Sometimes A Slideshow Is Just What’s Needed

McGarry Bowen and production company, The Wilderness, teamed up on this new anthem commercial for The Wall Street Journal.

Highlighting the papers new direction of color images and expanded editorial focus, the team came up with a visual language meant to strike a chord with lovers of newspapers.

I like the spot because I don’t think about Rupe when I see it. I think about how much I like newspapers, including The Wall Street Journal.

Juliet Rios, co-founder and partner of The Wilderness said, “It’s tricky when you consider using only type and stills. And, if you are going to use stills, do you use a lot or a few? We decided that we weren’t going to apologize for using stills but rather would play to their strength and to their relation to the newspaper format, even to selecting a background texture to simulate the look of ink on newsprint.”



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 at Bonehook in Portland, Oregon.