But with Orange's former chief executive, Hans Snook, publicly laying into the work, the effectiveness of the Mother campaign will be tracked with interest. Brave advertising often takes time to start working but the vultures are already circling to determine if new the strategy really is brave or simply misguided.
Nabs, for one, will be eagerly awaiting the early results of the effectiveness of Mother's campaign for Orange. WCRS's chairman, Robin Wight, is pledging to donate a month's salary to the organisation if the Hard-Nosed Businessman performs as well on the Millward Brown Awareness Index as WCRS's did for Orange. Wight, of course, has an impassioned view of the advertising, since WCRS was there at the building of the brand.