This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media. Some 207 advertising professionals responded to a hypothetical brief with one print and one television advertisement. Self-reported results showed that ideas from two media-dependent techniques (unification and metaphor) worked well across media, whereas ideas from one message-dependent technique (extreme consequence) and the control condition did not. By their nature, however, media-dependent techniques make for less-consistent content across media, whereas message-dependent techniques have more consistent expressions across media. Campaign consistency and quality therefore trade off, limiting media neutrality.