A musical in New York called Something Rotten is celebrating its loss of awards by taking out a full-page ad in the New York Times.
The play, about two struggling playwrights who always lose out to Shakespeare, ironically won its only award at the Tony Awards for the guy who played Shakespeare in the production, according to the New York Times.
Branding themselves ‘Loser’ in the ads, the marketing team of the musical reportedly gathered at its ad agency SpotCo’s offices.
“We’ve never done anything like this in the 20 years we’ve been around, but the theory is to make people laugh, because if your advertising isn’t funny, people won’t necessarily believe you when you say your show is funny,” said Tom Greenwald, chief strategy officer at SpotCo. “It’s both a laugh and a bit of a strategy to say, ‘We’re here to stay.’ ”
The ad brings to light all the other musicals who may not have gotten off to a running start.
— Something Rotten (@RottenBroadway) June 8, 2015