L.L.Bean’s Newspaper Ad Can Only Be Read Outdoors

L.L.Bean’s Newspaper Ad Can Only Be Read Outdoors
Advertising

A print advertisement created by L.L. Bean prompted readers to take it outside to see what it said

Zack Palm
  • 25 september 2017

American outdoor clothing retailer L.L.Bean created an advertisement, which appeared in The New York Times, that only allowed readers to view it outside. Indoors, only the words “Just bring this outside” showed up. L.L.Bean made the ad by using photochromic inks, which remain colorless while indoors but start to show up when exposed to ultraviolet light. The text takes a little bit of time to appear, but when it does, it covers the entire page in a special message encouraging the reader to go outside and explore the world.

L.L.Bean posted a video about the ad on its Twitter page, and New York Times subscribers could check it out in the September 22 print issue.

L.L.Bean

American outdoor clothing retailer L.L.Bean created an advertisement, which appeared in The New York Times, that only allowed readers to view it outside. Indoors, only the words “Just bring this outside” showed up. L.L.Bean made the ad by using photochromic inks, which remain colorless while indoors but start to show up when exposed to ultraviolet light. The text takes a little bit of time to appear, but when it does, it covers the entire page in a special message encouraging the reader to go outside and explore the world.

+advertising
+Fashion
+Media & Publishing
+Media & Publishing
+retail
+technology
+The New York Times
+USA

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