"The good were worthy of note because they battled and that battle was a great story, whereas the evil were evil because of moral laziness, or weakness, and that was ultimately a dull and uninteresting affair."

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You have only 30 seconds in a TV commercial. If you grab attention in the first frame with a visual surprise, you stand a better chance of holding the viewer. People screen out a lot of commercials because they open with something dull. When you advertise fire-extinguishers, open with the fire.

— David Ogilvy