BOSTON Mintz & Hoke is launching new print advertising for Pratt & Whitney, a unit of United Technologies. Though the creative was fashioned before hostilities flared in the Gulf, the work employs decidedly patriotic themes.
One ad shows U.S. military personnel at a USO event with a huge American flag displayed across a wall in the background. The image is an actual news service photo taken of troopers shortly before they departed for the Gulf.
"The mission may be new, but the objective remains the same," the copy begins. "Pratt & Whitney's main goal has always been to protect and support our troops as they head into harm's way. Advanced, dependable engines ensure that our jets are always ready and our people, both in the sky and on the ground, are always safe."
Ads in Pratt & Whitney's "Photo-Journalism" series, which debuted last summer, attempt to relate the client's products to events in the news. The effort carries no tagline.
The client has worked with Avon, Conn.-based Mintz, an independent shop, since 1988.