The most important thing is to tell a good story. Everything else is secondary.
All good writing is swimming under water and holding your breath.
译文:昨天还看见花开,今天就看见花落。花开花落本是无情的自然规律,别怪夜里风雨太狠——人生也是这样无常。
A good ad should be like a good sermon; it must not only comfort the afflicted, but also afflict the comfortable.