On My Radar: Thomas Cole

What’s the most creative advertising idea you’ve seen recently?

I thought the BMW iJACK campaign was pretty nifty. Not bad for the cost of some petrol and a smartphone… a 400% increase in test drives. 

What website(s) do you use most regularly?

I use industry websites and LinkedIn mostly, to keep an eye on the industry. Then it’s good old-reliable BBC for all things current. Oh, and thanks to my mates, I also have an unhealthy obsession with Fantasy Football. 

What’s the most recent piece of tech that you’ve bought?

Splashed out on a Sony Bravia XR A80L 65" OLED 4K HDR Smart TV when I moved back to London from Amsterdam. The attendant in Curry’s definitely saw me coming, as I only went in for a toaster and kettle, but it’s a wonderful bit of kit. Not everything is streamed HDR (yet), but you can really notice the difference. It’s also levelled up my PS5. 

What product could you not live without?

Mint Source shower gel. Burns my eyes out and can’t wake up without it.  

What’s the best film you’ve seen over the last year? 

I watched Bringing Out the Dead, which was directed by Scorsese (in 1999). Somehow missed it growing up. Wasn’t half bad for a Nicolas Cage movie! It’s a mishmash of different genres and really fast paced. Strap in !! 

For something more recent, I also enjoyed the Bob Dylan biopic A Complete Unknown, with Timothee Chalamet. Paints a true portrait of the man, the artist, the legend. 

What film do you think everyone should have seen?

Wes Anderson’s The Grand Budapest Hotel... because it’s an institution. 

What’s your preferred social media platform?

Instagram. Although I can feel it slowly sucking the life from me. It’s great for restaurants, recipes, travel and silly comedy sketches. It’s just hard to find the above without being offered gut health supplements and lions mane mushrooms.

What’s your favourite TV show?

Instead of saying The Sopranos, like everyone else, let’s say True Detective (Season 1). Performances, narrative, cinematography... it’s the complete package.   

What’s your favourite podcast?

The Screen Rot is pretty good. Two comics taking the piss out of social media celebs.

What have you been most inspired by recently?

People adopting AI and taking the time to use it and understand recent advances. There was a worry in all industries over it taking over jobs. However, people seem to have embraced and welcomed it as a powerful tool that can help raise the bar creatively, not just to bang out menial content.

If you could only listen to one music artist from now on, who would it be?

Very tough. Love music, and grew up raiding my parents’ vinyl collection as a kid. Let go with the Arctic Monkeys. I’ve grown up with them, and they are great live. Each album’s completely unique and I’ve really enjoyed the journey.  

If there was one thing you could change about the advertising industry, what would it be? 

I’ve noticed that the industry is lacking in off-brand, diverse, audience-challenging creative. Advertising feels more risk averse, product focused, compliant and globally exclusive these days. I’ve worked D2B and fully understand why, however I miss exciting ad breaks! Poretti was great, and the new one for Beats by Dre, featuring Cole Palmer on ice skates. Let’s bring it back and have some laughs.