The best creative sells. The message must be arresting and memorable. But, above all, it must be relevant and not lost in obscure cleverness. It must ring true to the audience and be convincing in its demonstration. And, let’s not forget the first rule of advertising: It’s about them. Not you. Teetering on that fine line between grabbing the attention of an over-communicated consumer and delivering a simple message within the context of the branding is at the core of great creative.