Speaking of how Overthinking Can Kill Advertising, I just saw this Kit Kat ad celebrating the epic 11-hour Wimbledon match between John Isner and Nicolas Mahut. It’s a brilliant and simple execution that will hit magazines quickly enough that people will completely understand the message, that is if they know about that Wimbledon match.

That’s probably the one flaw with the quick-twitch advertising trend that’s hitting right now. There’s no way of knowing how many people know about a current event like the Wimbledon match. Still, I like the ballsy move. It’s completely aligned with the brand message of “Take a Break” and as long as you place the media in relevant mags like Sports Illustrated and ESPN, the ad should be a hit.

I love work like this, and all signs point to us seeing more of it. My own agency McCann Erickson responded quickly to their Mad Men reference when they posted a “Welcome, Sterling Cooper” message on their site. And big marketers like Unilever have caught on as well, like when Unilver shot multiple versions of their Dove Men+Care ads for the Super Bowl with Colts and Saints players. Luckily, one of those ended up featuring Super Bowl MVP Drew Brees & so they were able to get that super relevant spot on air right after the Saints won the Lombardi trophy.

Do you think this twitch advertising trend is good for brands?