"I get it, but nobody else will."
"I don't know what I want, but I'll know it when I see it."
"Can we put two single-minded messages into the spot?"
"I think that ad is really intriguing. Unfortunately, intriguing doesn't work for us."
"The budget has been cut. Can you re-size the TV spot to fit in a quarter-page print ad?"
"We love the concept. We just want a different headline and a different visual."
"No photos of people. People are overrated."
"This creative is too good. Can we go with something a little less good?"
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