In any industry, across any medium, you’ll find common themes and messages. We call this the blah blah. And we encourage you to avoid it like the plague cliché. If you’re selling insurance, don’t just do another rate ad. How about a rhetorical questions campaign with Too Tall Jones? Instead of doing testimonials like every other children’s hospital out there, what if you turned your logo into a metaphorical shield?

Likewise, instead of a normal senior portrait, how about something super awesome like this.

But before you get too wild and crazy, just make sure there’s a reason for your “zagging.” As ad legend Bill Bernbach states, “You are not right if in your ad you stand a man on his head just to get attention. You are right if it’s done to show how your product keeps things from falling out of his pockets.” (So true, B.B. So true.)

If the world is ending tomorrow, it’s time to party right now?

Hold your horses there, Party Dave. Before you buy into all of the rapture-tising out there and throw a big End of the World Party tonight, it’s time you think about more important things. Like post-rapture pet care. (Do it for Scraps.)