<< Back to News

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, digital solutions, smart creative and award-winning results to clients. Part of two global agency networks—thenetworkone and IPREX—as well as the 4A’s.