In marketing and all areas of life we are seduced to believe in ideas and creation in sometimes a rather linear way. We may consider in the campaign process, a couple of ideas but then choose one - comforting ourselves and the others around us that we made the right decision. However there is no "right" marketing campaign. There are good ones, bad ones, average ones and exceptional ones - but none of them are "the one ultimate marketing campaign". There can't be because of different cause and effect relationships.
Let go of single ideas. Think cause and effect - not the ultimate "good" or "bad" and choose on what gets you effectively to your chosen goal.