What are you doing in front of your computer?
Wednesday, October 8th, 2008Dentyne launched a new ad campaign I saw this morning in the subway for the first time around the idea of spending quality time with real people rather than on chat rooms and in front of your PC: make face time.
I really like the creative work and concept of the campaign. You should check it out.
Now, for the life of me, I can’t figure out what it says about the brand… People don’t chew gum in front of their computer so they should go out? Chewing is a social activity to be shared among friends? I don’t get it.
My guess is that someone at the ad agency came up with this cool concept for a brand like Quiksilver or REI and the brand passed on it, so they repurposed and repackaged it.
So as much as I like the execution, it’s really missing the point that whether with old or new media, advertising is supposed to communicate something meaningful about the brand. From that very basic measure of success, it fails. Too bad.
