When it comes to the interface of art and science, in many ways Madison Avenue finds itself in the position of the early days of sci-fi entertainment, where campy, unrefined productions took decades to evolve into the sophisticated films and shows we enjoy today. To be brutally honest, 95% of current science and technology advertising ranges from hackneyed to terrible; unimaginative, uncreative, uninspired. But here at ScriptPhD.com, we want to focus on the superlative 5%. What makes these campaigns work, what elevates their content above the crowd and most importantly, how do they fit within the theme of the science or industry they are promoting? This is why we are expanding our umbrella of coverage—which has heretofore included film, television and media—to the final frontier: advertising. In our brand new series entitled “Selling Science Smartly,” we will profile the best that science and technology advertising (print, TV, radio, digital and everything in-between) has to offer. Where possible, we will interview the respective campaign’s agencies and creative teams to give you a rarely revealed behind-the-scenes purview into the process and foundation of making these ads. We are proud to launch the series with the exceptional Dow Human Element campaign, including an in-depth interview with Creative Director and mastermind John Claxton of Draftfcb Chicago, who breaks down the thought process behind the creation of the campaign.