Our job is not to decide whether or not to do advertising — our job is to do better advertising. Advertising that people want to sing along with or repeat the joke. Advertising that gets into the language. But most creatives have forgotten that. They don’t know what their job is anymore, which is to use creativity as a legal unfair advantage. Creatives should find ways to make the smaller clients beat the bigger clients, the one with less money beat the one with more money. That’s the whole fun in creativity, isn’t it? How to make the underdog beat the top dog.