It's human nature to enjoy a pleasant surprise. It's the nature of an advertising agency to try and capture that lightening in a bottle, and every now and then it works - brilliantly. Especially when the human reaction is live. It lends a whole new dimension of authenticity to the message.
Target's new work celebrating the college acceptance moment of truth is SO amazing to watch. I put it on my list of all-time best smile-inducing work along with IKEA, Coke and Carlsberg. Tell me you you don't want to watch these again and again!
I was really struck last week by a simple, often-overlooked item in my hotel room - the Do Not Disturb sign. Such a benign, throw-away item, right?
Yet this one was awesome. If I'd had more time, I certainly would've gone to the exhibit. Instead, I stuck the door tag in my bag to show to folks.
Shockingly, marketers so often forget that standing out rather than fitting in oftentimes has tremendous potential to actually get a consumer's attention (shocker). Automotive advertising is the worst, but it also extends to logos. Look at Food Lion's new My Essentials logo. Hmm.....kinda looks a lot like Walmart, eh?
My favorite thing, though, is when some smartass sneaks in something a little unexpected to grab attention. Something like this grocery store aisle sign. Brings a whole new entendre to "Clean up on aisle 10."