Crazy Baldheads Exported

Hey, I know. Let’s get consumers to humiliate themselves on our behalf!
According to The New York Times, that’s what Air New Zealand marketing execs were thinking when they commissioned 30 “cranial billboards,” made with henna on newly shaved heads.
air_NEWZEALAND_baldies.jpg
Maybe that’s why it’s called buzz marketing.
For shaving their noggins and displaying the ad copy for two weeks in November, the hairless ones received either a round-trip ticket to New Zealand (worth about $1,200) or $777 in cash (an allusion to the Boeing 777, a model in the airline’s fleet).
I hope these tickets were in first class.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.