The New York Times Newsroom Helps Power a ‘Book of Mormon’ Ad

WhenThe New York Times’ Innovation Report called for the paper to find new uses for its expensive editorial content, this probably wasn’t what its authors had in mind.


An animated ad for the Broadway hit “Book of Mormon” on the paper’s homepage Nov. 30 featured an October article from the paper’s arts section.


Although the ad was labeled “advertisement,” it’s designed to look like a bona fide editorial article, with Times-style font and design. Until, that is, characters from the show jump out of the photo and strip away the article to reveal a banner ad for the show.

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