Can technology create great advertising?

How many sites have we seen where you can upload your face and it probably dances around the screen. I’m guessing – a lot. How many of them have been great campaigns or at least had some reasoning? Probably one or two – tops.

So uploading your face is so 2008 and augmented reality is so 2009. Again just thinking how many great augmented reality campaigns are out there? – I’ve seen plenty of 3D cars and not much else, so the question is – are we as an industry fixated on technique and technology?

I would answer that question with a resounding ‘yes’ – A lot of agencies need to be seen as bleeding edge so they can claim the scalp that they were the first to use that tech. However, trying to retro-fit a piece of technology into a creative idea is hard – damn hard. Trying to do this and also hit the double whammy of wrapping it in a great insight or business requirement is asking the near impossible.

So whats the answer? Don’t do it?

Absolutely no – Here is the thing. Interactive advertising doesn’t build brands – It doesn’t come up with great strap lines – It doesn’t really exist (!) for long. And thats the point of it. It can just be a bit of fun – so don’t take it to seriously and enjoy it for what it is – a two minute distraction that actually involves people interacting with your brand and not – ‘the big idea’.

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