Museum Advertising Brings Art and Artists to Life
THE NEW YORK TIMES
By Andrew Adam Newman
A NEW commercial for the Detroit Institute of Arts opens with a woman responding to an off-camera interviewer, although the question is not revealed: “He had olive skin.” “He looked like a hippie.” “Yeah, he was Jewish.” “He was black like me.” The commercial, by Goodby, Silverstein & Partners, Detroit, part of the Omnicom Group, is for “Rembrandt and the Face of Jesus,” opening Sunday, an exhibit that features 64 works by the Dutch master and his students in the 1640s that depict Jesus and biblical events. The museum is taking the unusual step of placing print ads in religious publications including The Michigan Catholic newspaper and The Detroit Jewish News. Those likely to resonate with Christians, like an ad that says, “See Jesus in a new light,” will not be placed in the Jewish publication, where readers will instead see this ad copy: “Painter. Carpenter. Masterpiece.” In 2010, 48 percent of art museums reported increasing marketing efforts over the previous year, according to an annual survey by the Association of Art Museum Directors. [link]
By Andrew Adam Newman
A NEW commercial for the Detroit Institute of Arts opens with a woman responding to an off-camera interviewer, although the question is not revealed: “He had olive skin.” “He looked like a hippie.” “Yeah, he was Jewish.” “He was black like me.” The commercial, by Goodby, Silverstein & Partners, Detroit, part of the Omnicom Group, is for “Rembrandt and the Face of Jesus,” opening Sunday, an exhibit that features 64 works by the Dutch master and his students in the 1640s that depict Jesus and biblical events. The museum is taking the unusual step of placing print ads in religious publications including The Michigan Catholic newspaper and The Detroit Jewish News. Those likely to resonate with Christians, like an ad that says, “See Jesus in a new light,” will not be placed in the Jewish publication, where readers will instead see this ad copy: “Painter. Carpenter. Masterpiece.” In 2010, 48 percent of art museums reported increasing marketing efforts over the previous year, according to an annual survey by the Association of Art Museum Directors. [link]
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