A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
In advertising, not to be different is virtually suicidal.
Adapt your techniques to an idea, not an idea to your techniques.
A principle isn't a principle until it costs you something.
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.
Nobody counts the number of ads you run; they just remember the impression you make.