Collectors look for ashtrays with clever and unusual ads, colors, shapes and sizes.

They love not being duped, even as they admire clever ads.

Perhaps the new incarnation of Kangaroos will earn a similarly loyal following through a combination of clever ads, quality products and word of mouth.

A copywriter can make his career with a clever ad.

"You do a clever ad here, and people notice," said Steve Haweeli, the owner of WordHampton, a public relations agency in East Hampton, who sometimes refers clients to Blumenfeld & Fleming.

What viewers will not be able to see is a clever ad that shows children working adult jobs before stating, "Guess who's going to pay off President Bush's $1 trillion deficit?"

It is clear that to entice upper-crust shoppers, stores need the whole package: speed-of-sound checkouts, clever ads, strong fashion and frequent turnover in merchandise.

Subaru will need more than clever ads if it wants folks to think of it as the "Levi's jeans of the automobile market."

Not interruptive clever ads, but an idea that spreads and sticks.

He debunked humorous advertising copy, saying that "only half the people in this country have a sense of humor, and clever ads seldom sell anything."