Magazine article Editor & Publisher

Goodby Takes Top Athena Prize: $100,000 Go to Creators of Hewlett- Packard Ads

Magazine article Editor & Publisher

Goodby Takes Top Athena Prize: $100,000 Go to Creators of Hewlett- Packard Ads

Article excerpt

A series of Hewlett-Packard ads promoting the company's ability to provide smooth-running products - to the point of customer boredom - garnered the top $100,000 prize at the Newspaper Association of America's (naa) 1999 athena Awards, which honors newspaper advertising.

Goodby, Silverstein and Partners of San Francisco, which created the ads for h-p, captured the top prize for three, half-page designs that offered images of h-p customers practically twiddling their thumbs because their products worked so well.

"It had to be subtle, or the humor wouldn't have played correctly," said Joel Clement, the ad campaign's art director. "We thought it would help them stand out."

One of the h-p ads showed two people on an elevator, with the caption, "Having no printer problems to discuss, is manager and co-worker experience an awkward moment of silence."

A second showed an office cubicle filled with gifts, flowers, and balloons, which stated, "Upon entering his cube, is manager receives some positive feedback concerning the new printers."

The third award-winning ad presents a man sitting at a desk practicing tricks from a magic book, with copy that says, "Due to a lack of printer problems, is manager had time to focus on other, more important matters."

The team the developed the h-p ads included Clement; Steve Simpson, creative director; Harold Einstein, copywriter; and Jenny Taich, producer.

"From the start, we wanted to keep the ads as visual as possible," Clement said.

The top award for the h-p ads was among 50 honors passed out during the Sept. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.