Its not always about the newest channel or vehicle of expression. Its not how shiny or clean one's layout is. And it certainly isn't about how often your shiny new expression is seen by others. If your creative doesn't say say something meaningful, stand for something meaningful and tell this as a simple story, well, then we have a huge problem. These days its easy to get caught up in execution because the tools we have at our hands are peerless and impart a psuedo-hipster halo effect around the message or product. The bottom line is not matter how shiny it is, it's still a piece of shit. It might look nice but it smells and it smells bad.
The best practitioners of this mantra are abound. Here are a few:
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