'TIME' Will Tell | Adweek 'TIME' Will Tell | Adweek
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'TIME' Will Tell

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Partners & Simons' Speculative Ads for the U.S. Navy made it into Time magazine last week--but not as paid media.
The newsweekly picked up on a story on the Navy's recruiting difficulties for its upfront "Notebook" section. Magazine staff recently contacted ad agencies across the country, asking them to develop ads for the armed forces branch
to consider.
Account director Gib Trub got wind of the assignment at 11 a.m. one Friday.
The newsweekly needed image files by 5 p.m.
Art directors Tom Simons and Anthony Henriques and copywriters Jane Roper and Jeff Billig swung into action.
Simons said he was disappointment that Time editors selected what he thought was the weaker of the two efforts. The execution featured alongside the story was headlined:
"2 Nuclear Reactors. 80 combat aircraft. 60,000 tons of steel. Bring your own closet."
In Simons' view, the stronger execution was the second.
--Judy Warner