Disney Employs Web-Only Video in “Pacifier” Ad

Disney Pictures Marketing is promoting the new Vin Diesel film, “Pacifier,” with online video ads that use footage produced especially for the creative execution.

Klipmart provided the technology the company is using to create and serve the ad.

In the video spot, Diesel speaks directly to viewers about the film, making references to other features that appear on the film’s promotional Web site. The video segment was shot against a green screen so that the background could be digitally filled in behind him.

“We’ve been doing online video for four or five years, and almost all of it is repurposing ads that were designed for television,” said Chris Young, CEO of Klipmart. “What’s unique about the Vin Diesel ad is it uses footage shot exclusively for the Internet. It’s a trend we’re likely going to see more of.”

The video ads are part of an online advertising campaign that also features banner ads and a promotional Web site. The Web site serves as a landing page for users who click on the ads.

Creative will appear on a selection of major Web sites, including AOL Moviefone, Yahoo, and IFILM.

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