Letters

Creative Lesson Misses

As a lesson in Creativity 101, “Cut It Out,” by Jim Crimmins, [A&C, Aug. 13] leaves a lot out.

His assumption seems to be that all products are like the examples he uses. They aren’t by a long shot. Apple, Nike, milk, Volkswagen and Budweiser are all parity products in mature, commodity categories.

Traditionally, advertising for these parity products has aimed not to inform—what is there new to say?—but to entertain. But what of products that haven’t reached parity? Or new products just on the market? Creativity has to give their relevant, pertinent facts—using as interesting and imaginative means as it can devise.