Make it smart. Make it beautiful. Have fun.
Good advertising is a dialog with people.
You have to be daring and make something that doesn't look like anybody else.
If you think you have a better mousetrap or car, or shirt, or whatever, you've got to tell people.
Shocking is easy. Shockingly brilliant, a bit more challenging.
Iโd rather apologize than to be so timid as to never try to do anything smart or brave.