Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them.
David OgilvyRead
A good ad should be like a good sermon: It must not only comfort the afflicted, it also must afflict the comfortable.
Interpretation
What this quote means
A good advertisement should resonate with those in need while challenging those who are complacent.
This quote emphasizes the dual purpose of effective advertising: to provide solace and reassurance to those who are struggling, while simultaneously provoking thought and discomfort in those who may be indifferent or overly comfortable in their positions. It's a call for advertisers to not only address the needs of their audience but also to inspire change by challenging the status quo.
Themes
AdvertisingComfortChallengeChangeCreativity
In practice
Example use cases
During a marketing workshop, while discussing the need for impactful ad campaigns.
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