It started with a Facebook group, which attracted 206,792 Wispa fans.
Then came some wonderfully fresh-looking bus sides, which declared "For the love of Wispa, we need cheerleaders" (or marching bands, etc).
The process was brilliantly stage-managed, and led up to the filming of the TV ad at the beginning of December, in Alexandra Palace, which features grannies, lasers, fireworks and a barbershop quartet.
I'm not going to say what I think of the actual ad, because it's the end of the year and I'm getting sick of how opinionated I am.
But what I wonder is this: have we arrived at a point where the way an ad was made has become more interesting than the ad itself?
Maybe nowadays, in the case of a 'big event' TV ad, the ad itself is just one piece of the engagement plan.
Compare with the life-cycle of a Hollywood movie. The movie truly begins with a tiny newspaper story about a big-name director deciding on his next script. Next, the papers fill up with a discussion of which stars might be in it. Next, gossip from the shoot. Then pre-release merchandising. Then the book of the film (comes out before the film). Then press previews of the film. Then the posters come out. Then media interviews with the stars and director. Then the premiere. THEN THE FILM ACTUALLY COMES OUT IN CINEMAS. Then people review it on iMDB. Then the DVD comes out. Then it runs on TV.
The film itself is just one small part of your 'experience of the film'.
Is our business going the same way? Are we now making ads where the true goal is to get people to watch the 'making-of' the ad, on the website?