People who follow the rules to the letter, without interpretation of intent, have always seemed a bit simple minded. Conversely, those who "don't play by the rules" and spend an obsessive amount of time pointing out the flaws of rules have always seemed rather childish and insecure.
In the middle is breaking rules from within rules. That is often where good stuff happens.
Paris, like many metropolises is drenched with graffiti in every corner in the most inaccessible places. Some the crafty art student Banksy-esque homage others the territory defining statements of turf ownership.
The graffiti I love most is found within the frames of unused advertising space. I love the rawness where there should be polish. I love how the graffiti sticks within the pristine porcelain frames. I seem to be collecting a small catalog of examples. This particular one at a metro stop three blocks from my temporary home in Montmartre.
People notice, stop and look at these works more than any competitive ad space. The ads all look like what ads are supposed to look like and therefore go unnoticed. There is something powerful flipping what is familiar in unfamiliar ways.
The best TV ad, website, poster or radio spot tends to do just this. Use the familiar in unfamiliar ways.
While the search for the "new thing" carries on relentlessly, and for good reason, it is good to remember that doing something new with an old thing can be powerfully effective.
Gossage or Macluhan probably said something about that, or somebody, but doubt they talked about gorgeous porcelain frames.