ideas put thoughts in heads

this is a classic print ad for Fisher Price rollerskates (ignore the watermark).

Don't say: Art Director had an easy time. There's only a shot of a kid.
Don't say: Copy Writer had an easy time. There's not much word play going on.

Try: And not think about the two kids who have fallen down. It's impossible. You've created a brand new visual.

Try: And disassociate a product benefit from the ad. It's impossible. The ad is the benefit. The benefit is the ad.

ideas are simple.