Splitsville: Couple on elevator doors
They're pictured, bride and groom, in wedding attire
November 23, 2009
But as so often happens in life, unforeseen forces begin to draw them apart. They get separated, quite literally.
This is not your average couple, you see, but a picture of a couple on the doors of an elevator, the man on the right panel, the woman on the left.
As the doors open, man and woman separate and begin moving farther and farther apart until suddenly there’s nothing left of our happy couple. They are gone.
Against the back wall of the elevator we see a sign. It reads: “Sabina Stobrawe, Divorce Lawyer. 2nd floor.”
The message behind the clever visual gimmick becomes clear: When you and your spouse have separated, give Sabina a call.
The stunt, done by the gkk DialogGroup GmbH in Frankfurt, Germany, came about out of necessity. In Germany, law firms are not permitted to advertise in most traditional media or on television.
The agency was looking for a way to advertise its client without breaking the rules.
“Because of the prohibition of public advertising we had to find a way to promote the divorce lawyer inside her own building with the clients of other law domains as the targeted group,” says gkk’s Stefan Magin, who worked on the campaign.
“So our creatives visited the law office and came up with the idea as soon as they stepped into the entrance hall and saw the elevator.”
The cost of the campaign was minimal. The agency paid 150 euro to license the picture of the wedding couple and to bond it to the elevator in the Frankfurt office building where Stobrawe works. The creative stayed up for about a month.
The stunt took place last year, but it was such a unique, funny idea that people are still buzzing about it. On the popular ad blog Adsoftheworld.com, the stunt has generated more than 30 comments since last week. A typical alternative stunt generates fewer than half a dozen.
It works on two levels. First, the idea connects directly to the product being sold. You split up, you need a divorce lawyer. That simplicity ensures that people won’t forget what’s being sold.
Second, it’s genuinely amusing. You can’t help but smile at the door-opening reveal, which got lots of people talking about it in the office building.
“We generated a lot of word-of-mouth advertising for Sabina Stobrawe among the clients of the law firm and other lawyers,” Magin says. “There were some PR requests from all over the world, mainly from Europe but also from Russia and the U.S.”
Alas, it’s unclear whether the couple in the photo really needed Stobrawe’s services. The agency never met them.
“It is a stock picture for an image database,” Magin says.
Study: Racist language on TV the most offensive
NBC late night starts the season on top
New shows hold up well on Thursday night
Notable trends so far this broadcast season
Nielsen: We’re using the PPM to measure television
Podcast mania: Here are the most popular
The cost of cord cutting: Nearly $1 billion
Rachel, he gets the elevator, I get the shaft
It’s coming: Media Life’s new sports newsletter
Weekend TV: ‘Saturday Night Live’ returns
A pair of pickups for ABC: ‘Speechless’ and ‘Survivor’
The future of Viacom? It may be with CBS.
‘Empire’ falls to second-lowest rating in series history
- Kyle Acquistapace becomes president at Supermoon
- Kevin Grady becomes SVP and ECD at FCB Chicago
- Joachim Bader becomes Central Europe CEO at Wunderman
- David Brewer rises to SVP of program strategy at Bravo & Oxygen
- Christian Kurz rises to SVP of consumer insights at Viacom
- Sandra Oh guesting on ABC's 'American Crime'
- Tiffany Hines and Bailey Chase join Fox's '24: Legacy'
- Molly Parker joins Netflix's 'Lost In Space'
- ‘All My Children’ creator Agnes Nixon dies at 93
This week’s broadcast ratings
This week’s cable ratings
This month’s digital traffic data: August 2016
This week’s top-rated movies, songs and books
This week’s daypart ratings
This month’s new media traffic data
Strategic media planner/buyer needed in Charlotte
Wanted: Media buyer in Providence, Rhode Island
Media buyer wanted in Savannah, Georgia
Needed: Digital media planner/buyer in NJ
Media planner/strategist job in Dallas/Fort Worth