Advertising’s purpose is to share news with people, in the hope that it will influence their attitudes.
So if the news is unremarkable, or if it doesn’t influence its audience, what’s the point in advertising at all?
‘Safe’ serves no purpose here: messaging or creativity that takes no risks will make very little difference.
And as I’ve observed before, if you don’t make a difference, why bother at all?
*Update: more useful thoughts on risk and reward in this great post from Seth Godin
Many thanks to ffffound! for the image, which originally came from here [oops, the original page seems to have disappeared].