EDWARD DON & CO.

Hype about the Internet as a business-to-business medium obscures a simple fact: Whether they occur online or offline, most b-to-b transactions still consist of one old-economy company selling something to another old-economy company. As such, the jazziness of a company’s Web site matters less than itsability to deliver the tangible goods. That’s why this ad is smart to emphasize Edward Don’s decades as a supplier to the food-service industry. “We have the technology. We have the people. We have the products. We have the distribution. We have the track record.” It’s nice that the company now has an e-commerce portal as well, but the ad’s target audience will regard that as a secondary factor in choosing among vendors. This brings us to the attack portion of the ad: “What do other on-line portals have? Weeks of experience.” The attack works because the ad’s readers have been exposed to tons of exaggerated claims about the marvels of modern technology. Thus, they’re predisposed to accept Edward Don’s wry disparagement of its more new-fangled competitors.Agency

The Ungar Group,

Chicago

Client

Edward Don & Co., North Riverside, Ill.

Creative Director/

Copywriter

Tom Ungar

Art Directors

Mark Ingraham

Mete Moran

Typography

Ingy

Photography

client archivesAgency

Shepardson Stern Kaminsky, New York

Client

Road Runner,

Herndon, Va.

Creative Director

Alexander Duckworth

Art Director

Glenn Price

Copywriter

Howard Lenn

Agency Producer

Alisa Cohen

Production Company

Panic & Bob, Toronto

Director

David McNally