Clear & Simple Creative Communications

Ed Mccabe on Advertising-
Q: What do you do when you can't think of anything at all?
E: "A lot of people go to the books. That's not how I work. I didn't have any education. I never finished High School and I figured that the nature of advertising was to communicate with people like me. Yet, so much of advertising today I can't understand. I have to believe a lot of the world can't understand it either. So, advertising should be very simple and clear that anyone can get their heads around it."