Command P

This ad by Ignited for LA Weekly puts blue space to good use. It also reminds us of a fundamental truth. Be that as it may, I asked Sarah Hughes, the copywriter on the campaign, if it wasn’t a bit odd to use a “computer speak” to relay the brand’s pro-print message.
“One of the main arguments that print is dying is that it’s being replaced by the internet and other digital technologies,” she said. “By using ‘command P’ as one of our executions, we were trying to communicate that print and technology can coexist. It doesn’t have to be one or the other. The simple fact that we still have the need to print out what we see on our computers, be it an email, a web article, etc. illustrates that.”



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.