I like a little creativity. It certainly isn't necessary, but I've seen two of the more creative ladies mentioned on this thread, and these ladies are creative in more ways than one! That may not always be true, but it seems to be a good indicator.
This ad got me more hot and bothered than any ad I think I've ever seen:
http://www.eccie.net/showthread.php?t=328650
Aside from the beautiful imagery, this line got me:
"Gentlemen I also do require DATY. It is not only about YOU, it involves me too"
That line alone, and a picture showing the lovely lady, would have been PLENTY creative for me!