Yes, your advertising concept needs to break through the clutter and grab your target’s attention. But your product or service must always be the hero of your advertising. Creativity is a tool we use to help advertising sparkle, but sparkly advertising is not the end goal. Selling your product or service and boosting your brand—that’s the point.
Now, if your target audience recalls your product or service and the creative way in which it was advertised, you’ve struck gold!