Philips' positioning is about simplicity, so DDB came up with an idea to illustrate that commitment by buying out the 4 minutes of ad time before movies and replacing it with a 15 second spot telling people that they'd just paid to have their movies start on time. Great idea because its all about giving back. Unfortunately Screenvision didn't think so - they wouldn't make the deal happen. Read all about it in this article from today's Ad Age online.
Here's the kicker: Philips and DDB may have actually made out better just from all the press this is getting/will get (the Ad Age article was in reference to an article in the Wall Street Journal). And its way cheaper than having to buy up 4 minutes of pre-movie ad time.
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Tuesday, March 07, 2006
Posted by A. at 3/07/2006 11:21:00 AM