Like Samoa – three new campaigns that push frontiers
I was taken with today’s news that the Pacific island of Samoa is to “jump forward in time by one day” in a bid to improve its trading relations with Australia and New Zealand.
A smart idea that shows the rule book can just be torn up and rewritten if its terms don’t quite suit you. The advertising business should take note as it attempts to improve its own performance. And, thankfully, the signs from the last few weeks are positive.
Three recent campaigns have caught the eye and suggest that UK agencies are at least trying to push creative boundaries into new media, if not into new time zones. Activity from Heineken (through AKQA), Wrigley (AMV BBDO) and Skoda (Fallon) all took a simple, traditional opportunity, such as sponsorship, and pushed it further.
Each seems to me to be a strong contender for awards this year, especially AKQA’s Heineken Star Player iPhone app, whcih proved to be feverishly addictive as well as immacutely produced (not to mention the only decent advertising the brand has signed its name to in recent years). The Wrigley 5 Gum Experience and Skoda work seem a sign that two “traditional” agencies, in the shape of AMV and Fallon, might be grasping how to work in new channels.
So while Rapier’s Ed Morris is enjoyably curmudeonly in this week’s Campaign Private View (“there is no advertising coming out of the UK today anywhere near as creatively innovative as the work out of of HHCl 13 years ago”) I find it hard to agree with him.