There is continued diablogue about the power (or otherwise) of creativity and big ideas.
Creative flashes of brilliance can certainly attract attention. The question is can they actually sell as well as win awards?
Often the brand, product or service is most at fault for not delivering a sufficiently differentiated proposition which can be leveraged through advertising and promotion. Inherently there must be something there to sell.
BBH mastered the art of advertising invariably bringing out a brand truth in their creative – effectively producing high end product promotions. Levis UK ads all talk about a feature in the product.
To add to the debate George Patterson Y&R produced an interesting viral ad, demonstrating the effect of a good ad on an average product. The BMX that they transformed on ebay made a tidy 500% profit.