Commentary
TM Advertising/Janimation/EyeWonder - Superpages.com
- by August 26, 2008
Superpages.com
http://awards.tmastaging.net/2008/OMMA/Superpages/sneeze.html
Finalist Video Appearing in a Banner, Pre-Roll, Interstitial or In-Stream Unit
TM Advertising: Todd Connelley, creative director; Leigh Sander, group creative director; April Steinbach, associate creative director
Tm advertising had to position Superpages as the local search expert, but with a limited budget
and in a short timeframe. Plus, Superpages wanted to increase user interaction with its online ads. tm shot footage for "Sneeze" against a green screen; a live actor sneezes, blowing away the
type that reads, "We know how to survive allergy season around here," and walks away. New type appears: "Find everything you need to know." The ad plays smoothly, with no dropped frames. It
generated 10.3 million impressions and earned a .15 percent click-through rate, beating the campaign's overall .12 percent click-through rate.
