--- title: "Meaning & Key Takeaway of: Unless your campaign has a big idea, it…" description: "\"Unless your campaign has a big idea, it will pass like a ship in the night.\" — David Ogilvy" image: "https://sms4smile.com/quotes/i/4f1/david-ogilvy-1326_big-idea_unless-your-campaign-has-a-big-idea-it-w_1079267.png" --- # Unless your campaign has a big idea, it will pass like a… ![“Unless your campaign has a big idea, it will pass like a ship in the night.” quote by David Ogilvy](https://sms4smile.com/quotes/i/4f1/david-ogilvy-1326_big-idea_unless-your-campaign-has-a-big-idea-it-w_1079267.png) [Download](https://sms4smile.com/quotes/i/4f1/david-ogilvy-1326_big-idea_unless-your-campaign-has-a-big-idea-it-w_1079267.png) [Open image](https://sms4smile.com/quotes/i/4f1/david-ogilvy-1326_big-idea_unless-your-campaign-has-a-big-idea-it-w_1079267.png) > “Unless your campaign has a big idea, it will pass like a ship in the night.” [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. A campaign lacking a strong central concept fails to capture attention. **In simple terms:** Big ideas are essential for memorable ads. Key Takeaway Craft a clear, compelling core message. Themes creativity branding communication Mood inspirational strategic Type marketing visionary When to use this quote - advertising campaigns - product launches - political messaging Key Concepts big idea message clarity Questions to Reflect On - What core idea drives your current project? - How can you test its resonance? A Different Perspective Even a strong idea can falter without execution. ★ ★ ★ ★ ★ No ratings yet [Big idea](https://sms4smile.com/quotes/about/big-idea/) [Big ideas](https://sms4smile.com/quotes/about/big-ideas/) [Bigs](https://sms4smile.com/quotes/about/bigs/) [Campaign](https://sms4smile.com/quotes/about/campaign/) [Campaign Big](https://sms4smile.com/quotes/about/campaign-big-2731492/) [Campaigns](https://sms4smile.com/quotes/about/campaigns/) [Consumers](https://sms4smile.com/quotes/about/consumers/) [Great business](https://sms4smile.com/quotes/about/great-business/) [Ideas](https://sms4smile.com/quotes/about/ideas/) [Marketing](https://sms4smile.com/quotes/about/marketing/) [Night](https://sms4smile.com/quotes/about/night/) [Ship Night](https://sms4smile.com/quotes/about/ship-night-2731493/) [Ships](https://sms4smile.com/quotes/about/ships/) [Unless Campaign](https://sms4smile.com/quotes/about/unless-campaign-2731494/) ## Related quotes > [Nobody ever arrives at a very big idea through a conscious, rational thought process. It comes from your unconscious.](https://sms4smile.com/quotes/david-ogilvy/nobody-ever-arrives-at-a-very-big-idea-through-a-conscious-rational/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [If you have a truly big idea, the wrong technique won't kill it. And if you don't have a big idea, the right technique…](https://sms4smile.com/quotes/david-ogilvy/if-you-have-a-truly-big-idea-the-wrong-technique-won-t-kill-it-and-if/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [I'd like to be remembered, as a copywriter who had some big ideas. That's what the advertising business is all about. Big ideas](https://sms4smile.com/quotes/david-ogilvy/i-d-like-to-be-remembered-as-a-copywriter-who-had-some-big-ideas-that/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [Big ideas are usually simple ideas.](https://sms4smile.com/quotes/david-ogilvy/big-ideas-are-usually-simple-ideas/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [You will never win fame and fortune unless you invent big ideas.](https://sms4smile.com/quotes/david-ogilvy/you-will-never-win-fame-and-fortune-unless-you-invent-big-ideas/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [Big ideas come from the unconscious. This is true in art, in science, and in advertising. But your unconscious has to be well informed,…](https://sms4smile.com/quotes/david-ogilvy/big-ideas-come-from-the-unconscious-this-is-true-in-art-in-science/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [The job of the leader is to get the big ideas right.](https://sms4smile.com/quotes/david-petraeus/the-job-of-the-leader-is-to-get-the-big-ideas-right/) [David Petraeus](https://sms4smile.com/quotes/author/david-petraeus/) > [You never know when some small thing will lead to a big idea. Travel is very inspirational - but it's in the ordinary that…](https://sms4smile.com/quotes/adriana-trigiani/you-never-know-when-some-small-thing-will-lead-to-a-big-idea-travel/) [Adriana Trigiani](https://sms4smile.com/quotes/author/adriana-trigiani/) > [I've never been shy about big ideas.](https://sms4smile.com/quotes/francis-x-suarez/i-ve-never-been-shy-about-big-ideas/) [Francis X. Suarez](https://sms4smile.com/quotes/author/francis-x-suarez/) > [All the big ideas for getting us onto a lower carbon trajectory involve a lot of people doing a lot of work, and that's…](https://sms4smile.com/quotes/van-jones/all-the-big-ideas-for-getting-us-onto-a-lower-carbon-trajectory/) [Van Jones](https://sms4smile.com/quotes/author/van-jones/) > [People laugh at me because I use big words. But if you have big ideas, you have to use big words to express them,…](https://sms4smile.com/quotes/anonymous/people-laugh-at-me-because-i-use-big-words-but-if-you-have-big-ideas/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [The only big ideas I've ever had came from daydreaming, but modern life keeps people from daydreaming. Every moment of the day your mind…](https://sms4smile.com/quotes/paul-maccready/the-only-big-ideas-i-ve-ever-had-came-from-daydreaming-but-modern/) [Paul MacCready](https://sms4smile.com/quotes/author/paul-maccready/) > [“You want the story of my life? Big ideas, small results.”](https://sms4smile.com/quotes/barbara-stanwyck/you-want-the-story-of-my-life-big-ideas-small-results/) [Barbara Stanwyck](https://sms4smile.com/quotes/author/barbara-stanwyck/) > [Believe in something larger than yourself... get involved in the big ideas of your time.](https://sms4smile.com/quotes/barbara-bush/believe-in-something-larger-than-yourself-get-involved-in-the-big/) [Barbara Bush](https://sms4smile.com/quotes/author/barbara-bush/) > [I am not going to make promises I can't keep. I am not going to talk about big ideas like single-payer and then not…](https://sms4smile.com/quotes/hillary-clinton/i-am-not-going-to-make-promises-i-can-t-keep-i-am-not-going-to-talk/) [Hillary Clinton](https://sms4smile.com/quotes/author/hillary-clinton/) ## More by David Ogilvy > [I figure that my staff will be less reluctant to work overtime if I work longer hours than they do.](https://sms4smile.com/quotes/david-ogilvy/i-figure-that-my-staff-will-be-less-reluctant-to-work-overtime-if-i/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [In most agencies, account executives outnumber the copywriters two to one. If you were a dairy farmer, would you employ twice as many milkers…](https://sms4smile.com/quotes/david-ogilvy/in-most-agencies-account-executives-outnumber-the-copywriters-two-to/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [“Your alcoholics may include some of your brightest stars. The problem is to identify them, protected as they always are by their secretaries and…](https://sms4smile.com/quotes/david-ogilvy/your-alcoholics-may-include-some-of-your-brightest-stars-the-problem/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big…](https://sms4smile.com/quotes/david-ogilvy/it-takes-a-big-idea-to-attract-the-attention-of-consumers-and-get/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [Many manufacturers secretly question whether advertising really sells their product, but are vaguely afraid that their competitors might steal a march on them if…](https://sms4smile.com/quotes/david-ogilvy/many-manufacturers-secretly-question-whether-advertising-really-sells/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [Once upon a time I was riding on the top of a First Avenue bus, when I heard a mythical housewife say to another,…](https://sms4smile.com/quotes/david-ogilvy/once-upon-a-time-i-was-riding-on-the-top-of-a-first-avenue-bus-when-i/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [You can't save souls in an empty church.](https://sms4smile.com/quotes/david-ogilvy/you-can-t-save-souls-in-an-empty-church/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.](https://sms4smile.com/quotes/david-ogilvy/in-the-modern-world-of-business-it-is-useless-to-be-a-creative/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [Consumers don't think how they feel. They don't say what they think and they don't do what they say.](https://sms4smile.com/quotes/david-ogilvy/consumers-don-t-think-how-they-feel-they-don-t-say-what-they-think/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [Compete with the immortals](https://sms4smile.com/quotes/david-ogilvy/compete-with-the-immortals/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [You will never win fame and fortune unless you invent big ideas.](https://sms4smile.com/quotes/david-ogilvy/you-will-never-win-fame-and-fortune-unless-you-invent-big-ideas/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [The worst fault a salesman can commit is to be a bore. Foster any attempt to talk about other things; the longer you stay…](https://sms4smile.com/quotes/david-ogilvy/the-worst-fault-a-salesman-can-commit-is-to-be-a-bore-foster-any/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [I don't believe in tricky advertising, I don't believe in cute advertising, I don't believe in comic advertising. The people who perpetrate that kind…](https://sms4smile.com/quotes/david-ogilvy/i-don-t-believe-in-tricky-advertising-i-don-t-believe-in-cute/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [I never assign a product to a writer unless I know that he is personally interested in it. Every time I have written a…](https://sms4smile.com/quotes/david-ogilvy/i-never-assign-a-product-to-a-writer-unless-i-know-that-he-is/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [Talent, I believe, is most likely to be found among nonconformists, dissenters, and rebels.](https://sms4smile.com/quotes/david-ogilvy/talent-i-believe-is-most-likely-to-be-found-among-nonconformists/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) [Explore all 255 David Ogilvy quotes ](https://sms4smile.com/quotes/author/david-ogilvy/) ## More Big idea quotes > [I am not going to make promises I can't keep. I am not going to talk about big ideas like single-payer and then not…](https://sms4smile.com/quotes/hillary-clinton/i-am-not-going-to-make-promises-i-can-t-keep-i-am-not-going-to-talk/) [Hillary Clinton](https://sms4smile.com/quotes/author/hillary-clinton/) > [I really like Kickstarter because you don't have to be a Medici to fund the arts and sciences or to get behind a big…](https://sms4smile.com/quotes/lisa-gansky/i-really-like-kickstarter-because-you-don-t-have-to-be-a-medici-to/) [Lisa Gansky](https://sms4smile.com/quotes/author/lisa-gansky/) > [Believe in something larger than yourself... get involved in the big ideas of your time.](https://sms4smile.com/quotes/barbara-bush/believe-in-something-larger-than-yourself-get-involved-in-the-big/) [Barbara Bush](https://sms4smile.com/quotes/author/barbara-bush/) > [“You want the story of my life? Big ideas, small results.”](https://sms4smile.com/quotes/barbara-stanwyck/you-want-the-story-of-my-life-big-ideas-small-results/) [Barbara Stanwyck](https://sms4smile.com/quotes/author/barbara-stanwyck/) > [It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big…](https://sms4smile.com/quotes/david-ogilvy/it-takes-a-big-idea-to-attract-the-attention-of-consumers-and-get/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [The only big ideas I've ever had came from daydreaming, but modern life keeps people from daydreaming. Every moment of the day your mind…](https://sms4smile.com/quotes/paul-maccready/the-only-big-ideas-i-ve-ever-had-came-from-daydreaming-but-modern/) [Paul MacCready](https://sms4smile.com/quotes/author/paul-maccready/) > [You will never win fame and fortune unless you invent big ideas.](https://sms4smile.com/quotes/david-ogilvy/you-will-never-win-fame-and-fortune-unless-you-invent-big-ideas/) [David Ogilvy](https://sms4smile.com/quotes/author/david-ogilvy/) > [People laugh at me because I use big words. But if you have big ideas, you have to use big words to express them,…](https://sms4smile.com/quotes/anonymous/people-laugh-at-me-because-i-use-big-words-but-if-you-have-big-ideas/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [All the big ideas for getting us onto a lower carbon trajectory involve a lot of people doing a lot of work, and that's…](https://sms4smile.com/quotes/van-jones/all-the-big-ideas-for-getting-us-onto-a-lower-carbon-trajectory/) [Van Jones](https://sms4smile.com/quotes/author/van-jones/) > [I've never been shy about big ideas.](https://sms4smile.com/quotes/francis-x-suarez/i-ve-never-been-shy-about-big-ideas/) [Francis X. Suarez](https://sms4smile.com/quotes/author/francis-x-suarez/) > [“The path to success involves two parts. Part One is all about imagination and dreaming up a big idea. Part Two is all about…](https://sms4smile.com/quotes/clay-clark/the-path-to-success-involves-two-parts-part-one-is-all-about/) [Clay Clark](https://sms4smile.com/quotes/author/clay-clark/) > [You never know when some small thing will lead to a big idea. Travel is very inspirational - but it's in the ordinary that…](https://sms4smile.com/quotes/adriana-trigiani/you-never-know-when-some-small-thing-will-lead-to-a-big-idea-travel/) [Adriana Trigiani](https://sms4smile.com/quotes/author/adriana-trigiani/) > [The job of the leader is to get the big ideas right.](https://sms4smile.com/quotes/david-petraeus/the-job-of-the-leader-is-to-get-the-big-ideas-right/) [David Petraeus](https://sms4smile.com/quotes/author/david-petraeus/) > [“There is a current perception is that science has overtaken Philosophy and in effect rendered Philosophy irrelevant. Science, when sufficiently abstracted, approaches Philosophy in…](https://sms4smile.com/quotes/tom-golway/there-is-a-current-perception-is-that-science-has-overtaken/) [Tom Golway](https://sms4smile.com/quotes/author/tom-golway/) > [I always tell people that revelling in big ideas for me is kind of like an antidote to existential angst.](https://sms4smile.com/quotes/jason-silva/i-always-tell-people-that-revelling-in-big-ideas-for-me-is-kind-of/) [Jason Silva](https://sms4smile.com/quotes/author/jason-silva/) [Browse all 254 Big idea quotes ](https://sms4smile.com/quotes/about/big-idea/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "Unless your campaign has a big idea, it will pass like a ship in the night.", "creator": { "@type": "Person", "name": "David Ogilvy" }, "isPartOf": { "@id": "https://sms4smile.com/quotes/#website" }, "url": "https://sms4smile.com/quotes/david-ogilvy/unless-your-campaign-has-a-big-idea-it-will-pass-like-a-ship-in-the/", "about": { "@type": "Thing", "name": "Big idea" }, "@id": "https://sms4smile.com/quotes/david-ogilvy/unless-your-campaign-has-a-big-idea-it-will-pass-like-a-ship-in-the/#quotation", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/4f1/david-ogilvy-1326_big-idea_unless-your-campaign-has-a-big-idea-it-w_1079267.png", "contentUrl": "https://sms4smile.com/quotes/i/4f1/david-ogilvy-1326_big-idea_unless-your-campaign-has-a-big-idea-it-w_1079267.png", "url": "https://sms4smile.com/quotes/i/4f1/david-ogilvy-1326_big-idea_unless-your-campaign-has-a-big-idea-it-w_1079267.png", "width": 1080, "height": 1080, "caption": "“Unless your campaign has a big idea, it will pass like a ship in the night.” — David Ogilvy", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } }, { "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://sms4smile.com/" }, { "@type": "ListItem", "position": 2, "name": "Quotes", "item": "https://sms4smile.com/quotes/" }, { "@type": "ListItem", "position": 3, "name": "David Ogilvy", "item": "https://sms4smile.com/quotes/author/david-ogilvy/" }, { "@type": "ListItem", "position": 4, "name": "Unless your campaign has a big...", "item": "https://sms4smile.com/quotes/david-ogilvy/unless-your-campaign-has-a-big-idea-it-will-pass-like-a-ship-in-the/" } ], "@id": "https://sms4smile.com/quotes/david-ogilvy/unless-your-campaign-has-a-big-idea-it-will-pass-like-a-ship-in-the/#breadcrumb" }, { "@type": "WebSite", "@id": "https://sms4smile.com/quotes/#website", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "publisher": { "@id": "https://sms4smile.com/quotes/#organization" } }, { "@type": "Organization", "@id": "https://sms4smile.com/quotes/#organization", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "logo": { "@type": "ImageObject", "url": "https://sms4smile.com/quotes/wp-content/themes/sq/assets/icons/icon-512.png", "width": 512, "height": 512 } } ] } ```