Abstract
This paper adds to the literature on advertising creativity as well as the growing body of research on unintended effects of advertising. In three experimental studies we "think outside the ad" and test if there could be unintended, positive effects of advertising creativity. The results show advertising creativity to impact positively on consumers' own creativity as well as their perceptions of media vehicle value. The effects are mediated by processing and perceived creativity. In discussing the results we encourage advertisers not only to take responsibility for avoiding unintended negative effects on consumers, but also explore and factor in potential positive effects that benefit consumers.