My dad's best friend was Carl Ally, a 1960s adman who made the madmen look like mice. Carl was the guy a client brought in when the client was in deep shit. (And once, when a client didn't accept his campaign idea, he told the client, "I ought to go to your office and shit in your drawer.") Carl and my dad both knew that the best client was a client in trouble, because that was the client that had to take your advice.
As Volvo did, when it was close to being driven off U.S. shores. Carl Ally came up with an ad campaign titled, "Drive it like you hate it." Straight from Ally's own raging gut and utterly against the grain of the auto-glorifying style of the moment, these ads saved Volvo. Because they were real, emotionally honest and slightly insane. (Wait for the last line.)