in the world. 

What was your first ever ad?
It was a class assignment. The professor gave us an easy product, one with a clear benefit: Mag-lite. Immediately I fumbled. Lost several nights flipping through annuals. Completely destroyed that weekend. I think I presented three routes, and she liked one but hated the line. The visual was a working Mag-lite taped beside a broken car headlamp. The line was 'Some flashlights are more equal than other flashlights'. 

What was your first ever job? 
Milano's Pizza. I was a server. We were located right under a pharmacy that one night caught fire. Everyone had to evacuate. We watched the firemen hose the pharmacy down. There was water everywhere. The entire pizzeria flooded because the ceiling boards weren˙t meant to hold that much water. All food and drinks had to be thrown away, and by thrown away, I meant taken off the inventory, which included canned stuff, like beer. It was my best day at work. 

What was your worst job ever? 
An internship in the HR department of a mega corporation I can't remember. They didn't know how to make use of me so they had me cut out these cardboard cards with two slits for you to insert keys. One card for each employee. They had thousands. I did that for two months. The most exciting part of the day was when I had to change the printer toner. 

What does it take to impress you? 
Something that hasn't been done before. Even if it isn't done very well. 

Where do you go to be inspired? 
This is going to sound really boring, but I'm going to say the internet. So much new stuff. Can barely keep up with my RSS feeds. But when I do, I'd go see what new apps there are in the market. After which I'd probably open up an iPad magazine like Flipboard. In between I'd check on Twitter to see if anything unbelievable came up in the last five minutes. Then I'd refresh Google Reader. It is sort of sad, because there's no end. But also, perfect. 

If you can spend one day with a celebrity or historical figure, who would it be? Why? 
Probably Jesus. It'd blow my mind. I've got so many questions. Failing which, maybe Alex Chilton. I love Big Star. 

What is your guilty pleasure?  
Playing in a rock band. It doesn't make sense at my age. It might be better if I played something more timeless like jazz but I don't. I play indie rock, which is somewhat embarrassing when I think about how I haven't really moved on from my youth. But, what the hell. 

If you have to come back as an animal, what would you be? Why? 
Sloth. They look so enlightened. Their defense mechanism is to move so slowly so predators can't spot them. They've figured it all out.  

What is the last book you read? 
Not quite a book but a graphic novel: The Resident Tourist Part 4 by Troy Chin. No one touches on Singapore like he does. His approach reminds me of Adrian Tomine. Slice of life type things that somehow avoid being boring but are instead pensive and funny. I recommend the entire series, which is actually free to read online, because he's just crazy. Buy the books. 

What is the first thing you do when you wake up? 
Place four eggs into boiling water. The time they take to cook is precisely the amount of time it takes for me to brush my teeth, shower, shave and look decent. Two perfect soft-boiled eggs for me. Two for my wife. 

Worst haircut you've ever had? 
Some would say it's my current haircut. Between what I had in mind and what my hairdresser thought he heard, something turned out bowl-shaped. He actually laughed out loud at the end of the cut and said sorry. 

Describe your typical day. 
Arrive and see my ECD Steve Elrick already at his desk. No one beats him to the office. Then a bit of a blur until the end of the day when I'm wondering if I should have a pint at the local bar. The middle doesn't feel typical or predictable. Thankfully. 

Can you suggest a question for our next Q&A candidate? 
If you had a personal zoo that could only have three animals, which three animals would you pick? 

What would you have been if you had not gone into advertising? (question provided by DDB Philippines' Joey Ong) 
I'd like to have been a boxer, although I've never boxed.