How important is creative?

Creative is what drives the most memorable campaigns. Why do you rember the Bud Light commercials? Because they are creative. It doesn't get noticed unless you can remember the message but more importantly consumers need to remember the company that is delivering the message.

One commercial that I keep going back to is the "Terry Tate Office Linebacker" commercials from Reebok. http://video.google.com/videoplay?docid=-6238953685626218421 This link is the long form version of the spot that aired in 2004. I mean seriously, they are hilarious. "You kill the Joe, you make some mo" is one of the best lines in the spot. However, they didn't even mention the name of the company until the very end and it was easily missed in a URL for a website that you had to visit. Make me laugh, make me think, but dont make me go looking for who you are unless there is something really good for me at the end.