News & Opinion

Print ads inspired by “alternative facts,” movies

Print ads inspired by “alternative facts,” movies

From Inma

We’re only one month in to 2017, but there have been some interesting and refreshingly different ads gracing the pages of newspapers in the past weeks.

Take Dove’s #RealFacts creative, which recently appeared in The Guardian and The Times. The ad ran as the furore over reality-twisting half-truths rumbled on, stoked by Kellyanne Conway’s reference to “alternative facts” when discussing Donald Trump’s inauguration crowds.

Quick off the mark, Dove capitalised on the opportunity for a topical ad.

On one page, the ad listed a range of alternative facts — from “New Dove antiperspirant increases your IQ by 40 points” to “New Dove antiperspirant will locate that lost sock from two years ago.” Another stated one #RealFact: “New Dove antiperspirant cares for your underarm skin like never before.”

It’s a witty example of how print ads can be used to make a relevant, poignant statement.

Yorkshire Tea called on reader participation with its latest press creative. Generating awareness of its tree-growing project, the ad asked readers to colour in the featured Gruffalo scene and tweet a picture with #yorkshiretree to spread word of the initiative, landing a serious message in an inventive way.

Read more here

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