Wednesday, August 09, 2006

When Guerrilla Goes Bourgeois

As big brands adopt the street-theater stunts once reserved for startups, it may mean the end of the surprise effect that made them work

Londoners cruising for a parking space one day in 2004 got a surprise when they turned onto Belvedere Road—one spot was taken up by a Volkswagen Polo Twist carved out of ice.
The car, conceived by ad agency DDB London, melted to the ground in about 12 hours, but lives on as a brief case-study in a new book, Guerrilla Advertising. The authors, Gavin Lucas and Michael Dorrian, present the best examples of guerrilla tactics in international campaigns by major brands, nonprofits, and individuals.

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