Lück in one piece - 73 questions, no cuts
Dennis Lück, a partner at Brinkertlück Creatives, is one of the most influential figures in the Swiss advertising scene—known for his energy, creativity, and clear stance. In the m&k video series «Creative Excellence unplugged,» he talks about creativity with a bite, heavy metal in his blood, pizza dough as a school of life—and why he holds an honorary professorship in exorcism.
For Dennis Lück, creativity is not a stroke of genius, but a training camp. Ideas come to him early in the morning on the couch, sometimes with heavy metal in his ears. The most important thing for him is bite - in other words, the unconditional will to get stuck in. Because talent alone is not enough. He aims for quantity and tests ideas before they mature - 100 ideas for one good one is a realistic ratio.
Measurable magic and creative excellence
Lück wants to make good ideas measurable - with gut instinct and reaction forecasts. For him, an idea is immortal if it still works decades later. His goal: to deliver "good to very good" even on bad days. For him, creative excellence means: an idea that inspires beyond the industry.
From pizza dough to political campaigns
Before Lück led the SPD to election victory, he stood at the pizza oven. His love of creation began there - whether it was Hawaiian pizza with jalapeños or ideas for BMW, ÖKK or BLKB. His campaign for Graubünden with the photography ban remains unforgotten - a global hit.
Heavy metal, tattoos and family life
In his private life, Lück is a father of three, plays in a punk band and has around 60 tattoos. One of them: "Your advertisement could be written here". For his daughter, Rainbow Dash adorns his arm. Humor and seriousness go hand in hand for him - as do children's birthday parties and keynotes.
Honorary professor with attitude
His most curious achievement? A genuine honorary professorship in exorcism, acquired via a donation to a church in L.A. Lück takes this with humor - and includes it on his ID card. But his real attitude is reflected in his business model: profits are distributed to everyone at his agency, from juniors to executives.
Rooted in Aargau - with ambition
Lück has lived in Switzerland for over a decade - and feels at home in Aargau. He is currently in the naturalization process. He believes in trust instead of pitches, and in a job reference that shows humanity. Despite chaos in individual battles, he is structured in his leadership - because creative energy needs order.
Conclusion: The joy of creating - with a system
For all his extravagance, Dennis Lück remains at heart a copywriter with fire. Someone who believes that it takes more than good ideas: namely people who are on fire. His 73-question interview with m&k shows how you can write advertising history with bite, attitude and a touch of madness.
