What happened? Somewhere along the line, too many ad agencies and too many
advertisers decided to play it safe. Over caution became the dominant strategy. Instead of
the challenge of creating the most intrusive, memorable, and compelling concepts, the path
of least resistance became the answer to every question.

Plain vanilla rules the day. The problem with this same-old, same-old, biz as usual, let's not go
overboard, let's not even look overboard approach, is that nothing breaks through the clutter.
All the messages seem the same. Audiences tune it out. And nothing really happens.

Woodbury & Morse wants to make it happen.