M&C Saatchi uses unusual medium

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LONDON -- M&C Saatchi London seized its one chance in five years on the evening of March 17 to project an ad for The Independent newspaper, declaring "To Let", onto Britain's House of Parliament on the day that the Prime Minister announced a General Election in the country.

The ad, which was projected onto the building from St Thomas' Hospital on the other side of the River Thames, read: "To Let. 5 year lease. For details see The Independent." It covered the main part of the building, excluding the Big Ben tower.

It is part of a campaign to position The Independent as a truly independent paper during the run-up to the election on May 1, "with no party agenda and no string-pulling moguls," says M&C Saatchi. Elections have to take place at least every five years in the U.K..

Georgie Mack, account manager at M&C Saatchi, says that although the Houses of Parliament may have been used for an ad projection before, "it has not been in a way that optimized the occasion like this."

Copyright March 1997, Crain Communications Inc.

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