An overarching idea (see “Creative Idea”) designed to capture audience interest, engage their emotions, and/or motivate behavior, used as the basis for an ad or ad campaign. For example, a bank may seek to communicate the idea of superior customer service by featuring a series of extreme or ridiculous situations in which a bank employee offers an unusual level of service. Similarly, a dog food company may seek to communicate the idea of great taste by featuring a series of scenes with dogs trying desperately to open cans of food with their paws. Ad concepts may be specific to individual executions and platforms or may extend across multiple executions and platforms. Typically outlined in a creative brief (see “Creative Brief”).