Billboards pass DNA TEST | Adweek Billboards pass DNA TEST | Adweek

Billboards pass DNA TEST


The Creative Department in Cincinnati has revealed a nose for controversy with its outdoor ad campaign for DNA-paternity test company Genetic Discovery.
One of the billboards in particular has attracted notoriety: It shows a baby with a Pinocchio-like nose and the headline, "Is his mother a liar?"
The outdoor ad's May launch led to both new business for the shop and angry phone calls for Cincinnati-based Genetic Discovery.
One group of callers--missing the large print--attacked the ad for portraying the infant as a liar, said company communications director Lisa McDaniel.
"Some people are blown away by the fact that we're even advertising," she added.
"We took a humorous approach with this because it would get the job done," said Steve Deiters, creative director at the agency.
The Pinocchio ad--which will continue indefinitely--and another billboard referring to Darth Vader's paternity of Luke Skywalker mark the company's first national advertising campaign.
--Jenn Goddu