Most bad ads don't start with bad ideas. They start with briefs that don't know how they want the communication to work.

Is it salience or persuasion? Fame or direct response? Brand-building or activation? Most briefs can't say. Most teams don't ask. So every reviewer judges the ad through a different lens. By round three the idea's dead, or unrecognisable.

Paste your brief. It reads it, spots which of seven influence models it's leaning on, flags the contradictions, and tells you the one choice you've been avoiding. Use it before you write the ad, not after it fails.