The document describes several creative advertising campaigns: 1. An anti-smoking campaign placed a page in books warning smokers that statistically their story will end 15% sooner if they smoke. 2. A toothpaste brand placed branded pizza boxes with messages reminding people to use the toothpaste so their morning breath doesn't come from dinner. 3. A casino saw visits increase 60% after an eye-catching airport ad campaign. 4. A supermarket imprinted branded messages on people's thighs when they sat on benches and seats to advertise the store. 5. A TV show promoted its return by hiding a file in a cake served to media, leaving a message when the file was removed.

1. More Clever Advertising
Examples

3. Quit: Premature Ending -- An
ambient campaign that
addresses smokers when they
are reading. Iris, London
slipped a specially designed
page into physical books and
Kindle – towards the end of
books, readers come to a page
that reads: THE END. If you
smoke, statistically your story
will end 15% before it should.

4. Colgate Max Night: Pizza Box == To promote the
new Colgate Max Night variant local pizzerias
were supplied with special Colgate-branded boxes
for their dinner deliveries. The inside of the box
was designed to look like the inside of a mouth.
The message reminded people to use Colgate
max night so their dinner breath does not
become their morning breath. (Advertising
Agency: Y&R, Paris, France)

5. Casinò di Venezia: Conveyor Belt == According to the Venetian Casino, the visits increased by
60% since the eye catching ad appeared at the airport. (Advertising Agency: AdmCom, Italy)

8. Superette: Short shorts at Superette ==
DDB Auckland ads were placed on the
virgin thighs that are exposed in this
latest trend, by putting indented plates
across the inner city and fashion
district bus stops, mall seats and park
benches, so that when people sat
down the message was imprinted on
their thighs. This meant that as well as
having branded seats, a veritable army
of free media was created for
Superette, with thousands of imprints
being created and lasting up to an
hour. (Advertising Agency:
DDB, Auckland, New Zealand

17. TV3 / Prison Break: Cake == Media people get all
the free things. So a yummy cake turning up for
them for morning tea wasn’t that unusual. But
when they started to cut slices, they hit
something rather hard. To promote the return of
the popular TV3 show Prison Break, advertising
agency have hidden a file within the cake. Once
the file was removed, they were left with a
simple message “Prison Break returns 19th Nov
TV3″. (Advertising Agency: Colenso
BBDO, Auckland, New Zealand )