LG is using an unusual magazine ad to promote its 4mm-thin OLED TV that the company touted at CES 2012 — it placed a tagline on the spine of the Nordic electronics magazine Sound & Vision comparing the TV’s thin profile to the magazine itself. It’s a clever idea, but it feels forced: Sound & Vision readers are certainly the target customer for LG’s OLED TV, but most people skip over even full page ads in magazines.
LG uses a magazine spine to advertise its super-thin OLED TV
But unlike most ads, perhaps this one wasn’t meant to attract the eyes of every Sound & Vision reader. OLED technology isn’t mainstream yet and the ad could be hoping to play on OLED’s discoverability — a reader discovers the ad, then they might be inclined to discover OLED. While it might not be the most creative ad, it mimics LG’s technology in both size and elusiveness.
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