Movie-themed Ads Plug Reading24 Jul, 2002 By: Hive News
Ads encourage kids to read.
In the latest literacy ad from the Newspaper Association of America (NAA), the title characters from Dimension Films' Spy Kids 2: The Island of Lost Dreams remind kids that reading the newspaper can help them discover the world and its adventures.
"These ads tying into popular family movies give us a great opportunity to reach out to young people and remind them that newspapers tell the story about the world around them like no other source," said John Kimball, NAA SVP and chief marketing officer. "From the latest movies to real-life spies, adventure can be found every day in newspapers."
The ad depicts the spy kids, Carmen and Juni, reading The Spy Times with the otherworldly landscape of The Island of Lost Dreams in the background. The ad's headline reads "Your first mission starts with the headlines!" The copy continues "As spy kids know, reading the newspaper is the best way to stay on top of what's happening. Life is an adventure, so read the newspaper and discover the world. And one day, you might be on a mission of your own."
The ad is timed to coincide with Dimension's Aug. 7 release of the film directed by Robert Rodriguez.
The Spy Kids 2 ad is part of NAA's ad campaign encouraging youth to read. Previous ads have featured characters from the movies Lilo & Stitch, Ice Age, Beauty and the Beast, Monsters Inc., Shrek, Cats & Dogs, Final Fantasy, Chicken Run, and Stuart Little.
NAA is a nonprofit organization representing the $55 billion newspaper industry and more than 2,000 newspapers in the U.S. and Canada.