The boundaries of advertising continue to be pushed, or should I say blurred. These McDonald's ads were embedded into the editorial of a Canadian newspaper by changing the color of the text. Perfect execution by Cossette Atlantic/Canada. Simple, but I'm sure hard to pull off. While this approach succeeds in cutting through the current clutter, and while its novelty might make the consumer "smile" (for now), I have to wonder what kind of backlash we will see when newspapers, magazines, movies, music, video games and all forms of media become just part of another ad. Oh wait, we might have already reached that point.
via AdPunch
McDonald's in the Paper
Written by Littlejohn on Tuesday, January 30, 2007
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Completely unacceptable. Do marketers have no shame? More to the point, do they have no concept of the value of maintaining the integrity of the press, or what shreds of integrity the press has left?
I really don't see how this can be justified by the paper. Maybe they'll tell their readers they're just slightly corrupt.
Yeah, I think it crosses the line when it inhibits the content of the newspaper and makes it harder to read. You may as well play commercials that play in the bottom half of the screen during a show.
Come on guys...
Yeah, it's invasive, but if it's contextually placed, it doesn't seem so bad to me. Why not place this ad (the fries one) in a review of a car, like say a sports car that motors, so as to link up with it's "no time to stop" tagline? I get a "smart smile" out of viewing it and I'm not so off put by its (contextual) pointlessness.
As they are now, yeah, they seem to just be thrown in to whichever section of the paper has the space. I guess half-baked, or fried. Ba Dum Dum!
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