Creativity was once considered to be the sine qua non for advertising. The advent of digital advertising changed the perspective. The idea now is the to keep the message rolling across the media so as to have as wider a reach as possible. This puts creativity in the backseat. Acceptable creativity is now average creativity. However, one must try to have an effective amalgam of creativity, data and technology. These three put together will produce impactful and real campaigns. The work created must solve real problems. It should stir a whole mass of people. This unlocks the true power of creativity.