Only a small percentage of really good ads manage to get past ad-blindness and connect with the viewer. That's exactly what you want and need your ads to do. It's not easy. Relatively few ads or campaigns make the cut, achieving such a high level of success. The best, most successful ads and campaigns illustrate principles you can apply to your own advertising.
The importance of typography is often underrated. Fonts give form and life to most creative projects and can mean the difference between ho-hum and killer. Poor font choices can result in the wrong look or feel, content with no personality, unforeseen technical issues that will drive you crazy or contrasting fonts that just don't work together.
If you doubt the value of creativity, consider Super Bowl ads. The ads people like and talk about the most, the ads worth the millions paid to air them, are the most creative, clever ones. They touch people in some essential way, accomplish the advertiser’s goals and are examples of creative marketing at its best. People value creativity and cleverness.