That campaign has instantly become part of ad history and you will, of course, find it in the upcoming issue (publication in mid-April). As my colleague and felllow judge at the annual Epica Awards, David Griner of Adweek wrote, “There are only two eras in advertising: ads that came out before Burger King’s Moldy Whopper, and ads that came out after Burger King’s Moldy Whopper.” A (mirrored) detail from one of the BK ads was the clear frontrunner for the cover for that reason alone. Our readers, too, were strongly in favor of it after I presented it on our website a few weeks ago. In a Facebook message to me, Cuban-Italian artist Erik Ravelo of Benetton’s “Untouchables” fame even encouraged me to choose the "Moldy Whopper cover", calling it an instance of "art in advertising."
But since then the Coronavirus has swept the globe and – with the grim times we’re currently going through – we decided that we didn’t want to contribute to them further by subscribing to the aesthetics of decay on our front page, however impressive and accomplished they may be. Instead, we opted for something completely new and decidedly more cheerful, which had not even been in the running previously. (In addition to this, one of the options, the agency responsible for that particular campaign informed us, turned out to have been submitted by accident, i.e. without the authorization of the client, and dropped out.)
The more cheerful cover image you'll be seeing on our next issue is taken from a campaign by Wunderman Dubai, for Otrivin brand nose spray. (The pinball machine simile is used to demonstrate how pills go everywhere in our bodies before solving the actual problem; a stuffy nose.) So let’s hope that this surprise cover choice helps a bit to take your mind off the somber stuff presently engulfing us.
Another thing in connection with the Coronavirus and how the ad industry as a whole is coping with it will be subject for a new blog on our website from Monday, for which we have curated statements by creatives from all over the world. It's titled "What Now? Creativiity in the time of the Coronavirus." As of Monday, March 23, you can check out how industry creatives are coping with the unprecedented situation. It will be continued as we get in your responses and – provide your work has been featured in Archive – you're very welcome to add to this "Diary of the Corona crisis". Just tell me how you assess the current situation and its possible effects on advertising. How do you personally deal with this? And enclose a picture of you and/or your current workstation please. Thanks very much!
In the meantime, stay safe and healthy!