One such ad that comes to mind featured former Boston Celtic great Larry Bird and Chicago Bulls megastar Michael Jordan. After the confines of the gymnasium prove an insufficent challenge, the game takes on galactic proportions. You remember the ad, but can you name the product. You remember the advertisement, but not the product. Instead of saying 'What a clever advertisement,' the reader says 'I never knew that before.
Empty creativity is a problem in public relations as much as in advertising.
A great example of a creative PR idea that just didn't float came from the 1997 Detroit Auto Show. The press could care less. They can't use these stunts in their stories. Creativity in PR must be balanced with the basic need for information. Facts, Not Fluff Customers of all types are information-savvy these days, more so than in any previous generation.