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175 Ads in a Day?

By: Dwayne W. Waite Jr.

Just recognized by the world-renowned D&AD awards as its most-awarded director, Tony Kaye is venturing out to grab yet another piece in the world record books. For his latest client, Forever Diamonds, Kaye has claimed to have done 175 different advertising spots in one day.

This is not Tony Kaye's first time in breaking world records in advertising. It is reported that Kaye first got into the Guinness Book of World Records in 1996 for an ad he did for Vauxhall Astra, which had 2,000 babies in it.

Kaye is working with the Lean Mean Fighting Machine, a creative agency for the campaign. According to one of the creative directors, the campaign is focusing on the "personas of women" and that each shot has a different actress. 175 different ads, 175 different actresses, and one client.

That's intense.

According to the source, the entire process took from 8:00am to 4:45pm.

All the spots will be released online in the next couple weeks, and the article says that there are future plans to use the spots in other activities for Forever Diamonds. For shooting 175 ads, one would hope.

So many of you may be wondering, as we are, why? What does Kaye have to prove to get into the history books once again? He's a multi-award winning director, and has famous advertisements like the Vauxhall Astra babies, to feature films like American History X. Kaye, your contribution to our culture is noted.

Campaign Live reports that it was his idea. Maybe, like most of us creatives, his thrill is just doing something that hasn't been done (or reportedly done) before. Maybe it is a way to get his name back into the advertising world after being gone for a while since opening his production shop, Above the Sea.

But based on what we've read about Mr. Kaye, he's quite the odd man. Anyway, we'll see how it goes.

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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