When it come to thinking about concepts, I have come to the conclusion that coming up with ideas for a product is not the actual problem.  Coming up with good ideas that goes with that product is a way harder task (at least for me). I know that it's important to know your product and what it does but for an ad, it's more important to know exactly who you are intending this product to be for. Who do you want to buy this? Your ad won't work if you can't even figure that out.