People ain't stupid

Many years ago David Ogilvy famously said, 'The consumer isn't a moron; she is your wife.'

Of course he was a man talking to men in a very different time. Hence the use of the word wife.

But Ogilvy's comment still holds true. It just needs to be said a little differently these days.

As John Hegarty did in his book Hegarty On Advertising.