Magazine article ADWEEK

Just Asking: Which Campaign Is So Amazingly off Base It Succeeds in Spite of Itself?'

Magazine article ADWEEK

Just Asking: Which Campaign Is So Amazingly off Base It Succeeds in Spite of Itself?'

Article excerpt

The campaign for that topical ointment called Head On. It's so bad, you wonder if Crispin didn't secretly do it.--Ron Clayton, creative director, Via, Boston

The Coca-Cola holiday spots. When the "real thing" gave us an animated polar bear family giving up bear hugs with soda, my first reaction was, "What the ... "Yet, when the market convention dictates happy people with too many teeth engaged in heavy "product appreciation," the brand that sets a new course can stand out and change the rules. This commercial was brave, almost to the point of folly. But it is so beautifully executed, the question, "Why?" was replaced by, "Why not?" And, even if you disagree, you know the ad.--Nick Moore, COO, Wunderman, New York

Our perception of advertising, as advertisers, is jaded. We look at everything through a tiny microscope and often rely on subjectivity to determine if we like something or not. But let's be consumers for a moment. …

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