When you advertise fire extinguishers, open with the fire.
When you have nothing to say, sing it.
Ninety-nine percent of advertising doesn't sell much of anything.
The consumer isn't a moron; she is your wife.
In most agencies, account executives outnumber the copywriters two to one. If you were a dairy farmer, would you employ twice as many milkers as you had cows?
People don't buy a new detergent because the manufacturer told a joke on television last night.