What kind of ads do people remember and like best? Invariably it's the "cool" or "funny" ones. An original idea - usually with an unexpected twist - are the spots most people remember and talk about at the water cooler.

It makes sense. In the real world, your target is not going to parrot back a litany of product attributes or brand values when they talk about your spot to a friend. But think about how many funny ads you liked, but can't recall the product.

Clearly, the more connected a concept is to your brand, the better. Sometimes, the most we can expect from an ad is that our target remembers us, likes us and feels an affinity toward us. Obviously, part of advertising's job is to keep our brand out there in front of the public. That's awareness. The next step is to have them like your message. In a parity world, that helps create preference. Third, if they feel the brand understands them or reflects their values and beliefs - as our Creative Chief Howie Cohen calls it IBU (as in, "I be you") - then we have the best chance of making a sale.