Twenty Five
Michael Weinzettl picks a few great print ads and posters that turn 25 this year.
Despite the fly-away shock of hair and orange skin tone in the main image, for once no reference to the unspeakable US President is intended. Instead, this week I want to take you back a quarter of a century and look at some of the press ads and posters that stood out at the time - which is why we featured them in the magazine in 1992 - and still manage to do so. A lot of them could still be used today and nobody would really notice that 25 years have passed since these ads graced magazine pages and poster sites. Perhaps people might take notice because of the sudden increase in quality. Sadly, too much poster advertising today rarely comes across as striking unless it's been decked out with lots of digital technology.
Poster for the "Vivre 21" shopping center in Tokyo.
Client: Vivre 21, agency: Masayasu Okabe Studio, Tokio, Art Director: Masatoshi Toda, Copywriter: Masayasu Okabe, Photographer: Sachiko Kuru
Headline: As not seen in Brooks Brothers. Client: Harley Davidson Motor Clothes, Agency: The Richards Group, Honolulu, Art Director: Brian Burlison, Copywriter: Todd Tilford, Photographer: Richard Reens
Client: British Telecom, Agency: TBWA, London, Art Director: Andy Mckay, Mark Denton, Gary Martin, Copywriter: Tony Barry, Mark Goodwin, Chris Palmer, Photographer: Malcolm Venville, illustrator: Graham Storey
Levi's 501 poster campaign for the Italian market. Strap-line: Ready for any experience.
Client: Levi's, Agency: McCann Erickson, Milan, Art Director: Alessandro Canale, Copywriter: Stefano Colombo, Photographer: Graham Ford
Left: Her Schulthess was given to her by her husband. Right: She bought one for her husband. Strapline: Because tomorrow is today. Poster campaign for Schulthess brand washing machines.
Client: Schulthess, Agency: Wirz / BBDO, Zurich, Art Director: Lori Fischer, Copywriter: Gila Poltera
For a number of years, the tough-looking Gert Boyle, Chairman of the Board for Columbia Sportswear, and mother of Columbia's CEO, featured in the outdoor brand's advertising.
Client: Columbia Sportswear, Agency: BPN, Portland, Art Director: Terry Schneider, Copywriter: Greg Eiden, Photographer: Pete Stone
Client: SFIA, Agency: DDB, London, Art Director: Jeremy Carr, Copywriter: Jeremy Craigen, Photographer: Mike Parsons
Client: Levi's, Agency: BBH, London, Art Director: John Gorse, Copywriter: Nick Worthington, Photographer: John Gorse, Nick Worthington
Client: Haägen-Dazs, Agency: BBH, London, Art Director: Rooney Carruthers, Copywriter: Larry Barker, Photographer: Barry Lategan
Giant poster ad for Corona brand beer. Headline: Even if my last hour had come I'd still squeeze a lime for Corona
Client: Corona, Agency: Saatchi & Saatchi Fallon, Tokyo, Art Director: Yoshihiko Suzuki, Copywriter: Naoki Watanabe, Photographer: Aura
Client: Seiko, Agency: Saatchi & Saatchi, London, Art Director: Bill Gallacher, Roger Pearce, Copywriter: Mick Petherick, Richard Myers, Photographer: Bruce Weber
Client: Prudential, Agency: WCRS, London, Art Director: Simon Pyrke, Copywriter: Terence Bly, Photographer: Richard Mummery
And finally, an ad from 1992 which may not be all that "great," but it is very funny and shows you what the head and founder of arguably the world-best agency of today, Droga5, was up to 25 years ago.
Client: Swiss Deli Glebe, Agency: Omon, Sydney, Art Director: Marrcus Jaacson, Copywriter: Dave Droga, Photographer: Simon Harsent.
Cover Vol. 1/1992, taken from an ad for Dr. Adams brand shoes. Agency: DAV Studio, Amsterdam. Art Director: Fenna Westerdiep. Copywriter: Pieter Kooman. Photographer: Rineke Dijkstra
Cover of Vol. 2/1992, from an ad for Cleret brand squeegees, Agency: A.K.A., Portland, Oregon. Art Directors: Aaron Smith, Michael Reardon. Copywriter: Austin Howe. Illustrator: Michael Reardon
Cover Vol. 3/1992, taken from an ad for British Coal, Agency: Hoare Wilkins, London. Art Director: Steve Eperjes. Copywriter: Eddie Pritchard. Photographer: Jack Daniels
Cover of Vol. 4/1992, taken from an ad for Lada cars, Agency: Y&R, São Paulo. Art Director: Itagiba Lages. Copywriter: Celso Loducca. Photographer: Gilberto Freitas.
Vol. 5/1992, cover taken from an ad for the Reprozwölf production house. Agency: Trizeps/Vienna Paint, Vienna. Art Directors: Albert Winkler, Michael Langoth. Copywriter: Fritz Grohs. Photographers: Michael Langoth, Josef M. Fallnhauser. Digital Artist: Albert Winkler.
Cover of Vol. 6/1992, from an ad for Roosvicee, a special vitamine beverage for kids, Agency: Euro RSCG, Amsterdam. Art Director: Bas Coolwijk. Copywriter: Stef Ranke. Illustrator: Bas Coolwijk (In case you're missing an "E" at the end of Archiv on the last two covers from 1992, it's because we only have copies of the German issue left.)
Main image: Client: Wrangler. Agency: TBWA, London. Art Directors: Andy Mckay, Mark Denton, Copywriter: Chris Palmer. Photographer: Philip Gatward (Wrangler's biggest competitor at the time was, of course, Levi's who "number" their different models, e.g. 501, etc.)
