Reading this article when the author says:

  “the most effective advertisements of all are those with little or no rational content”

I thought of: https://en.wikipedia.org/wiki/Joe_Isuzu

Imagine that, ads I saw 30 years ago just popped into my head.

I have to admit I'm in adTech and when people ask me what the highest impact is to any campaign's success I don't talk about the next machine learning algorithm my data science team is working on. I talk about the creative, it's all about the creative (or message). I can find the perfect time, to show the perfectly matched advertisement to a single person, but if the creative doesn't connect with that person I'm just wasting the advertisers money and the person's time.