The 12 Most Creative Minds Of 2008

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For nearly a decade, the unhip have flocked to Alex Bogusky with hopes that a little of his mystique might rub off. His landmark work comes from pushing clients to the edge. For Volkswagen, TV spots included a close-up of a horrific, fatal-seeming car crash; for Orville Redenbacher, he called the deceased popcorn pitchman back from the dead; for Virgin Atlantic's business travelers, Bogusky offered up mock porn on a hotel TV network. Now Crispin has been handed perhaps its biggest challenge to date: Microsoft. His goal is to overcome the negative perception created by the two-year-old "Mac vs. PC" campaign. "It's part of your job as a marketer to find the truths in a company, and you let them shine through in whatever weird way it might be," Bogusky says.

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