Newseum: Montage

The greatest stories in the world. Now in D.C.
Where the news comes to life.

Advertising Agency: The Martin Agency, USA
Creative Director: Joe Alexander
Art Directors: Amy Elkin, Mark Brye, David Grindon
Copywriter: Kevin Dunleavy
Photographer: Various
Art Buyer: Julie Sanders
Print producer: Jenny Schoenherr
Published: April 2008

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15 comments

FarFromFlorida's picture
FarFromFlorida
104 pencils

The dialogue of the creatives:

CW: "Okay, lets crack this baby"
AD: "it's about historic news in D.C"
CW: "Hey, how about we show the historic events IN D.C"
AD: "That's great"
CW: "Let's go eat sushi".
AD: "okay".

mikelite's picture
mikelite
1031 pencils

it's a working lunch - we can expense it!

http://mikelightman.com/blog

Ariatán's picture
Ariatán
66 pencils

I totally agree.

adstrike's picture
adstrike
334 pencils

lol

comAd's picture
comAd
162 pencils

Lookout.

topawers's picture
topawers
139 pencils

I generally have respect for the work The Martin Agency does. This campaign has it's ups and downs, but this execution is horrible. It's too literal, I mean "just put every famous event outside the Capitol" sounds like an easy way out to me. To put all the events together for no reason doesn't make sense. I think that one event per execution is better, as they do in the rest of the campaign, although they are not done great either. The problem is that the events are randomly placed in DC, like Ali in the Lincoln Memorial, why? "Gee, I don't know, 'cause it look cool?" Maybe what they should have done is make the events interact with the place they are set in. Like, for example in the Normandy execution, that makes more sense to me. But the rest are just random.
Also, this looks like bad photoshop. Maybe they should have made everything in color.

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

I think they should just go back to doing their usual headline-driven ads, which they do best.

republique's picture
republique
82 pencils

amateur art direction.

thirty6chambers's picture
thirty6chambers
1464 pencils

3 art directors for this? I hope one of them at some point realized that this is stupid but got tied and gagged by the other 2.

Rog's picture
Rog
6094 pencils

The US Ice skating team changed the world?
Get a room. boys.

>>>> That's not an ad. THIS is an ad.

mrtalented's picture
mrtalented
2175 pencils

this one is too messy comparing to the rest in the same campaign

Tripioso's picture
Tripioso
466 pencils

well not metaphors, no exaggerations, but it does the job. And the name for the product is great: Newseum!

Life's a Trip. Enjoy the Ride!

FlyingDogs's picture
FlyingDogs
968 pencils

The most entertaining part of this ad is that little astronaut on the White House.

But seriously, what's with the Martin Agency these days! Have to agree with republique_beirut. The art DOES look amateurish.

-----------------------------------------
http://godwindmello.blogspot.com
http://www.flickr.com/photos/godwind

panasit's picture
panasit
687 pencils

I think it gets the job done. It's just not pretty to look at.

-Tung
--good idea is enemy of great idea

cheza's picture
cheza
100 pencils

Very busy :\.

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