Andrew Stone: Gospel truths hit the Mark, Matthew, Luke and John

One of Consortium's Godmarks GOD billboards

Campaign: Godmarks - GOD billboards

Agency: Consortium

Creative team:
Billy McQueen, Simon Chesterman and Darryl Parsons

Like a lot of New Zealanders, I get exposed to a lot of messages. Some are from people who want to shout at me (repeatedly) and I have nothing but disdain for them and avoid buying their products.

Some are from the "commodity rule book" folks who believe every car, computer, perfume etc should be promoted in a certain way. I therefore buy them like a commodity. Some messages show an understanding of the benefit that product or service could make to my life. Those messages resonate with "selfish me". Done consistently, creatively and confidently, they have me opening my wallet.

Strangely, a campaign that I really admire from recent times doesn't ask me to buy anything. It just asks me to reflect a little on life. It is the billboard campaign where God talks to me with white type on a black background saying things like "At least we're talking" and "I was just thinking about you".

I am not a religious person, and they haven't converted me to one, but they do get me thinking. They don't make me perfect but they do stop me from being too selfish.

So, why do I like them so much?

* They work! They get me thinking - about life, my role and the human race.

* They're humorous - the right humour (like the right piece of music) is very powerful.

* They have a conversation with me - they don't shout at me or even judge me. They remind me of conversations I used to have with the late branding and marketing expert Howard Russell where he would gently ask some pertinent questions that would set me off on a better path. Howard is no more but I still converse with him.

* They're consistent. From a mile away I know it's him (or her?) keen to chat.

* The medium is right - our cars are often our last sanctuary.

* The messages come from someone who I sense is keen to give, not take.

Last night, driving home with the family, Harrison, 8, and Patrick, 6, started talking about believing in heaven, sending a balloon message up to Grandma Stone. It's an innocent age, but maybe they have something they can teach us?

Perhaps that's why the billboard I like the best is "I miss how you used to talk to me when you were a kid".

* Andrew Stone is chief executive officer of Saatchi & Saatchi.