You can do a good ad without good typography, but you can't do a great ad without good typography.

Distance – distance from tradition, from technology, from prejudice, that’s actually is what we need. We are always burdened down by what we know. We are permanently preoccupied with what we are doing and always slightly suspicious towards new things coming our way, things which can help us reach new goals, but might make it necessary to re-think and remind us: don’t stop, don’t stagnate! (…) Günter Gerhard Lange, Deutsches Museum 2/71