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.