Mack Boring & Parts Company
America's largest Yanmar and Isuzu Diesel Engine distributor, Mack Boring & Parts Company wanted a fresh look for its extensive regional advertising program. It had four full-color ads that, in the density of their copy and determination to “show and tell” all, were unfocused and nearly invisible on the page.
In place of four half-page ads, Graphicus developed 10 square-third pages – each devoted to a single, easily read, and memorable product message. In place of the obligatory engine photo, the agency created on the computer a red button in relief, on the face of which was chiseled the company’s new tag line: Power to GoSM. This bright red “power button,” floating in generous white space and wrapped by a terse statement of product benefit, dominated the advertising spreads on which it appeared. It proved the power of two colors – inventively deployed – to master four-color ads and editorial content and to create a legible mark in the most crowded advertising environments. The “power button” graphic also lent itself to an attractive array of premiums – from key floats to mousepads, from literature bags to a presentation folder.
