Montreal View: Elegant wine ads stand out

Let the latest advertising for a Quebec sales promotion campaign set a new standard in advertising of this type.This gorgeous, trend-setting campaign comes from Marketel Foster McCann-Erickson, Montreal, for the Societe des alcools du Quebec, the government-owned chain of liquor and...

Let the latest advertising for a Quebec sales promotion campaign set a new standard in advertising of this type.

This gorgeous, trend-setting campaign comes from Marketel Foster McCann-Erickson, Montreal, for the Societe des alcools du Quebec, the government-owned chain of liquor and wine stores and a group promoting Bordeaux wines.

Inspired art direction

Inspired, elegant art direction is what makes this newspaper ad such an elegant standout.

It is hard to believe this is an ad supporting a promotion, but that is what it is. Let’s face it, elegant art direction is not a regular feature of sales promotion advertising.

Maybe it is because the messages are usually so blunt, i