Just ask yourself three simple questions: 1)Is it interesting? 2)Is it meaningful? 3)Is it true? If it’s interesting, then the creative is doing what it should. If it’s meaningful, then the strategy is working for you too.  But finding a universal truth is just as important when creating good work.

Finding the truth.

Contrary to public opinion, truth and advertising go together perfectly well. You could even say that an ad works only if it rings true for the consumer. If your message is unbelievable, then your ad certainly fails.  But the details of the execution matter too. When something like casting, location, or dialog is a little off, people notice. They might not get your message at all because they’re too distracted by the part that doesn’t feel right and they’ll be quick to call it out.

Getting it wrong.

I hate to pick on any spot because I know how many forces can be working against you, but this Sea World spot fails on a fundamental level. They put these lofty beliefs in the mouths of kids and it makes me think they have no idea what children are really like. Have you ever heard a kid say, “I believe that fun is a renewable resource?” It fails the truth test.

Getting it right.

This Chef Boyardee spot an example of  an execution that is built on truth. Part of what makes this spot work is good acting, but the mom-dad-kid dynamic is totally believable. It all seems true to me.

Finding something true to build on doesn’t mean it has to be a traditional slice-of-life ad. In this Denny’s spot, themed “Breakfast has been taken over by the machines,” they start with the truth that machines—by virtue of not being human—are insensitive.

Try out these criteria next time you’re judging creative work. I’ll bet you find that if it’s interesting and meaningful, and it’s based on a simple truth, you’ve got a good ad.