Newspapers as a paper medium are doing a big fade, huh? Well, you can't rub the internet all over yourself, now can you? Alaska Airlines, a Seattle Seahawks sponsor since 1976, pulled out all the ink stops on Super Bowl Sunday with a really rah-rah ad in The Seattle Times. As agency WongDoody explains, "The ad consists of two full pages of blue and green newspaper ink that fans are invited to rub onto their bare skin, to show off their creativity and hometown pride. And, yes, it really works." Well, we hope so. It'd be a pity if all the fans got out of this was a nasty newspaper abrasion. And as for showing off their creativity, surely that means rubbing it somewhere besides the chest and face, as seen in the accompanying diagram. At any rate, that's not all there is to this, of course, there has to be a web tie-in, it's about showing off, after all. The ad directs inky fans to www.hawksbluegreen.com
where they can upload photos of their stained selves, and viewers can assess the pics and rate their owners' Seahawks pride. You can bet there's a link to the Alaska Airlines site there, too. See the PDF for a detail of the ad featuring the instructions, where an extra dollop of Alaska Airlines/WongDoody humor comes through, even if it was necessitated by the legal department: "Fans with sensitive skin advised to use Face & Body Paint Kit as decorative placemat or cape."