GSD&M Idea City Creative Philosophy: Advertising is an Uninvited Guest in people's homes, cars and some of the most private moments in their lives. We must intrigue them-captivate them with the way we look and the things we say. We must entertain them-encourage them to laugh, or at least smile; to cry, or at least feel empathy; and sometimes simply to think. We must persuade them-convince them that what we have to offer is geniunely unique and valuable. Otherwise, it is unlikely we will be invited back. Successful advertising becomes an invited guest-the first step toward every advertiser's ultimate goal, brand loyalty.