Sometimes creativity just requires a slightly different perspective on things. Take this bus shelter ad for example. Displayed upright it would be just like any other. Made into a ramp, it take on purpose and meaning to a target group of skateboarders.
However, this misplaced Turkish Airlines ad is quite comical. What on earth were they thinking?
Place and purpose can make or break creative. Just be sure to use it wisely. Likewise, consideration of location and your target group and yes, orientation of that creative!