In Donovan Group's first work for sporting goods supplier Brine, the client isn't the only one plugging itself. In a "blink-and-you-might-miss-it" move, the Northborough, Mass., agency's name appears in the right-hand corner of a print ad for Brine's X-Factor lacrosse gloves, on a can of creamed corn.
What does creamed corn have to do with lacrosse? It's part of a collage that describes what an "unstoppable" high school lacrosse player's ego turns into when he becomes "just one of 40 guys with a nasty one-handed wrap check" in college.
The goal of the campaign, said Donovan creative director Jay Nelson, is to "take Brine's heritage and standing" among college players and coaches and bring it to a level that would appeal to 14- to 15-year-olds. The agency also wanted to "do something that was very visually different" to stand out from the product shots and "guy in a field" images, he added.