This SKY Satellite TV ad campaign is a good example of a brilliant idea, with great potential, that has been beaten to death and overused in the same campaign. The ads use children's favorite fairytale characters, such as Little red riding hood and Pinocchio, being scanned with a metal-detector by security guards to communicate that SKY Satellite TV plays, "Only the safest program for your kids."
First off, I think it's a very cool idea, and the look on Pinocchio's face is just priceless. My issue is that the exact same implementation of the idea is used in all three ads, with Princess being the third character. I think it would have been much more interesting if the ads had variations of the general concept besides the metal detector; removing the shoes, frisking the character,... etc.
Maybe this won't be such an issue when people see the ads separately in magazines, and not as a collection.
The campaign is created by 1861United Milano, with art direction by Peppe Cirillo, copy by Vincenzo Celli, and photography by Andrea Melcangi.
Metal Detectors for Fairytale Characters
Pinocchio on SKY Satellite TV
Trend Themes
1. Fairytale Ad Campaigns - Using popular fairytale characters in ad campaigns is a trend that can be expanded upon by implementing variations of the general concept besides a standard scene.
2. Child Safety Protection - Creating a marketing campaign for products that focus on child safety protection using a humorous approach is a trend that can appeal to parents and caregivers.
3. Satellite TV Advertising - Utilizing creative ad campaigns in the satellite TV industry is a trend that has the potential to capture consumer attention and increase brand awareness.
Industry Implications
1. Advertising Industry - The advertising industry can benefit from developing ad campaigns that utilize popular fairy tale characters and humorous approaches to market products.
2. Child Safety Industry - The child safety industry can make use of campaigns that use humor and popular culture to connect with parents and caregivers.
3. Satellite TV Industry - The satellite TV industry can further develop creative ad campaigns that capture consumer attention and promote brand awareness.