It doesn’t matter what the medium is, it’s still the big idea that counts.
All through the history of advertising it’s been the case whether in newspapers, magazines, radio or on TV.
And the same goes for the internet.
So when we look at the “Best Job in the World” campaign, it was brilliant and worked because it was a big creative idea and the client put enough marketing firepower and creative thinking behind the execution to make it work. It just happened to involve the internet and a blog.
But I’d still call it a big old-fashioned advertising idea.
And the same goes to the stroke of genius from Emirates, as a FIFA partner creating the World Cup centric campaign to create the world’s longest Twexican Wave.
The idea is simple. Visit the Twexican Wave website. Take a pic with a webcam or upload one, register which team you support and (if you want to) enter a competition.
Simple. And big. And fun. And it just happens to use the internet and Twitter.
And even Australians can join in despite all that furore about the Melbourne Cricket Ground banning the Mexican Wave a few years back.