Saturday, May 31, 2008

Live ads

Thursday 29th May, 2008. Channel 4 in the UK showed what was the first ad created "live" in the ad break. The execution was a great manifestation of the "Difficult is worth doing" idea developed by W&K (although the actual executional idea was bought to the table by Starcom).

Many interesting things in this. It...

1) continues the line of innovative Honda work (Cog, Choir etc.)
2) has (and will continue) created a huge amount of column inches and PR coverage
3) was cheap to produce, as it was done in house by Channel 4 and took reletively little to create. No fancy CGI and all that.
4) was a creative executional idea bought by the media agency.

Was it effective? Given the number of people who viewed it (over 2 million) and the link above to Youtube which has over 50k views so far, it's certainly got a lot of attention. The product (the new Accord) is also likely to be top-notch and will sell well too.


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