Cell C has been spreading through all media, from TV to radio to outdoor. I found their billboard campaign of "tell someone", printed just like that - no images, no irritating small print that you almost crash your car to read - but upside down, extremely clever and refreshing.

Advertisers are trying to become too clever with fancy graphics and complicated symbolic meanings behind words, and it often backfires with the consumer just becoming too annoyed at having to 'switch the lights on upstairs' whilst driving, to pay more than half a second's attention.

I think that it takes more "smarts" to come up with an ad THAT simple, but that has so much impact. I take my hat off to the creative team at Cell C.

[15 Feb 2005 18:31]

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