Carmichael Lynch Gets “Inspired” for A.T. Cross

BOSTON — A.T. Cross this week launches a new image campaign from Carmichael Lynch introducing the tagline “Inspired.”

The print-based effort for the client in Lincoln, R.I., likens Cross’ high-end pens to sculptures and seeks to underscore the company’s eye for ingenuity and design. About a dozen ads use bright, colorful backgrounds, each highlighting a specific Cross pen. One reads: “Even if you don’t leave any important writing behind, the pen alone makes an excellent legacy. The Cross Townsend. The pen of distinction.” Another: “Express yourself in ink without the parental pain and suffering of getting a tattoo. The Ion. The futuristic, compact pen.”

Spending will likely be $5 million. Ads will run in Cosmopolitan, GQ, Esquire, Glamour, Rolling Stone and other magazines.

Last year, the Minneapolis agency’s first work for Cross was tagged “The pen, pushed.”