Consumers never complain about ads being too smart.
You have to be daring and make something that doesn't look like anybody else.
A thing that most creatives don't do well is that you've gotta learn to listen.
[In 2011 on Steve Jobs] He was the most amazing person I have ever know. He was a genius. He was an innovator. He was the best client we ever had. He was my friend.
The smartest advertising is the advertising that communicates the best and respects the consumer's intelligence.
Everything a brand does is advertising.