Newspapers an ideal canvas for adverts

The ability of newspapers to act as an appealing and intellectually engaging medium for advertising was highlighted at an awards ceremony in Dublin last night.

National Newspapers of Ireland chairman Matt Dempsey told the NNI Press Ad of the Year awards that four out of five adults were still regular newspaper readers and, therefore, newspapers provided the canvas for ads that were “intellectually engaging and aesthetically appealing — advertising with an intelligent smile”.

“Two out of three of our readers spend more than three hours a week reading newspapers.

“It’s quiet time in which a person is relaxed, receptive and immersed in the environment of their newspaper. In other words, perfect conditions for good advertising to have its effect.”

Last night’s awards in Dublin’s Four Seasons Hotel saw the overall prize go to a campaign for Slimsticks entitled “Kill Your Cravings” which was created by the Boys and Girls agencies. The ads show a series of sugary snacks and sweets that have been “killed” by the Slimsticks weight-loss products.

The judge, Neil Dawson of BETC (London), said the campaign was “genuinely insightful, a really fun way of addressing the issue”.

“Ads for slimming products are a well trodden path, there’s been a multitude of them,” he said.

“However, I haven’t seen ones like these before. This is a really fun way of addressing the issue while keeping it relevant.

“The ‘Kill Your Cravings’ campaign is a clean, simple, engaging idea that made me laugh out loud,” he said. “The agency has come up with something very new here and for that they get the top prize.”