And no, it’s not what you think.
I’m reading the Financial Times and page 5 of the paper is a full-page advertisement. The headline is, “WHY THE ADULT ENTERTAINMENT INDUSTRY IS ADOPTING A NEW POSITION.” (Side note – I just now got that joke). Anyway, the full page ad is promoting the launch of the .xxx internet extension. It does so openly and honestly and that’s what has me so impressed.
I can’t scan the odd size of FT (and a photograph wouldn’t do it justice), so here’s the content of the ad:
Let’s not pretend otherwise.
One of the most frequent uses of the internet is to access adult material. In fact, it’s estimated that it accounts for over 10% of all online searches. We don’t have any particular objection to this activity. On the contrary, we’re big supporters of it. We also feel it’s high time the adult entertainment industry was recognized for the responsible, proactive stance it’s now taking online.
A Few Searching Questions
How can we prevent children from being inadvertently exposed to adult content online? How can we ensure willing consumers access adult websites that are safer from malware or spyware? How do we develop an easy-to-use payment system that everyone can trust? In other words, how do we create an easily recognizable and identifiable, safe environment where adults are free to enjoy the best in adult entertainment in a relaxed and secure fashion?
One Simple Answer
.XXX is a completely new internet extension specifically for the adult entertainment industry. We believe it will eventually overtake the usual .com and .net web addresses that most adult sites currently use. Here’s why it’s such good news for users and the industry alike.
- .XXX sites will be electronically labeled by MetaCert as adult in nature, which means they can be easily filtered by parents at home, teachers at school or others seeking to avoid adult content.
- Any site ending in .XXX will be scanned daily for malware and spyware by non other than McAfee online security.
- .XXX sites will be able to take secure, age-verified micro payments via a third-party payment service.
- We will ensure that $10 for every .XXX domain will go to the International Foundation for Online Responsibility (IFFOR), which supports free expression and industry best practices as well as the development of tools and technologies to protect children online. We take our responsibilities seriously.
Support, Not Just Responsibility
.XXX believes helping the adult entertainment industry operate responsibly and securely isn’t just the right thing to do, but is also good for business. We will be actively supporting the adult entertainment industry with global marketing campaigns to let everyone know that .XXX is the place to enjoy the highest quality adult entertainment online.
Register by October 28th
If you operate an adult site online, now’s the time to register a .XXX domain. Between September 7th and October 28th, 2011, you can register your names before they go on general sale. Likewise, if you own a non-adult brand, you can apply to prevent it from being registered in .XXX for a small one-time fee. For more information, go to www.about.xxx. Register your domain name with your usual registrar such as GoDaddy or Domainmonster, or any of the others listed on our website.
Discover how .XXX is the most desirable thing to happen to online adult entertainment in a long time.
Here’s what has me so impressed – first, that they picked the FT for the ad. It may have appeared in other publications – but FT is the only one I still read in traditional newspaper format. It makes sense to me from a demographic standpoint since a majority of readers are male – certain income level, etc., and the ad is primarily at decision-makers not just those who would visit .XXX, but those that may argue against it. However, I do have this funny image of Larry Flynt ignoring T&A to get M&A analysis and reading this ad.
I am also impressed with the ad itself. The layout is just bold font and clean layout. Other than the clever headline (which took me awhile to get), I found the ad to be honest and straight-forward. I think their approach is very engaging. Like most people involved with the internet, I was aware of the .xxx domain, but hadn’t thought much about it. The ad featured the .xxx logo to prompt quick recall of previous articles I had read, which made the content more engaging.
The ad was effective because it created common ground with the reader (yes, I want to protect children) and then gave clear reasons for their call to action. Unlike political ads, which take similar approach, this ad was able to appeal to people pro and con of the cause. If you are a pro adult entertainment advocate, then you’re all for a .xxx domain. If you are against adult entertainment, then you’re all for getting those sites off the .com web. Quite simply, I was impressed with the neutral ground that the ad took. I even thought the call-to-action was subtle (if you own . . .) and presented in a way that was factual – not confrontational.
I think this ad shows how newspaper ads can still be relevant – be honest; establish common ground; be brief; provide a clear call-to-action. Well done agency that put this together (or association itself if done in-house). I did, however, laugh at the logo lockup – [.XXX] coming now.
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