Print ads advertise the power of print ads

Press A gold Lion press winner here from Chemistry in Dublin for the National Newspapers of Ireland, trumpeting the power of newspaper advertising. (Click image to enlarge, and click here for more executions.) The voice here is full of pumped-up “attitude,” which isn’t exactly convincing, and it also puts the medium on a higher pedestal than the advertisers it’s trying to attract: “I am the undisputed heavyweight king of press advertising and I will make your product my queen.” Compare these ads to The Martin Agency’s work for the Newspaper Association of America.

—Posted by Tim Nudd