Common Sense

I think about common sense and its practical sides for a long time, regarding or regardless of marketing and this idea keeps popping out of my head: is common sense a irrefutable condition for the development of great ideas or it's just an opportunity to better link the idea to the target?

In either ways any good advertising idea should have common sense. The foundation of a great idea should be a common sense insight, relational to what people might remember after "ingesting" the idea. Enough 100 percents; enough "the best brand"; enough glorious epithets which eventually will become not-so-glorious epitaphs when the campaign fails its purpose; enough scorning towards the "simple minded audiences". Intrusion must be preceded by invitation, or nobody invites an intrusive guest without a common sense opportunity. Enough evasion and S.I.T. tricks, because it makes great advertising/ers linger among mediocre recipes that call themselves marketing systems. Enough.