MONSTER MASH

A $10 million ad campaign breaks this week for online youth culture resource iFUSE.com via Butler, Shine & Stern.
In three print ads, iFUSE lashes out against the evils of society, including fear, stupidity and outmoded ways of thinking. The tagline is, “Fight the Monster.”
The ads include the iFUSE logo and Web address, but nothing else about the site, which offers visitors a youthful perspective on movies, music and action sports.
The “Monster” itself is only partially visible. One ad shows a silhouette of a reptilian adversary, warily watched by a young couple in a parking garage. Another shows a tail slithering around the corner of a girl’s locker room.
“Teens are so cynical; we wanted to keep it challenging,” said Ryan Ebner, copywriter on the ads at the Sausalito, Calif., agency.
The executions are running in Entertainment Weekly, Vibe, Urb and other youth-targeted print outlets.
Black Market Visual Communications created a separate series of ads that will appear in action sports publications.
–Angela Dawson