I’m sure this list could be WAY longer, but these for stand out for me personally:

1. I’m a consumer first and frankly I already don’t want to see 90% of the crap advertisers put out there. Adding to that heap with my own work only makes it worse.
2. When I tell people I meet that I work in advertising and they ask what work I’ve done that they may have seen, I want to be able to tell them. Proudly and without caveats.
3. I have an opportunity to bring a little joy and surprise to people, including myself.
4. If you’re not willing to put the time, energy and care into crafting a message, why should anyone else care? It’s kind of like hygiene that way.