The evidence seems to indicate that creativity involves emotions. Psychologists have even shown that being in a good mood can facilitate creativity, making it more likely you can solve a problem that requires a creative solution. However, emotions are not enough. It is not clear what provides the extra spark. Violence and danger are guaranteed high-arousal response generators for most people.
Sex is the other one.
These are the easiest ways to arouse an audience, which of course is a very important aim. Scientists have shown that arousal is the most significant predictor of memory and attention.