The perfect play on words that accents each of the striking visuals in Wieden & Kennedy’s print campaign for Swid Powell, a small, East Coast tableware maker, represents the kind of wit that comprises most all of copywriter Jerry Cronin’s work. ‘It’s fun and hip, with a touch of elegance,’ says admirer Austin Howe, creative director at Portland shop AKA Advertising & Sass. Under a portrait of former Speaker of the House Tip O’Neill holding one of the dinnerware styles, a caption reads, ‘ . . . appropriate for both liberal and conservative parties.’ ‘I try to amuse myself,’ the 35-year-old Cronin says. In the campaign for Swid Powell, a tiny client that wanted to stand out from conventional tableware ads, the client seems bigger than life, Howe says. ‘It’s really big thinking.’ Cronin came to W&K five years ago from Hill, Holliday, Connors, Cosmopulos. ‘It’s better than working in a shipyard, which is something I used to do.’
Copyright Adweek L.P. (1993)

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