Saturday, February 21, 2009

Phil Knight talks about the Coraline ad campaign

Phil Knight talked about Laika and Coraline with Advertising Age. He had some interesting comments about the ad campaign:
The original agreement was that Focus would do the advertising, but in some of the early meetings, it was clear that we had a difference of opinion on the advertising -- "target audience" being one. They were used to doing "data" advertising: They wanted to push this more as a kiddie film, because that's what the data told them. And Nike and Wieden & Kennedy together had grown up with what I call "emotional essence advertising" -- the essence of the product is its emotional core, and you push that. It was two very different approaches, and it kind of became clear in some of those early meetings that we had a very strong difference of opinion. And to Focus' credit, they said, "OK, why don't you guys try it? There's no use in fighting this thing. Let's negotiate a different way to market this thing."
I don't believe there's any mention of what the ad campaign will be like overseas.

*Buy Coraline toys at eBay and Amazon.

1 comment:

  1. if i tell you over seas was absolutly awful. In the uk there was absolulty none. No keys. No dunks. No pumpkins no posters. no adverts not even billboreds and this was so badly advertised in the uk it is unbelivilbe for such a big scale film as this i think they blew the budget on america..
    Jamie Rumson