Far be it for us to brood over the bizarre exploits of other
people, but we were bemused to hear of the latest story ’on the
Young & Rubicam has been advertising the new Ericsson GF 788 mobile
phone by picturing it on posters alongside a pocket watch.
The ads were placed on standalone sites in the same shape as the phone
In a bid to make the whole thing more realistic, the agency customised
the sites with plastic aerials and logos.
The wheeze was going well until the Y&R account people noticed there was
a distinct increase in the amount of plastic aerials that were being
ordered by the poster contractors and launched an investigation. It
turns out that they were being unscrewed by kids.
Either kids these days have such dull lives that they want to collect
plastic aerials, or they had noticed the aerials were on the wrong side
- and just wanted to be helpful.