Creative Q&A: Keith Ho, executive creative director, Grey Hong Kong

How did you get into advertising?

I interned at DDB in Hong Kong for three months during my final summer break at university. I made some friends there and they lined up an interview for me with Stanley Wong at JWT, and that’s how it started.

What was your first ever ad?

It was an ad for an infant starter formula – kind of appropriate under the circumstances. I remember putting a lot of cartoon cows around the pack. I still see similar ads today. Maybe I was ahead of my time?

What was your first ever job?

It was a summer job at a garment factory owned by a schoolmate’s brother. They paid me in free T-shirts which I thought was cool. My first job for actual money was as a designer in a tiny company called WE advertising with just five staff. I think they were impressed by my incredible wardrobe of T-shirts. I saw my first ever classic Mac there.

What was your worst job ever?

My first job.

What does it take to impress you?

Good planning, careful thinking and attention to detail. But I also admire persistence and a professional attitude even in the face of a crappy job.

Where do you go to be inspired?

My bath tub. It’s my spaceship to the planet of ideas. Whenever I jump in and turn on the shower it seems to bring a flow of ideas with it. A brain shower.

If you can spend one day with a celebrity or historical figure, who would it be? Why?

Natalie Portman as Nina the White Swan and a case of champagne to release her dark side.

What is your guilty pleasure?

Chocolate. Especially Lindt - 70% cocoa, extra thin, dark. I have some beside me as I am writing this and I don't feel guilty at all.

If you have to come back as an animal, what would you be? Why?

A cat. I used to have cats. But after I got married I had to give them up as my wife hated them. So instead of owning one I think I’d like to be one. Cats are so composed. Masters of their own destiny. I like that.

What is the last book you read?

101 Things to Do Before You Die by Richard Homes. I’ve still got 99 things to tick off the list, but hopefully I’ve got a bit of time left. 

Which ad do you wish you had made?

The Apple’s “1984” commercial. It's always nice to throw a hammer into old ideas. I hope I can do that a few times before I die. Better add that to the list.

Worst haircut you’ve ever had?

Every one I get! Whenever I’m on my way to the hairdresser for a change of style, I always get to thinking my hair is fine just the way it is. Then when I come out, I always feel I’ve just had the worst haircut ever.

Describe your typical day.

I don't think I have a typical day. They’re all a bit mad. But most days start with my daughter Charlotte, shaking me out of my latest dream visit to my planet of ideas just as that HUGE idea was becoming clear. Then, after crashing back to Earth I stumble through a variety of challenges like an alien being in a world gone mad: meetings, strange requests expressed in what seems like Martian, creative reviews, then more reviews, lots of interpersonal matters and tribal clashes. Then at the end of the day, I walk back to my home base and wait for the spaceship to take me back to that HUGE idea. Hang on Charlotte – just give me another minute!

Can you suggest a question for our next Q&A candidate?

What would be the first thing you would do if you won a US$10 million lottery tomorrow?

What’s the most embarrassing thing that has ever happened to you in a presentation? (Question from M&C Saatchi Hong Kong’s Bernard Chan)

Since I feel rather like an alien visiting Earth at most presentations, I rarely experience embarrassing moments and I hope I never will.