I have read many books and listened to radio programs on advertising and many times people are praised for their "brilliant" work or their slick strategy. Many times reality hits somewhere else. If you have ever watched Dragon's Den or Shark Tank TV shows you will see many great idea's that don't have success and other so-so ideas that do. I don't think the winners are any less brilliant than the losers, in fact, some who are unsuccessful are more brilliant. Some say it's timing? Easy to say, much harder to replicate. We've also seen in a recent general election in Canada, a cocktail waitress and university students elected to parliament. Did they run a brilliant campaign? I am fairly certain at least one other candidate was smarter and more qualified. One of them even had a trip to Vegas during the campaign. So why do some get so much media attention, while others don't? Why are some ads more effective than others?