Consumers never complain about ads being too smart.
It's very demeaning that we have to put on a show to prove that we know how to put on a show.
[In 2011] What Steve Jobs did was simply make everything and everyone better.
The smartest advertising is the advertising that communicates the best and respects the consumer's intelligence.
Make it smart. Make it beautiful. Have fun.
I've never found a client's business problem that could be solved solely through advertising.