A few days ago, while driving and casually tuning into the radio, I heard an advertisement that instantly grabbed my attention. The script was crisp and the problem narrative felt relatable. It ticked almost every box of what we define as a “good ad.” But there was one problem. By the time the ad finished, I realised I couldn’t remember which brand it belonged to. I remembered the story. I remembered how they called out the pain rather than selling the features. But the bra
