Copacino’s Seattle Times Ads Hot Off the Presses

Copacino’s first two ad campaigns for the Seattle Times have a similar theme of bringing buyers and sellers together.
Both print campaigns broke in November in the Times. The first, promoting the newspaper’s classified section, spices up typical classified ads with humorous images.
One features an empty goldfish bowl, with an ad offering a “free cat to a good home.” Another displays a shark-bitten surfboard and a classified offering a beachfront condo in Maui.
The tag is, “There’s an answer for everything in the Classifieds.”
“These are visual stories to raise awareness of the classified ads,” said agency principal and creative director Jim Copacino.
The second campaign concentrates on the newspaper’s ability to offer advertising space in a TV and radio market that is oversaturated. The ads show a hole-in-the-wall business, “Ed’s Shoe Hut,” valiantly searching for advertising media. Ed tries everything from sandwich boards to writing his pitch on a frosty van window.
The tagline at the bottom reads, “Having trouble finding places to run your ads?”
“He’s this poor, pathetic guy who needs help with his marketing efforts. It’s a reminder that the Seattle Times has unlimited space,” said Copacino.
The Ed ads may also run in trade journals, according to Copacino. It will target out-of-town advertisers that view Seattle as a viable market.
The Seattle agency won the creative portion of the Times account last summer. Its next campaign will focus on the paper’s transformation to a morning publication.
Other members of the Copacino team included account supervisor Betti Fujikado, copywriters Hugh Saffel and Dylan Tomine, art directors Leanne Weis and Sherelle Sinko and photographers David Langley, Stuart Tilger and Iridio.