Taking aim at the military mindset

How do you advertise a killing machine without sounding scandalously callous? At Interpublic’s TM Advertising, it’s sometimes a close call, says art director Stephen Lohr. Four years ago, Lohr and company created a print ad that showed one of client Bell Helicopter’s AH1Z attack helicopters rising from a flaming background, armed to the teeth with missiles aimed directly at the viewer.  The headline, supplied by a TM copywriter, read: “We made it beautiful because it’s the last thing some people will ever see.”