’In case you hadn’t noticed, the Queen Mother had something of a
birthday bash last week. It was the kind of feel-good event that most
advertisers fall over themselves to be part of.
’Hats off then to Pentax which helped itself to a size-able chunk with
this cheeky little strip ad, created by Publicis and Optimedia.
’Sitting at the foot of the back page in The Express’s Queen Mother
picture tribute, it commandeered the accompanying shot of the Queen
Mother sitting in her garden on her 95th birthday by Norman Parkinson
and gave Pentax a whole page, top photographer ad for the cost of a
strip. These small spaces may not be everyone’s cup of tea, but with the
right ad in the right place at the right time, tactical small space can
blow you away with the best of them.’
Media planning and buying Kylie Shelley, Optimedia
Brief Build awareness of the Pentax Efina T, by using tactical
advertising which then associates Pentax with strong photographic
visuals taken by the media to illustrate key events.