Crispin Leads Dentsu Into Gutter

Newton Vineyard of St. Helena, Calif., with the aid of Dentsu/Los Angeles has mined a new space for its messaging—the gutter, that heretofore unused space between the binding and the first column of text.
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According to The New York Times, Newton Vineyard purchased a series of gutter ads in the June 15 issue of Wine Spectator.
Morgan Halme, a copywriter at Dentsu said he thought placing ads in the gutter was unprecedented, but he cited as inspiration a 2004 campaign for the Mini Cooper by Crispin Porter & Bogusky in The New Yorker and The Atlantic Monthly, in which four Minis are parked between other small ads and a fifth appears to be driving over another ad to fit into a space.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.