Ad Nut
Nov 27, 2018

DB Export 'prints' newspaper ads...on radio

The sustainability-focused New Zealand beer brand gives ad formats an entertaining switcheroo — because 'you can't have a beer without a planet'.

DB Export 'prints' newspaper ads...on radio

"In an effort to save paper we've chosen to print this newspaper ad for DB Export beer on radio." 

So begins the script for one of three "full-page radio" ads by Colenso BBDO for DB Exports, nicely getting all the keywords—brand, product, sustainability commitment—into the first sentence while also hooking attention with the intriguing concept. 

Ad Nut is listening. The ad continues—Ad Nut is amused by the narrator's sardonic script. Ad Nut is also impressed that a read-out description of a visual has the surprising effect of making you picture that exact scene as it would be laid out in a newspaper, complete with logo and tagline...oh those smart creative people. 

Ad Nut thinks these might just be some of the cleverest ads of the year... and not just because more radio and less print means saving more trees.

DB Export Beach

DB Export Worksite

DB Export BBQ

CREDITS

Client: DB Export
Agency: Colenso BBDO
Sound: Franklin Rd

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.
 

 

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