Agency: Mintz & Hoke Communications Group
Name of campaign: "That's Go To"
Launch date: May 2010
Creative credits: Creative director: Su Strawderman; art directors: Patrick Kiniry, Trevor Dobrowsky; copywriter: Grant Sanders
Why we liked it: DRS Technologies' "That's Go To" has a lot going for it. We like print ads with strong images, and each of the ads in this campaign starts with excellent photography. There's a shot of a cargo plane being loaded at night that's particularly strong. The shot in another ad of soldiers with a helicopter above them and the photo of a Navy ship from above as it slices through the water are both arresting. The best ad in the bunch is a spread ad with the shot of a convoy in the desert. (We love spreads, by the way. Especially these days, with print spending declining, an advertiser can dominate a magazine with spread ads. But we digress.) The spread ad also clearly shows what kind of partner DRS can be to the military. Underneath a typically strong headline from DRS ("Turns powertrains into power plants"), the body copy explains how DRS modified vehicle drivetrains to produce mobile electrical power. Pretty cool. So is this print campaign.