The advertising originality is a creative thinking activity which expresses and confirms the advertising theme in the course of the advertising planning.

广告创意是在广告策划全过程中确定和表达广告主题的创造性思维活动，一个好的广告创意首先是要新颖奇特，张扬个性。

youdao

Subway continuously manages to sell promoted deals without pushing the advertising theme too far, according to Vivaldi.

FORBES: Subway, Google And Target Are Top Brands For Social Currency

Thinking like a true challenger brand back in the 1960s, The Pepsi Generation was the theme of an advertising campaign for Pepsi.

FORBES: The Next Generation Brand

And, as in other parts of the world, certain aspects of hip-hop culture have made their way onto Chinese billboards and pop charts, as well as into Chinese theme songs and television advertising.

NPR: Made in China: Hip-Hop Moves East