Childproof Advertising

In our obsessed-with-being-first culture, it is hard to imagine there are any first-time achievements left.

Public-relations agency Golin/Harris Communications in Los Angeles, however, believes it achieved one last week: the first time real kids have been attached to an outdoor billboard. (shown here) Nintendo of America wanted a dramatic, traffic-stopping way to announce the arrival of the new handheld Game Boy Pocket Color video game players, available in such kid-friendly hues as silver, red, yellow and green, as well as transparent.

So how better to attract attention than by strapping youngsters onto a billboard and letting kids from a local youth arts organization, The Heart Project, paint them those colors?

Organizers said the busy traffic on Sunset Boulevard stopped at 7:30 a.m., when the kid attachment began, and it stopped again at 10 a.m., when the painting commenced. And the little children shall lead them.

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