I'm on the cusp of doing some freelance work for a brand in a category I've never spent much time thinking about. For me, it goes this way when I get an assignment: I think about it fairly obsessively, I run through ideas in my head, I create scenarios, start writing commercials, etc.
Then it came to me. I have the answer, the magic bullet, the way to breakthrough, build a brand, get response no matter what the product or service you're working on. "If eating Cheerios (part of this complete breakfast) gives you an erection for more than four hours, see your doctor." "If your bluetooth enabled Dell laptop gives you an erection for more than four hours, see your doctor."
With the promise of a four-hour erection, advertising isn't that hard.
