P&G Brings Video Ads to Print With Dolce&Gabbana Ad in Marie Claire

The September issues of fashion magazines tend are closely watched because of September's annual fashion frenzy, but at least one October fashion magazine issue is garnering attention. And not for its take on hemlines and the new runway collections, but for one of its ads, which will play a video. In print.

The October issue of Marie Claire UK incorporates a black-and-white commercial for Dolce&Gabbana fragrance, the first UK display advert of its kind. Appearing on pages 34 and 35 in a limited run of a few thousand copies of the issue, a male and female model pose in a coastal scene and when the page is opened, the 45-second spot (directed by Mario Testino) automatically plays. And hopefully won't remind readers of those annoying greeting cards that play music upon opening.

D&G's description of the spot: "In the campaign that launches the Dolce&Gabbana classic fragrances Pour Femme and Pour Homme, Mario Testino sets a scene of fairytale romance, as the backdrop for a tale of love and transgression, like a gem of ancient storytelling. Starring Laetitia Casta and Noah Mills, and set to the strains of 'Città Vuota' by Mina. Shot on location in Sicily in the magnificent baroque village of Erice and the beach of La Riserva Naturale dello Zingaro."

The underlying technology that whisks them from the screen to the page is produced by Americhip, which has been developing multisensory advertising and marketing technologies since 2001.Continue reading...