The Smash Martians. Papa and Nicole. The 118 118 runners. Alexandr Orlov and Gio Compario. These icons of British advertising have something in common. They are examples of what we call a Fluent Device - a recurring property or idea that drives the creative in a long-term campaign and makes it more profitable.

In this episode we discuss:

• What is a fluent device? 
• Examples of fluent devices 
  • The Honey Monster, Meerkats, Geico Gecko, 118 118 Runners and more.
• Why do they work?
• The demise of the fluent device
• How you go about creating a fluent device?
• Can brands get fluent devices wrong