Dentsu Mimics Apple’s ‘Shot On IPhone’ Campaign With New Images From The Webb Space Telescope

The agency is launching a new out-of-home (OOH) ad campaign for aerospace company Northrop Grumman in Los Angeles and Washington, DC this weekend.

The first images from the Webb Space Telescope were published earlier this week, giving the world a mind-bending and high-resolution glimpse into an unfathomably vast and psychedelically colorful cosmos. Now, aerospace company Northrop Grumman — which built the Webb Telescope in partnership with NASA — is seizing the moment with a new OOH campaign.

The new campaign, developed by Dentsu Creative, provides a blown-up view of Webb’s new images in all of their celestial glory while poking a little fun at Apple’s “Shot On iPhone” campaign. Starting this weekend, pedestrians and drivers at strategic points in LA and Washington, DC will be able to look up and see a massive, now-famous image from the Southern Ring Nebula, just above the words: “Shot on Webb Telescope.”


This new billboard near LAX gives passersby a cosmic perspective. (Credit: Dentsu Creative)

Northrup has also released an interactive virtual experience for mobile and desktop that provides a close-up look at the Webb Telescope and its various components — each of which is a historic engineering feat in and of itself — such as its sunshield, which when fully deployed stretches across a distance that’s approximately the same size as a standard tennis court. Interactive kiosks have also been placed inside DC’s Union Station.

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Spending on OOH advertising skyrocketed by more than 40% in the first quarter of 2022 compared to the previous year, according to data from the Out of Home Advertising Association of America (OAAA).

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