Is it really true that ad’s ain’t (as good as) what they used to be?
After all, in this wonderful world of data and targeting we know what we’re doing – don’t we?
We’re about to make our choice of Agency of the Year and ads of the year. And there’ve been some very good instances of the latter, lots of 9 scores latterly although we always set out at the start of the year determined not to award them.
But have there been any as good as this lot – from CDP for Hamlet cigars 40 years ago?
All 30s, as far as I can see, one simple theme: ‘happiness is a cigar called Hamlet – the mild cigar.’ All to ‘air on the G-string,’ the musical variety.
You can’t advertise cigars in this way on the telly, or online, these days. But it doesn’t matter what the product is.
Hamlet still sells by the lorry load, years after tobacco ads were banned. Despite being a pretty rubbish product.
Who says that great creative ideas don’t work – and sod the data?