Give me an ’M’. Give me an ’I’. No, forget it, we’ll be here all
day.
I’m talking about the millennium, of course, the biggest yawn since Moby
Dick stayed up too late. But it’s also a (literally) God-given
opportunity for publishers to devise special promotions.
First out of the blocks is Elle, whose promotions team has been a tad
more creative than most. Premium advertisers were given the chance to
sponsor a letter from the word ’millennium’ in a 20-page fashion
spread.
It starts with ’masterpiece’ - the word used to describe Coca-Cola’s
glass bottle - and ends with Max Factor. Other advertisers include
Renault, Mitsubishi and Calvin Klein. True, the way the letters are
linked to the brands can be a little contrived - but by and large this
is a stylish marriage of advertising and editorial. Elle’s promotions
team can feel free to party like it’s, er, 1999.
