The Philadelphia Inquirer vs. Metro Ad
When a local newspaper ad came out competing for our audience, the Inquirer wanted to defend ourselves and respond. MediaLab's copywriter, Paul Siegell wrote copy that gave a counterargument for why the Inquirer rises above the competition. The copy was factual, but gave some personality, especially coupled with the comic book theme, established by the original Metro ad.
Not only are the Inquirer's graphics stronger, but the typography and language are significantly improved. We wanted to communicate that a better designed ad is equivalent to a better quality newspaper. When compared to the original Metro ad, the Inquirer advertisement clearly stands out as the more professional newspaper.