While looking back on two projects from last year, I started thinking about something ad legend Ed McCabe said when I was interviewing him for my book, How to Succeed in Advertising When All You Have Is Talent: “If something is immediately liked, you should be very suspicious of it. Advertising is about the future. Beethoven wrote a concerto and a violinist came in and said it couldn’t be played. Beethoven answered, ‘Oh yes, of course, it’s meant for a later age.' That has a lot do with advertising.” I think he was right. Do you agree as well? Please let me know. Just click on the comments below to reply.