Good ads are backed by solid creative. They attract attention, and they're memorable for doing something different.
Great ads are backed by just as great products (which are backed by great companies who are, of course, backed by great people and great leaders.) Solid creative complements the entire mix.
Great ads do more than attract attention. They're memorable because they communicate a deep-seated, emotional truth; encompassing the product, the company's philosophy, and its visionary founders.
Good or great?