This is the presentation Simon Law, planning director of new True Worldwide gave here at Miami Ad School Europe. His key point was that today, as the advertising industry has evolved into a mature business, has learned and mastered many things, most of the work actually is good. (Or not as bad as it used to be.) In this environment only great work will stand out and it harder to achieve than ever.
I liked about his presentation that it did not bring up only the usual suspects of great work, but a few older and not exhaustedly reblogged examples. And some with very interesting angles.
Of course, if you are expecting a formula or recipe for instant great, there is no such thing. Only hard work, sweat and tears, mastering the craft, brutal honesty with yourself and most importantly: resisting the temptation of good.