One of the goals when add+impact(R) (a+i) was founded in 1991 was to develop a database that could be used to add to the general understanding of how people respond to advertising. Recent applications were the Integrative model and a comparison of response tendencies to advertising between men and women. However, a crucial aspect of the advertising process - how to account for the nature and contribution of creativity to the 'watchability' of advertising - has not been satisfactorily explained. This paper presents a breakthrough in understanding how people respond to advertising, and shows that it is possible to predict, with a very great degree of confidence, how well a given ad will achieve the ultimate objective of all advertising: to increase the 'purchase intent' towards the advertised brand, immediately after exposure and before there has been time for other intervening events to dilute or otherwise alter that immediate effect. It also enables a clear understanding of how that response came to be.