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Untapped format No 2: following a pop-up narrative

Untapped format No 2: following a pop-up narrative

Pop-up ads: since the early 1990s, they’ve been the most annoying part of the Internet.

So how do you take the idea of pop-up ads and make it fresh again? Alaskan band ‘Portugal. The Man’ have made them the focus of their latest music video, and the result is exactly what a pop-up ad wishes it could be – incredibly engaging. Starring It’s Always Sunny In Philadelphia’s Glenn Howerton, they’ve created a story that’s clever and, well, pretty dark. It’s a format that has a lot of potential for bands and brands alike.

Making typically irritating moments like these intriguing has been a recent creative theme – from engaging (yes) unskippable ads to jazzing up the Rainbow Wheel of Death – and this is where the annoyance of pop-up ads starts to work in their favour. Easily recognisable, they're a format everyone can relate to with just a hint of nostalgia about them. It's easy to imagine a tongue-in-cheek, viral social media campaign through pop-up ads just like this; where each click could take you to microsite after microsite or content to content, with a narrative throughout - perfect for a new brand with a younger audience. 

 
 
British Army Camo Sticks ‘A guide to how to stand with Pride’

British Army Camo Sticks ‘A guide to how to stand with Pride’

What happens when an app forgets

What happens when an app forgets