We marketing folk spend an inordinate amount of time trying to come up with things that haven't been done before. With good reason, of course, especially considering the ever-increasing array of technology at our disposal.
But there's also continued value in using tools that already exist. Discovering new contexts to those tools or finding new interpretation of existing data, to create meaningful new ideas.
A nice example is the world's first Twitter commercial, by some cohorts in Argentina. It's for Smart Car, so the restrictive size of Twitter's 140 characters makes perfect sense. As the copy says in the spot, "It can go anywhere. Even in 140 characters."
They didn't invent Twitter. They just found a new way to use it.
Buen trabajo, amigos.