This billboard welcomed Prince William to Israel with an ad for sunscreen
Super-Pharm's poster plays on royal family's relationship with the 'Sun' newspaper
Jun 27, 2018
Prince William is visiting the Middle East this week, and to welcome him to Israel yesterday, drugstore chain Super-Pharm put up a tactical billboard ad promoting sunscreen.
Agency BBR Saatchi and Saatchi bought up the outdoor space at the entrance to Jerusalem along the Prince's journey route with creative that reads: "Dear Prince William, the British 'Sun' (newspaper) is nothing compared to the Israeli sun. Wear sunscreen."
It's a cheeky dig at the fact that the young royals have a fraught relationship with the British tabloids--and, given the Duke of Cambridge's burgeoning bald patch, it might not be bad advice.