Is This The Greatest Marketing Stunt of All Time?
“Art should comfort the disturbed and disturb the comfortable.”
Marc Ecko was born in 1972 in Livingstone, New Jersey, into what most people would consider a conventional middle-class family.
His father was a pharmacist, his mother an estate agent. But Marc wasn’t interested in following a conventional path.
From a young age, he demonstrated an artistic streak and harboured ambitions of becoming a graffiti artist.
He began his creative journey by spray painting designs on T-shirts in his parents’ garage and selling them to friends.
Marc quickly gained a reputation for his artistic flair, and by high school, he was making thousands of dollars from his work. It also validated his belief that there was a market for edgy, street-inspired fashion.
This early success set the groundwork for founding his label, Ecko Unltd, in 1993, using money from his sister and friends.
Marc understood that streetwear was more than just about fashion; it was about identity, rebellion, and self-expression.
Like any entrepreneur, he was always looking for authentic ways to grow awareness of his company.
In 2006, he collaborated with the ad agency Droga5, known for its unconventional approach, to create what is considered one of the earliest forms of viral internet marketing.
So what did they do?
The plan was elaborate and carefully crafted. The team created a short video of a Jumbo Jet taken from a camera looking through a chain-link airport perimeter fence.
But the plane in the foreground was no ordinary Boeing 747. It was Air Force One, the legendary flying office of the US president.
The footage appeared to show a group of individuals breaking into Andrews Air Force Base, sneaking past security, and graffitiing “Still Free” on one of its engines.
It was a bold statement that defined both graffiti culture and the Ecko brand.
In reality, the entire event was an elaborate hoax.
Ecko’s company rented a Boeing 747 cargo jet and meticulously painted one side to mimic Air Force One. They filmed the event, making the footage intentionally grainy and shaky to make it feel authentic.
The video spread like wildfire across the internet. It appeared on blogs, forums, and early social media platforms.
In fact, the stunt caused such an uproar that it crossed from internet curiosity into mainstream news coverage. In just two weeks, it received over 23 million views.
The U.S. Air Force, taking the threat seriously, reportedly launched an investigation into the apparent security breach before the truth was revealed.
Ultimately, it showed how creativity and a deep understanding of your audience could generate more attention and engagement than traditional advertising.
Watch the video to see arguably the most incredible guerrilla marketing stunt of all time.
What are your favourite marketing stunts of all time? Please share your thoughts in the comments below.
