By Jeffrey Hedquist
Every day you can see and hear commercials that were created by committee: politically correct, watered-down, automatically written ads that offend no one…and motivate no one. Commercials that sound like…well, like commercials. They make you want to change the station, or at best, ignore the message.
If you want your spots to make it all the way from the senses to the brain, you’ll need to take a few risks.