The challenge always is, when dealing with a format... "what is it?" and "what can it be?"
Clearly, the fold of a magazine is a crack, so that's too easy. The wonderbra one is as brilliant as it gets, because it actually "demonstrates" the product.
It's a good idea to try to make use of the fold, but these creatives aren't thinking deeply enough. I guess if the people behind the next Tampax campaign place a little white string in there, we'll know they've gone too far.
I find most all of the choices here very much on target, however I have to vehemently disagree with the choice of Diet Coke Sparkle for your "Worst Soda" ad. Having grown up a skater in the Central Park Circle and having skated in various cities in several countries, I feel like they captured a real sense of what a day of roller skate dancing is all about! Maybe they could have chosen a different music bed (personally I even thought that choice worked!) but this was good!
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Seriously, based on the speed, the action, the "connection," the quality of it all... this smacks of a "lonelygirl15" performance. They got a couple of moments of their Andy Warhol 15, but I have never seen anything in life work this way.
First think, THEN ink.
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