Showtime has put together a fun new advertising campaign for the upcoming third season of “Dexter”.
Every coverlike ad depicts the actor Michael C. Hall in character as Dexter Morgan, a serial killer who kills other killers. The name of the series replaces the name of each magazine and is printed in the style of the magazine name.
For instance, GQ becomes DQ (Dexter Quarterly), with cover lines like “In cool blood.” The New Yorker becomes New Dexter, with a drawing of Mr. Hall by Edward Sorel, an artist who draws covers for The New Yorker. And Us Weekly becomes Dexter Weekly, with cover lines like “He’s drop-dead gorgeous.”
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The idea was based on a theme used last year to sell Season 2 of the series, “America’s favorite serial killer returns.” That suggested the character is “a celebrity, part of popular culture, a cover boy,” said Len Fogge, executive vice president for creative marketing, research and digital media at Showtime.
The campaign is from the Red Group, an internal creative unit at Showtime, and the Initiative unit of the Interpublic Group of Companies, the Showtime media agency. The budget is estimated at $4.6 million.
The other coverlike ads will appear in Details, Esquire, Interview, Los Angeles, The Los Angeles Times Magazine, The New York Times Magazine, Rolling Stone, Vanity Fair and Wired. Read more.
For instance, GQ becomes DQ (Dexter Quarterly), with cover lines like “In cool blood.” The New Yorker becomes New Dexter, with a drawing of Mr. Hall by Edward Sorel, an artist who draws covers for The New Yorker. And Us Weekly becomes Dexter Weekly, with cover lines like “He’s drop-dead gorgeous.”
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The idea was based on a theme used last year to sell Season 2 of the series, “America’s favorite serial killer returns.” That suggested the character is “a celebrity, part of popular culture, a cover boy,” said Len Fogge, executive vice president for creative marketing, research and digital media at Showtime.
The campaign is from the Red Group, an internal creative unit at Showtime, and the Initiative unit of the Interpublic Group of Companies, the Showtime media agency. The budget is estimated at $4.6 million.
The other coverlike ads will appear in Details, Esquire, Interview, Los Angeles, The Los Angeles Times Magazine, The New York Times Magazine, Rolling Stone, Vanity Fair and Wired. Read more.
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