Man I love surprise in advertising. The voice of the Old Spice guy, the daily Google masthead cartoons, even National Donut Day (which is today, by the way–go get your free fried dough). But sadly, surprise is all too rare. So much of our creative product defaults to the responsible and so lives in the unchallenging but easily ignored land of repeats and retreads. Still, every touchpoint, every medium, every potential interaction with a brand presents an opportunity to delight.
God love the charmers at Segway of Ontario Tours. They didn’t have to—no one else does—but they did. I don’t care if it makes me look like some wanky, futuristic Ichabod Crane, next time I’m up in East-Central Canada, I’m renting one of these from them. They earned it.