Its quite a dilemma. How can you be a talented creative unless you create something? Dave Trott not long ago pointed to all those ads that don't even mention the product, win lots of awards for creativity, but don't actually sell anything. Ie an ad isn't an ad unless the brand or product features. Bad advertising isn't much fun for creative talent yet "bad"advertising wouldn't be very effective if all advertisers did it and every ad shouted "product" at you. There are too many examples of brilliant advertising that drove growth in sales that were developed by incredible creative talent. My favourite is the Cadburys gorilla drummer, what's yours