Creative That Cracks the Code. (cover story)

Abstract

What with ad-optimizing technologies and filter-defying product placement, search-based ad serves, real-time media bidding, and location-based features for mobile devices, the author writes, it would be easy to conclude that advertising has flipped to all science and no art. But she highlights six campaigns to prove that advertising creativity will never cease: Wonderful Pistachios, whose ads include memes such as You- Tube's infamous Honey Badger and Secret Service agents partying with prostitutes Coca-Cola China, which created a TV-plus-smartphone game for the Hong Kong market Nabisco's Daily Twist campaign for Oreo cookies, in which members of the public nominated news pegs and company designers sculpted cookies to illustrate them Kia Motors America, whose ads are populated with anthropomorphic hamsters Marks and Spencer, which introduced shwopping-a campaign with Oxfam to encourage clothing recycling Neiman Marcus and Target, which teamed up on some merchandise, became the sole sponsors of ABC's drama Revenge, and then hired the cast to perform in five long-form commercials HBR Reprint R13O3F.

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