Advertising done right

When done right and based on the right insights, advertising doesn’t bog down the creative concept with marketing artifice. Sometimes it’s about just stepping back and letting your subjects say what they really feel. The 2008 NHS Smokefree Generation was one of the first to get out of the way of its subject’s personal appeals to their parents, but this year’s #PutYourHeartToPaper Valentine’s Day campaign by Hallmark, to me, goes one better in bringing a couple together who’ve been married 56 years, and asking them to describe their feelings for each other without using the word “love”.

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