‘Mirror Mirror’ film capitalises on Samantha Brick backlash

Studio Canal is taking advantage of the internet furore surrounding journalist Samantha Brick’s MailOnline piece bemoaning her beauty by buying up all the advertising spots next to corresponding articles on the site.

Samantha Brick

The targeted campaign, to promote the “Mirror Mirror” film, sees Studio Canal “roadblocking” one of the most popular articles on the web this week, which features Brick defending herself against the worldwide internet storm her original article sparked.

The film studio plans to extend the tactical activity to other similar articles.

Samantha Brick’s story has attracted more than 10,000 comments on the MailOnline website, more than 21,000 Facebook Likes and has been a consistent trending topic on Twitter this week.

Most commentators took a distaste to the article, where Brick claimed women hate her for being “too beautiful”.

Mirror Mirror, starring Julia Roberts, is a comedy take on the original Snow White fairytale.

The film, which was released this week, is also being supported by a national out of home campaign and other digital activity.

The media planning and buying has been handled by Target Media.


American Apparel

‘Pornographic’ American Apparel ads banned

Rosie Baker

American Apparel has been rapped by the Advertising Standards Authority for a series of “pornographic and exploitative” ads that inappropriately sexualise young women, while H&M’s ads starring David Beckham in his pants have been judged acceptable.

Secret Marketer

The Secret Marketer on the importance of market research

David Coveney

One of the first things that I did when I joined my current company was to ask about the research that we had on the brand. How were we seen in the marketplace? I knew prior to joining that one of the challenges the business faced was brand recognition – despite us being one of […]


    Leave a comment