
Make it simple, but significant
Don Draper, Mad Man

A few more here … An advertising campaign idea for a hair restoration brand
If you can’t solve a problem, it’s because you’re playing by the rules
Paul Arden, former Creative Director, Saatchi & Saatchi
Deliver it in water…

Excite people already in the know. Surprise people who thought they knew.
Vikki Ross, copywriter