D-Smart's New Passion of the Night Ads are Dubiously Lustful
Meghan Young — June 17, 2011 — Naughty
References: dsmart.tr & ibelieveinadv
The New Passion of the Night ad campaign for Turkey's digital television platform, D-Smart, is pretty darn clever. While advertising their erotic channels could prove to be a problem considering that this platform is host to a range of age-friendly programming, it manages to do so without stepping on any toes.
Conceived and executed by Istanbul-based ad agency Leo Burnett, the New Passion of the Night ad campaign centers around Dracula and a werewolf as they take in these lustful channels. From their facial expressions, you wouldn't even know exactly what they were watching until you start to piece the whole thing together, while children would surely just see it as funny.
The New Passion of the Night ad campaign was art directed by Erkan Kaya, illustrated by Magic Group and photographed by Suleyman Kacar with makeup artistry done by Atilla Akan.
Conceived and executed by Istanbul-based ad agency Leo Burnett, the New Passion of the Night ad campaign centers around Dracula and a werewolf as they take in these lustful channels. From their facial expressions, you wouldn't even know exactly what they were watching until you start to piece the whole thing together, while children would surely just see it as funny.
The New Passion of the Night ad campaign was art directed by Erkan Kaya, illustrated by Magic Group and photographed by Suleyman Kacar with makeup artistry done by Atilla Akan.
Trend Themes
1. Provocative Advertising - D-Smart's New Passion of the Night ads show potential for disruptive and attention-grabbing ad campaigns in various industries.
2. Hidden Meanings - The use of subtle and cryptic messaging in advertising like D-Smart's Passion of the Night campaign highlights a trend towards more complicated engagement tactics.
3. Humor in Advertising - The humorous and lighthearted approach taken in D-Smart's Passion of the Night ads point towards a trend of using comedy to engage audiences.
Industry Implications
1. Entertainment - The racy campaigns for digital tv indicate that entertainment companies could benefit from similarly daring messaging that appeals to more mature audiences.
2. Home Decor - The surrealist and macabre elements in D-Smart's Passion of the Night campaign show potential for creative ads in home decor to create a dark, gothic atmosphere that appeals to certain shoppers.
3. Beauty and Cosmetics - The makeup artistry in the New Passion of the Night ad campaign hints at innovative cosmetic techniques that can create unique looks and styles.
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