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Advertisers are not thinking radically enough - they look for technology to lead instead of trying the neuroscience approach and thinking about what parts of the brain haven't been activated before. These new experiences bring new capabilities to the brain.

If we listen human instinct actually tells us what we need, but advertising makes us want things we don't need and things we can't have.

The obvious objective of video games is to entertain people by surprising them with new experiences.

It's almost as if creativity is dead. The visual power of advertising was everywhere - now it's basically gone.

Good advertising does not just circulate information. It penetrates the public mind with desires and belief.

To me, great advertising can make food taste better, can make your car run smoother. It can change your perception of something. Is it wrong to change your perception about something? Of course not. I'm not lying; I'm just saying, 'This one's more fun, this one's more exciting.'

I think we have to recognize as an industry that users have a lot more choices and can click away to a lot more media. As a result, the advertising we create really needs to be something users want to see.

When you think about advertisements, it makes sense that they want to hold and retain our attention.

Advertising is the edge of what people know how to do and of human experience and it explains the latest ways progress has changed us to ourselves.

There is a definite argument to be made that videogames are becoming an art form put together by artists of different types.