John Hunt on original advertising

John Hunt tries to define "advertising", pointing out that advertising must be original but not too original.

To understand the current trends in advertising we need to also take a look at the features of traditional advertising. Traditional advertising was about selling an isolated idea, concept or brand, explains John Hunt, creative founding partner of TBWA/Hunt/Lascaris.

Hunt quotes from the "Holy Book of Advertising" and points out that original ideas are at the basis of advertising and that originality is what held, and still holds, people in wonder and amazement. But original ideas can also be dangerous if its too original because people are "common folk" whose brains are very full already!


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Zambian native John Hunt is the creative founding partner of TBWA\Hunt\Lascaris, widely accepted as one of the leading advertising agencies in the world.