Promoting newspaper-based advertising, the ZMG Newspaper Marketing Association launched a series of ads that feature world events with camouflaged advertisements. The campaign is composed of a series of famous photos altered to include product ads. Pictures of world leaders were changed to have works of art replaced by representations of products. The visuals are accompanied by a caption that reads "Where ads get more attention."
The ZMG Newspaper Marketing Association worked with ad agency Ogilvy to create the comical ads. With the decline in the popularity of print media, ZMG wanted to bolster sales of ad space by showing how important newspapers still are. The campaign implies that placing your ad in a newspaper elevates your product to be just as important as international news.
Discrete Ad Captures
A Campaign Promoting Newspaper Marketing Slip Discrete Ads into World Events
Trend Themes
1. Disguised Advertising - Exploring the integration of product ads into world events to capture consumer attention.
2. Visual Subversion - Altering famous photos to include product ads, challenging traditional advertising methods.
3. Humorous Marketing - Using comedy to promote the value and attention gained from newspaper-based advertising.
Industry Implications
1. Print Media - Opportunity to innovate and revitalize the declining print media industry by showcasing the unique value of newspaper advertising.
2. Ad Agencies - Potential for ad agencies to explore creative ways of integrating ads into different platforms, such as world events, to capture consumer attention.
3. Product Placement - Disruptive innovation opportunity to explore unconventional approaches to product placement in visual media, leveraging popular events for increased brand visibility.