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Germans attach tiny advertisements to flies
Since skywriting is no longer acceptable in advertising, German agency Jung von Matt has settled for "flyvertising," attaching tiny ad banners to flies and letting them buzz around a convention center during the Frankfurt book fair. Neat idea, but the obvious flaw is that flies are the most annoying things ever, and may not be something you'd want people associating with your product long-term. (The client here, Eichborn, is a publishing company whose logo is a fly.) Reports from the convention indicate that the flies had some trouble staying aloft and kept landing on people. Gross. The banners were attached with an adhesive that naturally dissolves, so as not to hurt the fly. But this could still be considered flysploitation, and some advocacy groups have been rather touchy about flies lately. Via Adland. —Posted by David Kiefaber
Previously on AdFreak: |
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October 30, 2009 in Europe, Jung von Matt, Kiefaber | Permalink |
Comments
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Doesn't this agency make any real work that's not for award shows?
Posted by: pssst | Nov 2, 2009 7:59:23 AM
Ok. Seriously?! I mean, is there any better way to play into the whole "advertising as irritating intrusion" argument than attaching your ad to flies? Lucky for the attendees at this conference that Eichborn didn't go with a big ol' mosquito for their logo.
Aside from the issue of whether this is humane (and whether that's even a valid question when discussing house flies), there really is a problem with having your product be so directly connected to such an annoying creature.
Yes, Eichborn's logo is a fly. But it's a stylized, spray-paint-stencil-effect fly. Not a buzzing, darting, pain-in-the-ass, real, live fly.
To sum up: epic flyvertising fail.
Posted by: Jonathan | Nov 2, 2009 10:26:39 AM
While there are definate arguments against this tactic-practicality in general nullifies it-it does stand out as being different and inventive. And its ability to grab people's attention alone probably outweighed the annoyance factor. I wouldn't be happy if a fly landed on me, but I would certainly notice the ad attached to it.
Posted by: kuADfan | Nov 2, 2009 3:34:04 PM
I think the strategy is extremely creative. I agree that is somewhat disturbing and disgusting, but think of how many advertisements got your attention by doing rather disturbing? Although as far as brand association goes, are they sure they want to be associated with flies from now on? I'm also curious as to how the flies are landing on their hands. That doesn't happen much in America.
Posted by: Ashley Voran | Nov 3, 2009 7:33:13 AM
This is either one of the most creative or one of the strangest advertising tactics I have ever seen. I understand that the fly is the logo for the company, but would you want to see advertisements on other animals that represent a brand such as the Lacoste alligator or the Bacardi bat? I guess the idea of a fly flying around a book fair attracts a variety of people, until someone becomes annoyed and kills the fly thus killing the advertisement from reaching multiple people.
Posted by: Gina L. | Nov 3, 2009 12:05:52 PM
