This basis for the entire creative platform boils down to two things: There are things you shouldn’t do and there are things you should do. It’s a simple enough concept, but it’s that kind of approach that so clearly separates engaging and successful creative campaigns from campaigns that are based on literal, functional qualities of a product, service, company or organization.

The key is the concept—and how that concept can be leveraged to shine a spotlight on what you’re marketing, not on the functional benefits of what you’re trying to market. It’s not rocket science, but Jimmy certainly isn’t coming up with this kind of creative.