Ugly Betty Under Wraps

TVNZ promoted the TV2 programming of the American television show Ugly Betty in 2007 with a shopping centre poster covered with a paper bag. The shopper’s attention is taken straight to the text at the bottom of the poster – naming the channel and time.

Ugly Betty covered by Brown Paper Bag


The Ugly Betty advertisement was developed at Saatchi & Saatchi New Zealand by executive creative director Mike O’Sullivan, creative directors Rob Beamish and Hilary Badger, art director Debs Gerrard, copywriter Dave Mygind and photographer Mat Baker, account supervisor Sonya Berrigan, account executive Monica Hoffman, TVNZ marketing director Jason Paris.

The ad won a Bronze Lion at Cannes International Advertising Festival 2008.