There’s a troubling problem festering within the advertising industry today—many have forgotten how advertising works. Creativity, once the driving force of effective campaigns, is being suffocated by performance marketing directives, short-term thinking, and a fixation on the next big trend.
The result? Agencies defer to clients rather than leading creative discussions, new media dictates what “works,” and a culture of gimmicks and stunts replaces meaningful ideas. Worst of all, the classic tenets of great advertising—principles that have stood the test of time—are being ignored.
It’s time for a course correction. Over the next six sections, we outline the foundational creative tenets that have defined outstanding advertising for decades. These principles remain as relevant today as they ever were. Let’s get back to what makes advertising truly impactful.
1️⃣ Revealing a Truth
Great advertising starts with a simple yet powerful concept—revealing a truth.
A campaign resonates when it uncovers something real and relatable about a product, brand, or audience. This is the secret behind ads that capture attention instantly, much like the best in theater and comedy. A well-told truth creates emotional connections, ignites engagement, and makes the brand impossible to ignore.
Take, for example, legendary campaigns that exposed an unexpected truth about their subject: A spinach brand that challenges perceptions of taste, a condom ad that acknowledges awkward realities, or a civil rights PSA that flips assumptions. These ads don’t just sell; they provoke thought, spark conversations, and make lasting impressions.
2️⃣ Ideas That Stay Close to the Product
Too many ads today lose sight of what they’re actually selling.
When constructing an argument, it’s tempting to create a concept that exists outside the product itself—focusing on spectacle rather than substance. But great advertising ensures the idea remains firmly rooted in what the product does, how it improves lives, and what the brand stands for.
This doesn’t mean creativity is sacrificed. Quite the opposite. The best ads don’t distract from the message; they enhance it. A campaign is most effective when it clarifies rather than convolutes.
3️⃣ Production in the Service of the Idea
Big budgets don’t equal big impact.
Advertising today is drowning in high-production spectacle that often says little about the product. While we believe in strong production values, they should serve the idea—not the other way around.
Too many brands spend on costly techniques and celebrity endorsements that add nothing to the message. If an ad works best in 15 seconds rather than 30, go with 15. If stock footage tells the story effectively, use it. The best creative choices are the ones that make the message stronger, not just flashier.
4️⃣ Say It Simply
Simplicity is power.
The best advertising doesn’t bombard audiences with a dozen messages at once. It delivers a singular, focused idea—clearly and memorably. A great ad distills the essence of a product or brand into something unmistakable and irresistible.
Unfortunately, today’s ad landscape often mistakes complexity for sophistication. The result? Campaigns that are convoluted, forgettable, or outright ignored. The smartest work cuts through the noise, delivering an idea that’s impossible to miss.
5️⃣ Don’t Be Afraid of Surprises
Predictability is the enemy of impact.
Too many ads today fall under the category of “straight work”—no twist, no surprise, and therefore, no recall. But surprises make ads stick. A great ad elicits a reaction, whether it’s laughter, curiosity, shock, or joy.
A well-placed twist forces audiences to engage with the message. The most effective surprises are those that tie directly to the product’s benefit, ensuring that what’s remembered isn’t just the gimmick, but the brand itself.
6️⃣ Be Smart, Not Silly
Creativity isn’t about being loud; it’s about being sharp.
Today, many brands equate attention-grabbing tactics with effectiveness. But there’s a difference between smart creativity and empty spectacle. Consumers deserve respect, and clients deserve work that is both compelling and intelligent.
The problem isn’t that ads are too bold—it’s that too many are bold without substance. Small agencies often chase virality, hyping up their work while producing content that lacks strategic depth. The best ads don’t just entertain; they persuade, resonate, and drive action.
Back To What Works
Advertising is at a crossroads. Does the industry continue chasing fleeting trends, allowing new media to dictate creativity? Or does it return to the time-tested principles that have defined great advertising for decades?
The six creative tenets outlined here are not just relics of the past; they are the foundation of everything that makes advertising work. By rediscovering and embracing these principles, we can reignite the power of creativity and ensure that advertising remains an art—not just a science.
Let’s get back to great work.
©2025 DeVito/Verdi. All rights reserved.