Just Do It
In the world of advertising you are rarely selling the product , you are selling a feature.
Agencies conduct market research to see what physical or emotional need they can attach their product to eg. Apple = I'm creative , but in this case they tapped into a psychological need that was much deeper than even their research suggested and the market rewarded them appropriately.
On a sad note : Dan Weiden , a gentle giant in the advertising industry passed away last year of Alzheimer's - a tragic loss to creativity in an industry that is now a shadow of its creative self.