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.
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 at Bonehook in Portland, Oregon.