The following extract is taken from The Advertising Concept Book by Pete Barry.
“Depending on which country you’re in, between approximately 90 and 99% of ads suck. That’s because great work scares people. Especially clients. They spend a lot of money at the risk of losing a lot if the advertising fails. And most agencies are scared of losing clients. This largely explains why so much advertising is safe, copycat work. Plus clients have their own people to keep happy: their own boxes to tick.”
Great creative is bold. Bold is a risk. Risks are rarely taken. Or as Rory Sutherland said:
“Creative people have a fear of the obvious, but they must sell their work to people who have a love of the obvious.”