Kanye, China, The Supreme Court, The Trade Desk
Four disparate entities came together in an unexpected way in September. The celebrity, the country, the institution and the tech company; each became the subject of large-space print advertising campaigns, reaching a massive audience from Philadelphia to San Jose. Each of these ads was used to connect with powerful, influential readers within communities across the United States.
West re-released the Adidas YEEZY Boost 350 v2 sneaker in a big way. With front page spadea wraps of the LA Times, Houston Chronicle, New York Post, Philadelphia Inquirer, Miami Herald and others, Kanye reached a mass audience in an original way.
Read More: “Kanye West Takes Out Full-Page Advertisements in 10 Newspapers for 'We Got Love' Adidas Campaign”, Billboard.com, Sept. 2018.
Due to the ongoing trade disputes between their country and the United States, China decided to reach out directly to heartland voters to express their concern. With a whopping 4-page spread in the Des Moines Register, China (more accurately “China Daily, an official publication of the People’s Republic of China”) made their case on soybean tariffs to a captive audience. Few other mediums provide both the trusted platform and the engaged readers to make this type of long-form argument.
Read More: “China Looks to Influence Iowa in Trade War Over Trump Tariffs”, Bloomberg.com, Sept. 2018.
The Supreme Court
On Wednesday, September 26, 2018, 1,600 men published their names in the New York Times in support of Dr. Blasey Ford and honoring Anita Hill. The ad, paid for through a crowdfunding effort engaging over 3,000 donors, places their message within the public record of the country and brings a national spotlight to the issue of the current Supreme Court judge confirmation.
Read More: “1,600 Men Signed an Ad in Today’s NYT Supporting Dr. Blasey Ford and Honoring Anita Hill”, AdWeek.com, Sept. 2018.
The technology company Trade Desk turned to the power of print in a series of ads to share the effectiveness of their platform. Deploying through The New York Times, The Wall Street Journal, and the San Jose Mercury News, Trade Desk’s aim was to reach an audience interested in their digital advertising platform and to build a relationship with those readers.
Read More: “The Trade Desk goes to print with ‘worst’ ads in national newspapers”, MarketingIndustryNews.com, Sept. 2018.