If only politicians were this straightforward. The new commercial from IDEA takes forward the theme of ‘social change’. While the ‘school in a mobile phone’ concept and TVC were memorable, I am still not sure how the idea works. While I am waiting, the new TVC says that politicians can listen to the masses through technology and if they don’t they will get booted out. If only.
Seen purely as a brand & advertising idea, this is great. Unusual ideas that bring people together (albeit through a mobile phone) can be milked. I think the idea will have far more credibility if (a) it was interspersed with product ideas that evoke a ‘wow’ reaction and (b) if the company went about implementing a programme and evoking a ‘What an idea!’ reaction from the people.
