When it comes to communicating the virtues of new technologies, advertising has historically tried to explain how it works. And that is only becoming more difficult as advertising will soon have to describe highly complex propositions like the cloud, virtual currencies and community commerce.
Sometimes the best way to explain a complicated proposition is not by explaining it, but by being transparent about its complexity. You don't need to know how it works to see that it's new or innovative. If Intel has proven anything, it's that it's what's in the inside that counts.
Some great examples of proving innovation by simply suggesting it's complicated.