DDB Pictures ‘Trib’ as an Everyday Resource

CHICAGO DDB here uses before-and-after illustrations to depict how the Chicago Tribune can enrich lives in the shop’s first work for the newspaper.

The print, television and outdoor effort, from the Omnicom Group shop here that broke earlier this week, uses figures designed by J.J. Sedelmaier (who has illustrated commercials for Volkswagen, 7 Up and Converse, as well as Saturday Night Live‘s “Saturday TV Funhouse” segment). “What’s in it for you?” is the new tagline.

One spot depicts an animated silhouette getting his paper in the morning. As he reads it on the train, he falls in love with another character reading over his shoulder. They then use the Tribune to plan their honeymoon, entertain their children and buy things for family activities.

“People face a number of demands on their time; they’re looking for things that make it easier to navigate daily life,” said DDB creative director Adam Glickman in a statement. “The iconic characters we created cut through the clutter and remind reader that the Tribune is an indispensable, everyday resource that everyone can relate to.”

DDB bested three other agencies for the newspaper’s $4 million advertising account: Publicis Groupe’s Leo Burnett, Interpublic Group’s Draft and WPP Group’s Young & Rubicam, all in Chicago. Independent MARC in Chicago was the client’s previous agency.