FAMOUS WAVES IN HISTORY

Challenge. The Litton Electron Tube Division was entering a period in which they wouldn't be introducing new products. Yet, it was important during this time that they maintain a high profile, especially in the aeronautics industry.

Solution. Our creative team came up with an institutional campaign touting the theme "Famous Waves in History" (Litton made microwave tubes) that relied primarily on borrowed interest to get attention. To pull it off we scoured the Bettman Archives for old photos of historial figures who were waving. Eventually, we found four classic photos. I then wrote headlines to fit the photos and colorful introductions for each ad. The ad series ran over the course of a year. And Litton remained visible.

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WHAT WAS THE HIDDEN MEANING BEHIND THE PHOTO?

Challenge. In creating an ad, you usually start with an idea and then find ways to illustrate it. But sometimes, you work backwards. The client had a stunning action picture. A real grabber. But could it be linked to a significant customer benefit?

Solution. I asked the client, "What's the most compelling theme in the transportation industry? He said, "On-time delivery."

In other words, speed.

Bingo! There was the link. The picture made the point. Now it was just a question of finding the right words to complete the idea.