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!
