Have a look at this …
Now I know some of you – mainly Mr Dodds – argues it is an ad, but I disagree.
Yes, what I’ve just shown you is a case study video, but the fact is, the agency behind it – the ridiculously good Colenso – developed the speed dial to solve the problem of drivers going too fast … then created the advertising to promote their solution.
That is very, very different to what most agencies would do … which would be to just make another ad.
Don’t get me wrong, a lot of the speed campaigns have been very successful in NZ, but this is something that fundamentally tackles the problem when you’re sat in front of the steering wheel, rather than sat in front of the television.
I am hugely jealous of it … but then the guys behind it, headed by my mates Nick Worthington and Nick Garrett, are seriously good.
Bastards.
I wrote a while back how I believe Square was an embarrassment to adland – and banks – and I still stand by that, which is why it’s so wonderful for me to see an idea that is so seriously good, simple and clever coming from an ad agency.
And guess what, it came from the old ‘insight and creativity’ partnership.
In these days where adland likes to pretend they’re scientists, academics and technological geniuses … it’s great to see the simple, infectious power of a good insight, some creative people and a big dollop of imagination.
Congrats Colenso but this sort of thing isn’t unique to you and I just hope this ignites the desire in adland as a whole to solve problems rather than focus on just making ads.
Jesus, who am I???!!!