Look around at what’s going on in the real world:
What conversations are happening,
What trends are going on,
What people are talking about and
Where they’re talking about it.
And try to find a way that your product or company can have a voice in that conversation.
That way people don’t feel like you’re showing them an ad; they feel like they’re having a conversation. And if they like that conversation, they’ll like your brand.
Advertising Concept Book (Second Edition) by Pete Barry