ADS OF THE DAY: Plymouth Gin

Some people say that advertising is an art form.

It’s not, it’s commerce.

I’ve worked in direct marketing during my career, and it was hammered home constantly that it’s all about response.

Advertising and selling isn’t an art form, it’s a science. It’s measurable by numbers.

If an ad or a mailing pack doesn’t sell, it’s not working.

Of course, it doesn’t have to be hard sell, and it can be done with style, wit and charm.

But art it ain’t.

Or so I thought, until I saw this campaign for Plymouth Gin.

The copywriting is majestic. The art direction is sublime. The illustrations are spellbinding.

It’s art, and it sells.
 
Client: Plymouth Gin
Agency: Lowe Howard-Spink, London
Copywriter: Adrian Holmes
Art Director: Alan Waldie
Photographer: Roy Knipe