As brands look to automate customer interactions and even creative processes, writer Nick Asbury and writer/strategist Russell Davies (both humans) discuss some of the implications – in a conversation covering writing, speech, taglines, boat trips and unexpected items in the bagging area.
The new edition of A Smile in the Mind sets out to show the full range and power of wit as a creative tool. Here, co-authors Greg Quinton and Nick Asbury pick out some contrasting examples which suggest that, today, witty thinking is more prevalent in design than ever.
Coca-Cola’s new global tagline ‘Taste the Feeling’ ticks all the boxes of a vacuous, formulaic, 21st-century brand line, writes Nick Asbury. But it’s attached to a smart strategy and looks like being the cornerstone of a great campaign. That should give copywriters a queasy feeling.