My YouTube ad of the week: Andy Nairn, Dare
Campaign YouTube, Thursday, 21 April 2011 09:57AM
Andy Nairn reviews Limitless
Andy Nairn, chief strategic officer, Dare
Why I like it
Movie trailers are rarely admired for their creativity – the formula is well-established.
This campaign breaks the mould and creates something rewarding in its own right. The central premise – that someone could hack into the video monitors in Times Square – is just about plausible, making for a genuine debate about the authenticity of the footage.
The low-tech production values were entirely in keeping with the media environment and betrayed no sign that the campaign might have had anything to do with a Hollywood blockbuster. But when the secret was revealed, the idea behind the film – that a pill could allow you to use 100 per cent of your brain, and thus give you infinite powers of invention – came across loud and clear, prompting discussion in a way that a conventional trailer never would.
Wish I’d thought of
I’m envious of the way the campaign spans the physical world, the online community, the offline media and Hollywood so seamlessly. It seems that, these days, the potential of a good idea really is limitless.
This article was first published on Campaign YouTube
- Senior Digital Designer Twist Recruitment £35000 - £42000 per annum + benefits, City of London
- Head of CRM/Customer Experience - 8/9 month Contract ADLIB Competitive + Benefits, Devon
- Digital Executive - Fluent French & Dutch Barclay Meade £200 - £250 per day, Berkshire
- SEO Consultant The Little Black Book Agency £20000 - £25000 per annum, Greater Manchester
- Interactive / Digital Designer The Little Black Book Agency £25000 - £35000 per annum, Greater Manchester
- Samsung calls global advertising and media review
- Watch the first YouTube clip, nine years on
- British Airways moves paid search account to Forward3D
- M&C Saatchi's Enyi Nwosu takes global role at Mindshare
- Post Office reviews advertising, DM and digital accounts
- Karmarama grabs Coppafeel! breast cancer charity account