What makes a great ad?

Industry experts discuss the key elements of a successful advertisement, including comfort, challenge, subtle selling, history, teamwork, simplicity, and collaboration. The benefits of stimuli-based advertising, the importance of strong creative and noticeability, and the lack of bravery in today's creatives are explored. Challenges in creating great ads today, such as separation of agencies, focusing on information rather than persuasion, creating country-specific ads, and rules of captivating ads, are also discussed.