Morning Update: ITV devotes ad break to promoting The Lego Movie; Newspapers scented with baby powder
This is our Morning Update, rounding up international media and marketing news from while you were sleeping.
AdWeek: Entire Ad Break Is Made of Lego in Delightful Stunt for Toy Company’s Movie
“Here’s a fantastic ad stunt orchestrated by media agency PHD on Britain’s ITV. On Sunday night, the TV broadcaster devoted a whole commercial break during an episode of Dancing on Ice to airing remade versions, done entirely in Lego, of four well-known British ads—to promote The Lego Movie.”
Mumbrella Asia: Johnson & Johnson scents Indian newspapers with smell of baby powder
“Media agency OMD is behind a media stunt for Johnson & Johnson in India – newspapers that smell of baby powder.
Broadsheets such as The Times of India and The Hindu have been infused with the smell of J&J’s baby powder with a half page ad on the front cover to explain the ‘power of gentle’ idea.”
Mashable: Audi’s Sochi Ad Is Great. Too Bad It’s Probably Fake.
“File this under “great fake ads.”
The image, below, jumped to the top of Reddit on Monday. The purported Audi ad goofs on the Olympic rings fail during the opening ceremony in Sochi and Audi’s four-ring logo. The result? A bit of real-time marketing that would have been a brilliant move on Audi’s part. Instead, it’s a clever bit of real-time marketing by a fan on Audi’s behalf, which an Audi representative says is the most likely scenario. “This is not an official ad […] it is most likely from an Audi fan,” the rep said.”
AdAge: JC Penney Promotes New Tagline During Olympics Opening Ceremony
“J.C. Penney’s latest effort to attract lapsed customers includes a new tagline, “when it fits, you feel it.”
The tagline has so far appeared in two ads — a Valentine’s Day-themed spot, as well as “Rise,” which aired during the Opening Ceremonies for the Sochi 2014 Winter Olympics. The tagline is also gaining exposure through the retailer’s sponsorship of NBC’s Olympic broadcast. J.C. Penney is a first-time sponsor of the broadcast. It is also supporting Team USA and skier Ted Ligety — it posted a video,#GoLigety on YouTube. And when shoppers round up their purchase to the nearest dollar, proceeds go to the U.S. Olympic Committee.”
AdWeek: You’ll Dig These Scratch-Off Bus Shelter Ads for ‘Art as Archaeology’ Museum Show
“The Museum of Contemporary Art in Chicago has employed scratch-off advertising on bus shelters around the city to hype its newest exhibition, The Way of the Shovel: Art as Archaeology. The ads were printed on backlit, clear plastic. Scratching off the opaque topcoat reveals cool artwork underneath.”
Mashable: Brands Will Need Those War Rooms They Set Up in Sochi
“Global sponsors of the Winter Olympics are devoting major manpower to their social media campaigns, monitoring the games around the clock and mining the sports events for constant fodder for Vine, Instagram, Twitter and Facebook.
But sponsors such as Visa and McDonald’s also may consider logging time to answer their critics, who have hijacked the sponsors’ Olympics-themed Twitter hashtags to protest Russia’s anti-gay crackdown.”
AdWeek: How to Make Paris Even More Beautiful? Replace the Ads With Classical Paintings
“Classical paintings replace advertisements on Paris billboards in “OMG, Who Stole My Ads?”—a series of provocative photographs by French artist Etienne Lavie.
The project recalls last summer’s “Art Everywhere” program in England, led by Innocent Drinks co-founder Richard Reed, which saw reproductions of 57 popular works replace ads on 22,000 out-of-home ad sites, including billboards, bus shelters, tube stations and office buildings. Lavie’s initiative operates on a smaller scale, and since it lacks establishment support, can perhaps be more readily parsed as an artistic statement rather than a corporate project that just happens to involve paintings and ads.”
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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