NEWS
Cessna: "Rise" Print Ad Via Pure
In an atmosphere that has the public and the media essentially demanding that big execs swear off private jet travel to save cash and the jobs of underlings, Denver’s Pure has helped Cessna put a big, fat stake in the ground, saying, instead, “That ain’t how big business rolls, kids.” And we dig it. Very nice work.
P.S. Kind of weird AdAge says the campaign was created by Grace/Dickerson, Denver. What gives, Pure?
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i think this uglier than the football player ad.
G/D is the brand consultant with whom we work on this business. David Dickerson initially brought this client into our shop, and we have been “pitching” it together for the better part of a year. He serves as account supervisor and day-to-day contact with Cessna’s marketing director.
I personally wrote them. Jerry Stafford art-directed. Armando Martinez (Mando-Matic) retouched them. Todd Fisher print produced.
Although I would welcome credit from the many reporters that have covered this effort (including most major news outlets, and even Rush Limbaugh and Paul Harvey) our business model has always been a little hard for traditionalists to peg. As a result, Pure “flew a bit under the radar” on this one. (Sorry for that cliche.)
If you’d like further clarification, Dave’s email is ddickerson@gracedickerson.com. Ask him to read you the email he received that refers to Bill Bernbach, Carl Ally and others. It made my day.
And Palmer, thanks for the critique, though I’m not sure what “the football player ad” is.
Darn, I forgot to mention the contribution of my partner, Dan Igoe, in the formulation of the brand strategy that started this whole thing. But you know how self-obsessed us creatives can be.
This is great. Nice to see agencies and clients not always playing it safe. Nice work.
I see this ad is getting rave reviews .
THE COPY IS A TRAINWRECK,
only made worse by the layout.
Ill finish up…
It would be very useful as an eyechart!
Rather than throwing capacity vs demand at this fringe market Cessna is hunting you should’ve focused on the new Mustang Aircraft and how Cessna is adapting to meet the customers changing demands- all while maintaining a high quality under their fat asses of course.
jmo.
I think it’s genius in conception. It’s controversial (obviously, as Gregg mentioned the coverage), but people upset with the ad wouldn’t really know who to attack…
…but I don’t think I could do it.
JPS:
Ouch.
We have good reasons why we didn’t focus on the Mustang buyer that I’ll not go into here — proprietary info and such.
As far as the copy and layout being a “train wreck,” perhaps you could illuminate me with superior examples from your own portfolio. Certainly someone so outspoken has earned the right to do so.
JPS:
One more thing: I’m not being confrontational here. I am looking for a writer. Prove to me you are a great one and I’ll give you a job.
Gregg:
My apologies.
I am a Pilot by trade and I work day in and day out with FBO’s, Flight dept’s. and Charter operators around the country.
Again, the layout is not horrid, but it does nothing to help me digest all of the high-dollar copy.
Hope you find that writer!
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