'Prison Break' Helps Sell Toyota in TV Guide

Mary Jane · 10-08-2007, 07:53 AM

NEW YORK (AdAge.com) -- When the new issue of TV Guide reaches newsstands Oct. 4, readers will find a 16-page booklet devoted to Fox's "Prison Break" series inside, including a pair of ad spreads capitalizing on a plot point to sell the Toyota Yaris.

The ads are the latest examples of advertising designed to break out by leveraging one brand to promote another -- and the creative contributions from magazine publishers that once came exclusively from ad agencies.

Elaborate ink
The ads show a man's back and chest, both covered by elaborate tattoos resembling the tattoos worn by "Prison Break" protagonist Michael Scofield. In the show's first two seasons, viewers found out that Scofield's tattoos incorporate hidden prison blueprints; in the ads, the tattoos feature the Yaris and the Toyota logo.

TV Guide produced the booklet after News Corp., which owns Fox and is the largest shareholder in the magazine's parent company, organized a corporate promotional program for the series' third season.

"As part of that, we said why not have something that's contextually connected to the show rather than just Toyota ads," said Pete Haeffner, publisher of TV Guide. "We're helping to enhance the program that's already in place. And we further enhanced it by developing this creative concept to tie into the show and the editorial booklet so that it's all contextually relevant."

The pair of ads were created by TV Guide's in-house marketing team and Toyota's agency, the Torrance, Calif., office of Saatchi & Saatchi. For extra verisimilitude, they hired Tom Berg, who designed the tattoos in "Prison Break," to create the Yaris version.

Source: AdvertisingAge

T-Bag'sGurl · 10-08-2007, 09:57 AM

I want Tv Guide.I wanna see that.

lala78 · 10-10-2007, 06:44 AM

that is an intersting to sell cars, but if it works

Charles22 · 10-10-2007, 04:41 PM

It looks so awesome! I'd love a tattoo like that. Obviously without
the Toyota. :P

coldfire · 10-10-2007, 06:40 PM

Crazy!...Crazy...Crazy!!
all I got to say!!

T-Bag'sGurl · 10-11-2007, 09:32 AM

I finally got the tv guide.

10-08-2007, 07:53 AM	#1
Mary Jane T-Bag's Pocket Holder Join Date: Jan 2007 Location: Bulgaria Posts: 46	'Prison Break' Helps Sell Toyota in TV Guide NEW YORK (AdAge.com) -- When the new issue of TV Guide reaches newsstands Oct. 4, readers will find a 16-page booklet devoted to Fox's "Prison Break" series inside, including a pair of ad spreads capitalizing on a plot point to sell the Toyota Yaris. The ads are the latest examples of advertising designed to break out by leveraging one brand to promote another -- and the creative contributions from magazine publishers that once came exclusively from ad agencies. Elaborate ink The ads show a man's back and chest, both covered by elaborate tattoos resembling the tattoos worn by "Prison Break" protagonist Michael Scofield. In the show's first two seasons, viewers found out that Scofield's tattoos incorporate hidden prison blueprints; in the ads, the tattoos feature the Yaris and the Toyota logo. TV Guide produced the booklet after News Corp., which owns Fox and is the largest shareholder in the magazine's parent company, organized a corporate promotional program for the series' third season. "As part of that, we said why not have something that's contextually connected to the show rather than just Toyota ads," said Pete Haeffner, publisher of TV Guide. "We're helping to enhance the program that's already in place. And we further enhanced it by developing this creative concept to tie into the show and the editorial booklet so that it's all contextually relevant." The pair of ads were created by TV Guide's in-house marketing team and Toyota's agency, the Torrance, Calif., office of Saatchi & Saatchi. For extra verisimilitude, they hired Tom Berg, who designed the tattoos in "Prison Break," to create the Yaris version. Source: AdvertisingAge __________________ "I'll protect you. All you gotta do is take this pocket right here and your life will be all peaches and cream. I walk, you walk with me. I'm gonna keep you real close so no one up in here can hurt you."

10-08-2007, 09:57 AM	#2
T-Bag'sGurl Senior Member Join Date: Sep 2007 Location: With Theodore Bagwell Posts: 671	I want Tv Guide.I wanna see that. __________________

10-10-2007, 06:44 AM	#3
lala78 Senior Member Join Date: Nov 2006 Location: Israel Posts: 1,541	that is an intersting to sell cars, but if it works __________________ made by Joana "I'm the nicest guy in Hollywood, I swear! Anyone who says otherwise is a F---ing Liar!" - WEM III

10-10-2007, 04:41 PM	#4
Charles22 Senior Member Join Date: Aug 2007 Location: England Posts: 6,686	It looks so awesome! I'd love a tattoo like that. Obviously without the Toyota. :P __________________ Icon \| Normal people are so hostile. - Dexter

10-10-2007, 06:40 PM	#5
coldfire Senior Member Join Date: Sep 2007 Location: morocco Posts: 3,617	Crazy!...Crazy...Crazy!! all I got to say!! __________________

10-11-2007, 09:32 AM	#6
T-Bag'sGurl Senior Member Join Date: Sep 2007 Location: With Theodore Bagwell Posts: 671	I finally got the tv guide. __________________

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