Looking Forward to a Creative Digital Future 191world, and as we already heard at the start of this book, access to the internet
via a PC will be superseded by mobiles by 2013.
For advertisers and their creative advisors quite a bit has happened in the
space of about 10 years. But back to our case studies...
Summarizing the case studies
In no particular order, we have read how mobile applications are helping
Dockers to sell clobber and Pizza Hut to involve their eaters in the creation of
their chosen feasts. We saw how Mercedes used digital to promote its Smart
car, although I am not sure why anyone would challenge the notion that the
car is small, but strong enough to withstand the force of 400 elephants – I
would have enjoyed watching that test!
We checked out Doritos scaring the life out of young munchers by integrating
them into their personal horror films and mused on Lynx’s assault on the
senses (scents?) of Australians – incidentally check out the media schedule
for this case study; times have changed.
We had Simon Cowell and his Christmas number one ambition thwarted by
digital as the nation rallied behind Rage Against the Machine and a song so full
of expletives that I’m fu**ed if I can remember the title. Those intrepid lads in
Lean Mean Fighting Machine then showed us how to bring some real meaning
to Samsung via Nick Turpin’s photo diaries.
It might seem obvious to use social media to get Obama into power, but pro-
moting online tax returns was a pretty smart move, congrats to TurboTax.
E-mail made an appearance courtesy of Rice Krispies as Kellogg’s targeted
US mums with some rather nifty creative. We then saw an increased use of
celebrityism with Kanye West engaging with Absolut Vodka (I know the
feeling) and Ashton Kutcher leading Ophrah Winfrey and others to support
World Malaria Day. This was truly one of the more heart-warming stories in