Captains Crafts Bullish Ads for Whatman FTA

BOSTON Captains of Industry has unveiled print ads for Whatman FTA, a technology used in genetic research.

The work breaks this month in bioscience trade publications and is designed to show that Whatman FTA can help scientists, technicians and farmers efficiently determine the truth during DNA analysis.

One ad shows two nearly identical pictures of a bull with the headline “Stud” and “Dud.” Text begins: “Trying to determine which livestock to breed? Whatman FTA lets you capture and purify DNA quickly and easily, so you can get truly accurate results.” A second execution makes the same point using two similar ears of corn and the headline “Feast” and “Famine.”

The positioning line for the campaign is “DNA Truth. Captured by Whatman.”

Ted Page served as creative director and copywriter; Bill Drake and Roslyn Acuri handled art direction.

The independent shop was hired by Clifton, N.J.-based Whatman in the spring.