Advertising isn't something to win awards.
Certainly, I've seen loads of advertisements which extremely huge creativity (they stick in people's heads, people watch them for entertainment, people pass them around by word-of-mouth).
I don't really mean that sort.
Things like banner ads. Text ads. Google meta description. Swipes. Copywriting.
What inspires you? Does creativity work, or should we keep it to the mundane old formula of simply getting people to click and convert?