* On what works on teens and what doesn't: "Fast and flashy are primarily sold to young people, but I think heart and substance and those things sell well to all ages."
* On one of his favorite new commercials, PepsiCo's Gatorade spot from Omnicom Group's Element 79 Partners, Chicago, that pits a youthful Michael Jordan against the current Mr. Jordan: "It shows that there's so much magic in both youth and maturity. It has far more substance and weight than your run-of-the-mill beer commercial."
* On ads that entertain more than pitch a product: "Entertaining is fine. It just seems to be so goofy and stupid. I think a lot of it is laziness among advertisers. It's easier to make someone laugh than make someone think. But if you win the heart, you can sell the product." But he does like clever ads, particularly the new Pepsi Twist spot from Omnicom's BBDO Worldwide, New York, featuring Ozzy Osbourne, Florence Henderson, and Donny and Marie Osmond.
* On teens tiring quickly of ad messages: "A lot of advertisers do with commercials what ABC did with `Who Wants to Be a Millionaire.' [Instead] if you can extend something and dole it out in small quantities and do quality, it will last for months."