The Drum Awards Festival - Official Deadline

-d -h -min -sec

Author

By Audrey Kemp, LA Reporter

December 12, 2023 | 4 min read

Informed by the House’s recent hearing on UFOs, MoonPie launched out-of-this-world, out-of-home work to expand its consumer base to the cosmic unknown.

MoonPie, the cookie famously enjoyed with RC Cola, has officially declared its intent to capture the elusive extraterrestrial market in a bold campaign that literally reaches for the stars.

The otherworldy effort makes MoonPie the first brand to pioneer advertising for aliens. The initiative was sparked by a congressional hearing held on July 26, 2023, during which several experts testified under oath and confirmed the existence of unidentified anomalous phenomena, or UAPs, on Earth.

MoonPie, alongside its creative agency of record, Tombras, reportedly embarked on a months-long journey consulting numerous UAP experts to help create an out-of-home campaign that only an intergalactic demographic can understand.

The team of collaborators comprised Sean Cahill, a retired US Navy Chief and UAP exposure activist focused on ensuring the findings of government investigations into UFOs are declassified; Daniel Oberhaus, alien linguistics expert and author of Extraterrestrial Languages, a book detailing means of communication with aliens, including a language called ‘Lincos,’ which can translate English into a binary bitmap code-based language that aliens can theoretically understand; and Holly Wood, UAP researcher and communications director at Investigate the Unknown, a platform for bringing unknown phenomena to the mainstream.

Static and digital billboards, airplane banners, and even boat banners (because aliens hang out in the water) ran in specific locations that the experts deemed ‘hotspots’ of alien activity – such as Times Square NYC, Washington DC, Roswell, New Mexico, Cape Canaveral, London and Tokyo – culminating in a dazzling drone show over the Pyramid of the Sun in Teotihuacan, Mexico.

moonpie OOH work

Commenting on the campaign, Cahill remarked, “The July hearings made one thing clear: non-human biologics are on Earth. We don’t know much more about what that means, but it’s a fair question to ask: if we have non-human biologics, are there living non-humans among us? If there’s even a chance of that, communicating with them should be a top priority because it means taking one step closer to answering the ultimate question. Are we alone, or are we part of something much larger?”

In a bid to chronicle this historic venture, Tombras also made a four-minute-long short film documenting the campaign’s production process. The film closes by encouraging consumers to delve deeper into the extraterrestrial phenomenon through MoonPie’s new website – moonpiealienacquisition.com. The site not only provides key lessons about aliens on Earth but also issues a call to action, promising the first non-human to prove their alien status the coveted title of MoonPie’s ‘Alien-fluencer.’

Dooley Tombras, president of Tombras, added: “Wouldn’t it be awesome for MoonPie to go down in history as the brand that makes the first confirmed contact with non-humans? And then captures the market. The fact that we’re even having this conversation is astounding.”

Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

Creative Creative Works OOH

More from Creative

View all