GIFs are hot, but marketers have mostly been at a loss as to how to appropriate them.
Give Fox Searchlight points for trying. The studio's new ad for its upcoming movie Stoker is entirely composed of GIFs. The GIFs were culled from LetterstoIndia.com, a site that "gave users a glimpse into the wicked and twisted world of the film’s main character," according to Searchlight's PR. The cinemagraphs proved so popular that the studio used them in banner ads, page takeovers and, finally, in the TV spot above, which is set to premiere Thursday night during Adult Swim on Cartoon Network.
For the studio, the GIF is less about goofy memes than a new "culturally poignant art form."
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