Heater Takes Direct Hit to Print

BOSTON-Heater Advertising’s first work for Direct Hit Technologies seeks to position the company as an attractive partner for search engines looking to expand their capabilities.
Print ads running exclusively in The Industry Standard through the summer feature stylized black-and-white photography and actual Direct Hit search results.
One execution shows a mountain climber apparently hanging on for dear life, and the top 10 results generated by a search using the keyword “prayers.” Another ad showing a search for “perfume fragrances” uses a close-up of a woman’s earlobe and neck.