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…

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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