Earlier this week we pointed out a billboard for the new True Blood series on Prime. And the folks at DraftFCB and Phantom have sent us even more billboard fodder confirming the adult-orientated humour of the campaign. Sally Willis, Prime’s account director at DraftFCB, says the aim was to shake any teenage preconceptions people held about the show, differentiating it instead as a “raunchy, intense and gritty raw drama”. And as these latest examples from the campaign show, there’s more raunchy humour than you could stab a stake at.
“For people who haven’t seen True Blood it could be easy to dismiss it as just another Twilight or Vampire Diaries for teenagers, and we believe that’s what many of them have been doing for four seasons,” she says.
The intention, Willis adds, was to avoid going down the obvious route of stakes and blood because those elements aren’t unique to the show and doing so would have only reinforced the stereotypes held by those in the target market who don’t watch the show.
The campaign has however meshed some traditional vampire folklore elements, like the potent power of garlic, with traditional adult products. Sure, the smell of garlic is ordinarily a bit of a passion killer, but if you plan on living the city high life this weekend, keep your nose out and eyes open for garlic flavoured condoms.
Of course the use of condoms in promotional efforts is nothing new. Hell Pizza created quite the furore when it placed 70,000 branded condoms in people’s letterboxes to promote its Lust brand of pizza in 2006. That particular gimmick saw a complaint against Hell being upheld, but with the True Blood condoms only being placed strategically in bars on Friday and Saturday night, it’s hard to see this smelly effort being controversial.
Elsewhere, there’s also this titillating billboard example…
And, as you stumble home in the wee hours with your garlic condom in hand, these stakes might prove handy to hold on to should you lose balance.
“Everything links back to the same insight about what makes True Blood different than other vampire shows: that it’s vampires for grown ups,” says Willis.
If you’re still not convinced of the campaign’s raunchy nature, this special build billboard ought to clinch it for you.
As well as the billboards and condoms, the campaign is also utilising the mediums of radio, online banners and print.