News and Press

AdRants: Got A Fat Ass? Derrie-Air Wants your Booty

06/08/2008

In one of the more interesting methods of attempting to illustrate the waning worth of newspaper advertising, a Quaker City Mercantile-created fake ad campaign for the Philadelphia Inquirer features the fictitious airline Derrie-Air which, in an effort to be carbon neutral (fuckin' buzzwords), promises to plant trees to offset the pounds of carbon its planes spew into the atmosphere.

While it purports to be for a good cause, it's also tossing aside political correctness and charging passengers by the pound. Not a bad thing. after all, who really wants a 350 pound person - and all their bulging fat - spilling over into your seat?

The campaign points to the Derrie-Air website which, at the bottom, contains the disclaimer, "The Derrie-Air campaign is a fictitious advertising campaign created by Philadelphia Media Holdings to test the results of advertising in our print and online products and to stimulate discussion on a timely environmental topic of interest to all citizens."
Philadelphia Media Holdings promises to track the campiagn and traffic to the Derrie-Air website to prove that,. yes, newspaper advertising still works. We shall see.

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Derrie-Air on How Magazine

06/08/2008

Flying By The Pound

Philadelphia-based ad agency Quaker City Mercantile (formerly known as Gyro Worldwide) Worlwide caused a stir in the city with a phony campaign designed to prove that newspaper advertising still works. They attraced a lot of media attention for a fabricated airline, Derrie-Air, that charges by the pound. "Pack less. Weigh less. Pay less."

This highly provocative service was designed to attract attention, interest and probably some outrage on a press and consumer level, which it did. Derrie-Air attracted immediate attention and received immediate coverage on the websites of MSNBC, Newsweek, Business Week, USA Today and over 100 other news sites, as well as numerous mentions on TV and Radio.

The phony campaign featured 36 different spoof ads that ran throughout the Philadelphia Inquirer and Daily News, as well as on their website philly.com, on Friday, June 6th. The ads featured cartoon-ey drawings of a super model, ex-football player and computer geek with slogans like " Nice Tail" and "Weigh More Pay More". All of the ads directed interested consumers to the website, http://www.flyderrie-air.com.

Update: Apparently the fake ads are causing a bit of a stir in the journalism world."

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ReportonBusiness.com Features Derrie-Air

06/07/2008

Phila. newspapers run ads about fake airline Derrie-Air
By DEBORAH YAO
The Associated Press

PHILADELPHIA (AP) - Derrie-Air has been exposed. Readers of The Philadelphia Inquirer and Philadelphia Daily News opened their papers Friday to see ads for a new airline called Derrie-Air, which purportedly charges passengers by the pound.

But the new carrier will never get off the ground. It's a one-day advertising campaign about a fake airline by Philadelphia Media Holdings, the papers' owner, and Quaker City Mercantile (formerly known as Gyro Worldwide) ad agency.

In light blue banners throughout the papers - as well as on their Web site, Philly.com - Derrie-Air cheerily trumpets its policy: The more you weigh, the more you pay. The ads direct readers to the Web site http://www.flyderrie-air.com .

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Daily Gleaner Features Derrie-Air

06/07/2008

Phila. newspapers run ads about fake airline Derrie-Air
By DEBORAH YAO
The Associated Press

PHILADELPHIA (AP) - Derrie-Air has been exposed. Readers of The Philadelphia Inquirer and Philadelphia Daily News opened their papers Friday to see ads for a new airline called Derrie-Air, which purportedly charges passengers by the pound.

But the new carrier will never get off the ground. It's a one-day advertising campaign about a fake airline by Philadelphia Media Holdings, the papers' owner, and Quaker City Mercantile (formerly known as Gyro Worldwide) ad agency.

In light blue banners throughout the papers - as well as on their Web site, Philly.com - Derrie-Air cheerily trumpets its policy: The more you weigh, the more you pay. The ads direct readers to the Web site http://www.flyderrie-air.com .

Read more

The Sydney Morning Herald Features Derrie-Air

06/07/2008

Phila. newspapers run ads about fake airline Derrie-Air
By DEBORAH YAO
The Associated Press

PHILADELPHIA (AP) - Derrie-Air has been exposed. Readers of The Philadelphia Inquirer and Philadelphia Daily News opened their papers Friday to see ads for a new airline called Derrie-Air, which purportedly charges passengers by the pound.

But the new carrier will never get off the ground. It's a one-day advertising campaign about a fake airline by Philadelphia Media Holdings, the papers' owner, and Quaker City Mercantile (formerly known as Gyro Worldwide) ad agency.

In light blue banners throughout the papers - as well as on their Web site, Philly.com - Derrie-Air cheerily trumpets its policy: The more you weigh, the more you pay. The ads direct readers to the Web site http://www.flyderrie-air.com .

Read more

Derrie-Air Featured on Globe and Mail

06/07/2008

Phila. newspapers run ads about fake airline Derrie-Air
By DEBORAH YAO
The Associated Press

PHILADELPHIA (AP) - Derrie-Air has been exposed. Readers of The Philadelphia Inquirer and Philadelphia Daily News opened their papers Friday to see ads for a new airline called Derrie-Air, which purportedly charges passengers by the pound.

But the new carrier will never get off the ground. It's a one-day advertising campaign about a fake airline by Philadelphia Media Holdings, the papers' owner, and Quaker City Mercantile (formerly known as Gyro Worldwide) ad agency.

In light blue banners throughout the papers - as well as on their Web site, Philly.com - Derrie-Air cheerily trumpets its policy: The more you weigh, the more you pay. The ads direct readers to the Web site http://www.flyderrie-air.com .

Read more