Clarke Goward Bows Giuseppe’s Print

BOSTON Clarke Goward has introduced a low-budget print push for a popular local eatery that incorporates actual family photographs provided by agency staffers.

The goal is to make sure potential patrons know the cuisine and atmosphere at Giuseppe’s Bar e Restautante are as authentic as possible. Many of the snapshots in the campaign are from the 1950s and ’60s, culled from the personal collections of staffers at the Boston shop with surnames such as Pulzone, Annese and Del Viscovo.

One execution shows a family raising their wine glasses in a toast. The headline: “Only Italians measure the success of their meals in decibels.” Another ad shows a wedding scene and uses a line that recalls Martin Scorsese’s Goodfellas. “Authentic Italian food your girlfriend will love. Or if she’s busy, bring your wife,” the text says.

The ads are running in local newspapers. Frank Lopresti handled art direction; Tom Kelly and Lawson Clarke wrote the copy.