Lisa Carrington adds another healthy endorsement to her list, Fluxx gets it on with Get! Communications, Mark Copplestone takes the reins at the IAB’s mobile advertising council, Pead PR rearranges the troops, mediaR feels the warmth with Bradford Gold, Duncan Stuart returns to the land of indie, Media3 stays up late and Arielle Tai joins Datamine.
When Lumino The Dentists launched its inaugural TV campaign back in 2011, winning Fair Go’s ‘coveted’ worst ad award probably wasn’t on the KPIs. MediaR’s Tony Richards was a good sport when he collected the trophy, and, much like Lily Salter from Big Save furniture the year before, he said ‘New Zealand’s biggest kiss’ had actually worked brilliantly, despite the animosity shown towards it by some in the industry (and the Fair Go voters). But now, to the relief of some, the road-trip pash-fest has been replaced by saying cheese in its latest TV campaign.
There are some brilliant ads that bring joy to viewers and add to the pop-cultural landscape. And there are many more horrible ads that do the exact opposite. Either way, there’s no doubt humans have a love/hate relationship with advertising, as evidenced by the continuing popularity of Fair Go’s Ad Awards, which increased its audience from last year and crowned MasterCard’s All Blacks ‘Tight on Tour’ ad as the best and Lumino The Dentist’s ‘Love Your Smile’ ad as the worst.