You can count on your fingers the number of advertising campaigns that run even for five years. These are the superstars, the campaigns that go right on producing results through boom and recession, against shifting competitive pressures, and changes of personnel. The Hathaway eyepatch first appeared in 1951 and is still going strong. Every Dove commercial since 1955 has promised that, ‘Dove doesn’t dry your skin the way soap can.’ The American Express commercials, ‘Do you know me?’ have been running since 1975. And Leo Burnett’s Marlboro campaign has been running for 25 years. Sometimes, the best idea of all is to show the product – with utter simplicity. This takes courage, because you will be accused of not being ‘creative.’