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Published on .

For years when the late William Bernbach was in his heyday at Doyle Dane Bernbach, the agency's Volkswagen advertising set the standard of creative excellence in print.

Volkswagen of America now has another agency, Arnold Fortuna Cabot & Lawner, but the advertising remains strong and simple, as evidenced by the VW execution that won Best Magazine Ad of 1995.

A Volkswagen van, sketched in just a few black lines against a white background, sheds a single blue tear from one headlight. Below the image are these words: "Jerry Garcia. 1942-1995."

This tribute to the longtime leader of the Grateful Dead is especially apt, given that the VW van was the vehicle of choice for so many of the "Deadheads" that followed the group from city to city on its concert tours.

Other Magazine winners:

American Honda Motor Co.: "Chicken" (Rubin Postaer & Associates). In gallows-humor twist on the "Why did the chicken cross the road?" joke, a chicken is pictured in this color spread on a two-lane highway, while boxed copy says, "If a chicken crosses the road at 3 feet per minute and pauses to consume 2 kernels of corn placed 9 inches to the right of the road's center, and a Prelude VTEC 1,000 feet away accelerates from a solitary position towards the aforementioned chicken, do you serve it with potatoes or stuffing?"

Bolt Security Products: "Parking Meter" (Butler, Shine & Stern). Color spread shows a stark street scene with three parking meters and a hole in the sidewalk where a fourth should be.

The copy says: "Presenting the Bolt. One seriously strong bike lock. For info, call 1-800-BOLT-800. It's always there." Product demonstration without the product.

Seattle Chocolate: "Nutrition" (Wongdoody). A single, foil-wrapped piece of Seattle Chocolate reclines on red velvet in this color page.

A "nutrition facts" chart like those found on packages of groceries gives these figures: total euphoria, 94%; rapture, 82%; ecstasy, 89%; bliss; 90%; indulgence, 100%; thiamine, 0%; niacin, 0%; calories, huh?

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