Advertising is based on one thing: happiness. And you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of the road that screams with reassurance that whatever you’re doing, it’s okay. You are okay.
The greatest thing you have working for you is not the photo you take or the picture you paint. It’s the imagination of the consumer. They have no budget. They have no time limit. And if you can get into that space, your ad can run all day.
We’re gonna sit at our desks and keep typing while the walls fall down around us, because we’re creative. The least important most important thing there is.