There is always one thing lingers invisibly at the last page of creative brief given to me. An invisible note that I personally add and paraphrase onto my own, using imaginary lime essence so that I could always read it during the (dark) hours.
"Make an ad that contains truth and honesty, that kind of ad that speaks to people and make them moved. Be true to yourself while working on it, tell the story and believe in it."
That was once a reminder given by my former Skunkworks' CD. And as I've detached from him for quite a while, that saying still goes along with me up to today.
Because advertising shall not take our faith away.