The Natural History Museum is going into cinema advertising for the
first time this month as part of a branding drive by its new agency,
Court Burkitt and Company. The ads introduce the endline: ’You can
always spot a kid who’s been.’
The campaign puts an unusual twist on children’s nursery rhymes. One of
the cinema executions has a dinosaur theme, and will be shown with every
screening within the M25 of the Lost World, Steven Spielberg’s sequel to
Jurassic Park. Against the background of a haunting rendition of Humpty
Dumpty, the image of a dinosaur gradually appears on the screen, bit by
bit, accompanied by an array of frightening noises.
Instead of the familiar ending - where no-one can put Humpty together
again - this version of the nursery rhyme finishes with a child’s voice
insisting: ’I bet the scientists at the Natural History Museum would
Other executions, illustrating the educational value of the museum,
include: ’Mary, Mary quite contrary, how does your garden grow?
Photosynthesis of course.’
Julian Calderara, Court Burkitt’s joint managing director, said: ’The
last four years’ advertising for the Natural History Museum concentrated
on reaching the parents. We felt that there would be great benefits if
we could elevate the museum in the minds of kids at the same time.’ The
campaign will be concentrated on children’s films at the cinema and on
tube cards instead of Capital Radio and the Evening Standard where
previous advertising appeared.
The work was written by Mike Court and art directed by Nick Scott, with
direction and sound design by Tomato.
Court Burkitt won the pounds 1 million full-service account, previously
held by Leagas Delaney, three months ago (Campaign, 4 April). WCRS and
Mellors Reay and Partners also pitched for the business.
Janice Batchelor, the Natural History Museum’s marketing manager, said:
’We have a policy of publicising our major exhibitions, be they
permanent or temporary. We also have to compete for share of mind during
the school holidays.’