My latest Adweek article is up on the Web. I focused on this year's navel-gazing orgy at Cannes and chastise the industry for getting all excited about nothing, namely the fact both TV and Web shared center stage, with Cadbury's Gorilla and Halo 3. My contention is that both were tributes to the Web.
I also comment on the fact the amount of innovation that we have seen out of Cannes (and therefore advertising itself) has been minimal to non-existent. Rather than get all stoked on the "Titanium" award (the "integration" accolade), I introduce some conversationally-flavored awards of the future, including:
- Plutonium - like the maligned ex-planet, this is awarded to Best Virtual World
- Uranium - best conversation-focused program; unpredictable and explosive
- Helium - like talking after swallowing the gas, best example of a brand showing humanity
- Krypton - unlike the locks, best example of a negative turned into a positive
- Platinum - best demonstration of true value....yes, ROI
Would love to hear your new categories you'd like to see at Advertising's center stage!
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