Rudd & Gillard newspaper ads
ALP elects Gillard; Advertisers vote for newspapers! Brands cast their preferences for the best topical advertising medium.
As history was being made in Australia with the swearing in of this country’s first female Prime Minister, advertisers and their agencies were casting their vote for newspapers for providing unique topical advertising opportunities.
Specially created ads for major brands began appearing just hours after Julia Gillard became Prime Minister, with Jetstar the first to fly into print with an ad in the mX afternoon edition, featuring a photo of Kevin Rudd and the headline “Taking a break?”.
Jetstar ads appeared again this morning, alongside ads for a swag of major brands in newspapers around Australia. Advertisers including Nando’s, Kleenex, Yellow Pages, Perisher, IKEA, sportsbet.com.au, Network Ten, Lifebroker and Nurofen, all racing to use the ALP leadership coup to get their brand messages out to newspaper readers and to put their advertising creativity on display.
The Newspaper Works CEO Tony Hale said: “Newspapers are like no other advertising medium when it comes to providing powerful opportunities for advertisers to use major news events to deliver smart and relevant messages.”
Nando’s played the gender card in an ad for its flame-grilled chicken with the headline “Yes Julia, Chicks rule”, while the Kleenex ad for its Viva paper towel brand took perfect advantage of yesterday’s events with the headline “The leader in cleaning up party spills”.
Snow resort Perisher thanked the new PM for “ending the “Mining Tax advertising war!” because “Otherwise we wouldn’t have this page to show you Perisher’s great snow holiday deals”.
There was sympathy and advice for Kevin Rudd too. IKEA offered the former PM a “Cabinet that won’t let you down”, Yellow Pages simply asked “Moving house?”, while Lifebroker showed the former PM under the headline “Income protection?”.
Nurofen predicted a few headaches for Julia Gillard with its headline “Support for our new Prime Minister”.
Hale said that major advertisers clearly recognise that Australians turn to newspapers for the authoritative news and analysis of major events, and the elevation of Julia Gillard as Prime Minister was a perfect example.
“Because of the unique side-by-side quality of editorial and advertising in newspapers, advertisers are able to leverage news content with clever and effective topical advertising that resonates powerfully with readers,” Hale said.
Check out the ads below, or download the files to see how they appeared in newspapers.
