The Cape Argus Ad Campaign Shows How the Story Changes Within Hours

By: Jonathon Brown - Published: Feb 1, 2013 • References: & ibelieveinadv
This ad campaign from Cape Argus demonstrated the changing nature of news stories. Cape Argus is a South African newspaper that’s been around since 1857. Its daily readership as of 2009 was 359, 000, with a circulation of 60, 552.

The angle of this Cape Argus ad campaign is to demonstrate how news can change within just a few hours of a story breaking. To achieve this, the company simply created split-screen photos that conveyed a changing story in two simple photos.

The most obvious example of this is a split-screen ad featuring Kim Jong Il on the left and his song Kim Jong-un on the right. This ad is alluding to the change in power in China after Kim Jong Il’s recent death. Stats for World-Changing Newspaper Ads Trending: Older & Mild
Research: 1,814 clicks in 172 w
Interest: 2.6 minutes
Concept: Cape Argus
Related: 56 examples / 43 photos
Segment: Neutral, 18-55+
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