MEDIA-I: Saatchi viral ads help Next shed paparazzi image

<p>TAIPEI: Saatchi & Saatchi Taiwan will launch an online viral </p><p>campaign for Next Magazine in an effort to clean up the paparazzi </p><p>image. </p><p><BR><BR> </p><p>The aggressive roll-out of Next Magazine and its paparazzi image has </p><p>resulted in the title's editors becoming fixtures on talk shows debating </p><p>privacy and journalistic ethics. The campaign features a Flash clip, </p><p>where the magazine's canine mascot chases a doggy 'Generalissimo' who </p><p>has snatched its camera. The duo leapfrog across a landscape of bamboo, </p><p>until finally the pursued turns and tosses out a challenge. "You call </p><p>yourself a paparazzi?" he asks. Then comes a prompt: How should the </p><p>paparazzi retrieve its camera? </p><p><BR><BR> </p><p>What follows is a humorous plug of the paparazzi's virtues. </p><p><BR><BR> </p><p>The campaign is at http://dev.atnext.com/TW/. Yew Peng Soh, director of </p><p>interactive marketing, Saatchi & Saatchi Taiwan, said, "The campaign was </p><p>ready for the magazine's launch but we thought it might be too many </p><p>messages at one time. What we are doing is educating people, telling </p><p>them that there's more to being a paparazzi than zipping around on a </p><p>motorcycle with a camera slung over the shoulder. This, and subsequent </p><p>animations, show him as quick and resourceful, as both hero and </p><p>underdog." </p><p><BR><BR> </p>