This Clever Hefty Campaign 'Trashes' Political Ads
Campaign Uses AdAge Data
Nov 04, 2016
Hefty came up with a smart way to get its brand name into the conversation in the last days of the U.S. Election campaign, and help some Americans sick to death with negative messages to breathe a sigh of relief at the same time.
The garbage bag brand organized a media takeover on selected websites, including CNN's homepage, that replaced political banner ads with the message "This political ad has been trashed thanks to Hefty."
The campaign, by Havas Chicago, has also included ad space on Fox News, AOL and the Huffington Post Politics page, and pre-roll ads on YouTube served based on keyword searches or contextual targeting around political issues. The pre-roll campaign, running through Election Day, will geo-target those living in key swing states or a state identified by Advertising Age's campaign data to be where the Trump and Clinton campaigns are spending the most advertising dollars.