Monday, July 19th, 2010
31

Ad Obliterates 'New Yorker' Website

HOLY MACKERELI will now never, ever listen to the "mainstream media" (am using that semi-ironically, yes) talk about "the sanctity of editorial" or how "weblogs are destroying church v. state journalism" or "Chinese walls" after Conde Digital put this ad for Smart cars on the New Yorker website. It's an ad that literally covers and then obliterates the entire content of the website. This is something that web-only, newfangled publications like those of Gawker Media would most likely never do, as much as their ad honcho would enjoy it. (I mean, we might do it! For the right price! Inquire within! Heh.) But I'm not sure that the New York Post would even go for it; to see Conde do it is astounding.

31 Comments / Post A Comment

dado (#102)

Dropping monocles is the new jumping the shark.

brianvan (#149)

Remember when Choire flipped out because they changed the background color of Gawker for a day?

I may be remembering this wrong. But the joke is funnier if we just rely on hazy memories of 2008.

It's true! I did! They "intruded" into the editorial space. The ad people still hate me. (Which is reasonable and fine!)

DoctorDisaster (#1,970)

Remember that website you wanted to look at? We took it away! And the whole thing fit in a Smart Car! Cool, huh? Hey, wait! Where are you going?

NicFit (#616)

There is a whole wave of this kind of ad takeover about to hit your favorite websites. They just had a presentation of this stuff at the agency I work for, and everybody is adopting it. A more polite implementation requires the user to click something before obliterating the page, though.

DoctorDisaster (#1,970)

I get that they want mindshare, but this toddler's mentality that "any attention is good attention" is just flat-out wrong. If your share of my mind is dedicated to hating your ads, it is not hard to believe that I will actively avoid buying your product.

So, yeah, two years from now they'll be looking back on this and wondering how they didn't see the consumer backlash coming.

Honest Engine (#1,661)

When I went to the page, you had to roll-over the Smart Car ad on the side to get it obliterate the page. Not as offensive as I thought it would be or as the Smart Car itself, whose very name is patronizing. I wish the people in my neighborhood with them had just bought old Ford Festivas… that would have done more for the environment and less for their self-regard.

garge (#736)

Haha, and it's not like the aesthetic of the smart car isn't visually offensive on its own, when it's busy not obliterating your reads and wasting your time.

deepomega (#1,720)

It looks like a car from the future drawn by an 8 year old. Or a Soviet bureaucrat.

LolCait (#460)

Simon Rich humorettes don't pay for themselves.

NinetyNine (#98)

Wired has been running ads like this for a while. Why would it be surprising to port it to other properties, esp. considering it still seems like the gap between print and online strategy and decision-making there seems to be trapped in 1998?

Matt (#26)

If a hail of Bagel Sticks and a geyser of Coolatta do no spray from this web page within a week's time you are all FOOLS.

shelven (#1,992)

It's sort of the weird overcompensatory corporate web version of a mid-life crisis — like, Well, if we buy this Ferrari no one will notice the combover.

I look forward to the print campaign, where the magazine spontaneously combusts upon opening.

keisertroll (#1,117)

I'd just use my Sports Illustrated football phone to call 911.

roboloki (#1,724)

i think i have whiplash.

City_Dater (#2,500)

Salon.com is a web-only newfangled publication that does this annoying thing all the time. And it's usually an ad for The Economist, like they're reminding you there's something better you could be reading.

katiechasm (#163)

Yeah, I have no idea how 'frantically searching through the ten tabs you have open to close the one that's blaring sound' sells anything.

heroofthebeach (#2,280)

You know, I try to be good about whitelisting sites I like from my AdBlock, but stuff like this really tries my patience.

HiredGoons (#603)

There's a dry and effetely lame cartoon in here somewhere, but damned if I can find it.

It's in the glove compartment.

Abe Sauer (#148)

Really? I find this approach far less objectionable than (since you bring them up) Gawker Media's slow incorporation of sponsored posts that slowly look ore and more like content posts, where the "sponsored post" tag moves to the bottom bar, far right, then the "advertisement" color tag merges colors with the content post color tags, until, without reading carefully, the nearly indistinguishable ad blends right into the editorial content itself. At least there's no doubt with a driver-on-a-closed-track smart car.

DoctorDisaster (#1,970)

Less objectionable, yes. Far less objectionable, no. Both are practices any self-respecting editor would abhor.

Abe Sauer (#148)

Self-respecting? Maybe. Employed? Not a chance.

DoctorDisaster (#1,970)

And this differs from the general population of print journalists how, exactly?

keisertroll (#1,117)

Add a few 90's child stars and we've got ourselves Inception.

hockeymom (#143)

Until that Smart Car is driven by the Old Spice Guy, I'm not impressed.

Do they take requests? I'd like to see Hendrik Hertzberg and Sy Hersh pounding Red Bulls and dousing themselves in Axe Body Spray.

joshc (#442)

Didn't Pitchfork do this with their recent web design? For a while, upon loading the page, some sort of apple music player would appear to blend the whole site into an vertiginous mess.

Patrick M (#404)

Looking forward to the next generation of roll-over ads that first locates your cursor and then puts the ad between it and the pop up for a free umbrella when you subscribe.

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