Ad of the Week: McClure’s Pickles – Pickles Instead of Wine

Yes, good print ads do still exist! And here's one that's copy heavy and doesn't even show the product. Did I mention it's great? As a writer and old school ad guy living in the new digital age, I can still appreciate when someone pulls such a feat off, such as the case with this ad for local cool pickle company, McClure's Pickles (and no, they are no relation to me).

First of all, it's a pretty clever premise to get people thinking about using the product in a new way, asking the question, "When is it appropriate to bring pickles instead of wine?" Witty copy goes on to talk about all the problems with bringing wine to the host of a party vs. bringing the appropriate jar of McClure's Pickles.

Secondly, the look of the ad is very cool. It's sparse use of color draws you in and gives it a nice tasteful look. The palate gives it a rich, old fashioned look. But, the subtle wine splatters make it feel a little grungy and hip. Using the type to create a wine bottle shape and putting the label from the pickle jar in this open space is a brilliant use of typography that you just don't see in print ads any more.

Make sure you take the time to actually read the copy; it's fun and weaves a great story. As Jen Wright mentioned in our last post, storytelling is an important part of the modern narrative. That's true in social media and old school media. So grab a nice glass of pickle juice, snuggle up to your monitor and enjoy the read. You can click on the picture and it'll pop up larger in a separate window or you can see it, with credits to the Team Detroit creatives who worked on it, on the Ads of the World site.

McClure's Pickles: Bring Pickles Instead of Wine

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Mike McClure, Exec Creative Director & Social Media Guy