Thursday, February 22, 2007

Bill Bernbach would be proud.

Lost in all the schadenfreude about Crispin Porter and its Volkswagen work—the departure of client champion Kerry Martin, the strange “Fast” creature, the proto-Nazi designer—are these two lovely print ads.

Every agency that has worked on VW since it left Doyle Dane has kept the iconic Avant Garde typeface and the spare, white-space aesthetic. But no agency has been comfortable enough in its own creative skin to return to the original, classic layout and copy approach.

Just as it took certified Red-baiter Richard Nixon to finally establish diplomatic ties with Communist China, it took CPB to do these ads. Not just because they have nothing to prove creatively, but because someone there actually knows how to write.

The copy sells hard but gracefully and is 100% bullshit-free. The style is literate and witty but in no way condescending or snarky. If Crispin does wind up losing this business, it will be a shame. These ads are the real deal.

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