Press ads are out of fashion
It was a print ad for Coles.
Yes you read that correctly. A print ad for a boring old supermarket.
I came across a copy of that ad while clearing out stuff from the cupboard in my study the other day.
The ad had held up well but I doubt it'd get noticed at Cannes this year.
Not because the ad isn't good enough. It is.
But because these days I'd need to make a two minute film about it.
Yes I know I've ranted before about case study videos but it's getting worse.
Don't believe me?
In a recent profile of Australia's top Cannes contenders on Campaign Brief pretty much every piece of work was a 'thing' that needed a film to celebrate its genius.
Whatever happened to the good old days of people just making ads and punters loving them?