The best ads are confident ads.
People can innately sense confidence.
It usually manifests itself in a willingness to take a chance with the advertising.
Nike has always realized this basic rule of being cool.
Budweiser (and Bud Light!) realized this until quite recently.
People find confidence seductive. We all do.
So the confident successful brands always score.
They override the rational side of our brain by being confident and enthusiastic about their offering.
So much advertising starts with the assumption that what we are selling is boring.
Maybe it isn’t.