PHD birthday ad invites marketers to up their game

Omnicom-owned media agency PHD has created an ad to mark its 21st birthday, which challenges marketers to "up their game" in preparation for the next generation of consumers.

"We are the future" is a spot that features children in their early teens talking about what they expect from marketers in 10 years' time, when they will be paying customers.

It will air on business TV channel Bloomberg in the Asia-Pacific region for five days from tomorrow and YouTube views will be driven by a banner ad campaign from Wednesday (23 February).

The spot focuses on technology and the kind of things children today will expect from digital marketing in a decade’s time.

The children in the ad speak to the camera as if directly to a marketer. Their comments include "you wait to see what the iPhone of 2021 looks like," and "we want to interact with [your content] as we watch it, not just with touch, but with voice, with gesture, with intent," and "augmented reality will be the new reality."

A spokeswoman for PHD said: "In less than 10 years, the next generation will be a true match for marketers.

"This film is intended to be a wake-up call for the marketing community. To make them get ready. Things are about to get a whole lot more difficult."

The spokeswoman said PHD wanted to create "a provocative ad just like our first one in 1990 when we launched as the world’s first planning-led media agency".

The 1990 ad featured an image of a brain with the strapline inside: "A media company that always puts your ads in the same place".



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