(Brandweek.com) Two members of the starship Enterprise are boldly going where no other “Star Trek” alumni have gone before. Patrick Stewart, who plays Captain Jean-Luc Picard, and Brent Spiner, who portrays Lt. Commander Data, will be featured in a gratis literacy ad from the Newspaper Association of America (NAA), which will appear in print nationwide.
Stewart and Spiner star in the upcoming Paramount Pictures’ movie “Star Trek Nemesis,” which premieres on Dec. 13. In the black & white ad, the faces of Picard and Data are shown against a background of stars while a sun rises over a planet with a landscape resembling a newspaper. Text reads, “Discover new worlds. Read a newspaper every day.” The tag: “It all starts with newspapers.” Creative is handled in-house. Spend was not revealed.
“The great thing about … tying in to popular movies like ‘Star Trek Nemesis’ is that it serves as a reminder that newspapers are for everyone, from Trekkies to those looking for the latest sales,” John Kimball, NAA senior vice president, said in a statement.
Vienna, Va.-based NAA is a nonprofit organization representing more than 2,000 newspapers in the U.S. and Canada. Recent literacy ads have featured characters from “The Tuxedo,” “Spy Kid 2,” “Lilo & Stitch,” and “Ice Age.”