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

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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.[more]

“It’s all about engaging customers, influencing purchasing decisions, and elevating brand recall by making emotional connections on a sensory level between the brand and the customer. We started the movement and gave it a name: Multisensorizing,” explains Americhip’s website.

Americhip’s Video-in-Print technology, introduced in 2009, offers paper-thin, full motion, high quality video content in print and can hold up to 45-minutes of crystal-clear video with clear sound quality according to its video.

The screen is based on TFT LCD, thin-film transistor liquid crystal display technology used in laptop computers and other products. CBS caused a stir in 2009 promoting its fall season by shipping tiny video clip displays along with issues of Time Inc.’s Entertainment Weekly to retailers. 

Americhip used 2.4 inch diagonals, the same size used in many cellphones, iPods and other devices combined with an audio-visual processor, dynamic random-access memory and flash memory for storing digital content.

The unique design challenge was how to create compact plastic packaging strong enough to withstand “potential abuse by readers and the postal service as well as machines that bind inserts in magazines.” Add to that, while magazines bend, LCD glass screen displays shouldn’t. “We had to model how the module would fare through binding with no protection,” Mike Ronk, Americhip’s vice president of technical services, observed to the Wall Street Journal. “We had a lot of broken glass.” 

The Dolce & Gabbana Marie Claire ad issue, paid for by Procter & Gamble, licensed by D&G to produce the fragrance, required some adjustments. “It is made out of harder material, and heavier stock and we are delighted with it,” commented Marie Claire’s publishing director Justine Southall to The Guardian. “It is a bit like getting the golden ticket in the Wonka bar.” 

As for future iterations, Southall added, “this is massive and it’s a huge change. It is expensive but the cost will come down in time and it will become a more accessible part of what we do.”

In addition to extending its Italian family campaign, for Dolce&Gabbana this continues the brand’s desire to blur the lines between its print and video advertising campaigns, creating short films that extend on print campaigns such as this video featuring Italian actress Monica Bellucci from earlier this year:

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