Lost Post-it

You don't see this too often: an ad referencing a TV show. But this Post-it ad from Chili is clearly playing into the plot of the hit TV show Lost. You see the numbers are about to reach zero in the top left corner, and the Post-it note acts as a reminder for the guy who is supposed to look like Locke, as to which numbers to enter into the computer, so the Island doesn't implode. For you non-Lost junkies out there, you must be so confused. We use to call this kind of advertising borrowed interest, but in today's rapid pace messaging I think this ad is a nice little inside cultural reverence to all those die hard fans. You really only get it if you watch the show. Interesting work by agency Base 1.

via Brief Blog


Anonymous said...

Give me a break!!!
I'm sick and tired of ghost ads!
This is why clients are loosing faith in agencies and taking their money some place else.
THEY KNOW we're wasting their money on this.
It's a shame...

Littlejohn said...

From an ad guy's perspective you're right - it's conceptually weak. Like I said, borrowed interest. But as shallow as it might sound, as a Lost fan, I appreciated being in on the joke. Perhaps the consumer in me took over. But isn't that who they were trying to reach with this. We're talking about a one shot here. It's not like they sunk their budget into a "Lost" campaign. You're probably not a fan of the show and you're probably over reacting. But thanks for getting the conversation going.

Anonymous said...

I'm a big fan too, but I doubt 3M paid for an ad just for us, Lost fans.
Besides, I'm not sure if we would've understood this ad without the previous explanation.
Ghosts are just fishing for compliments.

Freddy said...

Ahhhhhhh, now it makes sense. I got this ad sent to me as well and was totally lost!! (no pun intended) :)

the confused one said...

I love this ad...I think because I am huge Lost fan though

AskACopywriter said...

If you're a fan of the show, you're in on the joke.
And inside jokes can only occur in a relationship. Thanks to one ad, 3M is authencially engaging the massive and passionate community of LOST fans.
You call it Borrowed Interest, I say it's a Connection.

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