Just because they ‘got it’ doesn’t mean they care about the product.
The TV is rife with clever adverts. The trick is simple: make a clever advert and make the viewer feel clever because they ‘got it’. Look, just because they ‘got it’ doesn’t mean they care about the product, it doesn’t even mean they remember the product. It should be the same with those of us who can’t afford TV adverts. Keep your advertising eye catching, make it emotional, but keep it simple.
In advertising nothing beats simple, simple is memorable.