Does “Great Creative” Mean “Great Advertising”?

On By Brett

Kevin Nalty of Nalts Consulting posted this spot for Intel over at his blog, and beneath that is my comment, taken verbatim from there:


“Wow… What a fun spot!

Viral or not, I’d happily watch that as an interruption to my regularly scheduled TV programming choices (which are becoming fewer and fewer these days anyway), even at 2 minutes, as posted…

All the little “surprises” as they switched apps along the way — Google Earth to Quicktime, to gaming, to YouTube — kept me engaged throughout, and they framed it out nicely with Intel branding at the start and finish…

The only thing I didn’t *quite* get was what viewers (customers looking for a computer upgrade, i presume?) are supposed to DO after seeing this… Call me old fashioned, but even advertising with dazzling creative like this needs a call to action…”

So, assuming we agree that it’s a pretty cool piece of creative, is it great advertising?  Does it compel the viewer to buy?  Does it need a clear missive to viewers to go DO something?  Call, click, stop by, etc.?  Is that even important?

Love to hear your thoughts…