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THREE DIFFERENT people have told me that they, or their office, were the force behind the Dove "Real Beauty" campaign. Still, it will need at least another three ownership claimants before it can even begin to compete with BMW Films, which had about seven proud fathers at the last count.
Also doing well in the "I did that" stakes: Sega's "Beta-7," Audi's "Art of the Heist" and Burger King's "Subservient Chicken," all of which have spawned a small business (literally in the first two cases) of execs who say they had a hand in their creation.
Am I exaggerating ? A little, but I've spoken to several ad execs who have been bemused by the number of people attaching themselves to some of these campaigns.
"Maybe it was more straightforward when the creator was also the guy with his name over the door," says Lee Garfinkel, creative chief at DDB New...