South Africa, March 20 -- "TV is dead. Have you seen that new John Lewis ad. Pretty cool."
Somebody said this to me about two weeks ago. It kind of stuck in my head. Only in advertising could you say this and nobody would think you were weird. Except, it is pretty weird.
When I pointed out how strange that statement was, the person triumphantly said, "yes, but I saw it on Facebook." I went and got a coffee.
Last week, Nike released its powerful Dream Crazier spot. In a publication that praised the commercial, there was another article that said, yep, you guessed it, traditional advertising is dying because everything is changing.
I began to ask myself a few simple questions.
Where is the work that is replacing this kind of work? Everyb...