Is it possible for a marketing idea to be too creative?

[Damien.Sullivan]

A creative campaign can catch people's attention, but what if they remember the funny video or cool design and forget what the product is even about? It's great to come up with something different, but the message still needs to get across. Another possibility is that a product can come off as complicated or has too many 'flares' to it. How do you balance creativity with making sure people actually understand what you're trying to promote?