GREAT Creative

It's about WHAT YOU SAY gang. This isn't difficult: you say something believable and make a mental picture in my bean that I'm drawn to. When I need you, I'll go back to that memory and use you. Simple. And yet I'm bombarded with ads telling me how "Company XYZ has what I need for all my XYZ needs."

Bleech.

Now, THIS is GREAT Creative. Not just because it says something differently (which it does), but because it allows me to imagine myself there (and WANT to be there).

Thanks to the Wizard Of Ads for the original link!