Creating Ads for People Who Hate Ads

Rooster's Gavin McInnes explains his brand of gonzo advertising

Gavin McInnes doesn’t care about your product. This would be all well and good if the co-founder of Vice magazine—that bible of Williamsburg, Brooklyn, N.Y., hipsterdom—hadn’t gone and rebranded himself as an adman. But with Rooster, the four-person shop where he is creative director, McInnes has morphed into just that. Housed in a one-room office in SoHo, New York, within spitting distance of major agencies like Saatchi & Saatchi and Euro RSCG, Rooster produces gonzo comedy clips (think Jackass meets Banksy) that happen to be branded. But don’t call him a sellout. “Comedy is at a really daring and exciting time where there’s no rules,” McInnes says. “With Rooster we know that compromising the joke is going to kill the whole company. So it’s not worth it in the long run. Plus I’ve got money from Vice. I don’t care if they fire us.”