The purpose of the thesis is to investigate the role of creativity in advertising, how it works and what is its effect on the general public. Theoretical part of the thesis explains what creativity is, presents creative advertising as one of the essential parts of modern marketing and describes the usage of creative techniques in promotion by Benetton brand of clothing. Empirical part investigates opinions of the respondents on the topic of the costs, effectiveness and influence of advertisements, in particular creative ones with the example of Benetton. The research shows that advertising is a powerful method to influence consumers’ buying decision and there is a moderate relationship between quality of advertising and quality of the product. Moreover the results show that word-of-mouth advertising is the most effective and one of the cheapest ways to advertise the product or service, while billboards and internet webpages ads seem to be the most visible to the public. More than 45% of the consumers see the substantial relationship between the money spent on advertising and product sales. 40% of the respondents have never heard or don’t know much about creative advertising, 70% of them agree that creative ads are more effective than traditional ones and almost the same number of the respondents knows Benetton brand of clothing. Only 20% of the respondents that know Benetton brand admit that their ads are neither interesting nor special.