Axis critics lose the plot

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The awarding of top Axis gongs to unreal campaigns is again drawing fire from ad industry critics. The ads most under scrutiny are Colenso/Proximity’s DB Brewtroleum, Colenso’s VW Reduce Speed Dial, and the Grand Axis winner Saatchi’s ASB Clever Kash.

These, say the anonymous critics, were created solely to win creative awards shows – not to sell products or services.

They are probably right – to a degree. Firstly, the critics are overlooking the fact that Axis is a creative ideas competition. Product sales have nothing to do with it – that’s the preserve of the Effies.

Secondly, they overlook the extended profile these campaigns lend to the advertiser. You can bet that BP, VW and ASB are not among the complainers.

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