SBD/Issue 84/Sponsorships, Advertising & Marketing
Horse Of A Different Color: Pony Launches Print Campaign
Published January 21, 2004
Pony Int'l in February will launch a copyless, four-ad print campaign via Goodby, Silverstein & Partners, S.F., that features "a tattoed baby, a toe wrapped in a condom and a foot giving the finger," according to Rebecca Flass of ADWEEK. The campaign, which will run in 120 countries, is the first effort for Pony from Goodby since it won the account in November. Pony VP/Marketing John Lewis said the ads are meant to "stop and make you think and consider the brand in a way you haven't before. It's supposed to provoke some kind of response." Goodby copywriters Fred Raillard and Farid Mokart said the ads introduce an "element of danger," and that the baby with the "Mom" tattoo "represents the notion that Pony has always behaved as a 'young, fresh brand.'" Flass notes Pony, which will spend $5-7M on ads this year, last year ran ads created in-house featuring porn stars such as Jenna Jameson (ADWEEK, 1/19 issue).