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