In A History of Advertising That Changed the History of Advertising Bob Levenson will show you that the simple rules: "Tell the truth", "Make it interesting" and to top it off "show it in a different way" is all you really need to make a great ad.
You don't have to be Jewish to love Levy's. What idiot changed the Chivas Regal bottle again? Lemon. Think small.
This book is a treasure of images and advertising wisdom that still rings true. You should have it. It's pretty much a must have for anyone in advertising.
This book is out of print and hard to find, if you do get your hands on one, keep it. It's worth ten thousand ad classic nostalgia points.