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Retro Ad EMA Created for Domtar Paper Grabs Media Attention

A vintage-style ad that Eric Mower + Associates created for Domtar Paper is getting media attention for its design and message. The ad appears in the current “Mad Men”-inspired March 19 issue of Newsweek, which marks the show’s return with a retro look. 

The Toronto-based Globe & Mail reported how in mid-February, the creative team at EMA put on their skinny ties and vintage dresses, slicked back their hair and teased their bouffants—“Mad Men” style—for a meeting with client Domtar, where EMA suggested a vintage-style ad in the much-anticipated issue of Newsweek.

“As soon as we learned about this issue, we gave Domtar a call,” said Matt Ferguson, EMA managing partner told the paper. “It’s a reminder that the classics are still in vogue, and still relevant.”

The ad features 1960s-era illustration of a boy dressed up as a superhero reading a comic book, with the message that while entertainment options may have changed over time, people still enjoy reading on paper.

Domtar’s ad has also been mentioned in:

 • HOW Magazine’s blog
The New York Times 
MediaPost Publications' MarketingDaily
CTV National News

The Atlantic Wire reported: “As we flipped through Newsweek's retro “Mad Men”-themed issue, our eye caught this Domtar advertisement for paper. In contrast to the rest of the issue … this ad's dated feel goes beyond art direction — its very being is retro. In a time that has ushered in the death of so many physical newspapers, magazines and encyclopedias, this retro-fied ad for paper looks like it actually came from the 1960s.”

The ad is part of the award-winning EMA-created PAPERbecause campaign. 

Go here to check out the “Mad Men” issue of Newsweek. Vote here for your favorite retro ad.

About Mower

Mower is a digitally integrated independent marketing, advertising and public relations agency with professionals in New York City, Atlanta, Boston, Charlotte, N.C., Cincinnati, and Buffalo, Rochester, Albany and Syracuse, N.Y. Mower delivers strategic insights and counsel, digital solutions, smart creative and award-winning results to clients in a wide range of industries and service sectors. It has earned top industry accolades from Clio, Cannes and ANA B2 awards and is the only full-service agency ranked in Ad Age, B2B Marketing, PRWeek and Chief Marketer. Mower is part of two global agency networks—thenetworkone and IPREX—as well as the 4A’s.