Idea.

Very nice little print campaign here.

In the car back from the MIN awards the other week, I asked quiet advertising legend, Steve J – whose first ever advert was signed off by Charles Saachi in 1975 or something – what was the one thing his years of advertising experience had taught him.

He paused thoughtfully for a heartbeat and then smirked.

“You’ve always got to have an idea” he said.

http://www.ibelieveinadv.com/2009/12/sooruz-merry-christmas/
Sage advice; nail the idea, and the ad will ride itself.