The vintage-style print ad Eric Mower + Associates created for Domtar was voted favorite retro print ad in the special issue of Newsweek marking the return of the “Mad Men” television series. The Daily Beast, Newsweek’s online site, surveyed readers from March 19-March 31 on their favorite retro ad and the Domtar ad topped the poll, beating out a number of household names.
Domtar’s winning ad is part of the company’s PAPERbecause campaign and features a 1960s-style illustration of a boy dressed up as a superhero reading a comic book. The ad’s message is that people read faster and retain more information when the material is on paper. Newsweek’s issue was designed to look like it was from 1965 to celebrate the return of AMC’s hit television series “Mad Men.”
Ads for SPAM and Hush Puppies took second and third place in the poll, respectively. Other well-known brands that advertised in the special issue include Mercedes, Allstate, Geico and Johnnie Walker Red.
“We brought the idea of producing a retro ad for this issue of Newsweek to Domtar and they bought into having some fun to make a point,” said Rick Lyke, senior partner at EMA. “The world in general and life at advertising agencies has certainly changed since the days of Don Draper and the rest of the show’s characters at Sterling Cooper Draper Pryce, but the effectiveness of paper remains vital even in today’s digitally driven marketplace.”