What makes some creative advertising great? Simplicity, clarity, aesthetics? In their text, Creative Strategy in Advertising, Bonnie Drewniany and A. Jerome Jewler say that, “Creative ads make a relevant connection between the brand and its target audience and present a selling idea in an unexpected way.” There are three important components, but it’s the unexpected element that sets truly great ads apart from the others. “Creative ads make a relevant connection between the brand and its target audience and present a selling idea in an unexpected way.” —Drewniany & Jewler Effectively connecting any brand to its target audience requires a…