Volvo let a four year old do donuts with an 18 tonne truck

They could have asked us.

Dave Trott

Most read: Dave Trott

Mr Trott tops the most read charts with this week's column, and he's commenting on something he's heard from another event he attended.

Our advice is, if you see Trott in the audience, watch what you say. 

As always, attempting to summarize Trott is foolhardy, but here's an interesting excerpt that doesn't completely give the game away.

Stephen King was the man who invented planning.

He invented it to provide exactly the strategic thinking that no-one else in advertising could provide.

He wanted planners to be about the big picture, to distance themselves from the detail.

He had one main warning for future planners: "Don’t become mere ad-fiddlers."

He knew it was tempting for them to offer an opinion on the execution: the script, the editing, the casting, the actors’ facial expressions, the soundtrack, the props, the dialogue, the typeface.

But he warned that this was execution and would detract attention away from the strategy, away from the idea.



Pitch news: Lidl seeks agency for social media account

Lidl is on the hunt for an agency to handle its social media activity, Campaign's Gurjit Degun reports. The review is being run by AAR. The incumbent is Cubaka.

In other pitch news, Heathrow kicks off an ad review, Spotify is reviewing its media business, and the Government is to host regional events as part of its creative roster review.


Latest ads: Volvo Trucks new Live Test video

The series that brought us "epic split" with the Muscles from Brussels has returned with "look who's driving."

Well, we've looked and it's a four-year-old girl absolutely monstering an 18-tonne truck around a closed course. Okay, she's using a remote control – key detail there – but the idea is wonderfully executed.

Kid knows how to do donuts. Respect.

The Lad Bible app in space

Apps: EA Sports sponsors launch of The Lad Bible app

EA Sports, the sports video games company, has partnered with The Lad Bible as the publisher launched its first app yesterday, Campaign's Gurjit Degun writes.

In a deal brokered by Havas Media, EA Sports is also putting forward some prizes for TheLADvent Calendar competition around the Fifa 16 football game in the run up to Christmas.

The app was the top app in Apple’s app store today, as well as the top news app. A version for Android will be available later this month.

Nike logo

Infographic: Brand slogans

StratX have put together the infograph below, called Brand Slogans and the Stories Behind Them. If we're honest, many of the entries are more accurately summarized as "descriptions of brand slogans", but there are a couple of origin stories that are new to us. They are:

Nike's "Just Do It": Apparently inspired by the last words of a murderer awaiting execution by a firing squad.

Canada Dry, "Drink Canada Dry": The infograph reads, "this slogan also refers back to the 1920s where [sic] alcohol was prohibited in Canada. With it becoming a 'dry' country, many people started brewing their own booze at home, and Canada Dry became a popular mixer."

Adidas, "Impossible is Nothing": A Muhammed Ali quote, it says here.

Brand slogans infographic


Compiled by Jonathan Shannon

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