Agency: Frankenberry Laughlin Constable
Client: Milwaukee Sentinel Sports Show
Title: “Ice Fishing”
Copywriter: Steve Laughlin
Art Director: John Constable
Producer: Peggy Kelly
Director: Viv Mainwearing/Black Swan
The idea: Every spring Sports Shows arrive like migrating flocks to lure outdoorsman and recreation seekers to the fishing lodges, inns and tourism attractions of Northern Wisconsin and Canada. The typical promotion is a video montage of Labradors leaping into tanks of water, kids casting lures into plastic pools filled with trout and fishing boats skimming across silvery lakes. The sponsoring newspaper asked the agency to think differently with regard to promoting the Sports Show in an effort to reverse a historic decline in attendance. The agency chose to humorously illustrate the proposition that the Sports Show is so compelling, even the most shall we say hardened outdoorsman will want to come in out of the cold for this one.
The spot increased attendance by 15% and was selected by Communications Arts in its annual round-up of the year’s best advertising.
- Communication Arts, Best of Show Milwaukee Addy’s