Break Through Creative

by Mark Fogelberg

[Okay, the pun police should surely be looking for me after this one. Break through...]

While reviewing recent killer creative, the Leopard vs Vista / Mac vs PC ad makes for an interesting use of creative and ad unit placement. During the ad, John Hodgman breaks the 4th dimension kinda sorta. He climbs a ladder to reach from one huge ad unit to another in order to append a quote not to his liking.

No matter which side of the mac/pc fence you sit on, the use of creatively augmenting ad space to tell a story makes one realize that we are one step closer to web advertising living up to a promise circa 1999 - display advertising is the future of all advertising. Sure, search has been delivering real ROI and it's democratized the playing field but...come on. Boring text? I could have gotten that on ARPANET.

Being quite visual, I relish in the great work coming out of smart shops like AKQA and Huge and the usual suspects. Viva la creativity - across design, technology and media.

Now that our members have spoken, letting the cat out of the bag regarding TV effectiveness, it's nice to know the creatives are keeping great brands' heads above water on the series of tubes. Thanks creatives.