We Have an Innovation Problem, and It Is Miles and Miles of Indistinguishable Stuff

I learned today that Axe Body Spray for Men is running an ad in Uruguay where readers sending an SMS to their address receive on their phone the missing bits of a picture of a beautiful woman. (Those bits are clothed, BTW.)

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Send SMS to Complete This Ad

This Axe ad from Uruguay is the best mobile "send SMS and get something" implementation I've seen. Send a text message after dark to a phone number listed on the ad, and you'll get the missing fragment of the picture. Good teaser, meaningful payback. Very smart.


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Should You Talk to Your Daughter before Unilever Does ?

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