'Hijacking' is an advertising term used for ads that use social media trends or unorthodox methods to entice more to take a look at their ads. It is a make-or-break approach for the brand, which is why not many are willing to venture deep into the 'hijacking' culture.
Well, gourmet confectionery brand Tru Chocolate decided to go full out on 'hijacking', and took a shot at each of their major competitors in this brand new print ad. Take a look below:
Tru Chocolate tasked MMB to create this informative print ad that borders between sarcasm and public information, 'Tru', which shows the high sugar content in their competitor's chocolate products and Tru's 0% sugar content in their own.
Coupled with the cheeky slogan, 'ALL OF THE CHOCOLATE, NONE OF THE SUGAR', the print ad is a throwback to the days when print ads are king and brands are braver than they are today.
Funny, light hearted and layered with proper copywriting with the downsides of sugary confectioneries, I really think this ad definitely muse.world worthy!
Creative Agency: MMB
Client's Name: Tru Chocolate
Executive Creative Director: David Register
Associate Creative Director/Art: Ryan Dalton
Associate Creative Director/Copy: Jeff Marois
Want to see more creative content like this? Do check out the winners in the 2020 MUSE Creative Awards today!