As well as our money, the compilers are all chasing after the same rainbows.
In the end, we're looking for the handful of ads that will dominate next year's award shows and, along the way, reveal how Frank Budgen has paid his mortgage this month.
Take it from me, Campaign Screen is the one to watch. It makes all the others just a little bit too Chris Tarrant for credibility. The big ads, as they arrive, in one handy little package (and no, I'm not getting a kick-back).
I've just watched an edit of this month's highlights. I feel both inspired and livid for all the obvious reasons. Book your seats for the jury debates about whether Saturn's extraordinary, car-less - or nearly car-less - ad from Goodby blows it all in the last few seconds. I just wish my name was somewhere near it. Tiger Beer has produced an epic out of Singapore that puts Russell Crowe's fight scenes in Gladiator on a par with a cheese and wine party.
There are the usual highlights below the waist, in the form of jeans and shoe ads. David Fincher's legs for Adidas are particularly impressive and there's something about the Levi's US work that provokes a little Meg Ryan "yes" to escape my lips. Ben Sherman's contribution is a brilliantly demented bit of Zelig-like footage, while those whacky Swedes hitch up a Traktor or near equivalent to a variety of dotty conceits. South Africa has a special section and walks off with the no-money-but-extraordinary-woman-dog-combo award for its tasteless, memorable footage in the service of a web company. I was also itching to find out more about the Nestle Double Cream film and now I do. You cannot deny that it is brilliantly shot.
But rather than fish out one ad after another and pass comment, there's a bigger picture to the stuff compiled here.
In my Sunday paper of choice this weekend, various creative people were asked to describe how they have an idea and where they look for inspiration.
I was very taken with JG Ballard's observation that the "enemy of creativity these days is that so much thinking is done for you".
While he was referring to constant inputting of all the usual suspects - TV, media in general, the whole over-processing of inventive thought - he could have been saying it for TV ads.
A look through the carefully selected wonders on Campaign Screen should be mandatory for everyone at the business end of advertising. The reason is simple. The ads shown are as emphatic and emotional a demonstration that advertising is not about filming barrister-like arguments as you could ask for.
The truly great spots show all the necessary hallmarks of engaging, entertaining thinking. The people responsible have been allowed to think for themselves.
Aside from that, I don't think one can deduce any rules whatsoever about "how to" from this lot. Besides, Frank Budgen ate them all.
- Campaign Screen features the world's best and most talked-about ads. Call Kelly Danvers on (020) 8267 4659 to subscribe.