Evian just broke a Guinness Record, as the most viewed online advertisement with 45 million views. Here's the very brief article in Brand Republic, which includes the video and remark by EURO RSCG, the creator of the ad.
According to the man behind the ad, Global Creative Director, Remi Babinet, "The Evian campaign has succeeded in proving that creativity at the same time can be very qualitative and very universal."
Huh?
Not one mention of the impact on sales, not even in some generalized way.
What's the use of being "qualitative", "universal" and "most viewed", if it does not substantially increase sales? Don't get me wrong, I like great creative but I like advertising that pays for itself better.
O.D.O.o.O.D.B.
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