The best advertising creates vivid, lasting impressions. Beyond the message, beyond the creative capital, an ad should not just be about something: it must be something that has great value by itself.
In the 21st century, it’s no longer enough for advertising to simply promise an experience. It must be an experience and a momentous one in itself.
Modern media productions must be very powerful—and in some cases surpass the real subject matter they are supposed to present. That power of recall, the force of this lasting impression, must merge with a product, brand or service.