What’s the easiest way to kill a great ad campaign before it even begins? Take it too seriously. Advertising is not rocket science. You shouldn’t need a degree in the physical sciences to create or understand an ad. And you should never, ever, under any circumstances, kill an ad because it is not literal enough. On the contrary, if you find your ads are too literal, you should destroy them all and start fresh. Are Volkswagens flawed pieces of junk? No, but an ad with the headline “Lemon” gets your attention, doesn’t it? It makes you want to read the […]