I've always loved the idea of changing myself, wearing costumes and disguises. It takes you back to being a kid, to dressing up.
When the stories come easily and the writing process doesn't feel laboring, that's usually a good sign for me.
I view advertising as being this romanticizing element that helps us appreciate, understand and enjoy how remarkable it is that we've been able to do so much, and learn so much. I view it as really vital, even though sometimes it can be really annoying.