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Brandweek.com)The kids from "Spy Kids 2" use newspapers to help them solve the world's mysteries in a new print ad from the Newspaper Association of America, Vienna, Va. The ad will break nationally in time to coincide with the release of Dimension Films' "Spy Kids 2: The Island of Lost Dreams" on Aug. 7.
The ad shows Carmen (Alexa Vega) and Juni (Daryl Sabara) reading
The Spy Times with the landscape of The Island of Lost Dreams in the background. Under the ad's headline, "Your first mission starts with the headlines!" the text reads: "As Spy kids know, reading the newspaper is the best way to stay on top of what's happening. Life is an adventure, so read the newspaper and discover the world. And one day, you might be on a mission of your own."
The ad is part of NAA's campaign encouraging youth to read. The most recent effort featured characters from Disney's "Lilo & Stitch."
"These ads tying into popular family movies give us a great opportunity to reach out to young people and remind them that newspapers tell the story about the world around them like no other source," said John Kimball, senior vice president/chief marketing officer of NAA, which represents the $55 billion newspaper industry and more than 2,000 newspapers in the U.S. and Canada. "From the latest movies to real-life spies, adventure can be found every day in newspapers."
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