The word 'creativity' is much-used in advertising, yet most commercials are annoying, why is that?
Oh, there are many reasons, but one of the main things I've noticed is that the people that get annoyed with a commercial are probably not the the people that have been targeted. When one is "time-captured" by an audio/video spot, if that spot doesn't speak to a felt need, it's useless and annoying. It's one of the risks of advertising!
Creativity enhances and challenges another person's creativity. Communication simply elicits a response. In many cases, advertising simply communicates a message, but fails to stimulate the recipient's own creativity.
It's pretty much the difference between a lecture and inspiration.