It takes a brave person to go head to head with Usain Bolt, but when your agency is called Clark&Kent you might just stand a chance. The ad agency, which preciously guards its secret identity and names its headquarters as ‘a phone booth in New York, has launched an ambush campaign that they hope will capitalise on current enthusiasm for all things Olympic.
The ad was revealed on August 5, the day Usain Bolt, Yohan Blake and Justin Gatlin took gold, silver and bronze in the 100 metres sprint, and bears the tagline ‘it is not about 140 characters, it's about 100 meters’.
Speaking to LBB from the Fortress of Solitude, ‘Kent’ told us: “We love how Nike "Find Greatness" created a masterpiece in ambush history. But - even if we are the smallest ad agency in the world - we wanted to find our greatness as well. Olympics are hot. Athletes on Twitter are hot. So here is our instant guerrilla ad to celebrate the first social Olympics.”
It’s not the first time the upstart agency has caught the attention of the industry with a well-timed piece of self-promotion. Their business cards that transform into a phone booth catapulted them onto the first page of Adweek, resulting in an interview with the Huffington Post.
"In very little time, more than one million people knew there was a new agency in the world called Clark&Kent headquartered in a phone booth in New York, with a nifty business card that folds into a phone booth,” says Kent.
Will their current campaign prove to be faster than a speeding bullet? One thing’s for sure competitors will be stocking up on Kryptonite.