Steffan Postaer SVP/Executive Creative Director, Leo Burnett
The 60-second commercial will make a comeback. Having reached its nadir with the "Whassup?" campaign, male bonding will become a less prominent means of selling hooch to twentysomethings. My creative wish list: No more questions posing as themes, i.e., "Are you ready?" "Where do you want to go today?" etc. And please, no more using the word soul in advertising copy ever again. If a product could do something for your soul, we would not need to advertise it.