who said the tv spot was dead?

10/06/2005 07:14:00 AM
The debate about the waning power and potency of television advertising continues. Analysts and industry outsiders debate the merits of WOM or online and marketers increasingly look for ways of getting data on their ROI. Just when this debate gets interesting and the body of the severely wounded television spot lies on the floor, it finds a way of rising up and smacking us between the eyes.

The new Guinness spot is a brilliant example of how powerful television advertising can be if it is given room. AMV, Daniel Kleinman and CFC Framestore work magic to execute the simple premise of "Good Things Come to those Who Wait." It's 60 seconds of pure entertainment and good enough to rival anything in Hollywood and on our gaming consoles and it doesn't try or pretend to be anything else.

The spot will be seen, noticed and admired by millions on TV, but seen by even more on the internet. It will generate massive WOM.

It's worth reminding ourselves that when a great product, a great idea and brilliant execution come together, there is nothing in the communication arsenal quite as potent as television.

If you find a way of re-distributing that content online and using integration to add layers to the experience, you might just be looking at the future of communication.

Great product + simple strategic platform + highly creative entertainment driven advertising + layered interactivity + integration = WOM + brand awareness + increased sales
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