This chapter discusses the mystical realm of the creative department of the advertising agency, whose art has traditionally been intuitive rather than encoded in any set of well formulated principles. Liking of an ad does not necessarily make it work, but for the advertiser, all other things being equal, they would prefer to have people like it than not like it. Entertainment ads may take the form of 'drama' or 'musical variety' or 'animation'. Or they may be artistic, clever pieces of print or radio communication. One of the crucial ways the entertainment commercials vary is in how integral the brand is to the execution and what role it plays. This can take various forms: the brand as a prop; the brand as a setting; and the brand as the hero. New information can be announced by 'heralding' the new information. The more heralding in the ad, the more it focuses the attention on the information as new.