# Discrete Ad Captures A Campaign Promoting Newspaper Marketing Slip Discrete Ads into World Events By Alexander Lam | Published 2013-07-01 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/newspaper-marketing References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/06/zmg-newspaper-marketing-association-where-ads-get-more-attention/) Promoting [newspaper-based advertising](https://www.trendhunter.com/trends/swiggy-instamart), the ZMG Newspaper Marketing Association launched a [series of ads](https://www.trendhunter.com/trends/nobody-reads-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](https://www.trendhunter.com/trends/accessibility-adapter) 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. ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 38% | Activity: 60% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Disguised Advertising:** Exploring the integration of product ads into world events to capture consumer attention. - **Visual Subversion:** Altering famous photos to include product ads, challenging traditional advertising methods. - **Humorous Marketing:** Using comedy to promote the value and attention gained from newspaper-based advertising. ### Who This Affects Most - **Print Media:** Opportunity to innovate and revitalize the declining print media industry by showcasing the unique value of newspaper advertising. - **Ad Agencies:** Potential for ad agencies to explore creative ways of integrating ads into different platforms, such as world events, to capture consumer attention. - **Product Placement:** Disruptive innovation opportunity to explore unconventional approaches to product placement in visual media, leveraging popular events for increased brand visibility. ## Related on Trend Hunter - [Calmly Dimmed Billboard Campaigns](https://www.trendhunter.com/trends/decaf-billboard.md) - [Playful Creative Design Billboards](https://www.trendhunter.com/trends/3d-billboards.md) - [Retail Advertising Campaigns](https://www.trendhunter.com/trends/ikea-hides-price.md) - [Artful Illusory Ads](https://www.trendhunter.com/trends/illusion-artwork.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Analog-Themed Camera Campaigns](https://www.trendhunter.com/trends/analog-life.md)