# Sponge Student Ads The Cambridge University Press Super Minds Campaign is Cleverly Literal By Meghan Young | Published 2014-03-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/cambridge-university-press-super-minds References: [adeevee](http://www.adeevee.com/2014/03/cambridge-university-press-sponges-print/) & [tbwa](http://www.tbwa.com) The old saying that [children are like sponges](https://www.trendhunter.com/trends/childrens-holiday-campaign) is interpreted quite literally in the Cambridge University Press Super Minds ad campaign. It depicts young learners as individual sponges sitting attentively in classroom settings. Complete with pigtails, baseball caps, bows and eyeglasses, they represent the idea that "[the earlier they start, the better](https://www.trendhunter.com/trends/everything-starts-with-reading)," as stated by the tag line. The Cambridge University Press Super Minds ad campaign was conceived and executed by the ad agency branch [TBWA](https://www.trendhunter.com/trends/balloon-product-test) based in Madrid, Spain. Art directed by Nuria Madrid with creative direction by Roger Cano and Ramon Sala, the creative imagery was digitally illustrated by artist Nuria Madrid. On each of the sponge student's desk is a Super Minds textbook, driving home the message that preparing a child as soon as possible is always a good idea. ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 60% | Activity: 85% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Literal Imagery in Advertising:** Opportunity for advertisers to use unique and literal imagery to convey their message. - **Education for Young Students:** Opportunity for businesses to provide educational materials and resources targeted towards young students. - **Creative Branding:** Opportunity for companies to create clever and original branding strategies that stand out from their competitors. ### Who This Affects Most - **Advertising:** Opportunity for ad agencies to use creative and unique imagery to promote their clients' products or services. - **Education:** Opportunity for educational publishers to create materials that cater to young learners in playful and engaging ways. - **Design:** Opportunity for illustrators and designers to create visually striking campaigns that effectively communicate a message or story. ## Related on Trend Hunter - [Kid-Powered Imagination Campaigns](https://www.trendhunter.com/trends/ai-vs-ki.md) - [Personalized Present Campaigns](https://www.trendhunter.com/trends/wonderbly-everyones-got-favourites.md) - [Social Media-Like Study Apps](https://www.trendhunter.com/trends/social-medialike-study-apps-sharpen-aims-to-be-just-as-engaging-and-conveni.md) - [Creativity Time Capsules](https://www.trendhunter.com/trends/campaign-for-creativity.md) - [Europe-Focused Global Leader Campaigns](https://www.trendhunter.com/trends/step-into-the-map.md) - [Playful Language App Campaigns](https://www.trendhunter.com/trends/duolingo-4.md) - [Vibrant Cafeteria-Inspired Campaigns](https://www.trendhunter.com/trends/the-lunchables-effect.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md)