The advertising environment today is more geared to satisfying the client, most of whom have little experience in marketing.Being "safe" means more than being unique or thought-provoking. It takes too much energy to take things "upstairs," and that includes research. Nobody comes into research sessions wanting to think, so "safe" scores big. Forget risk. This isn't an industry of risk anymore. So we get what we get and plain advertising is the result. I mute every commercial now. I'm just not interested. I want to be intrigued but there's nothing intriguing. Even Super Bowl commercials are old concepts renewed. It's sad but the economy grows anyway. For that reason alone, nothing will change. There's no reason. We'll continue with dull.