This SKY Satellite TV ad campaign is a good example of a brilliant idea, with great potential, that has been beaten to death and overused in the same campaign. The ads use children's favorite fairytale characters, such as Little red riding hood and Pinocchio, being scanned with a metal-detector by security guards to communicate that SKY Satellite TV plays, "Only the safest program for your kids."
First off, I think it's a very cool idea, and the look on Pinocchio's face is just priceless. My issue is that the exact same implementation of the idea is used in all three ads, with Princess being the third character. I think it would have been much more interesting if the ads had variations of the general concept besides the metal detector; removing the shoes, frisking the character,... etc.
Maybe this won't be such an issue when people see the ads separately in magazines, and not as a collection.
The campaign is created by 1861United Milano, with art direction by Peppe Cirillo, copy by Vincenzo Celli, and photography by Andrea Melcangi.
Metal Detectors for Fairytale Characters
More Stats +/-
Top 35 Toys Trends in July
Top 45 Computers Trends in July
Neon-Accented Retro Sneakers
Humorous Alien-Inspired Beer Announcements
Expansive Seasonal Treat Collections
Free 2019 Report & eBook
Get the top 100 trends happening right NOW -- plus a FREE copy of our award-winning book.
Our Research Methodology
This article is one of 350,000 experiments. We use crowd filtering, big data and AI to identify insights.
Pinocchio on SKY Satellite TV
- By: mediterraneanJul 22, 2008