Good advertising is done by artists.

It’s not about CGI, or the director, or the location, or the crew. What matters, what makes it good advertising, is that the person or the team who made it overcame everything that makes bad advertising: mediocrity, compromises, laziness, reliance on technology and special effects, bungled thinking, fear of client rejection. The person or the team ignored the voices of doubt and created something remarkable. Something filled with risks and possible pitfalls. Something that feels real and human.

Something that has a soul.