Ed Cotton of Butler Shine & Stern is asking some pertinent questions.

  • Can people stand watching a campaign evolve over time or do you have to have a quick hit?
  • Surely, the ever- shrinking window of personal communication must be having an impact of broad scale communication?
  • Can we even be bothered to see phases of a campaign build and roll out over a two-month period from tease to reveal and on?

I think there’s still penty of room for sustained campaigns to evolve, as long as each new execution delivers a tangible new discovery. For instance, last night I happened to see Gwen Stefani’s HP spot. The big idea–that HP gives creative people the tools they need to do their best work–has been established. But each new character HP brings to the table deepens that idea and makes it all the more real. It seems to me that something solid that you can keep coming back to stands out from the pack in our click-click-click-consume-as-much-media-as-you-can world.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.