The interface between print and online

A lot of the really smart creative work is not in one media, but at the interface of two or more media. For instance the Old Spice adverts featuring Isaiah Mustafa done by Weiden + Kennedy went from TV advertising to Twitter and YouTube. Or the countless QR code campaigns which now seem to be springing up. This Mercedes-Benz print advert has a similar convergence between web video on a smart phone and print advertising.

Although the creative may offend the more politically correct because of its blatant promotion of speed, the creativity and ingenuity is self-evident. I find it fascinating that this trend is being driven by the creative agencies when surely it is a slam dunk for the media commercial teams to sell these interfaces across media properties bill more revenue?