CHICAGO Independent agency Northlich touts the freedom and independence a radar detector can bring in its first advertising for Escort.
"We were asked to develop a creative approach that takes the brand beyond the current technical focus of the category to a message that engages a broader audience," said Don Perkins, chief creative officer of the Cincinnati agency, in a statement. "Escort's reputation for performance and innovation, combined with the insights we uncovered about our on-the-go consumer, led us to an idea that will help the brand grow the category."
The print effort introduces a new tagline for the company, "Follow no one," and uses the simple one-word headline, "Go," to convey the product's freedom. The art depicts a driver pulling away from an intersection with the green light in his eyes.
The print effort, which marks the company's first broad consumer advertising, will appear in magazines such as Maxim, Men's Health and Entrepreneur, as well as car enthusiast periodicals like Car & Driver, Road & Track and Motor Trend.
Northlich won the account in January after a review of undisclosed shops. Independent agency Empower MediaMarketing plans media, while the client handles buying internally. Spending was not disclosed, though sources estimated the account was worth $7-10 million in billings.