BOSTOn—LSHD Advertising em-ploys humor to convey the importance of using Southworth Co.'s business presentation paper in its first work for the client.
One print ad from the Chicopee, Mass., agency features a flustered executive surrounded by over-the-top characters such as a clown, Native American chief and showgirl. "Nice presentation, Bob. What can you leave me to show my boss?" is the headline, accompanied by photographs of the paper stock available.
Ads are running in trade periodicals targeting sales and graphic design pros. A separate campaign aimed at the general public will follow. Spending is in the high six-figure range, according to the agency.
LSHD picked up the Agawam, Mass., client last summer following a review.