Sydney dust storm leads to tactical advertising bonanza

Yesterday’s Sydney red dust storm brought out a crop of tactical print ads this morning.  

Sydney dust newspapersA wraparound in The Daily Telegraph attracted support from several advertisers. They included:

  • Telstra, building on its “Time to call your mum?” positioning with “How do you get red dust out of white pants?”
  • Viva glass and mirror wipes (which also appeared in the Sydney Morning Herald);
  • Bankwest “We see the world in orange. We wanted you to see it that way too.”  (Curiosuly, Bankwest also ran an ad in the SMH, opposite Viva’s, but carried one from an ongoing campaign unrelated to the storm )
  • Vanish: “Great for stains. And dust storms.”

Within the Tele itself, there is also a Windex ad using almost the same concept as the Viva one. And Omo proclaims: ‘A little dirt isn’t the end of the world.” Visa took a full page promoting it as the ideal means of paying at the car wash.

The SMH also featured an orange-tinted ad for the Subaru with the message “Whatever the weather’

Yesterday McCann Sydney organised a live read on Austereo stations Triple M and 2Day FM for Midas car service centres.


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