As Maurice Saatchi says, "(to achieve the impossible)...you will need a deep distaste for waffle, vagueness, platitudes and flimflam - a strong preference to get to the point."
I'm definitely with that, but I've often wondered about whether the phrase is "brutal simplicity" or "beautiful simplicity." OK, "brutal" is a better word for a copywriter. But one of the examples he gives, of the Central Park blind man whose takings are much improved as he changes his hand-scrawled sign from "I am blind" to "It is spring and I am blind" shows a transformation from the brutally obvious to the beautifully human.
On that note, I've discovered a clever new brand, Scandango. They can take a shoebox full of your old photos and scan them, for 50 GBP. The idea, the logo and the website are simple, fun, human and practical.
Everything fits beautifully.