When life gives you Lemon, make lemonade. So, this week, we catch and squeeze a glass full of tasty topics from creative super brain, Orlando Wood. Chief Innovation Officer at System 1 group and author of Lemon and Look Out, Orlando is dead set on delving deep into the links between advertising, psychology, and the creative arts. He talks to us on interviewing unsuspecting passengers on the Eurostar, advertising as a barometer to society, art history, how a dazzling artform became a dreary science, left and right brain hemispheres, whether advertising is changing for better or worse, legends like Gossage, Bernbach, and Bullmore, humour, his favourite painting, what he thinks of ‘content’, and more. ///// Follow Orlando on LinkedIn Get your mitts on his books Lemon and Look Out And, if you’re an IPA member you can get a wedge off by buying directly from them (Lemon and Look Out) This month we’re supporting the award-winning School of Communication Arts to make the very best creative education available to all. They’ve launched a huge sale across their best-selling courses for agency creatives to fuel diversity in the industry - 20% of sales will go to Brixton Finishing School, all further profits will feed into SCA’s scholarship programme for 2023. Head here to see the courses for sale from only £150 per person. Timestamps (01:57) - Quick fire questions (03:29) - First ever job and first proper job in marketing  (07:40) - Advertising doesn’t exist in a vacuum (09:52) - The parallels between art and advertising  (12:30) - Studying history and how it helps with advertising (14:39) - His books Lemon and Look Out   (23:05) - The left and right hemispheres of the brain  (25:40) - Advertising in the 1950s  (33:24) - “Humour gets in under the door while seriousness is still fumbling at the handle” (38:42) - Listener questions  (49:39) - 4 pertinent posers  Orlando's book recommendations are:  Madison Avenue USA by Martin Mayer  When Advertising Tried Harder by Larry Dobrow  Methods of the Mad Men by Mike Everett /////