Creating a great ad is like catching a great wave. Ideas can come in sets and there can be lulls in-between. Sometimes you have to paddle around until you're in the right spot to catch one. When you catch one you may ride it for a little bit, fall off and have to paddle back out to catch another. But when you get a good long ride and kick out it’s the most satisfying feeling a creative can have. You created an experience worth having.