VideoEgg

Excellent Creative Execution to Promote "The Orphanage"

By blog_editor on Dec. 19 2007

I was updating my Netflix queue last night, and I usually check out the top movies on RottenTomatoes.com to see movies and docs I might not have heard of (it actually works quite well by the way; I rarely rent a movie I felt was a waste of time.. except The Namesake, but I digress). It was then that I came across the creative for Warner Brother's upcoming release, "The Orphanage." I'd love to see the CTR from current ad campaigns on RottenTomatoes.com right now, because I'd bet The Orphanage campaign is outperforming everything else by a noticeable margin.

I captured some screen shots of it in action. It starts off with a static ad, and then within a few short seconds the lighthouse in the picture begins to cast its beam of light, rotating around to reveal some creepy looking ghosts/kids before going back to static for another 20 seconds or so. We all know how scary ghost kids can be! It was quick, and more importantly, it wasn't intrusive. By the time I saw it, it was over and I actually wanted it to start over again. I was on the site for about 20 minutes and while other ads took advantage of flash animation, none used up extra real estate to grab attention.

If nothing else proves the point, I clicked through, I spent time on the brand site, and I'm going to go see the movie - and I hadn't planned on it before.

Post by Eric Klotz
Director of Creative Development