|White Star Line, Titanic Poster, 1912|
|R.M.S. Titanic, "Vinolia Otto Toilet Soap", 1912.|
|Titanic Return Voyage, 1912.|
It seems advertisers steered clear of referencing the Titanic in any way until the popularity of the award-winning blockbuster movie in 1997 revived its popularity (I haven't been able to find any Titanic-themed ads before 2000).
Here are several print ads I found that pick up on the Titanic theme in different ways.
|TAM Airlines Onboard Entertainment, "Titanic"|
Ad Agency: Y&R Brazil, 2008.
Ad Agency: Ignitionk, Madrid, Spain, April, 2009.
|Washin Opticians, "Titanic"|
Ad Agency: Grey Tokyo, 2011.
|Optics Schilling, "Titanic" |
Ad Agency: Unitas-RNL, Santiago, Chile, 2009.
Another "theme" I noticed in recent Titanic-based ads was that several focussed on the ship's size.
|Megastar Cineplex, "Titanic"|
Ad Agency: Ogily & Mather, Vietnam 2007.
|Vodafone Mobile Video Store, "Titanic"|
Ad Agency: Scholz & Friends NRW, Dusseldorf, Germany, January, 2010.
Both of these ads "bend" the visual by presenting the Titanic as being small or miniature. In both examples, the iceberg is reduced to an ice cube. And both ads are selling the idea of watching the big blockbuster movie on a small screen (the first as a negative and the second as a positive).
Another reoccuring theme I found in recent advertising which references the Titanic refers to the famous "I'm Flying" romantic sequence from the movie.
|Utopolis Group Of Cinemas, "Titanic" |
Ad Agency: Duval Guillaume, Antwerp Belgium 2007.
|Toys R Us, "Titanic" |
Ad Agency: Volcano Advertising, Johannesburg SA, 2007.
|Sanyo XactiCA8, "Titanic"|
Ad Agency: Whybin TBWA Tequila, Sydney, Australia, 2008.
|Suraj Electronics, "Pixels"|
Ad Agency: JWT, New Dehli, India, 2010.
I did find several other recent ads that reference the Titanic but the rationale or strategy tie-in with the product or benefit was either weak, sunk altogether or perhaps lost in translation.
- Kaecher Immersion Pumps, "Titanic", FJR Werbeagentur, Munich, Germany, December, 2008.
- IFFCCO-Tokio Insurance, "Titanic", Publicis Gurgaon, India, 2010.
- Listerine, "Titanic", JWT, Mumbai, India, 2012.