An ad should be an appetizer, not a buffet.
Creativity thrives on a consistent diet of challenges and opportunities, which are often one and the same.
Shocking is easy. Shockingly brilliant, a bit more challenging.
Most people who are deemed 'mean' are usually perfectionist who make mediocre people unhappy, cause they put more pressure on them then they can handle.
A thing that most creatives don't do well is that you've gotta learn to listen.
There's an independence to surfing, it's just you and the ocean. There aren't a bunch of rules.