“Big Ideas. Unless your advertising is built on a Big Idea, it will pass like a ship in the night. It takes a Big Idea to jolt the consumer out of his indifference — to make him notice your advertising, remember it, and take action. Big Ideas are usually simple ideas. Said Charles Kettering, the great General Motors inventor: ‘This problem, when solved, will be simple.’ Big, simple ideas are not easy to come by. They require genius — and midnight oil. A truly big one can be continued for 20 years — like our eye patch for Hathaway shirts.”
- David Ogilvy