Luke Sullivan, wow does he talk fast. A man who has a lot to say about saying minimal within your ads. Simplicity equals brilliance. Success is flashing by an ad while still being able to conceptualize what it was saying. Sullivan could not have emphasized keeping your ads simple anymore than he did in his speech to the Miami Ad School. Reduce, Reduce, Reduce. Fast is simple, fast is easy. Sullivan advises that as a student and a person in advertising we have to know that our work will be shit. Although the overall goal is to learn how to such less than we do now. Going through the creative process is being able to put shit down on paper, and then letting it go. While Sullivan was going through his speech he showed a few campaigns that lived up to the simplistic standards. VW campaign "think small", The Economist, and an old Mercedes campaign. Sullivan groups these ads together as intriguing and simply brilliant. One thing I know that will help me suck a little less is to reduce, take away, and strip something down to its most simple form.