If you are thinking of doing a fancy ambient media thing, here are
a couple of top tips: 1) Alert the necessary authorities; 2) Let your
Saatchi and Saatchi learned these two crucial lessons when it tried to
drum up a bit of intrigue around the impending launch of a new Random
House book called, perhaps appropriately, the Final Judgement.
It spray-painted various walls outside select bookshops (having secured
permission, of course) with the message, ’Brett Allen is innocent’ -
Brett Allen being the heroine of the novel.
Then, getting a bit carried away, Saatchis beamed the message into the
sky above London, having got permission from the Civil Aviation
Authority and the Ministry of Defence.
However, because of a CAA filing error, local airports were not notified
and a particular pilot, unaware of the stunt, was singularly distressed
to find his plane flooded with a strange green light. He radioed the
police, who sent a helicopter in search of the source of the beam which,
of course, alighted on Charlotte Street.
Not only that, the beam evidently bounced off another plane and somehow
managed to light up a runway at Heathrow, thereby causing further
distress to a series of 747 pilots.
We’ve also been told that the cleaner of the Bristol branch of Books etc
has been dutifully scrubbing away at the graffiti on the wall outside
her shop on a daily basis. And, yes, a real, live Brett Allen has been
phoning Saatchis complaining about the campaign.
Insiders tells us the agency will be sticking to tried-and-tested press
ads in future.