Sky TV in New Zealand is promoting the Arts Channel with the slogan, “Art for an Insultingly Low Price”, featured in a print advertising campaign. Featuring the story of Mark Rothco, the print ad sits in the tragicomedy genre well known to New Zealanders.
Mark Rothco, born Marcus Rothkowitz in Latvia, was a post-war abstract artist known for his opposition to the way only the rich could see his work. He donated paintings to the Tate Gallery and returned the advance he’d received after completing a commission for an expensive restaurant, The Four Seasons in New York. It’s fitting that becomes the icon of accessible arts.
The Insultingly Low Price ad was developed at DDB New Zealand, Auckland, by executive creative director Toby Talbot, head of art Mike Davison, art director James Tucker and copywriter Simon Vicars, account director Danielle Richards and Brad Armstrong.