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18 July 2009

Comments

Holmesy

Ultimately though if it does go viral then does it matter at all that in our industry opinions the creative route is cliched. If the public are engaged, smile and share it then Thomson and their agency will have scored no? I actually think it could have been much better for the record

James Gordon-MacIntosh

It's a fair point and as long as it isn't over-used, those brands that do expolit the cliches will do very well, and will get the eyeballs.

My worry is that, as with research stories in media relations (which are ten a penny), the cliches get the eyeballs (or the coverage), but the brands don't get the message across or gain any kind of differentiation because everyone is at it.

I'm all for using cliches, but only where they are going to get the eyeballs AND get the brand message across and where the viewer/reader leaves with a firm sense of WHO did it first of all and what the point was as well.

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