I was listening to a podcast of an interview with novelist Graham Swift the other day. Something he said particularly struck me: that, through conveying specific details of people's lives, he connects with mass audiences. Even if readers have very different lives to those of the characters portrayed - living in different countries, with different circumstances, at different times - they relate more to the details than they would to a broad description that attempts to be universal.
This relates to advertising: if you try to speak to everyone, you often end up speaking to no one. On the other hand, illustrate the small things that are meaningful to individuals, and you may well capture those elusive universal insights.
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