Ogilvy On Advertising -

: An ad should be so interesting that people buy the product, not so creative that people admire the ad itself.

: He believed consumers are intelligent and want factual reasons to buy, not empty slogans. Ogilvy on Advertising

Ogilvy famously stated that you cannot write successful advertising unless you first do your homework. Ogilvy On Advertising - ftp.arcchurches.com : An ad should be so interesting that