Day in and day out I get briefs asking for advertising campaigns. Day in and day out I see people churning out double-spread ads, single page ads, television commercials, radio spots. What I don't see much of is out of the box thinking. So here's my question for the day: Does an advertising campaign have to be about conventional advertising? And here's my answer forever: No. Good advertising must cease to be about ads. Which reminds me, I have a request for a corporate campaign. Everyone on the team is thinking of doing lovely double-spread ads. I'm thinking of doing nothing of that sort. I'm going to suggest ambient advertising as the advertising campaign.
Note to myself: Don't expect it to go down the throat easily. Good. Path-breaking ideas are not supposed to.
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