“These days, truth is essential to advertising. Without it, you’ll never get anywhere. But don’t think that truth is all you need to get by. In advertising, truth isn’t truth unless people believe you. And they can’t believe you unless they know what you’re saying.
And they can’t know what you’re saying if they’re not listening to you. And they won’t listen to you if you’re not interesting. And you’ll never be interesting if you don’t express yourself in a fresh, original and imaginative way.”

Bill Bernbach