If you'd put it in a Powerpoint deck don't put it in your ad
Creative people are 50% ego and 50% insecurity.
Everything a brand does is advertising.
You have to be daring and make something that doesn't look like anybody else.
Hey! You can be more than just a car company. You can be more than just a pet food company. You can aspire to loving dogs, rather than just feeding dogs.
Consumers never complain about ads being too smart.