I’d rather apologize than to be so timid as to never try to do anything smart or brave.

TV spots are short. If you can't hold folks' attention for 20 seconds before revealing the brand, find another line of work.

If you are always trying to do something great and different and fresh, lots of them are going to be shut down for lots of stupid or good reasons, but you have to keep on trying.

The smartest advertising is the advertising that communicates the best and respects the consumer's intelligence.

Good advertising is a dialog with people.

There's an independence to surfing, it's just you and the ocean. There aren't a bunch of rules.

I've never found a client's business problem that could be solved solely through advertising.