Promo - November 2008 - (Page 122)

“PROMOLAND” LAND” Party and Politics Svedka Vodka is sponsoring an art exhibit that pokes fun at politics. Imagine Sarah Palin as Snow White and John McCain as Dopey, one of the Seven Dwarfs of Disney animation fame. If you’re in Los Angeles, no need to imagine it. You can go along to World of Wonder, a storefront art gallery on Hollywood Boulevard, and see it for yourself. Svedka Vodka is the presenting sponsor for “Hollywood, D.C.: Lights! Camera! Action!” a show in which 40 artists display their “twisted” versions (Svedka’s words) of current and historical politicos and celebrities. Slated to run through Nov. 8, the show he opened in late October and held a gala reception that featured election themed Svedka mixed drinks, including the Cosmopolitician and the Swing Voter. The campaign includes an Election Night party at World of Wonder, which is offering the artworks for sale. No word on what the Sarah Palin/Snow White rendering is going for, but judging by voter polls at press time, it could be something numerous constituent collectors might want. Since Super Tuesday, Svedka has been trying to offer voters comic relief in its campaign to put the “party” back in party politics. The futuristic spokesbot Svedka Grl has been stumping in TV spots with slogans such as “Swing Voters Have More Fun,” “Worship the Celebrity of Your Choice” and “Some of My Best Friends Are Bipartisan.” Not shy about courting controversy on the cinematic front, the World of Wonder gallery has chosen to accompany “Svedka presents Hollywood, D.C.” with some purportedly “political” movie selections, including “Party Monster” and “Inside Deep Throat.”—Richard Tedesco crunch time Come Election Day, one candidate will win all the marbles. And come Inauguration Day, he’ll rake in all the chips. A campaign set to launch in late October will place a virtual suggestion box on the Facebook product page for the patriot-themed “Stripes & Blues” chip variety from Terra Chips. Visitors will be able to inscribe on a virtual chip their suggestions for changes that the incoming White House resident should set into motion during his first months in office. Those suggestions will be housed on the site, available for others to read. In January 2009, they will be aggregated and sent to the new office holder when he moves into 1600 Pennsylvania Avenue, along with a case of Terra’s Stripes & Blues, a combo pack of red sweet potato chips, blue potato chips and chips made from red-and-white striped beets. “The product has traditionally been associated with patriotism and July Fourth,” says Darren Gillmor, vice president of business development at agency Story Worldwide, the agency executing the campaign for Terra parent Hain Celestial Group. “They said they wanted to branch out and leverage another time of the year when we display our love of country.” In this year, that time seemed likely to be the space between the election and the installation of our next set of leaders. “Terra Chips’ slogan is ‘Never ordinary,’ and this is going to be an election that is also far from ordinary,” Gillmor says. “No matter who wins, we’re going to end up with a historic result. So we’re inviting Facebook members to become presidential advisers and chip in with their ‘chip-inions.’ ” Visitors to http://apps.facebook.com/presidentialadvisor will be able to write their suggestions (concisely!) on the chip color of their choice. Through the branded Facebook app they can also add their chips to their own profile pages, where they can lead their friends back to the Terra page. It was unclear at press time whether visitors would be able to go back and file a second “chip-inion”—thus, in effect, double dipping. —Brian Quinton 12 2 http://apps.facebook.com/presidentialadvisor

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Promo - November 2008 Contents Editor's Note Pro Awards The Promo 100 The Agency Center Resource Center Index of Advertisers Promoland

Promo - November 2008

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