The smartest advertising is the advertising that communicates the best and respects the consumer's intelligence.
Make it smart. Make it beautiful. Have fun.
Shocking is easy. Shockingly brilliant, a bit more challenging.
If it's been done, do it better. If it hasn't been done, do it so well that better is not an option.
Good advertising is a dialog with people.
I have always felt the word 'advertising' is either a diminutive or derogatory term that kind of goes with stuff people don't like, and I always felt frustrated because I felt like I was a communication artist or a media artist. The best advertising is one of the art forms of our culture.