You gotta love BBDO’s David Lubars trying to reinvent his agency with idea knick knacks that say “we get new media.” His new promotional and advertising efforts for HBO’s show “Big Love,” about a polygamist family in Utah, includes people walking around town with big thought bubbles (cartoon copy) displayed above their heads (coming to NY, Chicago, LA and Phil, Jan 14th) conveying personal secrets. Small audio billboards and sidewalk displays play Big Love characters’ secrets when you plug in your iPod headphones to the provided jacks.
The “secrets” campaign repurposes the idea of the online property post secret, which has been a brilliant internet property for years. “Everyone has something to hide,” the campaign theme, is a nice experiential truism and one people can agree is probably a core value of the show. That said, not that many people know the cast of Big Love and, therefore, will care about their secrets. The thought bubbles are fun but goofy and the media becomes the message, not vice versa.
Big Love is a good show. Everyone has something to hide is a good idea. The new media spin is a little forced.