The idea that ads don’t have to sell demonstrates a lack of understanding of the purpose of communications in general and advertising in particular. The fact that ideas can be commodified, can be “bought” is not news, although it generally falls under the category of propaganda.

Ideas are bought when they persuade or are internalized—but this can only be proved when the ad compels its audience to open its wallet, or cast its vote, or show up at a rally.

The strongest ads always sell a product and the belief that selling is secondary is the result of a business that judges advertising not on its effectiveness, but on whether it wins a prize at Cannes, or one of the many other award shows—shows that have largely degenerated into glorified job fairs.

Toward this end, W&K Chrysler Ad “Born of Fire” work may be deeply admired by members of the Creative Fraternities, but what’s absent in W&K’s heart-felt description of the work, is an acknowledgment of the less poetic work that moves the cars out of the showrooms with such banal language and imagery as “0% down and 1% interest.”

As for cause marketing and ads for NGO or other charities, this is an area where agencies can pull all stops, because in this arena work is valued more for how it makes its creatives, their clients and award show judges feel, than it’s actual effectiveness.