He's got a good point - in order to communicate our ideas effectively, we need to be interesting and we need to deliver the ideas in an interesting way.
Russell is the person who came up with the overall theme for the recent Honda campaigns (there's a number of good bits and bobs about it on the W&K site).
I think we should definitely try and follow his ideas for a week or two.
There's a blog following similar lines here (www.simonsays.vox.com)
Starting next week, I want to see people publishing photos of something interesting they saw that day. Should produce some talking points!