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HEC 'The Pregnant Man' (1971)
The powerful image at its centre is a prime example of the way a newspaper ad can engage generations of young men by stirring an emotional reaction.
See the how the NMA utilised the classic ad and the story behind it
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Cadbury's 'Carton' (2008)
The joyously purple newspaper ads drew attention in print when TV audiences were obsessed with a certain 'gorilla'. What's more, this ad took the Art Direction ANNA Award 2008..
See how the NMA utilised the Cadbury's ad and the story behind it
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BA 'Yesterday in T5' (2008)
Speed, topicality and tactical brilliance came to life in this series of newspaper ads that closed the gap between the public's perception and reality.
See how the NMA utilised the BA ad and the story behind it |
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Olympus 'Then & Now' (1976 & 2008)
Over 30 years apart, the two Olympus ads that inpired the NMA campaign illustrate perfectly the continuing power of newspapers as a communicator.
See the ad and the story behind it |
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Guinness 'Lovely Day' (1930s - 1980s)
First introduced in 1935, the John Gilroy illustration of the Toucan helped propel the Guinness brand ahead of its competitors. By recognising that regular newspaper readers spend more on all drink types than the heaviest third of TV viewers, Guinness effectively use newspapers to gain market share.
Compare the original with the NMA version
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Heinz 'Ketchup' (2007)
For the first time in the brand's life Ketchup was under serious threat. A competitive ketchup product contained more tomatoes than Heinz ketchup. This print campaign effectively shifted debate from quantity to the quality of tomatoes, emphasising that Heinz grow their own. The campaign results speak for themselves as Heinz reported an 11.2% increase in value sales.
Compare the original with the NMA version
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Volkswagen 'Lemon' (1959)
The creation of this campaign saw Volkswagen's agency, DDB, at the centre of an advertising revolution as art directors were given equal importance to copywriters. Today Volkswagen continues to use newspapers in their brand strategy. A resource considered by car buyers to be one of the most useful information sources, second only to car manufacturer's websites.
Compare the original with the NMA version |
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Hgen-Dazs 'Lose Control' (1991)
In 1991 TV commanded 88% of ice cream advertising. Hgen Dazs challenged the industry norm with a series of intimate newspaper ads that led to rapid brand awareness, broader product distribution and a 398% sales increase.
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Honda 'Banana' (2004)
A bold simple idea that took long copy into a place not ventured before - a banana. This newspaper ad by Honda communicates the ethos of a company rather than the product itself, building brand strength and personality.
Compare the original with the NMA version |
