Guerrilla Ads

Laurence King/Chronicle Books

Submerged Gotham

Fame Adlabs Cineplex

To promote the 2004 global-warming disaster movie The Day After Tomorrow to Indian audiences more likely to buy tickets for the latest Bollywood extravaganza, Indian ad agency Contract created a dramatic outdoor campaign for the Mumbai theater Fame Adlabs. They planted a billboard in the sea not far from Mumbai, so that it appeared submerged under water. In addition, the firm placed what looked like the tip of the Empire State Building further out to sea. The idea was to mimic the effect of Manhattan being overwhelmed by a giant wave in the movie—albeit off the Indian coast.

More Slide Shows