David Tennant narrates ‘reversible’ TV ad to promote final How to Train Your Dragon book
Hachette Children’s Group have teamed up with creative agency Ralph to launch a ‘reversible’ TV campaign to promote the paperback release of the 12th and final How to Train Your Dragon book.
The two ad spots, which are created by agency Ralph, are narrated by former Doctor Who David Tennant, who also voices the audiobooks. The spots introduce the themes of the final book in the series ‘How to Fight and Dragon’s Fury’ by Cressida Cowell.
One spot tells the story of the book from the dragon’s point of view, the other, which uses the same script in reverse, tells the story from the human’s perspective.
The two spots will wrap around ad breaks, giving viewers both sides of the story. The alternative stories, which ask viewers to choose sides, have been designed to emulate the series’ narrative which concludes in a final battle pitting dragons against humans.
The campaign launched on Cartoon Network, Nickelodeon, CITV and Pop TV on Friday (27 May).
Lucy Upton, marketing director at Hachette Children’s Group said: “We’ve managed to create an integrated campaign which has all the hallmarks of the books - Cressida's iconic illustrations, a twisting plot and a unique voice - which will roll out across TV, Social and POS to entertain audiences across the country.”
Chris Stack, creative director at Ralph added: “We wanted to create something big and unique to close such a brilliant series. One video to show two sides of the story was a fun and exciting way to do this; and we couldn’t have asked for anyone better than David Tennant to provide the voiceover.”