Andy Nairn, chief strategic officer, Dare
Why I like this
Skittles has been doing great work for a few years now: full of personality, hilariously funny and free of hard-sell. As such, it has already enjoyed huge success online without being self-consciously designed as one of those tedious "virals" that our industry continues to churn out but which consumers steadfastly ignore.
These latest ads ask you to place your finger or thumb on the screen and incorporate said digit into the action. This simple device turns low-budget films into very watchable commercials, proving yet again that a great idea trumps technology-for-the-sake-of-it, every time.
I love the silliness of the scenarios, from the disturbing cat-man with the slurping tongue to the Skittle-faced woman who gets upset when you point at her. A veritable rainbow of the ridiculous, in line with the underlying brand strategy.
Wish I'd thought of
Taking the idea of "digital" advertising literally, by using fingers and thumbs. A lot of the most interesting campaigns these days combine the real world and online, physical and virtual – and this is right up there with the best of them.
This article was first published on Campaign YouTube