Creative Q&A: Grey Group's Ali Shabaz

How did you get into advertising?

I had to choose between joining a computer course that my mother wanted me to do or take a copy test that my friend suggested. It wasn't a tough decision. Although, there are days in this business when I think I should have listened to my mother.

What was your first ever ad?

It was for a sports magazine called The Sportstar. I remember punning in the headline and very badly at that. Thankfully I’ve forgotten what the line actually said.

What was your first ever job?

Selling encyclopedias from door to door. I quit in three days when it dawned on me that nobody really reads them anymore. Sometimes you can get smart by just carrying an encyclopedia around.

What was your worst job ever?

I guess this has to be in advertising. It was the time when I was a young writer and had to write ads for a mosquito repellant product to make some extra money. The client insisted I write big bold headlines like 'Bloodsucker' and 'Murderer' with a picture of a mosquito under it. It would get people's attention, he said. All I can say in my defense is that the money was good.

What does it take to impress you?

The ability to take pride in what you do. You can clearly see that the people who do this are the ones that try the hardest to do a great job because they do not want to let themselves down.

Where do you go to get inspired?

I take the MRT. Watching the mix of people around, the things they are doing and snatches of conversation you overhear can be very stimulating. I just avoid looking at the ads in the train.

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

The Prophet Muhammad. I cannot think of any other person who had such an amazing impact on the world in such a short time.

What is your guilty pleasure?

Cadbury’s Fruit & Nut bar.

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

A panda. Everybody loves them.

What's the last book you read?

Open by Andre Agassi. It is a great story on how you can compete at the top and still not lose your soul.

What's the first thing you do when you wake up?

Reset the alarm and go back to sleep.

Worst haircut you've ever had?

It was hair styling actually for a photo shoot. The guy spiked my hair so much I looked like Mr.T having a bad hair day.

Describe your typical day?

Wake up for prayers at 5am. Go back to sleep till 7am. Hit the gym at 7.30. In office by 10am. Work, work, work till 6pm. Goof around with the kids till 9pm. Read or watch TV till 11pm. Hit the sack.

Can you suggest a question for the next candidate?

If you had one day to live how would you spend it?

What’s the best agency toilet you’ve experienced? How did this relate to your experience at that agency? (Question provided by Iris Singapore’s Subha Naidu)

Frankly I have found most agency toilets in Singapore badly maintained. Only sometimes has it been reflective of the work produced by that agency.