I often talk about the 2 different types of ads: award winning ones and ones that produce an ROI, or Return On Investment. Click the photo below to see a perfect example of an award winning commercial. It’s by Apple and it’s beautifully done. The problem is that car dealerships who try and emulate this formula will fail. Why? Simply put, they don’t have “Apple money” (I called it Coke money before Apple’s heyday). If you own or represent a company smaller than Apple, take heed: STOP trying to create award winning ads. The bill collector doesn’t care, your dealership employees don’t care and your family doesn’t care. What they all care about is that your ad is a lead generator. So should you.