The heart of creativity is discipline.
Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
Our job is to bring the dead facts to life.
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
Don't confuse good taste with the absence of taste.
No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.