For this event, UK viewers voted for their top actors, quiz shows, soaps et cetera. One of the categories is for a favourite TV commercial. Not a price flash in sight. Perhaps it shows how much the public appreciate advertisers who go beyond the predictable and the mundane. Furthermore, the sales success which these advertisers enjoy proves how effective gaining this appreciation can be.
Great advertising works, but it has to start somewhere.
No better source is the briefing. Briefing is not just a matter of putting together a detailed list of facts, figures and instructions. Forgive me if you have heard it before, but it is worth repeating. The story concerns the briefs which the Vatican gave to Michelangelo for painting the ceiling of the Sistine Chapel. Brief four said you are commissioned to paint our ceiling for the greater glory of God and as a lesson and inspiration to all people.