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.