There are many creative ads. But even the best present you with Z's that you can easily trace back to A's. Most music is the same way. Great song after great song has been built with familiar chords and proven progressions.
And then there's this.
Boxer is the latest the new album from The National. I haven't any clue how they discovered their Z's. I can't imagine at which A they started. But I know the album elevates our aging - our "uninnocent, elegant fall into the unmagificent lives of adults" - into something tragic and epic.