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NEWSPAPER MARTIN STEALS THIS SHOW WITH LIDDY, BLUE CROSS AND BLUE SHIELD AND BLUE RIDGE

Published on .

Martin Agency, Richmond, Va., consistently scores well in the Ad Age Best print advertising competition, and 1993 was no exception. Not only did the agency repeat as winner in the newspaper category, it also had two other newspaper ads selected and one in magazines (above), in addition to landing top honors in the Out-of-Home category (Page 41).

Martin won Best newspaper ad for a partial page b&w execution for the "G. Gordon Liddy Live" talk show on WRVA-AM in Richmond.

Under photo of a newspaper headline telling of Mr. Liddy's sentencing in the Watergate case are six lines of 64-point type: "In 1973, they couldn't make him talk. In 1993 they can't shut him up."

The only other elements are a photo of Mr. Liddy at the mike and the name and time of the show.

General Motors Corp.'s Chevrolet Division-Geo Metro (color page): Lintas Campbell-Ewald, Warren, Mich. White space is used effectively for the mileage-efficient Metro. Under the headline, "Now that the president's gasoline tax has become law, we'd like to introduce the loophole," is a photo of a Metro in profile and a subhead heralding the car's miles per gallon (city 53, highway 58).

Blue Cross/Blue Shield (b&w spread): Martin Agency. A boxer dog puts one paw protectively around a cat, who looks up admiringly. Headline: "We're changing the way the medical community and insurance companies work together." Copy describes a partnership Virginia's Blue Cross/Blue Shield formed with a group of doctors and a heathcare system.

Autolease (b&w partial page): Hawley Martin (no longer in business; ad was entered by former parent Fahlgren's Atlanta office). Under the headline "Buy American. Rent Japanese," a Mazda Miata is pictured against a white background, along with its rental price: $29.95 per day. Only other type, under the Autolease logo: "We rent cars you'd want to own."

Blue Ridge Brewing Co. (b&w partial page): Martin Agency.

In a deft, long-copy execution for its various products, Charlottesville, Va.-based Blue Ridge Brewing attacks recent trends in brewing. Headline: "Light beer. Clear beer. Dry beer. Whatever happened to beer beer?"

Copy goes on to extol Blue Ridge's "we make every ounce by hand" brewing process.

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