People Will Say We’re In Love - OKLAHOMA! Broadway | Clapboard Ad Archive

OKLAHOMA! Broadway’s 2019 campaign People Will Say We’re In Love, created by RPM for the Recreation and Leisure market category, harnesses the power of live performance as its primary creative vehicle, delivering a direct and immersive demonstration of the show’s artistic reinvention through a single media asset featuring Damon Daunno and Rebecca Naomi Jones performing the iconic Rodgers & Hammerstein number. By eschewing conventional narrative advertising devices such as voiceover, testimonials, or symbolic imagery, this campaign situates the audience squarely in the experience of the Tony Award® winning Best Musical Revival itself, allowing the vibrancy of the cast’s chemistry, the emotional depth of the reimagined score, and the production’s bold staging to serve as a compelling invitation to witness this theatrical event firsthand at the Circle in the Square Theatre. What Clapboard’s taxonomy would classify as FORMAT#1 Demonstration is employed with precision here, turning the campaign into a live showcase that highlights the core benefits of attending the show — the fusion of classic musical theatre heritage with a contemporary sensibility that has won critical acclaim from The New York Times, New York Magazine, and The Daily Beast. The campaign’s strategic digital footprint, including a dedicated website and active engagement across Facebook, Twitter, and Instagram, extends its reach beyond traditional theatergoers to attract new audiences by making the revival’s emotional resonance and innovative artistry accessible in a vivid, shareable format. RPM’s approach capitalizes on star power and critical endorsements without diluting the artistic integrity of the performance, positioning OKLAHOMA! not as a nostalgic revival but as a culturally relevant, emotionally charged production that challenges and expands the boundaries of the musical theatre genre. This content-driven strategy underscores the brand’s commitment to honoring the legacy of Rodgers & Hammerstein while advancing a fresh narrative that speaks directly to 21st-century audiences, reinforcing OKLAHOMA!’s status as the must-see Broadway event of 2019. Clapboard rates this campaign 69/100. This campaign matters because it demonstrates how live content as a demonstration format can effectively translate theatrical artistry into compelling marketing, proving that authenticity in performance remains a powerful currency in the travel and leisure advertising landscape.