What is a cliché in one category may be surprisingly fresh in another.

So if you find yourself in the automobile category, try speaking the language of sports.

Make corporate advertising feel like fashion advertising.

Make travel advertising like cosmetic advertising.

Rework ads for fast moving consumer goods so they feel like ads for a social cause.

Dress up a sports ad so it looks like a movie trailer.

Work a serious social message into an animated cartoon.

Turn a food commercial into a musical.

And remember, half-measures won’t do the trick. If you’re going for it, you have to go all the way.