The popular American science fiction TV series Heroes is going to be shown in New Zealand. In preparation for that event, an ingenious guerrilla campaign has been launched where one of the main characters uses his powers to stop time.
Sixty people were used for this ad who, a la Improv Anywhere, froze in a dramatic standstill for a few minutes as if time had in fact stopped. The campaign involves out-of-home adverts such as the sidewalk stencil ad shown here which reads “Someone can stop time†as well as TV spots.
For those who are not familiar with this TV series, Wikipedia says:Heroes is an American science fiction serial drama television series created by Tim Kring, which premiered on NBC on September 25, 2006. The series tells the stories of ordinary individuals who discover that they have superhuman abilities, and also explores how these people adapt to the changes these abilities bring, and their roles in preventing catastrophes and saving humanity.
The ad was created by Colenso BBDO of New Zealand.
Superhero Stillness
60 People Frozen by Superhero for Sci-fi TV Ad
Trend Themes
1. Guerrilla Advertising - There is a chance to create guerrilla advertising campaigns that break away from traditional methods grounded in the disruption of everyday life and depict an attention-grabbing display of creativity.
2. Experiential Marketing - There is an opportunity to implement creative experiential marketing that engages the target audience with interactive stunts.
3. Viral Campaigns - There is scope to design viral campaigns, building mysterious narratives that tease the involvement of an unidentifiable entity, triggering curiosity and captivating attention.
Industry Implications
1. Entertainment - The entertainment industry can leverage guerrilla advertising to generate buzz and create awareness for upcoming movie or TV series releases.
2. Advertising - The advertising industry can leverage experiential marketing to create unique and memorable experiences that build strong connections between their client's brand and target audience.
3. Design - The design industry can develop creative viral campaigns that ensure clients stand out by uniquely capturing the audiences' imagination and interest.