Good. It's not that we mean to be cruel, but advertising is all about climbing inside people's heads, usually through their hearts.
More often than not, it's about making people smile, but sometimes it's necessary to elicit darker emotions to make someone care enough to take action.
In our oversaturated world of a million marketing messages all craving your attention, make the right connection with your audience and you're halfway there. Do it in a way that's fresh, funny or challenging and you have a memorable campaign on your hands, not to mention a healthy profit on your books.