The t-mobile ad is great work, and I am sure that it will prove to be effective too. I hate it though. I would hate to be involved with it, and it turns my stomach. Just not my kind of thing.

Consider a new DFS door drop leaflet campaign which pulls 175% more response than the last. Also great work, but also not my cup of tea.

I want to do clever work that’s based on fresh insights, targeting smart creative people who might then do unpredictable things and make the campaign even better, or take a new turn in direction.

People like me, and I suspect you, who might prefer this latter type of work are very different types of people to those who made the t-mobile ad.

We are in this game for different reasons, and go about business in a very different way.

I think you mentioned it in your “why digital is better” post ages ago.

I also think this is why digital agencies sometimes appear to suffer from think-small syndrome, or inability to win big through-the-line accounts… the kind of people you find in small(ish) digital agencies, want to make interesting slightly nerdy stuff — they don’t want to make big fake flashmobs which sacrifice thier own odd ideas about creative integrity.

Linked to this, these kind of agencies also sometimes don’t have the personality types that clients are used to from trad. agencies, they are a bit too ‘nice’ sometimes.