Find the simple story in the product, and present it in an articulate and intelligent, persuasive way.
The most powerful element in advertising is the truth.
The difference between the forgettable and the enduring is artistry.
You can say the right thing about a product and nobody will listen. You’ve got to say it in such a way that people will feel it in their gut. Because if they don’t feel it, nothing will happen.
Properly practiced creativity can make one ad do the work of ten.
Rules are what the artist breaks; the memorable never emerged from a formula.