Creativity thrives on a consistent diet of challenges and opportunities, which are often one and the same.
When you open an Apple product it's like a religious experience.
When creatively passionate people get together to start a company, the energy and camaraderie is really pretty stimulating.
If you'd put it in a Powerpoint deck don't put it in your ad
Most ideas are a bit scary, and if an idea isn't scary, it's not an idea at all.
I've never found a client's business problem that could be solved solely through advertising.