SIMPLICITY, TIMELINESS WORK WELL FOR BLACK & DECKER'S SNAKELIGHT

Published on .

Newspapers

At the top of the page, six lines of typewriter type in the form of a wire-service news dispatch, datelined Cape Canaveral: "The three-man crew on the Mir space station worked in the dark today, gripping flashlights in their mouths to keep their hands free."

The rest of the page is blank, save for the lower right-hand corner, where a Black & Decker logo and the words "Need a Snakelight?" adjoin a photo of the B&D product (which presumably would have made the astronauts' jobs easier).

This clean, simple execution from McCann-Erickson Worldwide, New York, was named Advertising Age's Best Newspaper Advertising of 1997. The judges praised the ad both for its simplicity and its strong product message. An agency spokeswomen said the ad, which ran in USA Today, was produced the day after the news story appeared.

The team producing the ad included Steve Ohler, creative director; Nina Di Sesa, executive creative director; Steve Ohler and Misha Ivanovic, art directors; and Steve Ohler, copywriter.

Other newspaper winners:

Land Rover North America: "Swan Rhino" (Grace & Rothschild). Against a white background, a rhinoceros and a swan are linked by lines, in the manner of a family tree, with the line between them descending to a Land Rover Range Rover. Crisply written copy informs readers that the vehicle is a combination of power and beauty, "a mixture of unrivaled brute strength and unequalled grace."

Redepaz: "Rayuela" ( Lowe & Partners/SSPM, Bogota). This Colombian ad, for Redepaz (literally, "network for peace"), a coalition of non-government organizations, urged Colombians to vote against violence in a referendum. The spread had two pieces of art: one, a children's hopscotch game chalked on a sidewalk, the other, the outline of a man, chalked on a sidewalk, as in a crime scene. The headline: "On October 26th, you decide." Redepaz's goal was to get 1 million to vote, and 10 million turned out, a record for a cause-related referendum in the South American nation.

Weather Channel: "Shine" ( TBWA Chiat/Day). Partial page poster-style horizontal ad has red background overprinted with "Personally, we hope `Shine' wins best picture," along with the Weather Channel logo. The ad appeared in the days before the 1997 Oscar ceremony, in which the film "Shine" was a candidate for Best Picture.

In this article:
Most Popular