Yet another teaser campaign has launched, with a mystery company which refers to itself as “one of Australia's most iconic brands” launching an assault called 'What is Can't'.
The teaser campaign comes just weeks after Blackberry launched a mystery campaign called Wake Up, which was widely criticised in the press.
Last night, a video featuring a group of people making a sandcastle featuring the word "Can't" was sent to AdNews from a mystery email address, while a website whatiscant.com has gone live today.
Each time the user types in the URL, a different image and catch phrase comes up, including “Can't decide”, “Can't cooperate” and “Can't explain”.
In addition, a range of billboards and bus shelter ads have been erected.
Industry pundits have suggested the mystery brand is a bank, with some suggesting Commonwealth Bank or Westpac, however at this stage no brand has admitted it is behind the campaign.
Journalists have been invited to a mystery event in the Sydney CBD this Friday (25 May), where the mystery brand will be revealed.
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