In advertising, not to be different is virtually suicidal.
Properly practiced creativity can make one ad do the work of ten.
In communications, familiarity breeds apathy.
Properly practiced creativity MUST result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent.
The difference between the forgettable and the enduring is artistry.
In this very real world, good doesn't drive out evil. Evil doesn't drive out good. But the energetic displaces the passive.