The final challenge for cutting edge creativity is the global campaign. Advertising on a global level we are told, cannot hope to speak with a cutting edge voice.
Usually, the argument is that one culture’s creativity cannot be imposed on another. Cutting edge work is far too ‘clever’; it would never be understood outside the more sophisticated Western markets.
Oddly enough, comprehension is not the issue. True cutting edge advertising is all about clarity, simplicity and imagination. Brands which have adopted it have become the new international icons.
As always, resistance to cutting edge work resides in a mix of fear and ...