It might not be a great idea, and it might not work, but it is creative and it is a good enough idea to try.

FORBES: Kill The Wolf

We start to pick at it, add to it, tweak it a little, suggest that the creative team work on this or that to help make the idea really great.

FORBES: When Reviewing A New Idea, Never Forget Its First Impression

It might seem unfair to contrast any modern commercial with a piece of creative work that has, over time, accrued luster as one of the great TV ads in and out of the Super Bowl.

ENGADGET: Editorial: BlackBerry slumps into history of Super Bowl tech ads