Advertising is the art of persuasion.
In communications, familiarity breeds apathy.
In advertising, not to be different is virtually suicidal.
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
The difference between the forgettable and the enduring is artistry.
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.