Creativity unites audiences (if only in wonder or fun). Creativity is often so unexpected and powerful it stays with an audience.
Creativity is seldom used to push a specific choice. It requires serious thought and play; it should open an audience’s mind to possibilities. Quite often an agency will ask, does this creative sell? But with many modern products selling is not the intention; detailing an experience is the intention. In this way, creativity doesn’t so much offer a product as it paves the way to a sale. It communicates wonder and amazement as in look at this.