How FRONTLINE made an ad worth talking about

This guest post is from Andy Nulman — President of Just for Laughs and author of “Pow! Right Between the Eyes: Profiting from the Power of Surprise.” See the original post this was adapted from and more like it on his blog.

Two surprise-marketing tactics in one — “Wear virgin contact lenses” and “take things out of context” — come together in the brilliant, kind of creepy, but ultimately effective ad for FRONTLINE Flea & Tick Spray from the Jakarta, Indonesia branch of Saatchi & Saatchi.

This massive floor sticker in a Jakarta mall makes us humans part of the ad itself, and, while interesting from ground level, the perspective takes on a certain power and majesty when seen from levels above. (Major props to Contessa Trujillo for this one.)

Flea & Tick spray ad

This is more than an ad; it’s an interactive “attraction” that sends tourists and locals alike scurrying up escalators and elevators to take pictures, and most importantly, share them. In other words, you scratch my back…

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About Andy Nulman

President of Just For Laughs, world's biggest comedy organization. Former mobile tech entrepreneur. Wild public speaker. Wilder public dresser. Author. Hockey player. Gym rat. Needs a longer bio.

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