blending the mix

The BBC reports that UK mobile phone users sent 3.3 billion texts last month.

My question is this: Has anyone really ever heard of a text campaign receiving the same amount of kudos for its creativity as say, [tag]The Simpsons youtube ad[/tag], yet the medium has been around for years longer?

There is either a lack of understanding in the sector or mobile marketing is just too tricky a market to be creative in.

What do you think?

Tags: youtube, sms, text, advertising