But sometimes that's difficult when your client makes toilet cleaner.
However, when you think about it, most of the products and services that we do end up planning and creating for are everyday for some people. Even that premier car brand, which might be out of reach for most, is the family car for someone. Or the luxury spa and fitness club will become part of the everyday routine for its members.
Sometimes by focussing too much on dreams means we lose touch with the everyday and its own magic. Every now and then, a book comes out that deals with just that: the history of everyday life. There was "Queuing for Beginners" by Joe Moran a few years back, and I'm currently getting stuck into Bill Bryson's "At Home".
And if anyone doubts that there is magic in the everyday, think about the fascination of discovering an old newspaper in a trunk in the attic - the small ads, what was on TV, the minutiae of daily life. Or that section in the Science Museum about everyday life - or the Mass Observation archive.
While there's always room for the spectacular and fantastic in this business, some of the best advertising has always focussed in on the amazing fascination of the everyday.