Creative people sometimes encounter writer's block. Some of us called this "glass elbows" when I managed the creative department at Y&R in New York. My break out advice was always, "Think of the most arresting demonstration you can muster, we can always dial it back."
Creating an arresting demonstration of the benefits of the product attributes is a productive pathway to transformational advertising.
This work was done for the McIlhenny Company by Duval Guillaume, a Brussels advertising agency.