Monster Outdoor Campaign Comes to Life
In this week's MediaPost Out to Launch column, Amy Coor calls our attention to a unique outdoor campaign for Monster that ran in New Orleans. The campaign launched with a teaser board that read "Billboard Painter Wanted" for a week then a real human painter was hired to stand in front of the board handpainting it with the headline changed to "We got this guy a job." Even better, since one human billboard painter can't paint continually 24 hours a day, three other messages will be posted while the painter takes a break: "Went for more paint. Be back soon," "Went to grab some jambalaya" or "Be back bright and early." Fantastic use off the medium.
Other campaigns of note covered in Coor's column include Gillette which launched a TV spot featuring Xzibit, rap artist and host of the MTV show Pimp My Ride; Ann Taylor with a 50th anniversary campaign shot by Annie Leibovitz, a Gap campaign featuring Sarah Jessica Parker, Jada Pinkett Smith, Jessica Alba Lenny Kravitz, New England Patriot Tom Brady, and actors Michael Vartan, Josh Duhamel and Peter Krause with ads appearing in InStyle, Vanity Fair, Vogue, Lucky and W; a new Old Navy television campaign and TCBY which is launching a campaign promoting is yogurt and challenging Americans to lose one million pounds.