To break through the ad clutter, agencies are always in search of a new creative format or style. Iconic, recognizable examples include Apple iPod's black silhouettes, Geico's cavemen, Budweiser's frogs, E*Trade's babies, and Charles Schwab's recent venture into rotoscope animation. More recently, both Palm Pre's “creepy woman” and Toyota Prius? “flower people” represent the advertising industry's pursuit of novelty in creative style. Which one will have the staying power and which will wear out fast? What makes a novel advertising idea an enduring icon and why? What can agencies do to prevent their novel, unique idea from wearing out before it has a chance to flourish?

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