|
|
June 12, 2005 Most advertising agencies speak about going beyond traditional ads. They feign to embrace Tivo, mobile marketing, the Web, sponsored content and guerilla tactics in their effort to break through and connect with influential audiences. Often their work is designed to entertain. They sell their products or services by associating them with something cool. Viral marketing, which draws in consumers to think they are the ones discovering a product rather than being marketed to, is one such technique. In this effort Saatchi & Saatchi, the UK advertising agency, had its clever plans involving graffiti art foiled by real street artists.
Scorn
on Saatchi's Campaign {Times Online}
|
Saatchi
had placed images on buildings (at left) in London's East
End for a new Brazilian spirit, Sagatiba which is a brand
of cahaca. A documentary on BBC2 called "Inside
Saatchi and Saatchi" revealed that the work was really
an advertising campaign, which brought about a backlash.
The images have since been torn down, painted
over or defaced and a lively anti-community has sprung
to life online.