THERE are good-looking ads that can win awards but cannot tickle products from the supermarket shelves on which they are moored. They will be pretty and produced expensively, but they are not the kind that shake trees and change minds, affect and infect people. But once in a very blue moon, an ad will make its product fly off the shelves and out of stores, and create out-of-stock headaches for its manufacturers.

Powerful ads are rare because they seldom survive the process of creation.

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