Something we always talked about when I was at university studying advertising was how to get clients to agree to run very simple ads. The problem being that clients want to feel like they have got their money’s worth and if you present them with a white page with simple black text on, they are going to think their agency hasn’t put any effort in, regardless of how clever and engaging that text might be.
So this ad, which ran the New York Times this week, seems like a big risk – it’s two completely blank pages, with a small URL at the bottom of one:
The URL is wordsarelife.com which redirects to thebookthief.com - a website promoting a new movie with the same name.
Obviously the blank ad is very relevant to to the film’s plot, where a girl learns to read and steals books from a book-burning in Nazi Germany, but it’s still interesting that this kind of ad was chosen over a ‘normal’ ad, like an image from the movie or snippets of reviews.
I can just see my old lecturers having a field day over this in their lessons :)
You can watch the trailer for The Book Thief here:
Thanks to Adweek for the story.