A series of new ads for The Hartford Courant get inside readers’ heads to illustrate the paper’s expanded coverage—despite a recent decrease in the size of its actual pages.
The “Make Room” multifaceted campaign urges readers to delete unnecessary clutter in their minds to make room for the expanded content in the redesigned Courant, which recently narrowed its pages to save on paper costs.
Several print executions feature “before” and “after” depictions of a human brain under the Courant’s influence. The “before” brains are occupied by trivial thoughts such as superheroes’ secret identities, the Electric Slide dance craze and the words to TV show theme songs. “After” thoughts turn to local restaurant reviews, in-depth stories on prominent citizens and details on local and national sports teams—all staples of the expanded Courant.
The ads are running in the paper, which has a daily circulation of about 200,000.
Mintz & Hoke also created a similarly themed 30-second TV spot running on local network affiliates and outdoor ads appearing in the Hartford and New Haven areas.
The Avon, Conn., agency added the assignment in recent weeks; previously, the paper’s ads were crafted by Cashman & Katz.
-
courant events
