Take, for example, the campaign Daniel, his partner Guillermo Caro and their team developed for IBM and its Secure Way Boundary Server. The hand, however, wears a ring bearing a swastika. In another, the hand surfs over a pornographic image. That made the ads very powerful. A concept designed for radio, he says, is often the most difficult to present to a client.
Radio is also most effective when focusing on local issues and themes.
It is the forecast of the future. No Time to Waste. Not surprisingly, the spots were a tremendous success. There, Daniel says, the story becomes all-important. TV also has the most universal appeal, making humor one of your most effective weapons when it comes to developing a campaign that cuts across different cultures.