Here is the difference between a big idea and a small idea in marketing and advertising:
A big idea is equal to about 1000 small ideas.
In the customers mind the big idea takes up 50% - the other 50% of the mind is the other identical ideas.
This is how big ideas work in the human mind. Big ideas are in a category of their own, while small ideas are just apart of the noise.
Leave small ideas for the amateurs. Advertising and marketing has always been about big ideas and always will be - because it's the basis for how humans make decisions.