Creative creatives creating creative creative

A passage from Then We Came to the End by Joshua Ferris:

Jim explained that in the advertising industry, art directors and copywriters alike were called creatives… Jim also told him that the advertising product, whether it was a TV commercial, a print ad, a billboard or a radio spot, was called the creative.

…
“You folks over there,” said Max, “you say you call yourselves creatives, is that what you're telling me? And the work you do, you call that the creative, is that what you said?” Jim said that was correct. “And I suppose you think of yourselves as pretty creative over there, I bet.”

“I suppose so,” said Jim, wondering what Max was driving at.

“And the work you do, you probably think that's pretty creative work.”

“What are you asking me, Uncle Max?”

“Well, if all that's true,” said the old man, “that would make you creative creatives creating creative creative.” There was silence as Max allowed Jim to take this in. “And that right there,” he concluded, “…That's a use of the English language just too absurd to even contemplate.”

With that, Max hung up.