Exaggeration vs. Contrivance. A lot of great ads have managed to exaggerate things in order to get the idea across to the consumer. However, very few great ads successfully contrive things. The reason why exaggeration is better than contrivance is because exaggeration begins as a truth, whereas contrivance begins as an untruth. And truth, believe it or not, is a very important factor in the advertising idea.
Advertising Concept Book (Second Edition) by Pete Barry