Answering the client's problem is only part of the job a good ad does, and not at all the most important part.
Good advertising forms a connection between speaker and audience, between advertiser and people, that human beings enter into willingly, even hopefully at times.
Merely broadcasting the aim of your client into the eardrums and eye sockets of your brothers and sisters is neither the aim of good advertising nor an effective way to positively influence sales of the client's product. Half a connection isn't a connection.
Here's where you need to summon Mister Wacko.
What catches your eye when you walk around?
To what are you drawn on television/in grocery stores/art galleries/music?
Me, I want something I don't already know.
My eyes want to feast on a sight they've never seen before.
Ears too. And smell and touch and taste.
They all want in on the new.
You're the same, and so are all the people on earth.
I hadn't heard of Mark before, but I liked his ideas in this post, so I investigated his background: he's an ad guy, of course - more specifically, a Creative Director who's done stints with Wieden+Kennedy and The Bomb Factory (his own shop), and holds board positions at Creative Circus and 12 (W+K's experimental ad school).
The blog excerpt above is from an online "curriculum" that supplements his work at VCU AdCenter, a two-year graduate program leading to a Master in Communications degree, with concentrations in art direction, copywriting, strategic planning, media planning and brand management.
His site is an entertaining and informative look into the world of advertising, and agency folks in particular will find it a good read.