Ad Campaign: Universal’s YOUR HIGHNESS Theatrical Release
Concept & Copy by Emma Dickinson
Artwork by Allied Integrated Marketing Staff
YOUR HIGHNESS is a comedy about two princes sent on a quest to save a damsel in distress. The jokes are modern, but the speech is meant to be period accurate. Therefore, in developing the concept for this campaign I chose to continue to farce by wording the copy as if it were coming from a herald announcing the screening event to townspeople. The Boston Globe ad also included a cross-promotion with Royale night club, inviting readers to visit the club in order to receive a pass to the advance screening.
The client adored this concept and commended my unique choice, commenting, “I love the creativity in these ads. Really, really cool. I’d like to pass them around too, to some other agencies and field managers as creative example of some of the cool things we do.” (Patrick McHugh, NBC-Universal)