Copywriting/Creative Direction: Newsmax is the magazine and online destination for the modern conservative. This campaign was developed to increase awareness of Newsmax among advertising media buyers looking to reach affluent, conservative readers. In this case, the target audience for the campaign—a hip, 25-45 year old Caucasian woman—was pretty much the opposite of the Newsmax reader. She loves great advertising and she’s exposed to some of the coolest, most cutting edge work everyday. She’s politically liberal, pro-choice and when she votes, she votes Democrat. She’s smart and she gets the joke—so we felt it was appropriate to deliver one (or, in this case, two).
advertising, print, brand, trade