Squatch gets the attention of Madison Avenue: AdWeek's Ad of the Day
Thursday, June 16, 2016
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| Squatch makes Madison Avenue |
AdWeek's Ad of the Day June16 -- "You don't know Squatch" --Shoreline's new advertising campaign "Surprised by Shoreline" which rolled out a month ago.
From AdWeek:
It turns out Sasquatch, the mythical ape-like creature who's sparked imaginations through the years after sightings in the forests of the Pacific Northwest, is really just a hirsute web developer who lives a quiet life in suburban Seattle.
That's one takeaway from this unusual campaign by ad agency PRR, designed to lure prospective home buyers (mostly millennials) to Shoreline, Wash., a bucolic community of 53,000 on Puget Sound, nine miles from the Emerald City's downtown district.
"We were looking for a way to tell the best-kept-secret story," Dan Eernissee, Shoreline's economic development program manager, tells Adweek. "PRR presented the idea of using the ambassador, Squatch, a friendly Sasquatch, who is on a personal mission" to educate viewers about himself and Shoreline, which he calls home."
The trailer drives viewers to the campaign's website, ending on the line "You Don't Know Squatch."
But the centerpiece of content is a five-minute mockumentary revealing the secrets of Sasquatch, who turns out to be a furry, friendly, misunderstood soul — a hairy hipster grooving on Shoreline's laid-back lifestyle. He's an absolute beast on the basketball court, though.
Read the entire story here
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3 comments:
I'm still waiting to find out who on the City Council is related to the Ad Agency that came up with this stupid illustration and character.
#DiversityFail, Shoreline. Why can't "Squatch' be a woman? Why can't "Squatch" be a non-white person? What can't "Squatch" have a profession in something other than than the tech industry, which is causing working class folks to despise the root cause of the out of control growth? Is there some reason "Squatch" excels at sports? Perhaps "Squatch" was made in the eyes of his beholder? I guess if you're a privileged white person who has been shielded from the outside world in the bubble of collegiate athletics, you'd also be blind to the wrongness of this campaign, but I suspect you think you're above the rest of us, don't you?
Does it work well enough to justify the ridiculous cost of the ad campaign? Mountlake Terrace is selling houses at outrageous prices without any ad campaign at all - see the Curbed article from this week.
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