Think small.

We can say everything we need to say in a fractional unit or a small space ad.
Let's tell the consumer what to do rather than offer them something.
Three or four departments are paying for this ad, they all must have a voice.
We must get all the copy points in.
We mustn't do anything that may be polarizing.
Make the call to action bigger.
Logo must be lower right so the ad looks like an ad.