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I hang a lot of shit on adland.
Not because I hate it, but because I love it.
Apart from the fact it has provided me [so far] with an amazing and rewarding life, it has also made some fantastic things happen.
OK, so its not cured cancer or stopped World hunger, but it’s done a lot of good and I don’t mean just helping companies get richer.
But we are in a slump.
Maybe it’s a loss of confidence, maybe it’s a loss of vision, maybe it’s a loss of reality – but we are no where near where we were or where we could – and should – be.
Of course there are exceptions – but not nearly enough – which is why even now, after 20 years of working in this industry, I still get excited when I see great work … work that makes me feel something, think something, consider something … and that’s why I love this ad for the Canadian Paralympic Team.
[To see it better, click here]
What I also love is that it’s a print ad.
Just a print ad.
No interactive, crowd-sourced, 12 minute “movie” bollocks.
No teaser, Twitter or Facebook Fan components.
Just a print ad.
A great print ad.
Don’t get me wrong, I’m not anti ‘integrated’ campaign – far from it – I just think a lot of integration is either:
1. Duplication, Not Integration:
Where one ad is shoved into as many places as possible.
Where the lack of a powerful idea is replaced with media volume exposure.
I feel too many people approach campaigns with ‘rules’ that just aren’t real.
Like saying ‘long copy ads don’t work’ when the issue is it doesn’t matter how long it is as long as it’s interesting.
Or that an old school medium can’t achieve the reach of digital when the issue should it’s about how it affects people rather than how many people have ‘the opportunity’ to see it.
There are a lot of great campaigns out there – a lot of great, integrated campaigns – but for me, I find it interesting that the two ads [let’s face it, they’re not campaigns] that have impacted me the most recently are both from the print medium … this one and this one.
Maybe it’s because I’m weird bastard.
Maybe it’s because adland seems to have turned into a sponsored joke writing machine.
Whatever the case, when you see something that has obviously been nurtured, crafted and flawlessly executed by people who care and want to make a difference, you can’t help be reminded how powerful and influential great advertising can be – regardless of the medium or integration it appears in.
Thank you Canadian Paralympic Team, you have promoted the abilities and potential of more than just Paralympians.
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