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The Havas London-created ad is the latest Thinkboxes winner

The Drum Network Born Licensing unveils first advertising campaign Leading licensing agent Born Licensing has launched its first ever creative campaign targeting UK adland. In a unique mash-up, the firm is deploying a crack team of well-known characters to challenge the can’t-do attitude the industry has relating to the use of licensed characters in creative campaigns. In an industry first, Born Licensing illustrates the engaging use of characters in ads, bringing together SpongeBob SquarePants, Grumpy Bear from the Care Bears, ’90s icon Daria, a Ninja Turtle, Garfield, Beavis from Beavis...

78% of the UK public selected the fictional superhero over the otherworldly actress that plays her David Born, head of Born Licensing, is responsible for getting beloved IP into ads from top brands. His research indicates that consumers prefer fictional characters to real people so he's explained how marketers can navigate this trend. When asked who would most likely capture their attention in an ad out of Wonder Woman or Gal Gadot, 78% of the UK public selected the fictional superhero over the otherworldly actress that plays her. 38% the UK public said they ‘most like’ to see fictional ...