Do you think that disruptive ideas are still valued in advertising?

Picture this: 

you and 3 other guys are having coffee and snacks in a coffeeshop. you all dressed in decent pants and matching decent shirts. a fourth friend of yours walks in, dressed in knee high cargo pants, converse sneakers, cool springy season colored shirt/t shirt. he looks cool, he looks nice, still fits in with the occasion and venue. does he catch your eye? does he make you think about you too doing the same later on another occasion? Provided he aint branded as an odd one out or an outcast; he's unique. 

Short answer: yes! 

but the key is how disruptive a disruptive idea is :) 

Yes i do believe that disruptive ideas are still valued in advertising. Disruptive ideas can capitalize the potential efficiencies, cost-savings, or new marketing opportunities of any company. it is always recommended to gain a larger audience and market share.

What I value the most is what actually works (converts to actual sales). Depending on the business and the industry and the ultimate goal to get high ROI. I decide whether we need an exisiting winning idea or we need a disruptive on to acquire a new niche 

Advertising is all about discovering new and different ideas to promote your product. At the same time it's essential to provide what is currently in demand. Ideas are always disruptive when they born, but it depends how they are nurtured by their care takers.

yeah ... in advertising all ideas are valued when you achive your target

It works and will continue to work in the future because the competition is increasing and you need to be unique. 

Disruptive innovations, on the other hand, are initially considered inferior by most of an incumbent’s customers. Typically, customers are not willing to switch to the new offering merely because it is less expensive. Instead, they wait until its quality rises enough to satisfy them. Once that’s happened, they adopt the new product and happily accept its lower price. (This is how disruption drives prices down in a market.)

In a world where 'viral' is almost the holy grail of all marketing campaigns, even to the point where bad publicity can be turned around to make profit, disruptive marketing is a tool that can be carefully considered especially when a brand is stagnating. As in anything, careful execution is key.

Sometimes negative approach results in positive outcome. But its a very tricky approach.

Yeah very much, in an era where the core product is hardly different from the nearest competition(s), disruptive ideas of communication or presentation really matter & create the desired impact e.g. Use of AR & VR in consumer engagement

I believe anything that helps sell more, will always be valued in advertising. The question is that of what is being utilized more or less, therefore, I say yes, disruptive ideas are valued in advertising, and will always be but, may or will sometimes be underutilized, as I believe is the case, as necessitated your question.