Rules are what the artist breaks; the memorable never emerged from a formula.
There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
It's not just what you say that stirs people. It's the way that you say it.
In advertising, not to be different is virtually suicidal.
If your advertising goes unnoticed, everything else is academic!
Adapt your techniques to an idea, not an idea to your techniques.