Advertising: Is the sky the limit?Don't panic, Boston. The billboard over the Mass. Pike near Fenway Park promoting "moonvertising" - laser logos projected on the moon's surface on March 21, the next full moon - is a hoax. The brainchild of the advertising firm Goodby, Silverstein and Partners, the billboard directs curious consumers to a website for Rolling Rock beer, where an elaborate back story is spun about the campaign, featuring a faux vice president for marketing and a gimmick that lets viewers write their own ad on a screen version of the moon. To repeat: This is viral advertising; the company isn't actually going to project a laser beam 237,000 miles into space. Still, this spoof comes a little too close for comfort. With all nature merely a canvas, cloudvertising, lakevertising, and beachvertising are probably already on someone's drawing board.
And it's a good thing because MANY were up in arms over the very idea of defacing the moon.
