This Clever Hefty Campaign 'Trashes' Political Ads

Campaign Uses AdAge Data

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Editor's Pick

Hefty came up with a smart way to get its brand name into the conversation in the last days of the U.S. Election campaign, and help some Americans sick to death with negative messages to breathe a sigh of relief at the same time.

The garbage bag brand organized a media takeover on selected websites, including CNN's homepage, that replaced political banner ads with the message "This political ad has been trashed thanks to Hefty."

The campaign, by Havas Chicago, has also included ad space on Fox News, AOL and the Huffington Post Politics page, and pre-roll ads on YouTube served based on keyword searches or contextual targeting around political issues. The pre-roll campaign, running through Election Day, will geo-target those living in key swing states or a state identified by Advertising Age's campaign data to be where the Trump and Clinton campaigns are spending the most advertising dollars.

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Nov 04, 2016
Havas Chicago
Chief Creative Officer:
Jason Peterson
Group Creative Director:
Ecole Weinstein
Matt Bush
Alexis Carr
Art Director:
Nat Loehr
Co-Head of Production:
Dave Evans
Managing Director:
Lisa Evia
Account Supervisor:
Kristy Hughes
Assistant Account Executive:
Katelin Randall
Production Company:
Studio 6 Chicago
Executive Producer:
Lauren Shawe
Calvin McMurray
VP Account Director:
Shawn Mulroney
Media Supervisor:
Amanda Smidt
Media Planner:
Kamila Kowalczuk
Assistant Media Planner:
Denise Alvarez
Client Approval:
Jason Peterson
Dave Evans
Lauren Shawe
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