Giles Keeble
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Giles Keeble: why Dove’s Campaign For Real Beauty campaign qualifies as a Modern Classic
It seems there have always been difficult categories for creative advertising: over the years that would have included detergents, oral…
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It’s back to work time in adland – to twerk or not to twerk, that’s the question
It’s the end of the summer (booh!) and therefore back to work. So a new business year awaits when the…
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Giles Keeble: why do so few big awards winners pass the ultimate test as Modern Classics?
It’s the end of the silly season and this year’s awards have been decided months ago. The big winner was…
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Giles Keeble: in the digital age can a poster be a Modern Classic? Yes – look at (invisible) Mercedes
Steve Martin once said that humour is complete understanding in a nano second and I always thought that was the…
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P&G’s ‘Moms’ ad is a slice of life Modern Classic
I was looking again at Christopher Booker’s ‘The Seven Basic Plots’ and realised that the number of different kinds of…
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BBH Refuge online video is a viral Modern Classic
Many years ago, Howard Gossage wrote: “people read what interests them- sometimes it’s an ad”. For a ‘modern classic’ this…
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Why Southern Comfort from Wieden+Kennedy New York is our first Modern Classic
This is ostensibly the first of a series on Modern Classics. The first challenge is to decide what constitutes Modern.…
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It’s not what you put into a (digital) communication that matters, it’s what you get out – as Apple knows
Recently I’ve self-diagnosed Jones’ Syndrome – as in ‘keeping up with the J…’. It’s based on my anxiety about becoming…
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