Dentsu imitates Apple’S “I shoot him iPhone”Advertising campaign with new images of the Webb space telescope

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The new campaign, developed by Dentsu Creative, provides a blown-up view of Webb’s new images in all of their celestial glory while poking a little fun at Apple’s “Shot On iPhone” campaign. Starting this weekend, pedestrians and drivers at strategic points in LA and Washington, DC will be able to look up and see a massive, now-famous image from the Southern Ring Nebula, just above the words: “Shot on Webb Telescope.”

This weekend, the firm will debut a brand-new out-of-home (OOH) advertising campaign for Northrop Grumman in Washington, DC and Los Angeles. The world was given a mind-bending and high-resolution view into an unfathomably wide and psychedelically coloured cosmos this week with the release of the Webb Space Telescope’s first photographs. Northrop Grumman, an aerospace company that collaborated with NASA to build the Webb Telescope, is now capitalising on the opportunity with a fresh OOH campaign.


  • The latest marketing news and insights straight to your inbox.
    Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity. Spending on OOH advertising skyrocketed by more than 40% in the first quarter of 2022 compared to the previous year, according to data from the Out of Home Advertising Association of America (OAAA).

  • Northrup has also released an interactive virtual experience for mobile and desktop that provides a close-up look at the Webb Telescope and its various components — each of which is a historic engineering feat in and of itself — such as its sunshield, which when fully deployed stretches across a distance that’s approximately the same size as a standard tennis court. Interactive kiosks have also been placed inside DC’s Union Station.


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