Honestly, both spook us out!
Most advertising agencies have tried at some point to be innovative.
For an idea to be innovative, risks have to taken. It is natural for people to shy away from doing anything stupid or appear stupid, This hinders innovation. But once freed from this fear, some good ideas and innovations appear. Those who have enough guts to be different stand out. Humour surprises people, especially self deprecating humour. Humour is necessary for innovative ideas.